The Deal
Full Swing creates and markets simulators for golf and baseball, targeting consumers, sporting goods retailers, and athletic training centers. The technology is used by both amateurs and professionals. The company's hardware and software serve a wide range of users, including everyday consumers, elite athletes, coaches, and commercial facilities.
Why Versant Wants Full Swing
This acquisition continues the approach that CEO Mark Lazarus has described to investors since Versant went public in January. After spinning off from Comcast, Versant has been putting money into nontraditional media ventures that expand its existing brand portfolio. Earlier this year, it bought StockStory, an AI-driven platform offering financial analysis and stock tips for CNBC.
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Versant's golf-related holdings already include GolfPass and GolfNow. The company has highlighted growth in its news and sports divisions, and executives have stated a goal of rebalancing revenue so that half is generated from digital, platform, subscription, advertising-supported, and transactional streams.
Lazarus said in a statement, "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."
Ryan Dotters, CEO of Full Swing, said in a statement, "Joining Versant gives us the scale and distribution to bring our technology to even more golfers, athletes and fans." Dotters will remain with Versant and will report directly to Will McIntosh, the company's president of digital platforms and ventures.
What Comes Next
Bruin Capital, which acquired Full Swing in 2021 for $160 million, is seeing a substantial profit from this sale. The golf simulator market has expanded rapidly in recent years, driven by demand from both recreational players and professional training facilities. Versant's existing golf assets - tee-time booking, digital content, and now simulator hardware - position the company to capture a broader share of the golf ecosystem. The acquisition also aligns with Lazarus's push to build recurring revenue streams through subscriptions and platform services, a strategy he has emphasized since the spinoff.
In May, Versant reported that its platforms segment - comprising GolfNow, Fandango, and newer direct-to-consumer offerings - saw a 9.5% revenue increase to $192 million, underscoring the growth in digital and subscription-based services that the Full Swing acquisition is meant to enhance.
The golf simulator industry has seen strong growth as technology improves and interest in at-home training rises. Full Swing's simulators are already used by professional golfers and baseball players, and its subscription software generates recurring revenue. By adding this hardware to its portfolio, Versant can offer a seamless experience from booking tee times on GolfNow to practicing at home with Full Swing and accessing instruction on GolfPass. This vertical integration strengthens Versant's position in the golf ecosystem while creating new opportunities for cross-selling and member engagement.
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