DNAfit Files IPO Prospectus: Pioneering Personalized Fitness and Nutrition Through Genetic Insights

“Comprehensive test results and timely consultations helped me understand how to develop a more effective fitness plan. Combined with dietary recommendations, I am confident that I will adopt a healthier lifestyle.” This is what a UK-based customer who purchasedDNAfitCustomer Reviews of Genetic Testing Products After Completion of Testing.

DNAfit is a UK-based consumer genetic testing company specializing in DNA sequencing for nutrition and fitness. The company develops personalized, effective nutritional meal plans and exercise regimens based on users’ DNA test results. Founded in 2013, DNAfit has, within five years of its establishment and as of press time, established 448,171 service points worldwide, covering more than 40 countries. Its cumulative user base has exceeded 50,000, and it has provided genetic testing services to members of the British royal family, senior government officials, and professional athletes. VCBeat (WeChat ID: vcbeat) has published an analysis of this company.

Avi Lasarow, the company’s founder and CEO, is a South African entrepreneur working in the field of genetics. Born in Johannesburg, South Africa, Lasarow initially worked on paternity testing at DNA Bioscience. After DNA Bioscience went bankrupt amid parliamentary disputes, Lasarow established his own biological laboratory. In 2005, he founded Trimega Laboratories, which assisted law enforcement in detecting alcohol and drug levels in subjects’ hair to provide evidence of excessive use. He also developed the DrugAlyser device for police forces in South Africa and the United Kingdom, enabling convenient roadside drug testing.

DNAFit CEO Avi Lasarow (Image courtesy of DNAFit)

In 2013, Avi Lasarow collected data on genetic variations and analyzed their correlations with responses to physical exercise and nutrition, thereby founding DNAFit. Leveraging this technological framework, the company generates personalized diet and fitness plans for users, facilitating effective workout routines and precise nutritional supplementation.

The company operates a cutting-edge research institution, the Exercise & Nutritional Genomics Research Centre, which independently investigates the correlations between DNA and human health and frequently publishes its findings in relevant academic journals—a practice unparalleled among consumer-grade genetic testing companies.

The company recently published a research report titled “A genetic based algorithm for personalised resistance training.” The study demonstrates that DNAfit’s genetically guided training plans, powered by algorithms, are three times more effective than non-genetically guided training. These diverse research reports have been uploaded to the company’s online website, ultimately forming its online training platform, Elevate.

In addition to company founder Avi Lasarow, DNAfit boasts another legendary figure: Andrew Steele, the company’s Head of Product. With his deep-rooted connection to genetic testing, he himself serves as DNAfit’s best brand ambassador.

DNAfit Spokesperson Andrew Steele

Andrew Steele has no research background in biology. He is a professional sprinter who represented Great Britain in the Olympic Games on multiple occasions, winning a bronze medal in the 400-meter event at the 2008 Beijing Olympics.

Andrew Steele adopted sprint interval training, a method used by most people, during his training. However, Andrew Steele himself stated that this approach was almost ineffective for him. He continued to attempt to modify his training regimen up until the 2012 London Olympics, but with insignificant results.

In 2012, Andrew Steele suffered a training injury ahead of the London Olympics, prompting him to seek personalized training programs and sparking his interest in the role of genetics in training responses. In 2013, when DNAfit was founded as a genetic testing company dedicated specifically to sports, Avi Lasarow was invited to serve as its Head of Product. Through analysis reports based on his DNA information, he finally understood why he was not suited to conventional sprint training.

Compared to ordinary athletes, Andrew Steele lacks a specific exercise-related gene commonly found in most athletes. This genetic deficiency led to an abnormal training response. Following DNAfit’s recommendations, he adopted a personalized training plan that significantly improved his training outcomes. Currently, Avi Lasarow is responsible for helping DNAfit translate its products from laboratory research into users’ daily lives, enabling more fitness enthusiasts to discover personalized training methods suited to their individual needs.

DNAfit primarily provides genetic insights in two areas: “diet” and “fitness.” Its best-selling product, *Diet Fitness Pro 360*, includes genetic reports covering both domains. After purchasing this testing kit, users will receive a genetic report via email within one week. The report mainly consists of three parts: an infographic report, a diet report, and a fitness report.

Among these, the Information Report consists of a single page summarizing the basic information from the Health and Diet Reports. The Diet Report includes a total of 15 test results, such as “Carbohydrate Sensitivity,” “Saturated Fat Sensitivity,” and “Detoxification Capacity.” Finally, the highlight of DNAfit’s Fitness Report covers five aspects: “Power/Endurance Profile,” “Aerobic Potential (VO2 Max),” “Recovery,” “Injury Risk,” and “DNA Overview.”

（Image from the official DNAfit website）

If a genetic report alone were worth £249, DNAfit’s five-star rating on Trustpilot would be nothing more than an empty reputation. In addition to genetic reports, DNAfit also provides users with private chefs, pocket coaches, and personalized consultation services.

Among DNAfit’s offerings, the most noteworthy is its personalized consultation service. Given that genetic data reports are categorized into numerous sections, DNAfit is concerned that users may struggle to comprehend the complex genetic mechanisms and data analysis. To ensure users truly understand and make effective use of their genetic reports, the company has introduced this one-on-one consultation service. “From this perspective, DNAfit is moving in the right direction toward improving lifestyles,” said Amy Wells, head of DNAfit.

Personalized consulting services are no longer limited to written guidance; instead, dedicated consultants provide one-on-one telephone consultations to directly analyze users’ dietary and fitness test results. Based on the user’s genetic testing data, the consultant develops a roughly 12-week training plan, helping users not only understand their genetic reports but also effectively apply the insights in practice.

A user named Zach Westbrook on Trustpilot commented, “After receiving a free call from Dr. Deidre, we conducted a one-on-one analysis of my genetic test results. She advised me on which supplements to take, which foods to eat more of, and which to reduce. This was excellent and highly practical!”

If dietary plans remain confined to books and exercise routines are merely talked about, then genetic reports hold little practical value for our daily lives. To fully integrate genetic insights into everyday living, DNAfit has partnered with major grocery platforms such as Tesco, Sainsbury’s, Waitrose, Ocado, and ASDA. When users purchase ingredients on these platforms, DNAfit automatically generates personalized shopping lists and recipes tailored to their nutritional needs, ensuring optimal dietary balance from the very first step. In terms of fitness, DNAfit leverages its Peak Performance algorithm to analyze users’ DNA and provide actionable guidance for optimizing workouts. Additionally, DNAfit offers two fitness-focused products: the MUSCLE BUILDER and the FAT BURNER.

The company also offers specialized genetic testing products for users with needs focused solely on either diet or fitness. Regardless of which DNAfit product is purchased, only the specific genes tested vary; the services provided remain unchanged.

ISO 27001 is a management standard for information security protection established by the British Standards Institution (BSI) in 1995, and it is currently the most widely applied and highly recognized information security management standard worldwide.

The company has established rigorous data protection protocols. Upon completion of targeted DNA analysis, samples are immediately destroyed, and test results are generated solely as anonymized data reports to safeguard user data security. It is reported that on June 15, 2018, DNAFit announced it had become the first company in the UK to obtain ISO 27001 certification.

Avi Lasarow, CEO of DNAfit, stated, “As a genetic testing company, we ensure the security of every customer’s personal information, giving them confidence that choosing DNAfit provides the world’s best data protection.”

In 2015, DNAfit released the Industry Code of Conduct, calling on all companies in the field to self-regulate to promote industry development. With its commitment to corporate self-regulation and user data protection, DNAfit has earned the trust of numerous high-profile individuals, providing genetic testing for Olympic long jump champion Greg Rutherford, South African rugby legend Bryan Habana, and British sprint relay athlete Jenny Meadows, among others. Leveraging extensive athlete data, the company has now developed a rugby genomics database that includes genetic information from rugby players around the world.

In 2018, DNAfit partnered with the Egyptian national team for the FIFA World Cup, providing genetic testing services to all team members, including Mohamed Salah. Based on each player’s DNA test results, the company identified the most effective training modalities for their bodies and developed personalized nutritional supplementation plans. This marked the most personalized scientific guidance program in the history of the FIFA World Cup.

DNAfit currently collaborates with renowned companies such as LinkedIn, TalkTalk, Channel 4, and The Walt Disney Company to provide genetic testing services for their employees. This initiative allows staff to undergo genetic testing upon onboarding, thereby gaining insights into their physical health status and nutritional needs, and has become one of the employee benefits offered by these prominent enterprises.

Meanwhile, DNAfit has partnered with 23andMe and Ancestry, as their offerings in the DNA testing niche do not fully overlap. Since 23andMe and Ancestry focus more on ancestry and disease-related testing, customers who have purchased products from these two companies can access DNAfit’s comprehensive testing suite for an additional fee of £119.

In April this year, DNAFit was acquired by Prenetics for $10 million. Prenetics, a leading genetic testing company in Southeast Asia backed by Alibaba, made this its first acquisition, adding a B2C channel to its portfolio.

DNAfit is a genetic testing company with undeniable strength. Since its establishment five years ago, it has won awards almost every year and gained widespread recognition in the industry. In 2014, DNAfit received the most coveted Spark of Innovation Award in the fitness sector. In 2015, the company was honored with the Market Gravity Innovation Award. In 2016, DNAfit partnered with Loughborough University and earned a nomination for the BT Sport Industry Awards, the world’s largest commercial sports award.

In 2017, DNAFit won the Best Technology Award in the “Athlete Welfare” category, a highly influential industry accolade that underscores how DNAFit’s solutions effectively help athletes unlock their true potential. Meanwhile, DNAFit was ranked among the top ten innovative companies in data science and listed in the TransTech Top 200, recognized as one of the pioneering firms providing professional guidance in the fields of sports and nutrition.

In 2018, DNAfit won two categories—Innovation and International Trade—in the UK’s most prestigious Queen’s Awards for Enterprise. It also received the BT Sports Industry Awards, marking the third time DNAfit has been honored with this award.

Advances in technology have brought genetic sequencing from research laboratories into everyday life. Consumer-grade genetic testing companies have sprung up like mushrooms, with the market size now reaching over one billion US dollars and projected to grow to $50 billion by 2026. In this market, alongside DNAfit, which focuses on fitness and nutrition, and industry giants such as 23andMe and Ancestry, let us take a closer look at several other distinctive foreign genetic testing companies.Family Tree DNA、Color GenomicsandDNA my dog。

Family Tree DNAFounded in 2000, the company was established by Bennett Greenspan after he gained insight into his own family’s genetic medical history. He co-founded this genealogical genetic testing firm, which specializes in hereditary familial diseases, together with his business partners Max Blankfeld and Jim Warren. The company offers autosomal DNA testing ($79), Y-chromosome testing ($169), and mitochondrial DNA testing ($199). Among these, Y-chromosome and mitochondrial DNA tests are the company’s most popular services. Y-chromosome testing analyzes paternal lineage traits, while mitochondrial DNA is inherited from the user’s mother; users can opt for comprehensive mitochondrial DNA testing to explore their maternal ancestry.

Color GenomicsColor Genomics is a U.S.-based company specializing in consumer genetic testing, founded in 2013. The company primarily assesses users’ cancer risk by analyzing 28 gene loci associated with cancer in their DNA, covering screenings for breast cancer, prostate cancer, colorectal cancer, uterine cancer, gastric cancer, and other types. Its breast cancer testing capability stands out as a particular strength.

The company was co-founded by former Google employees Othman Laraki and Elad Gil, pathologist Taylor Sittler, and biologist Nish Bhat. It has completed three rounds of financing to date, with the most recent being a $52 million Series C round closed in August 2017.

The Last OneDNA my dogThe target of genetic testing is no longer humans, but their close companions—dogs. Founded in 2008, this Canadian canine genetic testing company analyzes dogs' DNA to identify breed characteristics and provide users with personalized dietary recommendations for better pet care. The company’s testing services range from €34.99 to €188.99, allowing customers to choose the most suitable option based on their specific needs for their dogs.

In contrast, the success story of DNAFit may offer some valuable lessons for China’s consumer-grade genetic testing market.

First, there is a scarcity of genetic testing services focused on specialized fields, such as biotech companies dedicated exclusively to cancer detection or fitness-related genetic analysis. Most genetic tests available on the market are comprehensive panels that include analyses for hereditary diseases, genealogy, and other factors. However, as the saying goes, “specialization yields expertise.” While attempting to cover all informational aspects and considering testing costs, these broad-spectrum tests naturally lack the depth of interpretation in specific genetic areas compared to specialized tests.

Secondly, regarding the application of genetic reports following genetic testing, the current process often ends with the delivery of data reports to users, offering no further follow-up. The textual recommendations provided offer limited practical guidance for daily life, rendering them somewhat akin to "chicken ribs"—of little value yet a pity to discard. The true value of genetic reports can only be fully realized by enhancing post-report guidance and practical applications for users.

Finally, China’s genetic testing sector is still in the process of accumulating data. While learning from leading international models, it can integrate the genetic characteristics of Asian populations to provide personalized guidance. It is important to acknowledge our own shortcomings while also recognizing the progress we have made.