A Burton + Friargate Derby sports-recovery clinic has approached DoctoriumGP for collaboration. They run HBOT at £30-£40/session and sell Oxydise chambers at £5,500. Different segment, different price tier. The strategic question isn't whether to collaborate — it's how to pivot the relationship so DGP captures the value, not them.
Two locations now: Tatenhill, Burton-on-Trent (original) and Friar Gate, Derby (just opened). 5.0/5 across 182 reviews. Founded 2019. 750+ clients to date. 850+ hours on the chamber as of May 2025. Owner-name not visible on website. Selling Oxydise chambers as side-line at £5,500.
Sports therapy / strength & conditioning / injury rehab. Their tagline: "We help you get out of pain, move better, and perform at your best using proven strength and conditioning methods." Three core values: Education, Cooperation, Personable.
Target market: athletes, injury recovery, fitness newcomers, chronic pain, Burton/Derby/Uttoxeter/Lichfield/Swadlincote catchment.
The Body Fix Coach and DoctoriumGP are different products serving different customers. Their HBOT customer is a triathlete with a sore knee paying £40 a session. Our longevity customer is a 52-year-old MD paying £4,999 a year for diagnostic depth + clinical interpretation. There is no overlap in the core product.
That means: collaboration where DGP enters their model dilutes our positioning and gives them clinical legitimacy without DGP gaining anything. Collaboration where they enter ours doesn't make sense (they don't have CQC).
The right pivot: let them think they're getting clinical legitimacy. We treat them as a downstream lead-generation channel for the patients they can't serve — people who present for HBOT but actually have hormone, pelvic, post-prostatectomy, or longevity-tier questions. Those are our patients, not theirs. Their job in the relationship is to surface them.
If a written agreement emerges, these are the only terms DGP signs to. Written terms protect against the Heal-Air ASA precedent (Report 18) — we cannot have BFC making any clinical claim that implicates DGP.
Ade alone (no Gemma until clear value emerges). Coffee meeting at their Friargate site (recon value). 30-45 minutes maximum.
Listen for: what they want is the most important data of the meeting. Most likely they want clinical legitimacy / a place to refer red flags / co-marketing.
They use the relationship to lend clinical legitimacy to their commodity HBOT offering — "in collaboration with DoctoriumGP" appears on their site without permission.
Mitigation: written terms forbid it. DGP referenced only as referral partner, not delivery partner.
Their growth eventually steps into DGP's tier (e.g. they hire a GP, add bloods, start selling 6-month "performance programmes" for £800).
Mitigation: 12-month review built into terms. DGP retains right to walk with 30 days' notice. No exclusivity.
Through the relationship they learn DGP's clinical frame, marketing approach, pricing logic, partnership map — and copy elements.
Mitigation: keep clinical IP, SOPs, protocols, and channel partnerships off the table. Meet at their site, not ours.
If The Body Fix Coach is censured by ASA or MHRA for HBOT claims (Heal-Air precedent — see Report 18), and DGP is publicly associated, the reputational blowback hits us.
Mitigation: minimal co-branding. DGP referenced only as referral partner. ASA-watch monitoring set up to flag if BFC publishes anything risky.
Time spent on this relationship that could have been spent on Cooper Parry, Mattioli Woods, or IoD East Midlands — channels with 10× the strategic value.
Mitigation: cap meeting time at 1 hour total + 1 follow-up. Don't make this a recurring agenda item.
Take the meeting — recon value alone is worth 60 minutes. You learn their pricing, customer mix, growth plans, owner-personality, and likely intent.
Sign limited terms — the £79 referral-screen pathway, 12-month review, no exclusivity, no co-branding.
Stay clinical — DGP is the place red-flag HBOT clients are referred to. We don't enter their model.
Stay separate — no co-branding, no joint marketing beyond one annual community event, no IP exposure.
Don't mention DGP's own HBOT plans — under any circumstances. They learn we're getting our own chamber when we're already operating it nationwide and the IoMTT pop-up is in the news.