Versant Acquires Golf Simulator Maker Full Swing for $530 Million

Versant has agreed to acquire golf simulation company Full Swing from the private equity firm Bruin Capital for approximately $530 million in cash. The transaction, confirmed by the company, is expected to close before Dec. 31. This acquisition marks a significant expansion of Versant’s sports and digital platform portfolio, building on its existing golf assets, including the Golf Channel, GolfPass, and the tee-time reservation service GolfNow.

Why Versant is Investing in Full Swing

The acquisition aligns with Versant’s broader corporate strategy to rebalance its revenue mix by increasing income from digital, platform, subscription, and transactional businesses. CEO Mark Lazarus has signaled to investors that the company intends to prioritize non-traditional media assets that deepen engagement with niche audiences.

Full Swing manufactures golf and baseball simulators used by both recreational players and professional athletes at training facilities and retail locations. By integrating this technology, Versant aims to extend the reach of its media brands into interactive consumer hardware. This move follows the company’s recent acquisition of StockStory, an AI-powered financial analysis platform, earlier this year.

How the Acquisition Affects Operations

Full Swing CEO Ryan Dotters will remain with the company following the acquisition. He is set to report to Will McIntosh, the president of digital platforms and ventures at Versant. The integration is intended to leverage Versant’s distribution scale to expand Full Swing’s technology footprint.

The financial performance of Versant’s platforms business has shown growth, with the company reporting in May that revenue—which includes GolfNow, Fandango, and newer direct-to-consumer units—rose 9.5% to $192 million. Executives have highlighted the news and sports divisions as key drivers for this upward trajectory.

Comparison of Ownership and Strategic Value

The sale represents a significant exit for Bruin Capital, which originally purchased Full Swing in 2021 for $160 million, according to reporting by *Sportico*. The $530 million price tag highlights the increased valuation of sports-tech companies that provide direct-to-consumer engagement tools.

Financial and Operational Context

• Acquisition Price: Approximately $530 million in cash.
• Previous Ownership: Bruin Capital (acquired for $160 million in 2021).
• Integration: Full Swing CEO Ryan Dotters will report to Will McIntosh.

This acquisition serves as a case study in how legacy media conglomerates are pivoting toward “passionate audiences” by acquiring technology platforms that serve as both content delivery systems and consumer service tools. By owning the simulator technology, Versant creates a closed loop where it can serve golfers through its media networks, digital reservation systems, and now, physical training hardware.