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DNAFit

Full company profile

uuid002cz8h

Namestring
DNAFit
Websiteurl
dnafit.com
Company typeenum
Private
Founded yearint
2013
Descriptiontext

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.

Short descriptiontext

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.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
11–50
akta.pro rankint
HeadquartersLondon, United Kingdom
HQ citystring
London
HQ countrystring
United Kingdom
HQ regionstring
Europe
Markets served

Serves global market

Offices1 record

Each record includes

City, Country, Type, Description, Source

Keyword5 values
DNA testing services, genetic health testing, personalized nutrition testing, nutrigenomics services, fitness DNA analysis
Industry1 code
1Genetic Toxicology (Ames/Micronucleus/Comet)
CodeHLAGAFAEPrimaryNo
NAICS code2 codes
  • Medical Laboratories621511
  • Medical and Diagnostic Laboratories6215
SIC code1 code
  • Services-Medical Laboratories8071
Product category
Direct-to-Consumer Genetic Testing
Social media profiles3 records
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model1 record
1DNA Testing Kits and Reports
TypeOne Time License
Description

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.

doctar.in
Marketing channels2 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Operations, Technology or R&D, Marketing or Sales, Personnel, Supply Chain
GTM typeB2C
B2C
Offering typeServices
Services
Core offering1 text field

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.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 value
  • DNAfit acquired Nutrigenomix Inc. in 2022, expanding market presence in personalized nutrition sector
Product overview1 text field

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.

Product and service4 records
1DNAfit Diet Test
CategoryGenetic Testing - Diet & Nutrition
Description

DNA-based diet testing service that analyzes genetic predispositions to provide personalized dietary recommendations for individual consumers.

2DNAfit Health Test
CategoryGenetic Testing - Health & Risk
Description

Genetic health testing service that generates reports on genetic predispositions to various health conditions and traits for individual consumers.

3Circle Premium Package
CategoryGenetic Testing - Bundled Comprehensive Package
Description

Comprehensive DNA testing package combining diet, health, and fitness genetic insights into a single bundled offering for consumers.

4Nutrigenomix
CategoryGenetic Testing - Personalized Nutrition
Description

Personalized nutrition advice service based on genetic testing, acquired by DNAFit in 2022 to expand its nutrigenomics offerings.

Scale indicator1 record

Each record includes

Type, Value, Description, Source

Partnership1 partner
1Nutrigenomix Inc.
Strategic tierCoreTypeStrategic or Co-development PartnerAnnounced on2022-01-01
Description

In 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.

Recent move4 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight4 records

Each record includes

Type, Description

Market position
Weaknesses3 records

Each record includes

Headline, Details, Source

Competitive moat3 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment2 records

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Feature1 record

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles4 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

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

M&A1 record

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

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

DNAFit

Direct-to-Consumer Genetic Testingdnafit.com

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.

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.

DNAFit firmographics

Firmographics
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

Where DNAFit is headquartered

Location

Headquarters

HQ city
London
HQ country
United Kingdom
HQ region
Europe

Offices1 record

Markets served

DNAFit business model

Business model
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

DNAFit product offering

Product offering

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

Companies that use DNAFit

Customer profile

Segments2 records

Ideal customer profiles1 record

DNAFit technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Feature1 record

DNAFit partnerships and signals

Strategic signal

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

DNAFit competitors and assessment

Company assessment

Market position

Weaknesses3 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

DNAFit social profiles

Digital presence

DNAFit financial estimates

Financial estimate

Revenue estimate

Valuation estimate

DNAFit leadership team

Management profile

Number of profiles

Profiles4 records

DNAFit funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

DNAFit M&A and investment

M&A and investment

M&A1 record

Investments

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

Frequently asked questions about DNAFit

What does DNAFit do?

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.

Is DNAFit a public or private company?

DNAFit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was DNAFit founded?

DNAFit was founded in 2013. It employs 11 to 50 people.

Where is DNAFit based?

DNAFit is headquartered in London, United Kingdom, in the Europe region.

How does DNAFit make money?

One revenue line is on record: DNA Testing Kits and Reports.

Does DNAFit have an API?

No public API is recorded for DNAFit.

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Live signals
Genomelink5 things you should know before buying DNAfitGenomelink has published a standardized buyer\'s guide reviewing DNAFit, a genetic testing company that provides personalized fitness and nutrition insights based on DNA analysis. The review covers DNAFit\'s three main testing packages (Diet Fit at $89, Body Fit at $142, and Health Fit at $164), features including fitness coaching and meal planning, and notes mixed customer reviews with a 4.2/5 rating on Trustpilot. The article also notes that DNAFit is owned by Prenetics and offers a raw DNA data upload option from 23andMe or AncestryDNA for $64.Knowledge Sourcing IntelligencePersonalized Nutrition Market Size, Share, Trends, Forecast 2030The personalized nutrition market is projected to grow from USD 13.896 billion in 2025 to USD 29.347 billion in 2031, representing a compound annual growth rate of 13.27%, driven by increasing consumer awareness of the link between nutrition and health, technological advancements, and the availability of genetic testing. The report identifies Nestlé S.A., BASF SE, DSM Nutritional Products AG, Archer Daniels Midland Company, Herbalife Nutrition Ltd., Bayer AG, Danone S.A., Nutrigenomix Inc., Viome, and DNAfit as key market players offering various personalized nutrition solutions. Europe is expected to hold a notable market share due to high health consciousness and a well-established regulatory framework supporting personalized nutrition solutions.openPR.comDigital Personalized Nutrition Market is Going to Boom: Strategic Insights and Growth Opportunities with Key Players like Nutrigenomix • DNAfit • HabitThe article reports on the upcoming growth and strategic insights of the Digital Personalized Nutrition Market, highlighting key players such as Nutrigenomix, DNAfit, and Habit. It discusses market trends, segmentation, regional analysis, and future growth prospects from 2025 to 2032.HtfmarketinsightsDNA-Based Skincare Market Touching New Development AreasA market research report published in October 2025 projects the global DNA-based skincare market to grow from $2.8 billion in 2025 to $5.3 billion by 2033, representing a CAGR of 23.60%. The industry is driven by rising consumer demand for personalized beauty, technological advancements in genetics, and the expansion of e-commerce channels. Key players such as SkinShift, DNAfit, and 23andMe are strategically expanding operations into developing regions to capture market share amid high growth rates.Go2MarketresearchGlobal DNA-based Wellness Programs Market Report 2025–2035A market report projects the global DNA-based Wellness Programs Market to reach USD 3.5 billion by 2024, growing at a CAGR of 8.5% through 2033 driven by demand for personalized health solutions and genetic testing advancements. Key players such as 23andMe, DNAfit, and Helix OpCo LLC are leveraging R&D and strategic partnerships to capture market share across North America, Europe, and Asia Pacific. The analysis highlights regulatory hurdles and data privacy concerns as primary restraints while noting significant growth potential in emerging markets.Comprehensivetherapyconsultants5 Emerging Trends in Physical Therapy for 2024: What Every PT Should KnowThe article outlines five emerging trends in physical therapy for 2024, including the integration of wearable technology, telehealth, blood flow restriction training, virtual reality, and genetic insights to enhance patient care. It highlights specific platforms and tools such as Hinge Health, DorsaVi, Physitrack, and DNAfit that facilitate these innovations. The piece serves as a professional guide for physical therapists to adopt these advancements and improve rehabilitation outcomes.Zion Market ResearchPersonalized Nutrition Market Size, Share, Industry Growth, 2032A market research report projects the global personalized nutrition market will grow from $15.33 billion in 2023 to $38.52 billion by 2032, driven by rising health consciousness and technological advancements. The analysis highlights key industry players including DNA Fit, Nestle S.A., and AHARA, noting recent product launches and expansions by firms such as Helo Corp and INFINIT Nutrition.SupplysidesjGenetics rises as a means for developing personal nutrition plansThe personalized nutrition industry is expanding through the integration of comprehensive genetic testing to create tailored health and wellness plans. Companies such as REVIV Genetics, DNA Fit, and VITL are actively offering DNA-based analysis services that provide consumers with customized insights on diet, fitness, and overall well-being.CityAMThe founder of DNAFit on how understanding our genetic makeup can help us get healthyDNAFit, a genetic testing company focused on fitness and nutrition, has been acquired by Alibaba-backed Prenetics. The company offers home DNA testing kits to help individuals tailor their diet and exercise regimes based on their genetic makeup, with prices starting at £99. This acquisition marks a significant step in the commercialization of direct-to-consumer genetic testing, which previously had limited repeat usage but now aims to drive long-term health engagement.The VergeI paid $300 for DNA-based fitness advice and all I got was junk scienceThe author purchased a DNA-based fitness analysis service from Helix and its partner DNAFit, expecting personalized training and diet advice to help complete a half-marathon. The review concludes that while the underlying exome sequencing technology is accurate, the specific fitness insights provided were largely generic, scientifically shaky, or already known to the user. Experts cited in the article criticize the business model for offering dubious genetic wellness data rather than rigorous health information.