Versant Media Group to Acquire Full Swing for $530 Million

Versant Media Group agreed to buy Full Swing, a golf-simulator and analytics firm, for about $530 million cash. The deal should close in the second half of 2026, though some sources expect a year-end close. Full Swing will join Versant’s Digital Platforms and Ventures unit; CEO Ryan Dotters will report to Will McIntosh.

Deadline HollywoodSports Simulation Platforms : Full SwingVersant Acquiring Full Swing For $530 MillionSports Business JournalVersant Buys Woods-Backed Golf Simulator Company for $530MVariety MagazineHollywood Reporter

Versant, a Comcast spin-off listed in early 2026, is shifting from pay-TV to digital subscriptions, ad-supported platforms and commerce, targeting 50 % of revenue from non-linear sources. Its platforms segment posted $192 million in May, up 9.5 % YoY. Full Swing, founded in 1986, offers patented simulators, launch monitors and data-driven training for golf and baseball. Key participants include Versant CEO Mark Lazarus, Digital Platforms head Will McIntosh, Full Swing CEO Ryan Dotters, Bruin Capital founder George Pyne, and Tiger Woods, who holds a 1-2 % stake.

Deadline Hollywood

The cash price is $530 million. Full Swing’s studio kits cost $11,500-$15,000; launch monitor $5,000. It is the official PGA Tour simulator and TGL partner. Versant’s market cap is $5.37 billion.

Versant Buys Woods-Backed Golf Simulator Company for $530M

Full Swing adds a data-rich performance layer to Versant’s golf ecosystem, enabling integrated training, entertainment and commerce. The deal also makes Versant a potential TGL media partner, supporting its 50 % digital-revenue target.

EssentiallySports

Versant’s CEO said the deal expands core markets; the digital platforms head highlighted the performance-layer benefit; Full Swing’s CEO said it aligns with its athlete-to-fan strategy; Bruin’s founder mentioned future betting prospects.

Deadline Hollywood

• “KEY QUOTES: “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.” — Mark Lazarus, CEO, Versant Media Group

Versant Acquiring Full Swing For $530 Million

• “ Mark Lazarus, CEO of Versant “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.” — Will McIntosh, President, Digital Platforms and Ventures, Versant

Versant Acquiring Full Swing For $530 Million

• “And there will be an opportunity someday, I think, where you’re going to be able to bet,” — George Pyne, Founder and CEO, Bruin Capital

Sports Business Journal

• “Our golf business is nearly 50% pay TV and 50% other revenue and profit. And that is a goal for us against those other verticals as well, where we’re more heavily dependent today on the pay TV revenue,” — Mark Lazarus, CEO, Versant Media Group

Hollywood Reporter

Most sources cite a second-half-2026 close, while others expect a year-end closing. No public criticism has surfaced. Tiger Woods’s exact stake is undisclosed, estimated at 1-2 %.

EssentiallySports

Versant will integrate Full Swing’s hardware and data into its Golf platform in 2027 and will assess TGL’s media-rights talks, potentially adding the league to Golf Channel.

Versant Buys Woods-Backed Golf Simulator Company for $530M