Versant Media Group has agreed to acquire Full Swing, a company specializing in golf and baseball simulators, for approximately $530 million in cash from private equity firm Bruin Capital [1]. This acquisition adds to Versant's expanding portfolio of golf-related assets, which already includes Golf Channel, GolfNow, and GolfPass [1]. Full Swing's technology is used by general consumers, competitive athletes, coaches, and commercial venues, and the company serves both recreational and professional markets [1].
The deal aligns with Versant CEO Mark Lazarus's strategy of investing in non-traditional media businesses to broaden the scope of the company's brands, a plan outlined to investors since Versant's public listing in January following its spinout from Comcast [1]. Earlier in the year, Versant also acquired StockStory, an AI-powered financial analysis platform, for CNBC [1]. In May, Versant reported a 9.5% increase in revenue for its platforms business, reaching $192 million, and executives have stated their goal to rebalance the company's revenue mix so that 50% is derived from digital, platform, subscription, ad-supported, and transactional businesses [1].
Full Swing CEO Ryan Dotters stated that joining Versant will provide the scale and distribution needed to expand their technology to more golfers, athletes, and fans. Dotters will remain with the company and report to Will McIntosh, president of digital platforms and ventures at Versant [1]. The transaction is expected to close before December 31, according to statements from both companies [1].
Bruin Capital originally purchased Full Swing in 2021 for $160 million, indicating significant growth in the company's valuation over a short period [1].
CONCLUSION
Versant's $530 million acquisition of Full Swing marks a strategic expansion of its golf and digital platform assets, reflecting the company's commitment to diversifying revenue streams and strengthening its position in sports technology. The deal is expected to close by the end of the year, with leadership continuity at Full Swing and a focus on scaling distribution and reach.