Full Swing has become one of the biggest names in golf technology, powering TGL and counting Tiger Woods among its investors. Now, the golf simulator company is set for a major change behind the scenes.

Versant, the parent company of Golf Channel, has reached an agreement worth around $530 million to acquire Full Swing from majority investor Bruin Capital, with the deal expected to close by year-end.

“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,” Versant CEO Mark Lazarus said in a statement.

Versant Media Group has reached an agreement of around $530M to acquire Full Swing from majority investor Bruin Capital in an all-cash deal. The deal is set to be completed by year-end, as reported by Sports Business Journal.

In 2021, Bruin acquired Full Swing from North Castle Partners for $160 million. In just five years of ownership, Bruin is getting a 3x return on its investment.

The TGL, founded by Woods and Rory McIlroy, runs on Full Swing's technology. TGL is on the rise and concluded its second season in March. Full Swing also recently renewed its contract with the indoor team golf league.

“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 a statement.

Versant’s golf business grows significantly with this acquisition. The golf simulator company will join Golf Channel, tee-time booking platform GolfNow, and membership program GolfPass under Versant.

Versant’s president of digital platforms and ventures, Will McIntosh, monitored strategy for Golf Channel and GolfNow. He will now do the same for Full Swing, and Full Swing CEO Ryan Dotters will report to him.

The acquisition also shines a spotlight on one of Full Swing’s most recognizable investors, Tiger Woods.

Tiger Woods’ stake in Full Swing

Back in 2015, 15-time major winner Tiger Woods invested in Full Swing. Following that move, he became the company’s ambassador and still is.

According to a source, as reported by Front Office Sports, Woods holds a 1 to 2% ownership stake in Full Swing currently.

Following the initial investment, Woods reportedly had to make another one to reach his current stake.

Despite being a minority stakeholder, Woods’ reach and influence in the game have made him an important figure in the company. 

What are your thoughts on Versant’s acquisition of Full Swing? Share them in the comments.

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Written by

Avishek Sarkar

Edited by

Pulkit Prabhav