Mark Lazarus, Managing Director of Versant, at the Semafor Global Economy Summit during the Spring Meetings of the International Monetary Fund and the World Bank in Washington, April 15, 2026.
Aaron Schwartz | Bloomberg | Getty Images
Versant Media Groupowner of cable networks including CNBC, MS Now and Golf Channel, has agreed to acquire golf simulation company Full Swing from private equity firm Bruin Capital for about $530 million in cash.
The deal follows a model that CEO Mark Lazarus has been pitching to investors since Versant began trading as a public company in January following its spinoff from Comcast.
Versant has invested in non-traditional media companies that expand the reach of the brands it already owns. Earlier this year, the company acquired StockStory, an AI-powered technology platform that provides financial analysis, market insights and stock recommendations for CNBC.
The company’s golf business already owns digital media platform GolfPass and tee time booking company GolfNow.
In May, Versant reported that revenue from its platform businesses, which include GolfNow, Fandango and some recently launched direct-to-consumer units, were up 9.5% to $192 million. The company highlighted its growth in its news and sports units. Executives said they aim to rebalance Versant’s revenue mix so that ultimately 50% of it comes from digital, platform, 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, expanding the reach of our iconic brands and creating new ways to serve passionate audiences,” Lazarus said in a statement.
Full Swing develops and sells golf and baseball simulators for consumers, sporting goods stores and athletic training centers. Recreational and professional athletes use this technology. Bruin Capital purchased Full Swing in 2021 for $160 million, Sportico reported at the time.
“Joining Versant gives us the scale and distribution to bring our technology to even more golfers, athletes and fans,” Full Swing CEO Ryan Dotters said in the release. Dotters will remain with Versant and report to Will McIntosh, president of digital platforms and businesses.
The transaction is expected to be completed before December 31, the companies said in a statement.
—CNBC Lilian Rizzo contributed to this article.