What DNAFit does

DNAFit is a London-based direct-to-consumer genetic testing company founded in 2013 that sells DNA-based personalized nutrition, health, and fitness insights to individual consumers. Its core products include the DNAfit Diet Test, the DNAfit Health Test, and the Circle Premium Package, with the Nutrigenomix line added through a 2022 acquisition that introduced a practitioner-oriented testing vertical. Operationally, DNAFit runs a pure DTC e-commerce model, distributing kits and digital reports through its website under the dnafit.com domain and internationally under the CircleDNA brand, with multi-currency storefronts serving customers across the UK, Hong Kong, and additional geographies.

The company's technology stack centers on consumer-grade genotyping, proprietary report frameworks translating genetic variants into nutrition and lifestyle recommendations, and a digital delivery layer for results. Revenue is generated through per-kit pricing to individual buyers, with no disclosed enterprise contracts, subscription infrastructure, or third-party API platform. Headcount sits in the 51-100 range, led by CEO and founder Avi Lasarow, with Keith Grimaldi as Chief Scientific Officer, Andrew Steele heading product, and Brian Stephenson heading operations. DNAFit does not disclose funding rounds, revenue figures, patents, or regulatory actions, and operates without a dedicated mobile app or public API. The company's strategic posture in 2025 reflects continued reliance on international DTC expansion, premium product tiering, and selective M&A as the primary growth levers.

Name

DNAFit

Website

https://dnafit.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

DNAFit is a London-based direct-to-consumer genetic testing company founded in 2013 that sells DNA-based personalized nutrition, health, and fitness reports to individual consumers globally under the DNAfit and CircleDNA brands.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Technology or R&D, Marketing or Sales, Personnel, Supply Chain

Revenue model

1. DNA Testing Kits and Reports: DNAfit generates revenue through the sale of DNA testing kits that provide personalized reports on genetic predispositions to health conditions, diet optimization, and fitness traits.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

DNAFit sells direct-to-consumer DNA testing kits that analyze customers' genetic predispositions to provide personalized reports and recommendations for diet, nutrition, fitness, and broader health traits. The company mails saliva collection kits to customers, performs genetic analysis, and delivers reports on genetic predispositions to health conditions and lifestyle traits. In 2022 it acquired Nutrigenomix Inc., extending its nutrigenomics-based personalized nutrition advisory capabilities.

Product overview

DNAfit is a London-based genetic testing company founded in 2013 that offers personalized DNA testing services for health, diet, and fitness insights. The company provides a portfolio of genetic testing products including the Diet Test, Health Test, and a comprehensive Circle Premium package that generates reports on genetic predispositions to various health conditions and traits. In 2022, DNAfit acquired Nutrigenomix Inc., a provider of personalized nutrition advice based on genetic testing, expanding its capabilities in the nutrigenomics space.

Differentiator

Problem solved

Functional benefit

Products and services

• DNAfit Diet Test DNA-based diet testing service that analyzes genetic predispositions to provide personalized dietary recommendations for individual consumers.
• DNAfit Health Test Genetic health testing service that generates reports on genetic predispositions to various health conditions and traits for individual consumers.
• Circle Premium Package Comprehensive DNA testing package combining diet, health, and fitness genetic insights into a single bundled offering for consumers.
• Nutrigenomix Personalized nutrition advice service based on genetic testing, acquired by DNAFit in 2022 to expand its nutrigenomics offerings.

Quantifiable outcome

• DNAfit acquired Nutrigenomix Inc. in 2022, expanding market presence in personalized nutrition sector

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Nutrigenomix Inc.coreStrategic or Co-development Partner · 1 January 2022In 2022, DNAfit acquired Nutrigenomix Inc., a provider of personalized nutrition advice based on genetic testing. This acquisition exemplifies consolidation within the nutrigenomics sector and strengthened DNAfit's position in the personalized nutrition market.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Market position

Weaknesses3 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/DNAFitHQ
• Facebookfacebook.com/dnafit
• LinkedInlinkedin.com/company/dnafit-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about DNAFit