Henry Beeby has an enticing pitch for young super-rich tiktokkers and instagrammers. “Come to Kensington Gardens on the Monday, buy a racehorse and by the Tuesday you will be in the parade ring at one of the world’s most famous racecourses [Royal Ascot] alongside members of the British royal family and other royal families, with your own racehorse in your colours.”
Beeby, the chief executive of the thoroughbred racehorse auctioneers Goffs, said: “That is the dream we are selling,” as he summed up his pitch at a private event in Mayfair that promised to reveal the secret of “how to target the fastest-growing group of UHNWIs [ultra-high net worth individuals] – millennials”.
