What FitnessGenes does

FitnessGenes Limited is a UK-based private limited company headquartered at the Bicester Innovation Centre in Oxfordshire, founded in 2013 by Dr. Stuart Grice and Dr. Samantha Decombel. The company operates a direct-to-consumer DNA testing and personalised health platform, analysing over 680,000 genetic variants from a single saliva sample using the Illumina Infinium Global Screening Array (GSA) v1. Its proprietary TrueTrait algorithm interprets genotype data alongside lifestyle inputs to generate 180+ personalised reports across 14 health and fitness categories — including weight loss, muscle building, biological ageing, endurance, hormone health, blood sugar, brain health, inflammation, sleep, appetite control, heart health, and micronutrient requirements. Customers purchase either a £279 home saliva kit (with lifetime access to new reports), an upload-only service for existing DNA files from eight compatible providers (23andMe, Ancestry.com, MyHeritage, Atlas Biomed, Living DNA, Family Tree DNA, Vitagene, iGene), or a free lifestyle-only tier. The newer BASIL (Biological Assessment System for Increased Longevity) web service applies AI, including large language models, to integrate genetic, biological, and lifestyle data into ranked personalised daily habits and longevity guidance.

The company sells primarily through its own e-commerce storefront with promotional codes and seasonal offers, complemented by a B2B Professional Partnership Programme that delivers CPD-certified training to fitness trainers, gyms, and corporate wellness providers, plus a Walgreens Boots Alliance channel partnership for retail distribution. Secondary revenue comes from subscription/freemium mechanics (BASIL web access, free lifestyle account upgrade funnel) and an affiliate model offering members discounts on hand-selected partner supplements and lifestyle products. Marketing is multi-channel: an extensive SEO-optimised blog (100+ science-backed articles), organic social on Facebook, Instagram, and X/Twitter, email newsletters, Google paid search and remarketing, and an active equity crowdfunding campaign on Republic targeting community brand-building.

The team of 11–50 includes a PhD-level science bench (geneticists, medical doctors, exercise physiologists, a senior bioinformatician, scientific researchers) and an experienced CTO with over a decade of commercial software development. Governance is anchored by Chairman Dr. Andrew Vallance-Owen MBE, former BUPA Chief Medical Officer. Operationally, FitnessGenes is GDPR-compliant and operates under the UK Human Tissue Act 2004, encrypting customer databases with AES-256 and segregating anonymised result data on dedicated secure servers. The company has cumulatively raised roughly $6.6M across funding events from 2014 to 2017 (including a $5M SGHF round) and is currently broadening its capital base through Republic crowdfunding.

Name

FitnessGenes

Legal name

FitnessGenes Limited

Website

https://fitnessgenes.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

FitnessGenes is a UK-based direct-to-consumer DNA testing company that uses proprietary genetic analytics on 680,000+ gene variants to deliver personalised fitness, nutrition, and longevity recommendations to individual consumers worldwide.

Ownership category

akta.pro rank

Product category

Consumer Genetic Testing and Personalised Health

NAICS

Medical Laboratories (621511), Medical and Diagnostic Laboratories (62151)

SIC

Services-Medical Laboratories (8071), Services-Commercial Physical & Biological Research (8731)

akta.pro primary industry

Molecular & Genetic Testing (PCR/NGS/qPCR) (HLAGADAF)

akta.pro secondary industry

Genetic & Prenatal Testing Laboratories (HLAFAMAH)

Keywords

• DNA testing services
• Personalized fitness genetics
• Nutrigenomics analysis
• Genetic health reports
• Biological longevity assessment

Headquarters

HQ city

Bicester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. DNA Analysis Test Sales: One-time purchase of home DNA saliva test kit with lifetime access to 180+ genetic reports, personalized insights, workout plans, nutrition guidance, and ongoing new report releases. Includes free return shipping for UK and US customers.
2. DNA Data Upload Service: One-time purchase for customers with existing DNA data from compatible providers (23andMe, Ancestry.com, MyHeritage, etc.) to receive instant access to all FitnessGenes reports and recommendations. Offered at a fraction of the cost of full DNA analysis.
3. Free Lifestyle Account: Free tier offering access to 8 lifestyle-based reports without requiring DNA testing. Serves as a lead generation and customer acquisition channel for paid DNA analysis services.
4. BASIL Web Service Subscription: Browser-based AI-powered longevity assessment service using BASIL technology. Lifetime access included with DNA test purchase, but future app development offered under separate terms.
5. Partner Product Discounts: Exclusive discounts on longevity supplements, foods, and lifestyle solutions from trusted brand partners, provided to members as part of their subscription benefits.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

FitnessGenes sells direct-to-consumer DNA testing services that analyse a saliva sample against 680,000+ gene variants and deliver 180+ personalised health and fitness reports across 14 categories. Customers receive personalised nutrition, supplementation, and workout recommendations via a web platform, with the BASIL longevity assessment system continuously integrating new scientific research.

Product overview

FitnessGenes operates as a unified genetic analysis platform offering personalized health and fitness insights based on DNA testing. The core product portfolio consists of three main service tiers: the Home DNA Analysis Test (saliva-based genetic testing), the DNA Data Upload service (for customers with existing genetic data from compatible providers), and a Free Lifestyle Analysis tier. All tiers provide access to 180+ genetic reports across 14 health and fitness categories, delivered through a web-based platform. The BASIL Web Service (Biological Assessment System for Increased Longevity) represents an AI-powered add-on that combines genetic, biological, and lifestyle data for longevity-focused insights. Additional offerings include a Genetic Workout Plans Library with duration options of 4, 8, and 12 weeks, and exclusive discounts on partner health products. The platform uses the Illumina Global Screening Array v1 biochip technology and a proprietary TrueTrait algorithm for ongoing genetic analysis and report updates.

Differentiator

Problem solved

Functional benefit

Brands

• BASIL (Biological Assessment System for Increased Longevity): A system that combines genetic, biological, and lifestyle data to identify factors that accelerate biological ageing and provide personalised longevity insights.

Quantifiable outcome

• 680,000+ gene variants analyzed from single sample
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability4 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• University of OxfordcoreStrategic or Co-development PartnerResearch partnership with Oxford's Functional Genomics Department for genetic research collaboration. Co-founder Dr. Stuart Grice completed his PhD in neuroscience at Oxford before joining the institution's Functional Genomics Department as a post-doctoral researcher. Oxford affiliation is prominently featured in company marketing materials and scientific credibility positioning.
• Loughborough UniversitycoreStrategic or Co-development PartnerAcademic research partnership with one of the UK's leading sports and exercise science universities. Contributes to scientific credibility and research validation. CEO Dr. Samantha Decombel completed her BSc and PhD at the University of Birmingham, while team member Kelsey Brown holds a BSc in Sport and Exercise Science from University of Winchester.
• University of BirminghamcoreStrategic or Co-development PartnerAcademic partnership with University of Birmingham where CEO Dr. Samantha Decombel completed both her BSc and PhD specializing in Biological Sciences and Genetics respectively. Contributes to research credibility and talent pipeline.
• Innovate UKminorStrategic or Co-development PartnerUK government innovation agency that has supported FitnessGenes through research grants and innovation funding programs. Logo displayed on website indicating government-backed innovation recognition.
• Walgreens Boots AllianceminorChannel Partner/ Reseller/ DistributorStrategic retail partnership with Walgreens Boots Alliance enabling distribution through their pharmacy and retail network. WBA logo displayed on website indicating corporate partnership.
• Google (Advertising)minorGTM or Marketing PartnerPay per click advertising and remarketing services provider. Google uses cookies to serve targeted advertisements for FitnessGenes products on third-party websites based on user's browsing history.
• Academic Research PartnersminorStrategic or Co-development PartnerData sharing partnerships with academic groups at Universities of Birmingham and Loughborough for research purposes. Data is anonymized and pooled with no way to track genetic data to individuals. Participation is voluntary and customers can opt out.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• 23andMe: Leading direct-to-consumer genetic testing company offering health, ancestry, and trait reports. FitnessGenes directly competes for the same consumer looking to extract personal health and fitness insights from their DNA data, and supports 23andMe data uploads for its own reports.
• DNAfit: UK-based DTC genetic testing service focused specifically on fitness, nutrition, and recovery recommendations. Closely aligned with FitnessGenes on product offering (DNA-based fitness and diet insights) and target customer (health-conscious consumers).
• Nutrigenomix: Genetic testing service focused on personalized nutrition recommendations based on DNA analysis. Comparable to FitnessGenes through nutrition-focused genetic reporting and clinical/consumer go-to-market approaches.
• InsideTracker: Personalized health and performance insights company combining blood biomarker analysis with genetics to deliver wellness recommendations. Comparable in targeting health-conscious consumers seeking personalized optimization beyond one-size-fits-all advice.
• Viome: DTC personalized nutrition company using microbiome and gene expression analysis to recommend foods and supplements. Comparable in approach (biology-driven personalized health and diet recommendations to consumers) and target market overlap.

Broad incumbents

• Ancestry.com: Massive DTC DNA testing platform primarily for genealogy but expanding into health insights. Comparable technology stack (microarray-based genotyping) and provides DNA data files that FitnessGenes accepts for upload, representing both a partner data source and a competitive incumbent.
• MyHeritage: Large DTC DNA testing company focused on ancestry with health features. Provides raw DNA data files that FitnessGenes' upload service consumes; competes broadly in the genetic testing consumer market with much greater scale.
• Helix: DNA testing platform providing white-labelled genetic products to consumer brands. Operates upstream of FitnessGenes in the genomics value chain, comparable through shared DNA sequencing/microarray infrastructure and consumer-facing genetic insights category.

Emerging players

• Atlas Biomed: DTC DNA and microbiome testing company offering personalized health recommendations. Compatible DNA data source for FitnessGenes uploads; comparable in personalized wellness positioning with slight microbiome-focused differentiator.
• Orig3n: Genetic testing company focused on health, wellness, and lifestyle traits from DNA samples. Direct comparable in DTC consumer genetic testing for fitness, nutrition, and wellness traits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights8 records

Customer concentration

• Xx.com/fitnessgenes
• Facebookfacebook.com/fitnessgenes
• Instagraminstagram.com/fitnessgenes

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FitnessGenes