Our mission is to use genetic science and technology to help millions of people live longer, healthier and happier lives.
Our earliest heritage was in sports, helping elite athletes achieve their full potential. However, in just a few years, we found that genetics play a much bigger role than simply boosting performance.
Now, we’re tackling the effects of preventable diseases–before they creep into families’ lives. We help people understand more about their bodies and make simple lifestyle changes to improve health and well-being.
DNAfit supports you every step of the way on your genetic wellness journey.
Grounded in the evolving research from our Scientific Advisory Board, our products put you in charge of your health. Our convenient online platforms make eating and training to your genes as simple and hassle-free as possible.
Our team of fitness and nutrition professionals provide you with expert guidance along the way. We’re there to ensure you reach your goal–whatever that may be.
On a personal level, we want our customers to feel confident in where they’re heading. The scaled effect of this is a nation of empowered people who get ahead of health issues–easing the burden on our precious healthcare services.
Currently, obesity costs the world $2tn– that’s about the same amount as the war on terror. The power is in our hands to reverse these statistics.
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.
CEO & Founder
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.
Head of Product & Professional Sport
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.
Logistics & Operations
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.
Risk & Governance Manager
Carly ensures that DNAfit’s policies and procedures align with international standards. She reviews business practice and controls, addressing risks, and managing incidents.
Head of Operations
Brian is head of DNAfit’s operations in South Africa. He manages everything from client relationships to administrative and organisational business requirements.
Dr. Keith A. Grimaldi
Chief Scientific Officer
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.
Head of Sport Science
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
Advisor in Joint UK-Russia GWAS Research
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.
Head of Health, Wellness & Sports Advisory Board
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 Camporesi
External Advisor for Bioethics
Silvia specialises in the ethics of emerging biotechnologies, genetics, bioethics, gender and sport.
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.
Prenetics is the leading genetic testing/digital health company in Southeast Asia, empowering individuals with valuable information to make their health a personal choice.