Versant Media to Acquire Sports Tech Firm Full Swing for $530M

Versant Media Group announced Monday it has agreed to acquire sports technology company Full Swing from Bruin Capital and a group of minority investors for approximately $530 million in cash.

The acquisition will strengthen Versant’s golf business while expanding its capabilities in interactive sports experiences. Following the close of the transaction, Full Swing will be integrated into Versant’s Digital Platforms and Ventures portfolio.

“Sports are becoming more interactive, more data-driven and more connected, and Full Swing allows us to build on that momentum,” said Mark Lazarus, chief executive officer of Versant. “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 specializes in immersive sports simulation, launch monitors, virtual greens, and performance software. The company develops patented hardware and integrated software designed for training, practice, and entertainment across consumer, coaching, and commercial sectors. While originally focused on golf, Full Swing has expanded into baseball and other sports, providing data-driven performance technology for at-home, commercial, and professional environments.

The transaction is subject to customary closing conditions and is expected to close in the second half of 2026.

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