At the moment, gym instructors are only taking individuals’ stated goals and environment into account when designing training and nutrition plans. DNA testing allows for genuine personalisation based on genetics.

 We test for 187 genetic variants, within 30–40 genes, to inform decisions about which sports and nutrition people are most suited to, as well as identifying any vitamin deficiencies.

 It’s not about being told you can’t do a sport, but rather how to make the best of your attributes: whether you’re more suited to power or endurance activities. For example, if we test a footballer and find out they’re not suited to endurance activity, they know they need to focus more on the skill and power movements. It’s a way of knowing yourself better and then using that information.

 DNA testing allows clubs to take training to a more scientific level. It could be offered as part of the membership or could be another revenue stream; it also offers an opportunity to upsell people into PT. In addition, by helping members get better results, it also aids retention.

In the next five years, operators will be forced to embrace this technology – so better to buy into it now and make a name for themselves.

We introduced DNA testing into our nationwide PT business last year, through Genefit DNA. We started with a number of our own PTs taking the tests and implementing the recommended protocols. They saw a big difference in their results, which made it easier for them to promote the benefits to clients. 

 It takes out the trial and error approach, allowing us to give clients a bespoke plan and advise on their individual needs. For example, I’d always done endurance sports, but my tests showed I was more suited to power sports. Reducing the amount of endurance work I did and adding in some power exercises like dead lifting gave me better results. Meanwhile one of our PTs – a competitive bodybuilder – found he could achieve greater results if he built in more recovery time during his training.

 We’re now increasing awareness and promotion of DNA testing. We’re having to do some re-education, as some people assume it’s really only for elite athletes, but the interest we’re getting is phenomenal.

 Retention has improved because clients are seeing results quicker – they’re staying positive and keeping on track. If a person sticks to their training programme, they can see results within one month.

The test costs £99 and the results come back within four weeks. Genefit DNA then offers a consultation, giving a full breakdown of what the results mean, and we then develop a tailor-made training and nutrition plan. It’s a great addition to the PT tool kit and is also an additional revenue stream. 

DNA tests give people extra information so they can make better informed lifestyle choices. For example, if a test indicates that someone has a high genetic risk of injury, they know they may need to take more time to warm up.

 Also, the ‘one size fits all’ approach to diets has long been a problem, leaving consumers at the mercy of frequently changing, often bad advice. DNA testing could prove to be an important factor in tackling the UK’s obesity problem.

We’ve been involved with an obesity intervention project in the east of England. In the Enable East pilot project, 56 people took DNA tests and were given tailored exercise plans. They were also assigned one of five diet plans, taking into account any dietary intolerances the tests uncovered. If the programme is successful, it will pave the way to roll out this technology across the health service. 

 People are getting used to the idea of big data, and soon it will be a no-brainer for all health clubs to be offering DNA testing. It’s a really exciting opportunity to disrupt the marketplace and make a difference. The tests can give people the information they need to solve issues that have been bothering them for years, and can be useful for behaviour change as people know the advice is truly personalised to their needs.

As a premium operator, we’re always looking for products to offer a high-end service and for ways to help our members get the best results.

 When we started offering DNA tests across our 40 Sport City Fitness Clubs around two years ago, they were part of a premium membership package: they were included in the membership if people committed to the club for a year. Now we’re also selling them as an add-on.

 We test for three things: what type of exercise/training you’re best suited to; how you react to certain foods; and your body’s risk of injury and ability to recuperate. On average, members on DNA-based programmes see a 10–15 per cent greater improvement in strength, CV capacity and weight loss than those on standard programmes. Results also happen quicker. In addition, users have a clearer objective and a greater sense of urgency.

The challenge has been to train all of our staff so they’re able to deliver the techniques, as well as training the sales staff to sell the service. Trainers need to be able to deliver the tests and the programmes, and follow up.

It’s not a magic pill: there still has to be commitment from the members and our team have to encourage them to follow through, as well as follow up on their training. But I believe that, as testing techniques even get more advanced and more information becomes available, we’ll be able to get even better results.

DNA testing gives us the opportunity to offer our members a more holistic approach to their health. It was introduced to our clubs in September 2015 – part of a multi-faceted project to create more personalised programmes, help members achieve their goals, save them time and avoid fads.

We’re now offering sophisticated body composition tests, weight loss sessions and online meal planners, so DNA testing is the final piece of the puzzle.

When they get the results, members have a one-hour consultation with a PT from which they take away an action plan, signposting them to our other products and services to support the change they desire. The test itself costs £159, but all of the support for the action plan is offered as part of their membership. Trainers check in with members every six weeks with a programme review.

It took 12 months to implement our new approach – to make sure we had the right mix of products and the right partners, ensure our staff understood the overall product mix and had bought into it, train the staff to deliver it, and embed the new approach into our teams.

I believe the health and fitness industry is moving further towards personalisation. Lots of health clubs are doing this on digital platforms only, but our model allows us to offer more face-to-face interaction to support members throughout their journey.