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Versant to Acquire Sports Tech Company Full Swing for $530 Million
The deal expands Versant’s golf and digital platforms with simulators, analytics and performance data as it seeks more revenue from nontraditional businesses.
- On Monday, July 6, 2026, Versant Media Group announced a definitive agreement to acquire Full Swing, a sports technology company, for $530 million in cash, bolstering its golf vertical anchored by Golf Channel and GolfNow.
- Versant CEO Mark Lazarus has prioritized diversifying revenue away from traditional pay TV, targeting a mix where nearly 50% of earnings derive from digital, platform, and transactional businesses rather than media advertising.
- Full Swing, previously owned by Bruin Capital, provides advanced golf simulators and analytics software; Full Swing CEO Ryan Dotters will join Versant reporting to Will McIntosh, president of digital platforms and ventures.
- The transaction is expected to close in the second half of 2026, integrating Full Swing's simulators and analytics into Versant's multi-sports platform spanning immersive simulation, launch monitors, and performance data.
- Bruin Capital Founder and Chief Executive Officer George Pyne called the sale a "next chapter," as Versant builds an ecosystem spanning content, commerce, training, and performance data to serve interactive sports audiences.
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Versant to Acquire Sports Tech Company Full Swing for $530 Million
NEW YORK—Versant Media Group continues to make acquisitions following its spinoff from NBCUniversal earlier this year with a definitive agreement to acquire Full Swing, a leading sports technology company with patented hardware and integrated software used by consumers, competitive athletes, coaches, and commercial venues for about $530 million from Bruin Capital and a group of minority investors. Full Swing, which is best known for its golf sim…
The Hollywood ReporterReposted by 
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TV News CheckVersant Inks $530 Million Deal for Sports Tech Company Full Swing
Versant buys golf simulator company Full Swing for Golf Channel business.
·Los Angeles, United States
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Total News Sources11
Leaning Left4Leaning Right1Center1Last UpdatedBias Distribution67% Left
Bias Distribution
- 67% of the sources lean Left
67% Left
L 67%
C 17%
R 16%
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