Annalise Dragic, co-CEO of Azlin Software, says: "Leisure and attraction businesses deserve better software and FuseMetrix is delivering it.
"Their product addresses a broader range of needs than any other solution in the market, offering a truly integrated ‘all-in-one’ platform. Beyond just the product, this is a team that genuinely cares about their customers and treats their own people right.
"The combination of an excellent product, a mission-driven culture, and the opportunity for growth is exactly what we look for. We're thrilled to be a values-aligned long-term partner in their future growth.”
Setting the industry standard
Leisure operators are facing a difficult environment due to increasing operational costs and evolving visitor expectations. And dealing with disjointed systems that require manual workarounds can add to these challenges.
FuseMetrix's cloud-based platform combines online booking, ePOS, finance, CRM, HR, and more into a single, integrated system that can be securely accessed through any browser, in any location. With this, operators can spend less time managing disconnected tools and more time delivering exceptional visitor experiences.
With Azlin Software’s investment, the company is now well placed to build on its 20-year foundation, strengthen its operations, expand its team to meet growing client demand, and deliver new features that keep the platform at the forefront of the sector.
The FuseMetrix team
Notably, its core leadership remains unchanged. Darren Darkins and Callum Knight will continue as CEO and sales director, while FuseMetrix founder, Matthew Ballinger, remains chairman.
"We are delighted to partner with Azlin Software to accelerate our growth," says Ballinger. "Since founding FuseMetrix over two decades ago, we have taken great pride in delivering a high-quality product backed by dependable, personal service.
"Azlin Software’s long-term investing approach gives our customers real confidence in the enduring strength of FuseMetrix."
Darkins says: "We are excited to partner with Azlin Software given their expertise in vertical software and their clear alignment with our mission: to build the most innovative, trusted software platform for leisure businesses, setting the industry standard.
"The future of the leisure and attractions sector is exciting, and this partnership allows us to enhance our product and expand the community of operators we support."
Making exceptional leisure experiences effortless
FuseMetrix powers some of the best-known businesses in the UK, such as Go Ape, Zip World, and Twycross Zoo. This strategic investment will accelerate its growth in the leisure and attractions industry.
The platform is designed to support the full breadth of the sector, from farm attractions and FECs to zoos and museums. In 2025, FuseMetrix processed more than 20 million online bookings on behalf of operators.
Building on this success, the company will be expediting product development in key areas.
It plans to increase support for self-service journeys, add functionality for F&B and retail management, and focus on advanced dynamic pricing capabilities, intelligent capacity-based opening controls, and AI-assisted insights within reporting and operational tools.
Together, these developments will help operators increase revenue, streamline operations, and continue to create outstanding experiences for their guests.
Doug Garden, finance director at Go Ape, says: "The team at FuseMetrix have been strong partners since we moved to their platform.
"With the new investment and continued strategic focus on the leisure sector, we’re excited to see how they continue to evolve the platform for the benefit of both existing customers and future operators.”
This investment reflects confidence in the company's current success and a pledge to develop FuseMetrix over the long-term.
Existing clients will benefit from a stronger partner invested in their long-term success, while operators considering adopting the platform can look forward to a growing community driven by purpose-built software, practical service, and a shared vision to make excellent leisure experiences effortless.
The FuseMetrix team
Panel with Marilyn Jackson, AAM president & CEOPhoto courtesy of Todd Buchanan, Corporate Event Images
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