A routine consultancy project led to the development of a new booking platform designed to help children's soft play centres save thousands of pounds.
-- For many parents, booking a children’s birthday party is a source of frustration, often hampered by slow, outdated software.
For Myk Baxter, Founder and Managing Director of Myk Baxter Marketing and father to a six-year-old daughter, that frustration had become all too familiar.
“I’ve booked more soft play sessions and birthday parties than I can remember. As a parent, I always found myself asking the same question. Why is this so difficult? The technology exists to make it effortless, yet so many venues are relying on booking systems that simply don’t deliver the experience families expect.”
That frustration led naturally into a new project when Jungle Den, one of Ireland's favourite children's indoor play centres, appointed Myk Baxter Marketing following the successful completion of the agency's work with OneGym.
The initial brief focused on a traditional digital overhaul: redesigning the website to enhance the customer journey. However, the consultancy phase revealed a deeper, systemic issue regarding the financial and operational burden of existing software.
It was at this point that the project took an unexpected turn:
“Like most people, I assumed the biggest challenge would be improving the website. It wasn’t until I sat down with the Jungle Den team and really understood how the business operated that I discovered how much they were paying every year for their booking software. That genuinely surprised me.”
“Not only were parents having to use a booking system that could be made significantly easier, but the business itself was also paying substantial ongoing fees and commissions for software that wasn’t built around the way they actually worked. That was the moment everything changed. It stopped being about building a better website and became about building a better solution.”
Working closely with the Jungle Den team, Myk Baxter Marketing designed and developed a completely custom booking and venue management system tailored specifically to the business.
The new system enables customers to book birthday parties, school visits, private hire and other activities through a streamlined, mobile-first experience while allowing Jungle Den to process bookings and payments directly without paying commission to third-party booking providers.
The transition is projected to save Jungle Den more than €9,600 annually and grants the team total autonomy over their data, customer relationships, and daily operations.
Alongside the bespoke software, Myk Baxter Marketing also launched a brand new mobile-first website, designed to improve speed, user experience and online conversions, creating a significantly smoother experience for parents booking on any device.
For Myk, however, the biggest discovery wasn't the money Jungle Den would save. It was realising the problem extended far beyond one business.
“The more we researched the sector, the clearer it became that Jungle Den wasn’t an exception.”
“We found that many soft play and indoor adventure centres were facing exactly the same challenges. Businesses were paying thousands of pounds every year in software fees and commissions, while parents were still dealing with frustrating booking experiences.”
“It became obvious that this wasn’t just a Jungle Den problem. It was an industry problem.”
That discovery has now led Myk Baxter Marketing to begin developing its own dedicated booking and venue management platform for the sector.
Purpose-built for the sector, the software will allow venues to manage birthday parties, school trips, memberships, private hire, seasonal events and customer communications through one flexible platform that can be customised around the way each venue operates.
Unlike many existing booking systems, businesses will be able to take bookings and payments directly, eliminating expensive third-party commission fees while improving operational efficiency and the customer experience.
This venture represents a strategic shift for Myk Baxter Marketing, demonstrating how bespoke technology can transform independent venues into more profitable, efficient enterprises while modernising the consumer experience.
“Soft play centres play such an important role within local communities. They’re where children celebrate birthdays, make friends and create memories. Most are independent businesses run by passionate owners who genuinely care about the experience they provide.”
“If we can help those businesses save thousands of pounds every year, improve the way they operate and give parents a booking experience that actually feels effortless, then we’ve achieved something genuinely worthwhile.”
A spokesperson for Jungle Den said:
“Working with Myk Baxter Marketing wasn’t simply about replacing one booking system with another. They took the time to understand how our business operates and built a solution around our customers and our team.”
“The new platform has simplified the booking journey, improved efficiency across the business and removed significant ongoing software costs. It gives us complete control and provides a platform we can continue to grow with for many years to come.”
Founded in 2010, Myk Baxter Marketing has built its reputation on creating bespoke digital solutions that solve real business challenges rather than delivering off-the-shelf websites.
The Jungle Den project marks another step in the agency's evolution, with custom software development becoming an increasingly important part of its long-term strategy.
For Myk, the lesson has been simple.
“The best ideas don’t usually come from brainstorming sessions. They come from listening to clients, understanding how their businesses really work and asking one simple question: ‘Surely there’s a better way?’ That’s exactly how this started.”
As development continues, Myk Baxter Marketing plans to make the platform available to these venues throughout the UK and Ireland, helping businesses reduce costs, increase profitability and deliver a significantly better booking experience for families.
About Myk Baxter Marketing
Founded in 2010, Myk Baxter Marketing is an independent digital marketing and software development agency based in Darlington, England. The company specialises in bespoke website design, software development, SEO, paid advertising, eCommerce and digital growth strategies, helping businesses across the UK and internationally improve performance through technology-led solutions.
About Jungle Den
Jungle Den is one of Ireland's favourite children's indoor play and adventure centres, offering soft play, birthday parties, laser games, school trips, private hire and family entertainment. Continually investing in innovation and customer experience, Jungle Den is committed to creating memorable experiences for children and families while supporting the communities it serves.
For more information about Myk Baxter Marketing, use the following contact details:
Contact Info:
Name: Myk Baxter
Email: Send Email
Organization: Myk Baxter Marketing
Phone: 01325 939 838
Website: https://www.mykbaxtermarketing.com/
Release ID: 89200062
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