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Acquired | Acquired



About DNAFit

DNAFit is a genomics company with use cases for health and fitness. Customers send in a saliva sample that gets tested for genes that may have training or dietary indications. DNAFit picks genes to test for based on scientific studies and then sorts the candidate papers and ranks according to applicable relevance.

DNAFit Headquarter Location

71 Central Street

London, England, EC1V 8AB,

United Kingdom

+44 02080044008

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Expert Collections containing DNAFit

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

DNAFit is included in 4 Expert Collections, including Fitness Tech.


Fitness Tech

1,305 items

This Collection includes startups developing software and technology to augment approaches to developing or maintaining physical fitness, including workout apps, wearables, and connected fitness equipment.


Wellness Tech

1,304 items

We define wellness tech as companies developing technology to help consumers improve their physical, mental, and social well-being. Companies in this collection play across a wide range of categories, including food and beverage, fitness, personal care, and corporate wellness.



1,267 items

Companies involved in the capture, sequencing, and/or analysis of genomic, transcriptomic, proteomic, and/or metabolomic data


Health Monitoring & Diagnostics

204 items

At-home IVD test developers, at-home sample collection device developers, at-home testing service providers, and all other companies playing in the at-home testing ecosystem. Companies tagged as #AtHomeTestingEcosystem

DNAFit Patents

DNAFit has filed 1 patent.

The 3 most popular patent topics include:

  • Bodybuilding
  • Exercise physiology
  • Genetics
patents chart

Application Date

Grant Date


Related Topics



Physical exercise, Exercise physiology, Obesity, Bodybuilding, Genetics


Application Date


Grant Date


Related Topics

Physical exercise, Exercise physiology, Obesity, Bodybuilding, Genetics



Latest DNAFit News

ASA rules DNAfit ‘nutrigenetics’ ad unfit for publication

Apr 1, 2021

By Will Chu DNAfit has pointed to the body of ‘nutrigenetic’ evidence that suggests DNA sequencing can shape personalised nutrition advice after UK authorities deemed an ad for its services as a breach of the non-broadcast code. The firm’s objections fell on deaf ears as the Advertising Standards Authority (ASA) instructed the paid-for ad on Instagram, seen on 29 September 2019, not to appear in its current form despite only receiving one objection. “We told DNAfit Life Sciences Ltd that their future marketing communications must not state or imply they could provide consumers with effective personalised exercise and nutrition information or advice based on sequencing of their DNA that would result in improved health and fitness outcomes unless they held documentary evidence to that effect.”​ The ad in question featured an animated double helix and captions that stated “We’re DNA. We know all about your body. Fast twitch muscle fibres give you power. Slow give you endurance. And that’s not all we can tell you. Order your kit now at DNAfit.com". ​ Accompanying the animation was a caption that stated, “Unlock the secret to your ideal diet, vitamin need and exercise response. "​ DNA testing​ The issue in question referred to whether the DNA testing could be used to determine an individual’s diet, vitamin and exercise needs and whether the claim "Unlock the secret to your ideal diet, vitamin need and exercise response,"​ was misleading and could be substantiated. DNAfit, based in Orpington in Kent attempted to substantiate the claim by providing 31 peer-reviewed papers asserting that information relating to the genetic variation effect on dietary response could lead to improved outcomes and better adherence compared to standard dietary and fitness regimes. In response to the published evidence, ASA acknowledged that DNAfit provided four relevant studies and a systematic review pointing to the effectiveness of implementing genetic information in diet programmes, termed ‘nutrigenetics’. Alongside this, DNAfit also provided a paper of guidelines that could be used to evaluate scientific validity and evidence for nutrigenetic dietary advice. Two studies highlighted by the authority were according to DNAfit proof of the effectiveness genetic information could have in devising exercise programmes, termed ‘lifestyle genomics’. ​ The study found that the matched group significantly improved on explosive power and aerobic fitness, compared to the mismatched group among the footballers. ASA conceded that the study showed some positive results but was small in scale (28 and 29 athletes across two study groups) and did not account for factors such as additional training participants may have been doing at the time of the study. “We also considered that without further robust results, a study of that size was unlikely to be sufficient to substantiate the claims in isolation,”​ ASA added. Second study issues​ The second study divided a group of 42 football players into three groups – high, medium and low expected improvements in adaptation to aerobic exercise – based on genetic modelling. The study found a significant difference in post-training performance between the ‘high’ and ‘low’ groups. ASA pointed out the study required female participants for further research before any firm conclusions could be drawn. Along with the small sample size, ASA also noted the study had been carried out by, among others, employees of DNAfit. “We also noted the lack of a control group in the study and considered the researchers could have put the control group on a programme based on standard training, which would have mitigated the “ethical” concerns surrounding asking players to refrain from training completely.”​ In summing up the reasons behind their decision ASA added, “We welcomed DNAfit’s assurance that the ad was no longer appearing.​ “However, overall, we considered that the body of evidence provided by DNAfit was not sufficient to substantiate the claim “Unlock the secret to your ideal diet, vitamin need and exercise response” as consumers were likely to understand it in the context of the ad. We concluded that the ad was misleading.”​ Copyright - Unless otherwise stated all contents of this web site are © 2021 - William Reed Business Media Ltd - All Rights Reserved - Full details for the use of materials on this site can be found in the Terms & Conditions

  • Where is DNAFit's headquarters?

    DNAFit's headquarters is located at 71 Central Street, London.

  • What is DNAFit's latest funding round?

    DNAFit's latest funding round is Acquired.

  • Who are the investors of DNAFit?

    Investors of DNAFit include Prenetics.

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