Versant Acquires Full Swing For $530m

Versant Media Group, Inc. has announced it has entered into 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.

Under the terms of the agreement, Versant will acquire Full Swing from Bruin Capital and a group of minority investors for approximately $530 million in cash, subject to customary purchase price adjustments.

Full Swing will add an interactive sports platform to Versant’s portfolio, spanning immersive simulation, launch monitors, virtual greens, integrated software, and performance data. Built first in golf and now extending into baseball and other sports, Full Swing supports data-driven practice, play, training, and entertainment across at-home, commercial and professional environments with simulated sports and family entertainment experiences.

The transaction will build on Versant’s leadership in golf while expanding the company’s capabilities into interactive sports experiences. Full Swing will be anchored in Versant’s golf business, supported by Golf Channel, GolfNow and GolfPass, and will provide a new way to engage the growing golf community. The acquisition will also create opportunities to develop a unique ecosystem across content, commerce, training, venues, and performance data, while supporting Full Swing’s continued growth as a sports technology company.

“Full Swing is exactly the kind of strategic platform that reflects how we are building Versant: investing in our core markets, extending the reach of our iconic brands and creating new ways to serve passionate audiences,” said Mark Lazarus, Chief Executive Officer of Versant. “Sports are becoming more interactive, more data-driven and more connected, and Full Swing allows us to build on that momentum. Starting from our strength in golf, we see an opportunity to scale a multi-sports technology platform for athletes, coaches, consumers, and fans.”

“Full Swing will add a powerful performance layer to Versant, bringing interactive products, precise data and immersive software to players wherever they engage, including at home, on the range, in venues or with coaches,” said Will McIntosh, President, Digital Platforms and Ventures at Versant. “We have long admired what Ryan and his leadership team have built at Full Swing and look forward to welcoming them to the Versant family as we work together to extend the platform’s reach and impact across training, competition and entertainment.”

“This is an exciting next chapter for Full Swing. Joining Versant gives us the scale and distribution to bring our technology to even more golfers, athletes and fans, while staying focused on what we do best — building the most connected and immersive way to play and train,” said Ryan Dotters, Chief Executive Officer of Full Swing. “We’re proud of what our team has built, and we look forward to growing it alongside Versant’s portfolio of iconic brands.”

“Joining Versant’s portfolio and resources, under Mark’s vision for the future of sports and fan experiences, is exactly the kind of next chapter we set out for when we acquired Full Swing five years ago,” said George Pyne, Bruin Capital’s Founder & Chief Executive Officer. “Its data and technology are a perfect fit for the interactive, athlete-to-fan ecosystem Versant is building. This is truly a win for everyone, and we’re thrilled for Ryan and the team.”

Following the closing of the transaction, Full Swing will operate within Versant’s Digital Platforms and Ventures portfolio, and Dotters will join Versant, reporting to McIntosh. The transaction is subject to customary closing conditions and is expected to close in the second half of 2026.

Gibson Dunn acted as legal advisor to Versant. Moelis & Company LLC. acted as financial advisor, and Kirkland & Ellis LLP acted as legal counsel to Bruin.