Built because clubs deserve better

It started with one club

ApexGo started with one club — Warrington Rylands FC. As a grassroots football club, they were reliant on third-party platforms charging astronomical fees for substandard products and services. The ticketing was expensive. The membership management was clunky. The shop was separate from everything else. The bar takings were tracked on spreadsheets. Nothing talked to anything else, and the club was paying premium prices for the privilege.

So Mike built something better. ApexStudio — his web design and development agency — built the club's website. Then ApexGo was born as the platform behind it: ticketing, memberships, shop, point of sale and analytics, all integrated via API into the club's own branded site. One dashboard. One source of truth. Zero platform fees gouging a grassroots club for tools it should have been able to afford in the first place.

Once Rylands was live and running everything through ApexGo, the next step was obvious — this wasn't just for football clubs. Any sports club, any festival, any venue with the same problems could use the same platform. WN7 FEST became the first festival client, using ApexGo for both ticketing and bar POS. The multi-vertical platform was born — not from a business plan and a whiteboard, but from solving a real problem for a real club and realising how many others had it too.

That order matters. ApexGo wasn't designed in the abstract and then sold to clubs; it was built to run an actual club, then shaped by what that club actually needed. Every feature earned its place because someone — a volunteer treasurer, a matchday gate steward, a festival organiser — needed it to work on a cold Saturday or a busy festival weekend. You can read the full story on the Warrington Rylands case study.

The same tools as the big players, without the big price tag

The mission is simple: give every club, festival, and venue the same tools the big players have — without the big price tag. Free to start, 1% + 10p per ticket, no contracts. We only earn when you sell.

That pricing isn't a launch gimmick; it's the whole point. Grassroots clubs and first-year festivals don't have budgets for monthly licences and per-seat fees, and they shouldn't have to hand a chunk of every ticket to a platform that doesn't fit. So ApexGo is genuinely free to start — a club can build its site, sell tickets, manage members and run the bar without paying a penny up front — and the transaction fee is small and transparent. When you grow, paid plans add more. But you should never feel punished for being small, and you should always be able to see exactly what ApexGo costs you.

One team, three platforms, one philosophy

ApexGo is part of a small family of products, all built by the same team with the same belief: tools that do the job without overcharging for it.

All built by the same team, with the same philosophy: tools that do the job without overcharging for it. The common thread is that each one started by solving a real problem for a real customer — a football club, a festival, an electrical contractor — rather than chasing a market. That's why they feel practical rather than bloated: they were built by people who had to use them.

UK-based, hands-on, and small by choice

ApexGo is built and supported in the UK. When you need help, you talk to the people who built the platform — not a call centre reading from a script. We're small by choice, not by accident: staying small is how we keep the support personal, the pricing honest, and the product shaped by the people who actually use it rather than by a sales target.

For a grassroots club or a first-year festival, that matters. You're not a ticket number in a queue behind ten thousand other accounts; you're talking to someone who understands what a matchday gate or a festival bar actually involves, because they've built the tools for exactly that. If something needs fixing or a feature would genuinely help, the person you speak to can do something about it.

Where to go next

If you want to see what ApexGo can do, the features page covers the whole platform, and pricing lays out the costs in full — free to start, 1% + 10p per ticket, no contracts. Or read how it all comes together in practice on the Warrington Rylands case study.

Explore ApexGo