Versant Media Group, known for owning cable networks including CNBC, MS NOW, and the Golf Channel, has agreed to buy Full Swing, a golf simulation company, from private equity firm Bruin Capital for roughly $530 million in cash. This acquisition aligns with Versant’s growth strategy of expanding its media holdings into related platforms and technologies, particularly following its spinout from Comcast and public debut earlier this year. Full Swing, which provides golf and baseball simulators for consumers and professional athletes alike, will enhance Versant’s existing golf portfolio that includes Golf Channel, GolfNow, and GolfPass.

Full Swing’s technology serves a diverse market comprising recreational users, competitive athletes, coaches, and commercial venues, making it a versatile addition to Versant’s assets. The company was previously acquired by Bruin Capital in 2021 for $160 million, reflecting significant value appreciation in the past five years. Full Swing CEO Ryan Dotters emphasized that joining Versant will provide greater scale and distribution opportunities to reach more athletes and fans, and he will continue to lead the company while reporting to Versant’s president of digital platforms and ventures, Will McIntosh.

Versant has been actively diversifying its revenue streams, aiming to balance its income between traditional media and digital, subscription, ad-supported, and transactional businesses. The company reported its platforms business, which includes GolfNow and other direct-to-consumer units, generated $192 million in revenue in the first quarter of 2026, marking a 9.5% increase. Versant's CEO Mark Lazarus highlighted that the Full Swing acquisition supports the company's goal of leveraging its iconic brands to create new engagement opportunities within its core markets.

The acquisition of Full Swing is expected to close before the end of 2026, further strengthening Versant’s position in the sports and digital media space. This move continues a pattern of strategic investments, such as its recent purchase of StockStory, an AI-powered financial insights platform integrated with CNBC. Versant’s focus on growing its digital and platform-oriented business segments reflects a broader trend in the evolving media landscape toward diversified content delivery and audience engagement.