Helping you make your health personal.

The key to your health, fitness and longevity is locked in your genome

DNAFit is an award-winning personalised health & wellbeing company using ground-breaking genetic science to usher in a new era of nutrition, fitness and wellbeing. Since we began in 2013, we’ve helped tens of thousands of people understand how their DNA affects their response to nutrition and exercise changes.

Led by a team of experienced life science entrepreneurs and academics, the DNAFit brand is synonymous with personalised health and wellness.

DNAFit recently joined the Prenetics group, a global leader in genetic testing and digital health, based in Southeast Asia. With financial backing from powerhouses such as Alibaba, Prenetics and DNAFit aim to make the world a healthier place, improving the lives of millions of people.

Why we do what we do

DNAFit help our users achieve their wellness goals, whatever those may be – helping people live longer, healthier and happier lives.

Our mission is to inspire and enable everyone to reach their health and fitness goals. We want to help our users to become the best possible version of themselves. We promise a smarter, easier and more effective solution to health and fitness which is entirely unique to an individual's unique DNA profile.

The next step in health engagement

We know that by understanding our genetics, we access the best possible information to take charge of our wellness in the most personal way possible. From tailoring our diet to optimising our fitness, unlocking our DNA removes the guesswork and free us up to be the everyday achievers we want to be.

The next step in health engagement
Built by the best in the busines

Built by the best in the business

At DNAFit, our incredible team understands that one size never fits all. Grounded in the evolving research from our Scientific Advisory Board, our products are designed to put you in charge of your own wellness journey, but we’ll always be here to keep you moving.

Meet the DNAFit Leadership Team

Drawing on the experience and expertise of our team, we’re trying to change the way we train and eat, one DNA sample at a time.

Avi Lasarow

Avi Lasarow

CEO & Founder

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Avi is an entrepreneur and visionary. His success is testimony to his passion and innovative approach to business. Avi focuses on the practical application of genetic science - taking it out of the lab and into the real world.

Andrew Steele

Andrew Steele

Head of Product & Professional Sport

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Andrew is a former Olympian and professional athlete. As head of product and professional sport at DNAFit, he shows people how to use their genetic information to get the best results from their training.

Sarah Kasap

Sarah Kasap

Logistics & Operations

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Sarah makes it all happen. She manages logistics, handling the global distribution of our DNAFit test kits. Sarah is also our head of finance and deals with account management and internal financial reports.

Carly McWilliams

Carly McWilliams

Risk & Governance Manager

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Carly ensures that DNAFit’s policies and procedures align with international standards. She reviews business practice and controls, addressing risks, and managing incidents.

Brian Stephenson

Brian Stephenson

Head of Operations

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Brian is head of DNAFit’s operations in South Africa. He manages everything from client relationships to administrative and organisational business requirements.

Our Scientific & Advisory Team

Dr. Keith A. Grimald

Dr. Keith A. Grimaldi

Chief Scientific Officer

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Keith received his PhD from the University of Cambridge. He joined the world’s first personal genetics company Sciona as Chief Scientist, working on product development. Outside of DNAFit, he is involved with several genetic companies and high profile research projects.

Craig Pickering

Craig Pickering

Head of Sport Science

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Craig is a former Olympian and professional athlete. He’s responsible for our sports science division. He consults our clients, making genetic science actionable in real life. Craig also assists with genetic research to develop new ways that DNAFit can help people.

Dr. Ildus I. Ahmetov

Dr. Ildus I. Ahmetov

Advisor in Joint UK-Russia GWAS Research

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Ildus is a world-leading expert in sports science. Having worked for several years in Russia’s top sport science research centres, his main research involves sports genomics, biochemistry, exercise physiology and sports nutrition.

Rio Ferdinand

Rio Ferdinand

Head of Health, Wellness & Sports Advisory Board

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Former Manchester United and English football legend, Rio Ferdinand, is Head of DNAFit’s Health, Wellness and Sports Advisory Board. With DNAFit, his mission is to improve the nation’s health by understanding how our genetics impact our wellbeing.

Dr. Silvia Campores

Dr. Silvia Camporesi

External Advisor for Bioethics

The DNAFit Personal Genetics Code of Practice

No direct-to-consumer (DTC) genetic testing for under-18s...

Genetic tests should not be provided direct to consumers under the age of 18.

No testing for talent identification or predicting sporting ability...

DTC personal genetic testing should never be used as a predictive measure, nor as a means to identify which sport a customer should attempt or indeed even to influence the customer’s choice of fitness level or sporting goal. There exists no ethical or scientific basis upon which to support the use of genetic information in this way, and this should be clearly communicated to the customer.

Provide detailed information about gene variants...

All providers of DTC genetic testing should provide clear information to prospective customers about every gene variant included in the test.

Provide a minimum evidence base for all reported gene variants...

Variants should only be reported in a consumer test if there is a reasonable level of scientific consensus, based on human studies, showing their relevance to the test. The variants that are reported in a consumer test should be those that influence lifestyle changes from which health benefits may be derived.

No misleading claims...

DTC genetics companies should clearly state the limitations of fitness and nutrition genetics and make no exaggerated or misleading claims about the potential benefits of their product.

State clearly that genetics are only one element in a fitness or nutrition regime...

Recommended fitness or nutrition regimes must not be built solely on genetic results. Environmental factors play a more important role than genetics.

Demonstrate strict laboratory & data protection standards...

DTC genetics companies should disclose the location of the laboratory used to analyse samples to enable a customer to make an informed decision about the security of their DNA sample and the quality of the laboratory analysis.

Ensure expert advice is available to explain results to customers...

DTC genetics companies should have experts in their particular field available to explain results to customers.

Be commercially transparent...

If DTC genetics companies recommend or promote any additional products or services to their customers, such as nutritional supplements, they should clearly state if they have commercial relationships with third party suppliers.

Customer consent should be mandatory before testing...

Customers should be required to provide their formal consent to genetic testing and sign a declaration confirming their understanding of how their data will be used.

DNAFit is proud to be part of the Prenetics Group.

Prenetics

Prenetics is the leading genetic testing/digital health company in Southeast Asia, empowering individuals with valuable information to make their health a personal choice.

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