DNAfit is a company within the Health & Wellness category. DNAfit is a UK-based genetic testing company that provides personalized fitness and nutrition reports based on a customer's DNA profile. Founded in 2013, the company uses a swab-based collection kit to analyze genetic markers related to power/endurance, injury risk, and recovery, as well as macro and micronutrient sensitivities.
DNAfit is rated Contender on the Optimly Brand Authority Index, a measure of how well AI models can accurately describe the brand. The exact score is locked for unclaimed profiles.
AI narrative accuracy for DNAfit is Moderate. Significant factual deltas detected.
AI models classify DNAfit as a Challenger. AI names competitors first.
DNAfit appeared in 4 of 6 sampled buyer-intent queries (67%). The brand dominates searches for DNA fitness kits but loses ground to 'CircleDNA' and 'Zoe' in broader 'personalized nutrition' queries.
AI accurately captures the brand's core mission and historical significance as a DNA testing pioneer but struggles with the current operational state under its parent company. Information remains high-confidence for historical facts but drops for current product-led growth initiatives. Key gap: The gap between its status as an independent UK startup and its current role as a subsidiary of a larger, publicly traded diagnostic firm (Prenetics).
Of 5 key facts verified about DNAfit, 3 are well-documented (likely accurate across AI models), 1 have limited sourcing, and 1 are retrieval-dependent and may be inaccurate without live search.
Specific detail regarding current pricing and product availability, which fluctuates following the parent company's pivot towards clinical testing.
Buyers turn to DNAfit for Standard Calorie/Macro Calculators: Using generic online calorie calculators and government health guidelines based on age and weight., Personal Nutritionist/Dietitian: Working with a registered dietitian or nutritionist for professional blood work and lifestyle assessment., Status Quo: Maintaining current diet and exercise routines without data-driven personalization., among 3 documented problem areas.
Buyers evaluating DNAfit typically ask AI models about "best DNA path for fitness and diet", "DNA based nutrition plan reviews", "personalized diet based on microbiome and DNA", and 3 similar queries.
DNAfit's main competitors are 23andMe Holding Co., Fitnessgenes, GenoPalate. According to AI models, these are the brands most frequently named alongside DNAfit in buyer-intent queries.
AI models suggest Activity Trackers as alternatives to DNAfit, typically when buyers ask for lower-cost, simpler, or more specialized options.
DNAfit's core products are DNAfit Health Fit, DNAfit Diet Fit, DNAfit Pro Fit, CircleDNA (via parent integration).
DNAfit uses One-time purchase (per kit) with optional subscription for updated insights..
DNAfit serves Fitness enthusiasts, professional athletes, biohackers, and health-conscious consumers..
DNAfit Focuses specifically on the intersection of fitness performance and genetic nutrition, rather than general ancestry or clinical disease risk.
Brand Authority Index (BAI) tier: Contender (exact score locked for unclaimed brands)
Archetype: Challenger
https://optimly.ai/brand/dnafit
Last analyzed: April 9, 2026
Founded: 2013
Headquarters: London, United Kingdom