Joel Baxendale and his theatre company Binge Culture had tried for years to incorporate app-technology into their shows. It seemed obvious - almost everyone had a smartphone on them most of the time. Surely these could be used to enhance live performance?

But at every turn they faced obstacles. They were at the mercy of inflexible DIY platforms and eye-watering digital agency costs. Updates were expensive so iterations were few and far between, hampering creativity. In 2019, they came up with a new plan. They would build a platform that allowed them to be their own developer for app-driven theatre experiences. Which is exactly what they - we - did. While working full-time in their respective fields in live performance and gaming Joel enlisted Ian Shepherd to create PickPath.

In 2023 & 2024 we're working with our first test customers, including Auckland Pride festival, Te Papa Tongarewa Museum of New Zealand & Cubadupa (among many others), to continue strengthening the platform before taking it to the world.