Online media company Active Athlete Inc. has bought GolfBuzz Inc., a golfer-focused developer of publishing tools and technology, with plans to extend into mobile.

Active Athlete will extend GolfBuzz across all of its sports channels, allowing publishers and brands to connect their audience with others sharing the same interests, wanted information on golf and associated products and services. Terms of the sale were not disclosed.

"Our strategy is always to empower the athlete and the athlete is always on the move," said Robert Tas, CEO of Active Athlete. "We will build technology that will integrate and empower mobile devices for athlete tracking, profiling and search."

The acquisition of GolfBuzz is part of Active Athlete's strategy to bring its more than 180 sports-specific publishers and brand advertisers a set of offerings to boost loyalty and engage its audience.

"As we empower communities via our platform, data that drives them are increasingly coming from wireless devices and we are already implementing them from allowing us to import HR and GPS Data to others," Mr. Tas said. "This is just the start and now we can better use the data."

GolfBuzz's technology will enable Active Athlete's publishers and brands to bring together people via personal profiles, My Courses, GameTracker, messaging, friends, blogs, forums and photo management.

"Mobile will continue to grow as devices start to leverage the Internet better," Mr. Tas said. "It becomes an extension of the athlete and user. This will help address connectivity and ease of use. With many formats we will be hub/translators to help get the data into the community in an easy-to-use format."