Jaymax Leisure Limited

What Jaymax Leisure Limited does

Jaymax Leisure Limited is a UK-based wholesale distributor of branded drinks and snacks serving the leisure amusement market in Great Britain. Founded in 2013 by brothers Maxwell and Billy-Jay Bagnall — whose family has multiple generations of experience as Showmen — the company distributes products from major beverage and snack brands (Coca-Cola, Lucozade, Ribena, Red Bull, Walkers, Budweiser, Greene King, Diageo, Bacardi, Britvic, Suntory, and Pladis Global) to Showmen's Guild members operating fun fairs and associated events throughout the country. The business operates from a single warehouse in Castle Donington, Leicestershire, which is positioned to serve Showmen at their Wintering Quarters across the UK.

The company runs an account-gated online ordering portal and provides nationwide delivery, claiming reach across more than 2,500 fun fairs annually. It holds an Alcohol Wholesaler Registration Scheme (AWRS) licence (XFAW00000104335), enabling distribution of alcoholic products alongside its core soft drinks, energy drinks, sports drinks, and confectionery lines. The customer base is exclusively vertical: members of the Showmen's Guild operating travelling fairs in England, Scotland, and Wales.

The revenue model is wholesale distribution on a transactional basis via the online portal, with pricing not publicly disclosed. The business operates with a small team of 1–10 employees and is privately held by the founding Bagnall family, with no disclosed institutional investment, M&A activity, funding rounds, or public listing. There is no evidence of geographic expansion beyond Great Britain, no parent company or subsidiaries, and no AI/ML or proprietary technology layer beyond a basic ordering website.

Name

Jaymax Leisure Limited

Legal name

Jaymax Leisure Limited

Website

https://jaymaxleisure.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Jaymax Leisure Limited is a UK wholesale distributor of branded drinks and snacks (Coca-Cola, Lucozade, Red Bull, Walkers, Diageo, Bacardi, and others) serving Showmen's Guild members operating fun fairs throughout Great Britain from its Castle Donington warehouse hub.

Ownership category

akta.pro rank

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Beverage and Snack Distribution: Jaymax Leisure generates revenue by distributing branded drinks and snacks to Showmen's Guild members operating fun fairs. The business operates as a wholesale supplier, selling products like Coca-Cola, Lucozade, Ribena, Red Bull, Walkers crisps, and alcoholic beverages including Budweiser, Greene King, Diageo, and Bacardi brands. Orders are placed through their online ordering system which requires account registration.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Jaymax Leisure Limited is a wholesale distributor that supplies branded drinks and snacks to members of the Showmen's Guild operating fun fairs and associated events across Great Britain. The product range covers carbonated soft drinks (Coca-Cola, Diet Coke, Coca-Cola ZERO Sugar, Fanta variants, Dr Pepper, Sprite variants), energy and sports drinks (Lucozade, Red Bull), fruit drinks (Ribena), snacks (Walkers via Pladis Global), and alcoholic beverages (Budweiser, Greene King ales, Diageo spirits, Bacardi). Orders are placed through an online account-based portal and fulfilled via nationwide delivery from a single central warehouse in Castle Donington, Leicestershire, serving over 2,500 fun fairs annually.

Product overview

Jaymax Leisure Limited is a distributor of branded drinks and snacks to the UK Leisure Amusement Market (fun fairs). The company offers a portfolio of Coca-Cola products (Coca-Cola, Diet Coke, Coca-Cola ZERO Sugar, Fanta variants, Dr Pepper, Sprite variants), energy and fruit drinks (Lucozade, Ribena, Red Bull), snacks (Walkers via Pladis Global), and alcoholic beverages (Budweiser via Budweiser Brewing Group, Greene King ales, Diageo spirits, Bacardi rums). All products are distributed nationwide to Showmen's Guild members who operate over 2,500 fun fairs annually, with delivery from the company's central warehouse in Castle Donington.

Differentiator

Problem solved

Functional benefit

Products and services

• Branded soft drinks (Coca-Cola range) Wholesale supply of Coca-Cola branded carbonated soft drinks in 330ml format, including Coca-Cola, Diet Coke, Coca-Cola ZERO Sugar, Fanta Orange, Fanta Orange Zero, Fanta Lemon, Fanta Fruit Twist, Dr Pepper, Sprite and Sprite Zero, for resale at UK fun fairs and associated events.
• Energy, sports and fruit drinks (Lucozade, Ribena, Red Bull) Wholesale supply of Lucozade energy and sports drinks, Ribena blackcurrant fruit drinks, and Red Bull energy drinks to Showmen's Guild members operating fun fairs across Great Britain.
• Snacks (Walkers via Pladis Global) Wholesale supply of Walkers crisps and related snack products (via Pladis Global) to fun fair operators for resale at concession stands.
• Alcoholic beverages (Budweiser, Greene King, Diageo, Bacardi) Wholesale supply of alcoholic beverages, including Budweiser lager, Greene King ales and beers, Diageo spirits and Bacardi rums, to Showmen's Guild members operating licensed fun fairs and associated events in Great Britain.
• Nationwide wholesale delivery service to fun fairs Direct B2B delivery service distributing branded drinks and snacks from the central Castle Donington warehouse to Showmen's Guild members in their Wintering Quarters and at fun fair event sites across England, Scotland and Wales.

Quantifiable outcome

• Delivers to over 2,500 fun fairs annually

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core.

• Coca-Cola European Partners (CCEP)coreChannel Partner/ Reseller/ DistributorCoca-Cola European Partners supplies branded Coca-Cola products including Coca-Cola 330ml, Diet Coke 330ml, Coca-Cola ZERO Sugar 330ml to Jaymax Leisure for distribution to the leisure amusement market. Jaymax offers a CCEP Funfair range for download.
• LucozadecoreChannel Partner/ Reseller/ DistributorLucozade is one of the key major brands distributed by Jaymax Leisure to Showmen's Guild members operating fun fairs.
• RibenacoreChannel Partner/ Reseller/ DistributorRibena is one of the key major brands distributed by Jaymax Leisure to the leisure amusement market.
• SuntorycoreChannel Partner/ Reseller/ DistributorSuntory is one of the key major beverage brands distributed by Jaymax Leisure to the leisure amusement market.
• BritviccoreChannel Partner/ Reseller/ DistributorBritvic is one of the key major beverage brands distributed by Jaymax Leisure to the leisure amusement market.
• Red BullcoreChannel Partner/ Reseller/ DistributorRed Bull is one of the key major energy drink brands distributed by Jaymax Leisure to Showmen's Guild members.
• WalkerscoreChannel Partner/ Reseller/ DistributorWalkers is one of the key snack brands distributed by Jaymax Leisure to the leisure amusement market.
• Pladis GlobalcoreChannel Partner/ Reseller/ DistributorPladis Global is one of the key snack brands distributed by Jaymax Leisure to Showmen operating fun fairs.
• Budweiser Brewing GroupcoreChannel Partner/ Reseller/ DistributorBudweiser Brewing Group is one of the key alcoholic beverage brands distributed by Jaymax Leisure to the leisure amusement market.
• Greene KingcoreChannel Partner/ Reseller/ DistributorGreene King is one of the key alcoholic beverage brands distributed by Jaymax Leisure to Showmen's Guild members.
• DiageocoreChannel Partner/ Reseller/ DistributorDiageo is one of the key alcoholic beverage brands distributed by Jaymax Leisure to the leisure amusement market.
• BacardicoreChannel Partner/ Reseller/ DistributorBacardi is one of the key alcoholic beverage brands distributed by Jaymax Leisure to Showmen operating fun fairs.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Bestway Wholesale: UK broadline food and drink wholesaler (also the UK's largest independent drinks wholesaler via Bestway's drinks business). Comparable in wholesale model and brand portfolio overlap, though broader in customer coverage than Jaymax's leisure-amusement niche.
• Paragon Foodservice (Brakes Group): UK foodservice distributor selling drinks, snacks and food to leisure, attractions and event operators. Comparable wholesale model serving out-of-home leisure customers at scale, including events and visitor attractions.
• Bidfood UK: Major UK foodservice distributor supplying drinks, snacks and ambient goods to out-of-home customers. Overlaps with Jaymax on snack and beverage wholesale distribution to event-based operators, but operates at much larger and broader scale.
• Booker Wholesale: Largest UK cash-and-carry and delivered wholesaler (Tesco-owned). Overlaps with Jaymax on snack and beverage categories sold to SMB leisure/hospitality customers, but competes across the full convenience and foodservice spectrum.

Others

• Diageo UK: Owner of spirits brands (Smirnoff, Johnnie Walker, Captain Morgan, Gordon's) distributed by Jaymax via Bacardi's portfolio and Diageo's own line. Comparable as an upstream brand owner whose distribution policy decisions materially affect Jaymax's catalogue.
• Coca-Cola Europacific Partners (CCEP): The brand-owner of Coca-Cola, Diet Coke, Fanta, Dr Pepper and Sprite — listed by Jaymax as a core supplier and the subject of its downloadable 'CCEP Funfair Range'. Comparable as both supplier and a potential route-to-market competitor if CCEP chose to service Showmen directly.
• Britvic: UK soft-drinks manufacturer (Pepsi, 7UP, J2O, Robinsons) — listed by Jaymax as a key supplier. Comparable as an upstream brand owner supplying into out-of-home leisure and event channels.
• Red Bull UK: Major energy-drink brand distributed by Jaymax to the leisure amusement market. Comparable as an upstream supplier with its own field-marketing activation channels targeting event and leisure venues.
• Showman's Show (industry trade event operator): Trade event and publisher ecosystem serving the UK Showmen's Guild community that is Jaymax's entire customer base. Included as the closest thematic reference point for the served community, rather than as a distribution competitor.

Direct peers

• Matthew Clark: One of the UK's largest drinks wholesalers, supplying beers, wines, spirits and soft drinks to licensed on-trade customers nationwide. Highly comparable to Jaymax in the alcoholic-beverage distribution arm, though serving pubs/hotels rather than travelling fun fairs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/jaymax-leisure-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jaymax Leisure Limited