Versant Media to acquire Full Swing golf simulator maker for $530 million

Versant Media Group, the owner of cable networks such as CNBC, MS Now and the Golf Channel, said it will buy golf-simulation company Full Swing from private-equity firm Bruin Capital for about $530 million in cash. The acquisition is part of Versant’s strategy to diversify revenue beyond traditional cable by adding non-traditional media and technology assets. Versant already operates GolfPass, the digital platform for golf content, and GolfNow, a tee-time reservation service, and has recently added AI-driven financial-analysis platform StockStory to its portfolio.

In May, Versant reported a 9.5% rise in revenue for its platforms business, which includes GolfNow, Fandango and other direct-to-consumer units, to $192 million. Executives have said they plan to shift the company’s revenue mix so that roughly half comes from digital, subscription, ad-supported and transactional businesses.

"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," CEO Mark Lazarus said.

Full Swing, which makes golf and baseball simulators for consumers, sporting-goods retailers and training facilities, was bought by Bruin Capital in 2021 for $160 million. Its chief executive Ryan Dotters said joining Versant would give the company greater scale and distribution, and he will remain with the business reporting to Versant’s digital platforms president.

The transaction is expected to close before the end of the year.