Marketing Agency Partnered With Irish Leisure Group
The deal introduces commission-free booking software to over 120 independent leisure operators.
Updated on Sept. 22, 2026 in Openings & Closings
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Darlington-based Myk Baxter Marketing has signed a partnership with Play, Activity and Leisure Ireland to deploy custom booking software. This move targets the high commissions independent operators pay to third-party platforms.
Why it matters
Independent leisure businesses often struggle with high overheads from third-party booking platforms. This partnership allows these operators to bypass those commission fees by utilizing custom software designed to improve digital booking experiences.
The partnership includes 120 independent businesses, with one pilot site, Jungle Den, projecting annual savings of €9,600. The leisure group previously secured group insurance for over 70% of its members.
The players
Myk Baxter Marketing
A Darlington-based agency providing digital strategy and custom software, founded by a professional with 22 years of experience.
Play, Activity and Leisure Ireland
An organization representing over 120 independent leisure businesses that previously negotiated group insurance for 70% of its members.
Jungle Den
An independent leisure operator that replaced its third-party booking software with a custom platform to reduce annual expenses.
The details
Myk Baxter Marketing replaces standard third-party software with a proprietary platform and AI CRM system named ABM. The agency performs custom diagnostics to guide businesses on booking technology and digital strategy. To support the rollout in Ireland, the agency is scaling operations by hiring a local receptionist and account manager.
Timeline
Myk Baxter Marketing was founded in 2008.
The agency transitioned to a remote-first model in 2012.
Play, Activity and Leisure Ireland holds its AGM in September 2026.
Market Landscape
This move follows the broader trend of independent operators seeking to bypass high-fee third-party platforms. It mirrors established efforts by industry groups to consolidate back-end services, similar to the group's previous success in securing collective insurance.
Operators should audit the total commission fees paid to third-party booking providers against the potential cost of building or licensing a custom booking platform. Determine if your current software vendor allows for integration with your existing CRM to avoid data fragmentation.
The takeaway
The primary takeaway for operators is the potential for significant margin recovery by bringing booking technology in-house. Review your annual commission spend on third-party software as a benchmark for determining if a custom platform investment is justified.
What happens next
Play, Activity and Leisure Ireland will hold its AGM in September 2026, where further details on member adoption and software integration are expected.
Further reading
For more on how leisure businesses are scaling, see our Openings & Closings section.
Source note: This article includes information reported by The Northern Echo.
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