Visibility & Rich List Strategy

Owner: Ade Whetton, DoctoriumGP Purpose: Show exactly which charity galas, sponsorship slots, sporting boxes, country shows, rich lists and media outlets put DoctoriumGP's men's longevity offer in front of wealthy owner-operator male MDs (£2m–£10m turnover, 45–65, within 45 minutes of Derby). Scope: DE / NG / ST / LE / part of S postcodes. Last refreshed: April 2026.

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Executive summary

Three families of intelligence cover the East Midlands HNW segment:

1. Pre-baked lists — University of Derby Top 200 (the single most useful free list in this region), Insider Midlands Rich List (annual paid magazine, 50 names + 50 family businesses), Sunday Times Rich List (Derbyshire/East Mids subset), and the East Midlands Top 500 (DMU + EM Chamber).
2. Live venues & events — Chatsworth Country Fair, Donington Park BTCC, Uttoxeter Racecourse Gentlemen's Day, Pride Park / City Ground / Trent Bridge corporate boxes, and the YMCA Derbyshire Christmas Ball / Derby & Burton Hospitals Charity events.
3. Network sponsorship plays — Marketing Derby Bondholders (350-strong, the real Derby business club), East Midlands Chamber Connect breakfasts, Family Business United, and the Insider Made in the Midlands awards circuit.

Top recommendation: Marketing Derby Bondholders membership + Chatsworth Country Fair sponsorship + a Pride Park executive box for 4–6 fixtures + an Insider Made in the Midlands sponsor slot is the highest-leverage four-way visibility quartet for £15–25k of total spend, projected at ~25–40 consult bookings in year one. Detail in Section I.

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A. Pre-existing Rich Lists & Power Lists

Representative Sunday Times Rich List 2024–25 entries with Derbyshire / East Midlands connection:

• Mike Ashley — Sports Direct (Shirebrook) — £3.12bn (2025). Richest in East Mids.
• John Bloor — Bloor Homes / Triumph Motorcycles (Swadlincote) — £3.10bn. (Derbyshire-resident.)
• Lord Bamford — JCB (Staffs / Rocester) — £7.65bn. Just outside DE postcode but in 45-min radius.
• David Clowes — Clowes Developments / Derby County FC owner — £360m.
• Melvyn Morris — King.com investor, ex-Derby County chairman — £312m.
• The Duke of Devonshire — Chatsworth Estate — £910m.
• Jessica Mills — MHR (Oakham) — £221m. New entry 2025.

Sources: Derbyshire Times Rich List 2025, Derbyshire Rich List 2024, Insider Midlands Rich List.

Verdict for prospecting

The University of Derby Top 200 is the most actionable. It's free, directly turnover-ranked, and the entries in positions 80–200 are exactly the £2–10m-turnover owner-operators DoctoriumGP wants. Action: pull the 2025 list, filter for owner-operator structure, and cross-reference with Companies House for director age (filter 45–65) and male PSCs.

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B. Charity Galas & High-Society Events (DE / NG / ST)

Highest-leverage charity plays:

1. Nottingham Hospitals Charity Golf Day (19 June 2026) — exact demographic, tee/hole sponsor £3–5k = direct face-time with 60–120 male prospects on the day. (source)
2. MoRunning Nottingham (Movember) — perfect thematic alignment ("men's health"), Nov 2026, £2.5k–7.5k sponsorship. (source)
3. YMCA Derbyshire Christmas Ball — Derby civic establishment, £3–5k sponsor, dense Marketing Derby Bondholder presence. (source)

Note on accuracy: Where I have published evidence of the specific tier price, I cite. Where the tier is "estimated," it's modelled from comparable East Midlands gala benchmarks (table of 10 typically £750–1,500 outside London; sponsor tiers £1k Bronze / £3k Silver / £5k Gold / £10k Headline).

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C. Sporting & Entertainment Corporate Hospitality

Single best play: Uttoxeter Racecourse Gentlemen's Day

The name alone ("Gentlemen's Day") is the demographic. Sponsor a race named-trophy at £3–7k tier and you get the trophy presentation moment, on-course branding, hospitality table, and direct introduction to a course full of 50+ male MDs in suits. Combined with a small "Gemma Lewis Health Quick Check" pop-up in a sponsor area = warm leads on the day.

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D. Country Shows & Agricultural Fairs

Single best play: Chatsworth Country Fair sponsor stand + auxiliary "Health MOT" tent

Chatsworth attracts a self-selecting HNW audience (estate landowners, country-set, established family-business heads). Tens of thousands across 3 days. A premium-positioned trade stand (£1.5–2.5k) plus a co-branded sponsor of one ring event (£5–10k) = lounge area where Dr Gemma Lewis runs free 5-minute "What's Your Real Age?" demos. Conversion expected ~10–25 paid bookings off the back of the weekend.

Sources: Chatsworth Country Fair, Derbyshire County Show, Belvoir Steam & Country.

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E. Local Press, Magazine & Podcast Visibility

Print (premium HNW reach)

Radio

Podcasts (national reach with regional anchor)

Single best media play

Derbyshire Life full-page Dr Gemma Lewis profile + Sally Pepper podcast appearance + East Midlands Business Link sponsored article, run as a 3-month coordinated visibility burst tied to launch month. Total cost ~£5–7k. Reaches the affluent Derbyshire reader, the ex-BBC Radio Derby orbit, and the East Midlands MD inbox simultaneously.

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F. Networking Events & Business Breakfasts

Single best networking subscription

Marketing Derby Bondholder + Family Business United Midlands — combined cost ~£3,000/yr — gives access to literally every other priority list on this page (Bondholder events overlap with Pride Park hospitality, the Business Awards, and the Derby civic charity calendar).

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G. Online Communities

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H. Direct Rich-List Extraction Strategy — "Top 200 Wealthy Men in DE+NG+ST+LE"

A high-confidence list is built by intersection, not single-source. The recommended workflow:

Step 1 — Anchor list

Pull University of Derby Top 200 (2025) from derby.ac.uk. Free, definitive turnover ranking. Filter to ranks 50–200 (the £2–10m sweet spot is roughly here).

Step 2 — Director enrichment

For each company in step 1, hit Companies House (free) at find-and-update.company-information.service.gov.uk — extract: - All current PSCs (Persons of Significant Control) - Directors with date of birth (Companies House shows month/year only — enough for age 45–65 filter) - Director gender (extract from forename, ~95% accurate for this segment)

Step 3 — Wealth amplifier

Cross-reference with: - Insider Midlands Rich List 2025 (source) — top 50 + 50 family businesses. - Sunday Times Rich List Derbyshire subset — published as derbyshiretimes.co.uk article each May. - Endole Insight or BvD FAME — paid (£29–199/mo Endole; FAME £6k+/yr) — for company financial detail (gross profit, director remuneration). Endole is sufficient for this exercise.

Step 4 — Trustee / philanthropic signal

Charity Commission register (register-of-charities.charitycommission.gov.uk) — for each director identified, search trusteeships. A director who's a trustee of Treetops, DBHC, Derbyshire Wildlife, YMCA Derbyshire is a confirmed civic-engaged HNW.

Step 5 — Spatial signal

Land Registry "Price Paid" data (free) — for property transactions. Combined with Companies House director addresses (where filed), property values £750k+ = additional wealth signal.

Step 6 — Hospitality holder signal

Most Pride Park / City Ground / Trent Bridge / Donington box-holders aren't published, but: - Marketing Derby Bondholder list (marketingderby.co.uk/our-bondholders) is public — 350 named Derby businesses with logos - East Midlands Chamber Business Awards finalist lists are public - Insider Made in the Midlands shortlists public - Family Business United members semi-public

Step 7 — LinkedIn validation

Sales Navigator filter: Title = MD / Founder / Owner / CEO; Headcount = 10–100; Postcode within DE / NG / ST / LE / S; Years in role 5+ = approximately 2,500–4,000 high-confidence matches.

Output

A 200-row CSV with: Name | Company | Position | Age band (PSC DOB) | Estimated turnover (Top 200) | Estimated personal wealth (rich list cross-ref) | Charity trustee flags | Property signals | Box holder signals | LinkedIn URL | Cold-outreach priority (1–3).

Time required: ~3 days of focused work using Companies House + Endole Free Trial + LinkedIn Sales Nav. Building this once gives DoctoriumGP a 12-month outreach asset.

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I. Synthesis — The Visibility Playbook (Top 10 Plays in Priority Order)

Each play scored on: Cost | Reach | Conversion to consult bookings (Y1 estimate) | Confidence.

1. Marketing Derby Bondholder membership (Tier 1)

• Cost: £1,500–4,000/yr
• Reach: 350 Derby businesses; quarterly Bondholder magazine; VIP previews; embedded in every Derby civic event
• Y1 conversions: 8–15 paid consults
• Confidence: High
• Why first: Buys access to almost every other event on this page. Dr Gemma profile in Bondholder magazine alone is high-value.

2. Chatsworth Country Fair sponsor stand + Health MOT tent (4–6 Sept 2026)

• Cost: £6–10k (premium trade space + sponsor ring event + tent build)
• Reach: ~50–80,000 HNW visitors over 3 days
• Y1 conversions: 15–30 paid consults
• Confidence: High — purest demographic match in the region
• Why second: Single highest-density HNW male audience in the East Midlands calendar.

3. Derby County FC executive box — half-season package (8 fixtures)

• Cost: £8–12k
• Reach: Hosting 10 different MDs across 8 fixtures = 80 first-meet relationships
• Y1 conversions: 12–20 paid consults
• Confidence: High — relationship-based, perfect dwell time
• Why third: Best for converting the Bondholder relationships into clients

4. Insider Made in the Midlands Awards — category sponsor

• Cost: £6–12k for category sponsor; £1.5k for table
• Reach: ~600 senior manufacturing MDs (incl. exact target demographic)
• Y1 conversions: 6–12 paid consults
• Confidence: Medium-High
• Why: Black-tie table with Dr Gemma Lewis presenting a category trophy = on-stage credibility moment

5. Uttoxeter Racecourse Gentlemen's Day — race sponsor

• Cost: £3–7k
• Reach: ~3–6,000 male HNW (the demographic is literally in the day's name)
• Y1 conversions: 4–8 paid consults
• Confidence: Medium-High
• Why: Trophy presentation moment + branded race + sponsor hospitality table

6. Derbyshire Life full-page Dr Gemma profile + advertorial (3-issue series)

• Cost: £5–8k
• Reach: 21,500 affluent monthly paid readers x 3 = ~65k impressions
• Y1 conversions: 8–15 paid consults
• Confidence: Medium
• Why: Dr Gemma's name needs to be the first one Derbyshire HNW women hear when they think "men's health" — they book the men

7. Nottingham Hospitals Charity Golf Day — tee/hole sponsor (19 June 2026)

• Cost: £3–5k
• Reach: 60–120 HNW male golfers across one day
• Y1 conversions: 4–7 paid consults
• Confidence: High — exact match
• Why: Lowest cost-per-warm-lead of any single event

8. The Midlife Mentors podcast guest slot (Dr Gemma)

• Cost: Time only (no cash cost; pitch the guest spot)
• Reach: Top 1.5% global podcast — 35–65 male midlife audience
• Y1 conversions: 5–10 paid consults (national reach reduces local conversion but adds halo)
• Confidence: Medium
• Why: Highest non-paid leverage on this list. Gemma's clinical credibility + UK-based + men's-health relevance = should be a yes from the producers.

9. Movember UK / MoRunning Nottingham regional sponsor (Nov 2026)

• Cost: £2.5–7.5k
• Reach: 1,500–3,000 participants + family + social
• Y1 conversions: 4–8 paid consults
• Confidence: Medium-High
• Why: Thematic (men's health charity month) — perfect Klaviyo flow and PR moment

10. East Midlands Business Link sponsored content + newsletter blast

• Cost: £1.5–3k
• Reach: 10,000 chief execs / chairmen / MDs across East Mids inbox
• Y1 conversions: 6–12 paid consults
• Confidence: Medium
• Why: Direct B2B inbox to the exact owner-operator decision-makers — easiest "always-on" awareness layer

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Recommended Year-1 Visibility Bundle

At £997 average package value (Mens Longevity Tier 2), ~84 consult bookings = ~£84k revenue. Y1 ROI ~2.3x on visibility spend — and the Bondholder + Pride Park investments compound from year 2 onwards as relationship value matures.

Do not chase: Sunday Times Rich List entries directly (they're aspirational, not direct prospects), Royal Highland Show / Royal Norfolk Show (out of catchment), London-based galas (no regional ROI), and Notts County FC (wrong demographic).

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Source list

• Sunday Times Rich List 2024 — East Midlands
• Derbyshire Times Rich List 2024
• Sunday Times Rich List 2025 — Derbyshire
• Insider Midlands Rich List 2025 — Express & Star coverage
• Insider Media — Midlands Rich List news index
• University of Derby Top 200 Businesses 2025
• DMU East Midlands Top 500 Businesses
• East Midlands Chamber — Business Awards
• Marketing Derby — Bondholders
• Derby County FC — Executive Boxes
• Nottingham Forest FC — Hospitality 2025/26
• Derbyshire CCC — Hospitality
• Trent Bridge / Notts CCC — 2026 packages
• Burton Albion — Sponsorship
• Donington Park — Raceday Hospitality
• Uttoxeter Racecourse — Sponsorship
• Uttoxeter Gentlemen's Day 2026
• Southwell Racecourse — Gentlemen's Evening 2026
• Chatsworth Country Fair 2026
• Bakewell Country Festival
• Derbyshire County Show
• Belvoir Castle Steam & Country Show 2026
• Treetops Hospice Care
• YMCA Derbyshire — Get Involved
• YMCA Derbyshire Festive Ball — Marketing Derby
• Nottingham Hospitals Charity — Events
• Derby & Burton Hospitals Charity — Events
• Movember UK — Events
• MoRunning Nottingham 2026
• Prostate Cancer UK — Midlands events
• Insider Made in the Midlands Awards 2026
• Insider Dealmakers Awards calendar
• East Midlands Chamber — Events
• East Midlands Business Link — Magazine
• East Midlands Business Link — Advertising
• Derbyshire Life — Advertise
• Family Business United — Events
• Family Business UK (FBUK) — Events
• The Midlife Mentors
• Charity Commission Register
• Companies House

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Compiled April 2026. Pricing tiers are indicative — confirm directly via the contact email/phone listed for each venue or publication. The visibility bundle in Section I is sized for the budget framework discussed elsewhere in mens-health-strategy/03_PACKAGES_PRICING.md and 00_STRATEGY.md.