Versant Buys Full Swing for $530 Million

The golf simulator company, in which Tiger Woods holds a small stake, is now owned by Versant Media Group, the Golf Channel parent.

Updated on Nov. 7, 2026 in Golf

Empty indoor golf simulator bay with a gray hitting mat, a white ball on a tee, and a blurred green fairway projected on the wall. — Versant Media Group, parent of Golf Channel, agreed to buy golf simulator maker Full Swing for $530 million, a deal that closed August 3. AI Illustration. Upload story photo >

Live Poll

Do you play golf indoors on simulators instead of on a traditional course?

Versant Media Group agreed on July 6, 2026 to acquire golf simulator maker Full Swing for $530 million, subject to customary adjustments, and announced the completed purchase on August 3, 2026. Bruin Capital, the majority owner that paid $160 million for Full Swing in 2021, is named among the sellers.

Why it matters

The deal brings a simulator business into Versant, the company spun off from Comcast that owns Golf Channel, at a price well above Bruin Capital's 2021 purchase. It reflects growing interest in indoor golf technology among companies that serve the sport's audience.

The $530 million price is more than three times the $160 million Bruin Capital paid in 2021, according to Versant's filings. The size of the adjustments to that price has not been disclosed.

The players

Versant Media Group

Versant is the media company spun off from Comcast that owns Golf Channel and now controls Full Swing.

Tiger Woods

Tiger Woods is a 15-time major champion who invested in Full Swing in 2015 and holds a reported 1% to 2% stake in the company.

Bruin Capital

Bruin Capital is the private investment firm that held majority ownership of Full Swing after paying $160 million for it in 2021.

The details

Tiger Woods invested in Full Swing in 2015 and serves as a brand ambassador, holding a reported 1% to 2% stake. Versant's second-quarter results, filed August 6, 2026, list the acquisition as completed.

2015: Tiger Woods invests in Full Swing.
2021: Bruin Capital pays $160 million for Full Swing.
July 6, 2026: Versant agrees to acquire Full Swing for $530 million.
August 3, 2026: Versant announces the completed purchase.
August 6, 2026: Versant's second-quarter results list the deal as completed.

Market Landscape

US simulator and screen golf users grew from 3.8 million in 2015 to 8.1 million in 2024, and 51% of them did not play a course in the prior 12 months. Versant's purchase positions it in the indoor segment of that expanding market.

For golfers, simulator access may become more common as companies with broadcast reach invest in indoor play. The deal's effect on Full Swing's pricing or subscription costs has not been announced.

The takeaway

Indoor simulators now draw millions of US users, and the Full Swing sale shows that media companies see value in that audience. Golfers weighing simulator purchases should watch for any pricing changes after the acquisition closes.