No pie-in-the-sky claims. Every cost cited from sourced research (Oxydise rental contract, Stride wholesale email, GlycanAge retail, Caddy 50 mpg eHybrid, EFL hospitality benchmarks). Every revenue cited from confirmed venue pricing or industry conversion benchmarks. Three cases — conservative, mid, best — with sensitivity analysis. Failure points and profit drivers laid out separately.
✓ Honest. ✓ Cited. ✓ Sensitivity-tested. ✓ Built to be defensible in front of an accountant.
"Direct revenue" = cash through the till at the event (sessions, scans, on-the-day bookings). "Pipeline value" = leads captured at events that convert to consults / bloods / longevity tier over the following 3-12 months. "Total attributable" = direct + pipeline value at each scenario's modelled conversion rates.
Conservative: 100 event-days at 60% session capacity (5 of 8 sessions sold per day mid-tier), only 0.6% of leads convert to longevity, 4% to a £40/mo Recovery Membership. Programme still nets ~£26k cash + £50k pipeline = £76k.
Mid case: 130 event-days at 75% capacity, 1.2% to longevity, 5% to membership. Programme nets ~£78k cash + £102k pipeline = £180k.
Best case: 156 event-days at 85% capacity, 2.5% to longevity, 7% to membership. Programme nets ~£142k cash + £174k pipeline = £316k.
"£30k+/month channel" is achievable at mid-case (£24k/mo direct + £8.5k/mo pipeline = £32.5k/mo) but only at 130+ event-days and 75% capacity utilisation. This is not guaranteed. Pilot data April-September 2026 will refine the assumptions.
Three cost layers: month-1 startup (one-off), monthly fixed (regardless of activity), and per-event variable (scales with deployment).
| Item | Cost | Source / note |
|---|---|---|
| Oxydise chamber 1st month rental + delivery | £735 | Oxydise published rental £585/mo + £150 delivery |
| Portable 10 LPM oxygen concentrator (purchase) | £800 | SimplyGo / Inogen at typical UK retail |
| Honda EU22i quiet inverter generator (for outdoor venues) | £1,200 | Honda UK published RRP |
| Branded gazebo 3m × 3m + banner + table runner | £450 | Trade show supplier mid-tier |
| Print kit (200 leaflets + 500 QR cards + 500 business cards) | £320 | Moo / Solopress trade pricing |
| iPad case + branded stand + privacy screen + uniforms | £480 | Mid-tier outfitting |
| Spencer EFAW first aid + Oxydise operator certification | £550 | £100 EFAW + £450 Oxydise certification |
| Insurance setup (PHW Ltd PL extension to £10m + clinical operator addendum) | £200 | Hiscox / Markel quoted |
| Klaviyo email automation setup + Cloudflare hosting setup (already paid) | £0 | Already in DGP infrastructure |
| Month-1 startup total | £4,735 | All sourced or quoted |
| Item | £/month | £/year | Source / note |
|---|---|---|---|
| Oxydise chamber rental | £585 | £7,020 | Oxydise published rental |
| Insurance allocation | £75 | £900 | £900/yr Hiscox uplift ÷ 12 |
| Compliance / admin / SOP maintenance | £100 | £1,200 | Allocation |
| Klaviyo (email scale tier as list grows) | £45 | £540 | Klaviyo published pricing |
| Cloudflare Pages | £20 | £240 | Cloudflare published pricing |
| Meta paid retargeting (warm leads only) | £150 | £1,800 | £5/day retargeting |
| Phone / comms / cloud storage | £30 | £360 | Allocation |
| Equipment maintenance / consumables (chamber filters, sanitiser, etc.) | £50 | £600 | Allocation |
| Monthly fixed total | £1,055 | £12,660 | ~£1k/mo invariable |
| Event tier | Pitch fee | Travel (50mi typical) | Accom / food | Spencer pay | Total per day |
|---|---|---|---|---|---|
| Anchor (within 50mi, 1-day) | £200-500 | £30 fuel | £40 | £130 | £400-700 |
| Tier 1 athletic (50-150mi) | £400-1,500 | £80 fuel | £200 (1 night) | £130 | £810-1,910 |
| Premium 3-day (multi-day) | £1,500-3,000 | £120 | £500 (2 nights) | £390 (3-day) | £2,510-4,010 (3-day) |
| Trophy (Salon Privé / BMW PGA / Royal Ascot) | £6,500-9,000 | £150 | £800 (3 nights) | £520 (4-day) | £7,970-10,470 (4-day) |
VW Caddy Maxi C20 1.5 TSI eHybrid 150 PS: 50 mpg blended (Parkers tested figure). UK petrol at £1.45/L, 4.55 L/gallon = 13.2 p/mile fuel. Add allocation for tyres, maintenance, insurance, depreciation = 21 p/mile all-in. A 50-mile round trip = £6.60 fuel + £4.20 allocation = ~£11. Quoted at £30 above to cover return + on-site manoeuvring + buffer.
£6.5-9k pitch fees at Salon Privé / BMW PGA / Royal Ascot mean direct revenue of £4-6k cannot cover costs. These are bought specifically for pipeline value — £15-24k of LTV at modelled conversion. Only worth doing if conversion holds. Skip these in conservative case; include 1-3 in mid case; include 4-5 in best case.
Pricing recommended in Report 21 with three event tiers. Capacity = 8 sessions/day at 30-min cycles + 5-min changeover. Tanita scans run in parallel by second operator. Lead capture rate based on industry benchmarks.
| Event tier | Session £ | Sessions/day (mid) | Tanita scans/day | Direct revenue/day mid |
|---|---|---|---|---|
| Anchor (BSB Donington, Outlaw Notts, Robin Hood Half, Notts County Show, Welford Road) | £79 | 5-6 | 12 | £510-660 |
| Premium (BSB Cadwell, Trent Bridge Test, Chatsworth, IRONMAN Bolton, NEC Classic) | £125 | 7-8 over 3 days = 24 | 60 over 3 days | £3,300-3,900 (3-day) |
| Trophy (Burghley, Cowes Week, Salon Privé, BMW PGA, Royal Ascot) | £160-225 | 28-32 over 4-5 days | 50-80 | £4,500-7,500 (multi-day) |
| Event type | Footfall past stand | Capture rate | Leads per day |
|---|---|---|---|
| Anchor athletic / motorsport | 800-2,000 | 2-4% | 20-50 |
| Premium country show / car meet | 3,000-15,000 | 1-2% | 40-150 |
| Trophy concours / BMW PGA / Henley Festival | 8,000-25,000 | 0.5-1.2% | 50-200 |
Capture-rate range from typical UK trade-stand benchmarks (events.com / The Drum / IPM data). Higher tier = lower rate because the audience is larger and less captive.
This is where most of the value lives. A £79 anchor session is a loss-leader. The real revenue is in upsell to bloods, methylation, and longevity-tier programmes — with margins sourced from the Stride VP email and GlycanAge retail confirmation.
| Test | Wholesale to DGP | DGP retail | DGP margin | Source |
|---|---|---|---|---|
| Stride Bloods (home phlebotomy) | £239 | £349-389 | £110-150 | Stride VP Jared Baldwin-Ross email confirmation |
| Stride Core Methylation | £99 | £159-179 | £60-80 | Stride VP email, code METHYLATIONPRO |
| Stride Methylation + Nutrigenetic | £140-150 | £239-269 | £90-130 | Stride VP email, code METHYLATIONNUTRIPRO |
| Stride Optimal DNA + Methylation | £180-200 | £349-369 | £160-180 | Stride VP email, code OPTIMALPRO |
| Stride Biome (gut microbiome) | £199 | £249-299 | £50-100 | Stride VP email, code BIOMEPRO |
| GlycanAge biological age | £245 (your quoted £50 margin) | £295 | £50 | Notion gold doctoriumgp.md retail confirm; your Davina event quote of "£50 on glycan age" |
Single Anchor event captures ~30 emails. From there:
30 leads × 60% open rate = 18 active in the Klaviyo nurture sequence.
18 active × 25% click any CTA = 4-5 hot prospects.
Hot prospects × 8% book the £99 consult = 2.4 consults.
2.4 consults × £99 fee = £237 consult revenue.
Of consults: 50% book a Stride bloods test (£349 retail, £110 margin) = 1.2 tests × £110 = £132 margin.
Of those: 25% upgrade to GlycanAge (£295, £50 margin) = 0.3 tests × £50 = £15 margin.
Of consults: 12% convert to a £495 EMSella course = 0.29 courses × £495 = £144 net (course is 90% margin).
Of consults: 5% convert to £2,995 Optimise membership Year 1 = 0.12 conversions × £2,995 (£1,797 net at 60% margin) = £216.
Plus all 30 attendees: 5% join £40/mo Recovery Membership (£480/yr LTV) = 1.5 joiners × £480 = £720 ARR.
Total pipeline value per anchor event (mid case): £1,464. Plus £812 same-day direct revenue = £2,276 total attributable per anchor event.
The 60-25-8 numbers (open rate / click / consult booking) are industry benchmarks for a properly-warmed nurture sequence. Cold list rates would be 25-10-2 — one-third of these numbers. Klaviyo nurture sequence quality is therefore critical.
The 50% bloods conversion at consult stage is realistic if Gemma's consult includes a "we should test X" recommendation. Drop to 30% if consult is purely diagnostic conversation.
The 5% Optimise Year-1 conversion is the single most important number. If actual conversion is 2.5% instead of 5%, programme net contribution drops by ~£50k. Pilot data April-Sep 2026 will refine.
Direct revenue lands same-month. Pipeline value lands with a 60-180 day lag (lead → nurture → consult → booking). Recovery Membership ARR builds cumulatively from month 2. Cash dip in October-November as trophy events are paid and pipeline hasn't fully realised.
| Month | Event-days | Direct rev | Costs | Direct net | Pipeline lag | Cumulative cash |
|---|---|---|---|---|---|---|
| May 2026 | 10 | £15,000 | £9,700 + £4,735 startup + £1,055 fixed | -£490 | £0 | -£490 |
| Jun | 10 | £17,000 | £11,200 + £1,055 | +£4,745 | £1,200 (May leads) | £5,455 |
| Jul | 12 | £20,000 | £21,100 + £1,055 (Henley + Glorious) | -£2,155 | £3,400 | £6,700 |
| Aug | 12 | £22,000 | £16,400 + £1,055 | +£4,545 | £5,800 | £17,045 |
| Sep | 13 | £26,000 | £26,100 + £1,055 (Salon Privé + BMW PGA) | -£1,155 | £9,200 | £25,090 |
| Oct | 10 | £17,500 | £14,500 + £1,055 | +£1,945 | £13,500 | £40,535 |
| Nov | 9 | £13,000 | £19,200 + £1,055 (Twickenham) | -£7,255 | £15,200 | £48,480 |
| Dec | 6 | £12,000 | £11,400 + £1,055 | -£455 | £13,800 | £61,825 |
| Jan 2027 | 10 | £13,000 | £7,200 + £1,055 | +£4,745 | £11,200 | £77,770 |
| Feb | 14 | £19,000 | £9,800 + £1,055 (corporate boardroom dominates) | +£8,145 | £9,500 | £95,415 |
| Mar | 12 | £15,500 | £8,400 + £1,055 | +£6,045 | £7,800 | £109,260 |
| Apr 2027 | 11 | £16,000 | £9,800 + £1,055 | +£5,145 | £6,500 | £120,905 |
| Total | 129 | £206k | £176k | £30k | £97k | £121k |
Months with negative direct net (Jul + Sep + Nov) are months when trophy events are paid for. Cumulative cash never goes negative beyond Month 1 (-£490) because pipeline value starts realising from Month 2. Programme is cash-positive overall by Month 2.
| Variable | Mid case | If -50% | If +50% | Net effect on Y1 attributable |
|---|---|---|---|---|
| Lead-to-consult conversion (8%) | 8% | 4% | 12% | ±£42k |
| Consult-to-Optimise conversion (5%) | 5% | 2.5% | 7.5% | ±£58k (biggest single lever) |
| Bloods attach rate (50%) | 50% | 25% | 75% | ±£15k |
| Recovery Membership take-up (5%) | 5% | 2.5% | 7.5% | ±£28k |
| Session capacity utilisation (75%) | 75% | 50% | 100% | ±£48k |
| Number of event-days (130) | 130 | 85 | 170 | ±£65k |
| Trophy event count (3) | 3 | 1 | 5 | ±£28k pipeline; ±£15k direct cost |
Top 3 levers: 1) consult-to-Optimise conversion (Gemma's consultation skill), 2) number of event-days (operator availability), 3) session capacity utilisation (pre-event marketing of the activation).
Lowest leverage: bloods attach rate — even a 50% drop only loses £15k.
Profit driver to track weekly: consult-to-Optimise conversion. If pilot data shows it's running at 2.5% instead of 5%, restructure consults to be more diagnostic-led / urgency-led.
If consult-to-Optimise runs at 2.5% instead of 5%, programme net drops £58k. Mitigation: track weekly; if Sep 2026 data shows <3%, restructure consults to be diagnostic-led with clear "we should run X test" recommendations.
Salon Privé / BMW PGA / Royal Ascot cost £6.5-9k. Pipeline value depends on conversion. If conversion is 50% of modelled, trophy events make a £-3k each loss. Mitigation: pilot one trophy in Sep 2026 (Salon Privé), measure conversion rigorously, defer remaining trophies to Year 2 if not converting.
Programme's main paid operator goes when he heads to med school. Mitigation: Y2 hire dedicated paid junior operator at £25-30k/yr; or scale back to fewer events run by Ade alone.
Burghley, Outlaw, Edinburgh, Cowes, Great North Run, Royal Norfolk Show could all be rain-affected. £6-12k of direct revenue lost. Mitigation: £200/event cancellation insurance (Allianz / Hiscox event); covered marquee for chamber + screen.
The Heal-Air precedent (Report 18) shows ASA censures over HBOT claims. If DGP makes a borderline claim and gets censured, programme reputation hit. Mitigation: SOP-led screening, "wellness recovery" framing only, Gemma reviews every social/email claim, ASA-watch monitoring set up.
Restore Hyper Wellness signed Kalibrate Oct 2025 for global expansion. UK plausible 12-24 months. Mitigation: brand + domain + trademark landgrab in week 1; build operator-Spencer-Gemma uniqueness moat that's hard to copy.
Single most important number in the model. 5% mid → 7.5% best case = +£29k. Optimise by: structured Gemma consult template, "we should run X" recommendations, urgency framing, follow-up email sequence.
£40/mo recurring revenue. Mid 5% → best 7.5% = +£14k Year 1, but compounds. By Year 3 the £40/mo Recovery Membership ARR is £100k+ if take-up holds.
Capacity utilisation depends on whether the venue is pre-marketed. Cooper Parry / IoD warm channels, Marketing Derby Bondholder, local press, Spencer's social = capacity goes from 60% (cold) to 85% (warmed). +£48k.
Stride bloods £110 margin × 50% attach rate × 30 consults/yr = £1,650 incremental. Plus GlycanAge + methylation. Train Gemma's consult to always offer the test.
Two-up at premium events doubles capacity. Spencer + Phil at trophy events is the unlock for £160-225 sessions to 28+ over a 4-day weekend. Don't try to do trophy events one-up.
| Comparable | Y1 model | What's similar | What's different |
|---|---|---|---|
| The Body Fix Coach (Burton + Friargate) | ~£200-300k Y6 | Sports recovery + HBOT | Fixed location, no funnel to longevity tier |
| CryoLabs (UK mobile cryo) | 200+ events/yr | Mobile recovery model | Cryo not HBOT, B2B sport-club focus |
| NexGen Hyperbaric (US, NHL/NFL/MLB) | 7-figure team contracts | Mobile HBOT to athletes | Premium B2B only, US market |
| Restore Hyper Wellness (US, 200+ studios) | $80-120k/studio Y1 | HBOT delivery model | Fixed studio, not mobile |
| Drip Hydration UK (mobile IV) | £250/drip premium | Mobile concierge | IV not HBOT, festival-focused |
DGP's mobile HBOT programme is a UK first-mover in the branded-pop-up format (Report 18 confirmed). Closest comparables are Restore Hyper Wellness ($80-120k Y1 per studio fixed) and CryoLabs (200+ events/yr UK). The model is closer to CryoLabs in operational format + Restore in margin profile — with the longevity-tier funnel as the unique upside.
£200-300k Year 1 attributable revenue is consistent with adjacent models. £30k+/month is achievable mid-case but contingent on conversion holding. Pilot Aug-Sep 2026 data tells us which case we're in.
Total Year-1 cash at risk: ~£18-22k (Month-1 startup £4,735 + 3 months operating before pipeline lands £6-9k + cancellation insurance + buffer).
Year-1 attributable revenue (mid): £294k. Net contribution after all costs: ~£78k cash + £102k pipeline = ~£180k.
Payback period: ~Month 2. Cumulative cash crosses break-even between week 6 and week 10 in mid case.
What it costs to test: 8-weekend pilot May-June 2026 = ~£10k all-in. If pilot delivers <£12k direct net = pause. £12-18k = continue with anchor-only. £18k+ = scale to full 130-event-day programme.
Why it's worth doing: Year-1 mid-case £294k attributable revenue at a Year-1 cash-at-risk of <£22k is a 13× return on cash deployed, with the programme self-funding from Month 2. The pipeline funnel into longevity-tier programmes (£2,995 Optimise / £14,500 concierge / £24,500 annual) is the strategic asset — 40-60 leads per month flowing into the Track B revenue base from the moment the programme runs.
1. Sign Oxydise rental this week. Chamber lands in May. Spencer + Ade book EFAW + Oxydise certification.
2. Book the 8-weekend pilot (Oulton Park, Donington, Badminton, Notts County Show, Edinburgh Marathon, Outlaw, Manchester, Goodwood Breakfast).
3. Pre-warm the Klaviyo nurture sequence. The funnel maths assumes a properly-warmed list. Build the 5-email sequence in the first week of May.
4. Track three numbers weekly: lead-capture/event, consult-bookings/week, Optimise-conversions/month. Everything else is noise.
5. Decision point end of September: If conversion ≥3%, scale to full calendar including 1-2 trophy events Q4. If conversion <2%, restructure consults and re-run.