Myk Baxter Marketing Signed Partnership With PALI
The agency will provide commission-free booking software to over 120 independent leisure businesses in Ireland.
Updated on Sept. 22, 2026 in Openings & Closings
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Darlington-based Myk Baxter Marketing has entered a partnership agreement with Play, Activity and Leisure Ireland (PALI). The agency will implement custom, commission-free booking software across 120 independent businesses to help reduce operating costs.
Why it matters
Independent leisure operators often face high fees from third-party booking platforms. This initiative seeks to lower overhead costs for these businesses while improving the overall booking experience for customers.
Jungle Den is projected to save €9,600 annually by switching to the custom booking platform. The agreement covers a network of 120 independent leisure businesses previously associated with PALI.
The players
Myk Baxter Marketing
This Darlington-based agency provides digital strategy and custom software solutions for leisure businesses.
Play, Activity and Leisure Ireland
The organization represents over 120 independent businesses and previously secured group insurance for 70% of its members.
Jungle Den
This is an independent leisure operator that replaced its third-party booking system with a custom platform developed by the agency.
The details
Myk Baxter Marketing, which also developed a new website for the organization, is expanding its operations by hiring an Irish receptionist and account manager. The firm recently launched its new AI CRM software, branded as ABM, as part of its strategy to provide custom digital diagnostics for its clients.
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 partnership highlights a broader industry trend where independent leisure operators are decoupling from commission-heavy third-party platforms. By centralizing booking technology, the agency is positioning itself as a challenger to established legacy software providers in the sector.
Customers of leisure businesses using this new platform may experience a more streamlined and reliable booking process. Businesses themselves will benefit from the removal of commissions, which may provide more flexibility in their future service pricing.
The takeaway
Small business owners should audit their reliance on third-party booking services to determine if proprietary software can significantly lower long-term operating costs. Transitioning to custom platforms can improve profit margins by eliminating recurring commission fees.
Further reading
Learn more about the latest industry shifts in the Openings & Closings section.
Source note: This article includes information reported by The Northern Echo.
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