{
  "slug": "dnafit",
  "name": "DNAfit",
  "description": "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.",
  "url": "https://optimly.ai/brand/dnafit",
  "logoUrl": "",
  "baiScore": 68,
  "archetype": "Challenger",
  "category": "Health & Wellness",
  "categorySlug": null,
  "keyFacts": [],
  "aiReadiness": [],
  "competitors": [
    {
      "slug": "23andme",
      "name": "23andMe Holding Co."
    },
    {
      "slug": "fitnessgenes",
      "name": "Fitnessgenes"
    },
    {
      "slug": "genopalate",
      "name": "GenoPalate"
    },
    {
      "slug": "zoe",
      "name": "Zoe"
    }
  ],
  "inboundCompetitors": [
    {
      "slug": "ancestryhealth-historical-context-genopalate",
      "name": "GenoPalate (with AncestryHealth context)"
    },
    {
      "slug": "nutridna",
      "name": "NutriDNA"
    },
    {
      "slug": "nutrigenomix",
      "name": "Nutrigenomix Inc."
    }
  ],
  "aiAlternatives": [
    {
      "slug": "activity-trackers",
      "name": "Activity Trackers"
    }
  ],
  "parentBrand": null,
  "subBrands": [],
  "updatedAt": "2026-04-09T22:31:14.365+00:00",
  "verifiedVitals": {
    "website": "dnafit.com",
    "founded": "2013",
    "headquarters": "London, United Kingdom",
    "pricing_model": "One-time purchase (per kit) with optional subscription for updated insights.",
    "core_products": "DNAfit Health Fit, DNAfit Diet Fit, DNAfit Pro Fit, CircleDNA (via parent integration)",
    "key_differentiator": "Focuses specifically on the intersection of fitness performance and genetic nutrition, rather than general ancestry or clinical disease risk.",
    "target_markets": "Fitness enthusiasts, professional athletes, biohackers, and health-conscious consumers.",
    "employee_count": "Not publicly available",
    "funding_stage": "Not publicly available",
    "subcategory": "Nutrigenomics / Consumer Genomics"
  },
  "intentTags": {
    "problemIntents": [
      "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."
    ],
    "solutionIntents": [
      "best DNA path for fitness and diet",
      "DNA based nutrition plan reviews",
      "personalized diet based on microbiome and DNA",
      "genetic testing for athletic performance",
      "is genetic dieting a scam",
      "Activity Trackers: Using fitness trackers like Fitbit or Apple Watch to monitor activity without genetic tailoring."
    ],
    "evaluationIntents": []
  },
  "timestamp": 1777198788528
}