My CartShopping Cart

Sign In

Register Kit

About Us

The way we approach exercise and diet needs to change.

The world of fitness and nutrition advice is a complicated, fragmented world. Food groups that were vilified one day are ‘super-foods’ the next, and the workout craze of the moment often disappears just as quickly as it appeared.

We’re on a mission to help identify what we do to get fit, eat right and live better on a truly personal level, using one simple concept - you.

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.

Using genetics for fitness and nutrition, on the most personal level possible.

Since we began in 2013, we’ve taken cutting edge genetic science out of the laboratory and into the hands of tens of thousands of people, helping everyone from absolute beginners to professional athletes understand how their DNA affects their response to exercise and nutrition changes.

Meet the DNAFit 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.

Our Leadership Team

Avi Lasarow LinkedIn

Avi Lasarow

CEO & Founder

Andrew Steele LinkedIn

Andrew Steele

Head of Professional Sport & Fitness

Sarah Kasap LinkedIn

Sarah Kasap

Logistics & Operations

Niall Wilkins LinkedIn

Niall Wilkins

International Business Development

Carly McWilliams LinkedIn

Carly McWilliams

Risk & Governance Manager

Brian Stephenson LinkedIn

Brian Stephenson

Head of Operations

Our Scientific Team

Craig Pickering LinkedIn

Craig Pickering

Head of Sport Science

Dr. Keith A. Grimaldi LinkedIn

Dr. Keith A. Grimaldi

Chief Scientific Officer

Dr. Ildus I. Ahmetov

Dr. Ildus I. Ahmetov

Advisor in Joint UK-Russia GWAS Research

Prof. Afif Abdel Nour LinkedIn

Prof. Afif Abdel Nour

Scientific Advisory Board

Dr. Hamad Ali Yaseen LinkedIn

Dr. Hamad Ali Yaseen

Scientific Advisory Board

The DNAFit Personal Genetics Code of Practice

We adhere to a strict code of practice in how we use genetics for our customers, and we call upon other companies in the industry to do the same.

Read More

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

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

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Lloyds Business Awards BT Awards Flame Awards