Tuesday 9th January 2018

DNAFit LAYS DOWN CHALLENGE TO “BROKEN” FITNESS INDUSTRY AT CES LAS VEGAS 2018

UK based genetics company DNAFitled some of the leading voices in fitness and nutrition today, as CEO AviLasarow addressed delegates at CES 2018 to spell out the opportunity promised by DNA-led hyper-personalised advice.

Speaking on stage at the 8th annual FitnessTech Summit within CES, Lasarowdelivered a compelling case for the industry to throw out the one size fits all” mantra, and embrace the growing consumer thirst for ultra-personalised fitness and nutrition. Against a global backdrop of conflicting advice and fad diets,Lasarow outlined the significant potential of this emerging approach:

-Better Information, Leading to Better Advice

-More Educated Decisions, Giving Consumers Greater Ownership

-Sustainable Action Leading To Greater Adherence

-Improved Outcome

Now in its eighth year, theFitnessTech Summit once again took an in-depth look at the newest products and emerging technologies within the sports, fitness and nutrition space. Featuring key industry speakers, retailers and policy makers, the summit hosts tens of thousands of attendees to drive the big conversation in around consumer health and fitness.

Speaking on Day One of the FitnessTech Summit, AviLasarow took a leading role in two key seminars, first analysing the role that data anaylsis advances can play in fitness, before exploring how gyms are embracing new emerging technologies in their services.

DNAFit is a leading genetics company who match both elite sportspeople and ordinary consumers to the fitness and nutrition plans that best match their DNA. Since 2013 they have helped more than 40,000 people make better informed decisions around their fitness and nutrition regardless of their personal goal, ranging from the occasional gymgoer to Olympic athletes such as Greg Rutherford.

AviLasarow, CEO, DNAFit, said;

“Our mission at DNAFit is to fix the the global nutrition and fitness space by giving consumers a better understanding of the fact there is no such things as a ‘one size fits all’ approach. It is time to take a stand against an ocean of conflicting and confusing advice, and by exploring the answers within our genes we can provide the most hyper-personalised information to help consumers make better informed choices.” to fitness and nutrition.

Inspired by the knowledge that because we are all built differently, our long-term vitality and wellbeing should be personalised, the hero Fitness Diet Pro™ product from DNAFit offers the deepest insights to personalize your exercises and nutrition choices.

Recently, DNAFit teamed up with iconic UK department store Selfridges to launch a brand new in-store concessions space, taking the potential of genetically guided fitness and nutrition straight to the shop floor. Shoppers can currently visit the DNAFit pop up and begin their journey towards unlocking their own personal genetic blueprint.

In 2017 DNAFit was ranked 8th in the Top 10 Most Innovative Companies in Data Science according to FastCompany, the top 4 comprising Netflix, Spotify, WeWork and Foursquare). The brand also won top prize for Athlete Welfare product at the recent Sports Technology Awards, as well as being shortlisted for the Cutting Edge award at the BT Sports Industry Awards 2017.

DNAFit Fitness Diet Pro™ is priced at £249. Visit for more information.

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For more information please contact / 078162 79101

Notes to Editors:

About DNAFit:

DNAFit is a UK based genetics company that reports on genetic markers related to fitness and nutrition.

“Since we began in 2013, we’ve taken cutting edge science out of the laboratory and into the hands of tens of thousands of people, helping them understand how their DNA affects their response to exercise and nutrition changes, to change the way we train and eat, one DNA sample at a time.”

DNAFit adheres to a strict code of practice, which can be viewed here:

In 2016 DNAFit released a game-changing piece of research* within the industry, publishing the world’s first study to show that followingtraining matched to your genotype lead to greater training improvements. This showed that sportspeople whose training programmes are matched to their genetic make-up can achieve an athletic performance that is improved almost three times more than those on mismatched training programmes.

*The DNAFit study is ‘A genetic-based algorithm for personalized resistance training’ by Jones N, Kiely J, Suraci B, Collins DJ, de Lorenzo D, Pickering C, Grimaldi KA. Biol Sport. 2016;33(2):117-126 and can be downloaded in full here.