Get your guide!

Receive our FREE 14-day guide, direct to your inbox, on how genetics impact every aspect of fitness and nutrition.



DNAFit has announced a new partnership with the Dame Kelly Holmes Trust, naming the organisation as their new charity partner.


The leading UK based health and fitness genetics company has made a commitment to support the Trust, part of a new long-term commitment to work with the charity. The financial commitment will play an important role in helping to support the Trust’s long terms vision, based around offering transformational mentoring programmes to disadvantaged young people in every area of the UK by 2020.


Inspired by Dame Kelly Holmes, one of Great Britain’s most highly decorated athletes, and President of the Dame Kelly Holmes Trust, the programme trains and develops world class athletes to become mentors to young people in disadvantaged situations. Every year, thousands of lives are impacted as their mentors empower them to realise the attitudes and behaviours needed to lead a positive life.


Key focuses for the Trust include dedicated support programmes for care leavers, homeless people, young offenders, women at risk of sexual exploitation and those living within isolated communities. As DNAFit’s official charity partner, the brand will be exploring ways to utilise its assets, access and ambassadors to best support the mission of the Dame Kelly Holmes Trust.


Founded in 2014 by lifestyle genetics entrepreneur, Avi Lasarow, DNAFit is playing a leading role in driving the advancement of personal health and wellness through their innovative genetics research and analysis.  The brand works with a number of elite athletes and sportspeople, including British Olympic great Greg Rutherford, and South African rugby union icon Bryan Habana.


Avi Lasarow, CEO, DNAFit said;

“We are thrilled to be contributing to the work of such an inspiring organisation as the Dame Kelly Holmes Trust. Through our own work with world class athletes, we understand the sacrifices, dedication and humility they have to show to get to reach the very top. These qualities mark them out as truly inspiring mentors, and DNAFit is proud to support their important mission to help disadvantaged young people all over the UK. We hope this will be the start of a strong relationship together.”


Dame Kelly Holmes, Founder and President, Dame Kelly Holmes Trust said:

“I am delighted that DNAFit has named the Trust as its charity partner. Our vital work is transforming the lives of thousands of young people across the UK who desperately need our help. It is also demonstrating the significant impact that athletes can have beyond sport if they receive the correct training and support. DNAFit understand both these things, which is excellent, and I hope this is the beginning of a successful partnership.” 


To find out how you can get involved and support the Dame Kelly Holmes Trust, please visit:




For more information please contact / 078162 79101


Notes to Editors:



About DNAFit:


DNAFit is a UK based genetics company that reports on genetic markers related to fitness and nutrition.


“Since we began in 2013, we’ve taken cutting edge science out of the laboratory and into the hands of tens of thousands of people, helping them understand how their DNA affects their response to exercise and nutrition changes, to change the way we train and eat, one DNA sample at a time.”


DNAFit adheres to a strict code of practice, which can be viewed here:


The DNAFit Training Algorithm

In 2016 the brand published the first ever peer reviewed study that revealed focused ‘genetic inspired’ training can deliver almost three times the response rates as opposed to unguided ‘one-size-fits-all” training. They also recently launched the Startline Project, seeking to analyse the unique genetics behind 1,000 of the world’s leading elite athletes.


*The DNAFit study is ‘A genetic-based algorithm for personalized resistance training’ by Jones N, Kiely J, Suraci B, Collins DJ, de Lorenzo D, Pickering C, Grimaldi KA. Biol Sport. 2016;33(2):117-126 and can be downloaded at

It’s also available in full here.


The Marmite Gene Project

Earlier this year, DNAFit teamed up with iconic British brand Marmite to launch the “Marmite Gene Project”, which revealed a scientific and genetic foundation to the debate around why consumers are ‘lovers or haters’ of Marmite. The White Paper can be downloaded here.


Caffeine Study

In August, Craig Pickering, Head of Sports Science, DNAFit, published a paper exploring the validity of the existing guidelines surrounding caffeince consumption within sport.

You can read the paper here:




Other Articles

Posted 113 Days Ago in: Nutrition

Striking a Balance Between Festive Fun and Your Diet

The holiday season has almost arrived, even though you may not have noticed! But how do you stick to your diet and make the most of a time when it's all about socialising and relaxing a little?

Read More

Posted 115 Days Ago in: Training, Genetics

Training To Your Genes: Endurance Bias

Your power/endurance profile can give you a deep insight into the way to get the maximum results out of your training by adjusting to where you fall on the spectrum. This week, we focus on endurance bias and what this means for you.

Read More

Get your guide!

Receive our FREE 14-day guide, direct to your inbox, on how genetics impact every aspect of fitness and nutrition.