01
CHANGE
Weight management, training and lifestyle changes create the first visible result.
DNA + Health Intelligence
You’ve started changing your health. Now understand what sits underneath it.
PHENIA establishes your genetic baseline once, then is designed to connect it over time with the health data that changes — sleep, activity, recovery, body metrics and compatible biomarker data.
Most DNA products finish with the report. PHENIA starts there.
DNA adds inherited context. Real-world data shows what is actually happening. PHENIA is designed to connect the two.
Packaging concept only. Final laboratory, assay, collection device, return address, transport packaging, turnaround time and launch availability are still being validated.
The next question: change your body → measure it → understand it → connect the data around it.
£99target DNA entry price
1×genetic baseline
Ongoingconnected health context
Why now
From changing the body to understanding it.
Weight management, training, wearables, body-composition testing and health tracking have made personal metrics part of the wellness journey. Once people can see that they are changing, the next questions get deeper: why might I respond differently, what should I keep measuring, and how do the pieces fit together?
02
MEASURE
Wearables, body composition and compatible biomarkers show what is changing over time.
03
UNDERSTAND
Genetics adds an inherited layer of context to selected wellness and performance traits.
04
CONNECT
PHENIA is designed to bring the baseline and changing signals into one evolving profile.
PHENIA is built for the next question.
Instead of waiting for someone to search for genetic testing, the model brings an accessible DNA entry point into the fitness, wellness and measurement environments where people are already asking how to understand their bodies better.
Why DNA matters
Your genetics can add context to why people respond differently.
Most everyday traits are not controlled by a single gene. They reflect a mix of genetics, environment and behaviour. PHENIA’s role is not to tell you that DNA is destiny — it is to make one inherited layer easier to understand and eventually compare with your real-world data.
Example area
Caffeine metabolism
Selected genetic variants can be associated with differences in how caffeine is metabolised. PHENIA can present supported findings as context, not as a prescription.
Example area
Training + recovery
Some variants are associated with exercise-response, endurance/power or recovery-related traits. The value is in understanding tendencies alongside what your training data actually shows.
Example area
Sleep + circadian
Selected genetic traits may contribute to differences in sleep timing and circadian tendencies. Future connected-data features can place those signals beside authorised sleep and recovery data.
Example area
Nutrition-related traits
Genetic variation may contribute to selected nutrient or food-response traits. PHENIA is designed to explain supported associations without pretending DNA determines the ideal diet.
Important: these are illustrative categories, not guaranteed launch reports. Final traits depend on the selected assay, evidence framework and laboratory workflow. Genetics is one factor among many and does not tell you exactly how your body will respond or guarantee outcomes such as weight loss, fitness gains or improved health.
Why PHENIA
The test creates the customer. The platform creates the company.
Affordable DNA is the wedge. The connected health-intelligence layer is the larger product: establish the genetic baseline once, then make the account more useful as authorised health information accumulates over time.
The thesis
A fixed genetic baseline + changing real-world data = a more useful long-term profile.
Instead of asking DNA to explain everything, PHENIA is designed to hold genetics constant and continuously add context from the parts of your life that move.
Lower-friction entry
A target £99 DNA profile is intended to widen access beyond premium-priced genetics products.
Health data over time
Authorised wearable, body and compatible biomarker data can add longitudinal context as integrations become available.
One baseline, one account
The genetic layer is established once and can remain part of the customer’s profile rather than disappearing into a one-off PDF.
Controlled interpretation
Supported findings are intended to be evidence-reviewed, version-controlled and explained with clear limits.
The PHENIA model
One inherited baseline. A health picture that can evolve.
Your inherited genetic baseline is largely fixed. Your body composition, biomarkers, sleep, training and recovery are not. PHENIA is designed around that difference.
DNA / Baseline
Genetics
Establish onceSupported inherited tendencies and traits from the selected genetic assay.
BODY / Periodic
Composition
Measure over timeBody-fat, lean-mass and related measurements from compatible sources where available.
BLOOD / Periodic
Biomarkers
Add contextCompatible laboratory biomarker data through appropriately qualified providers and supported integrations.
TRACK / Continuous
Wearables
See patternsAuthorised data such as sleep, activity, training and recovery where platform integrations permit.
How it works
Designed to be simpler than the science behind it.
The launch experience is intended to remove friction from collection while keeping consent, laboratory processing and interpretation controlled.
01
Scan
See PHENIA at a participating partner or online and scan to begin.
02
Register
Create your private account, complete consent and link the unique kit ID.
03
Collect
Follow the laboratory-approved self-collection instructions using the supplied device.
04
Return
Seal the specimen in the approved pouch and use the validated prepaid return route.
05
Understand
Receive supported wellness and performance findings in plain language inside your PHENIA account.
At participating partner locations, the physical collection kit may be complimentary. Laboratory analysis and interpretation are paid services. Final fulfilment and return workflow are pre-launch.
The collection experience
Premium at pickup. Simple at home.
The PHENIA kit is being designed as a compact retail-and-return system rather than a bulky clinical box: easy for partners to display, easy for a customer to activate, and easy to return through the approved route.
01A clean branded mailer designed for countertop distribution through participating partners.
02A compact sealed collection pouch containing the laboratory-approved collection devices.
03Activation QR and collection/return guidance printed directly on the back of the pouch — no separate instruction card required.
04A unique kit identifier privately linked to the customer account before the sample is processed.
Concept visual only. The pictured return address, postage mark and QR are illustrative. Final collection device, specimen identifiers, stability requirements, transport packaging, prepaid return method and laboratory address remain subject to the selected laboratory’s validated process.
Launch insight areas
Useful genetics, organised around questions people already have.
The first PHENIA experience is intended to focus on supported wellness and performance genetics — not diagnosis, disease-risk prediction or treatment direction.
MOVE
Performance + recovery
Exercise-response, endurance/power and recovery-related genetic tendencies supported by the selected assay and evidence framework.
FUEL
Nutrition + caffeine
Selected caffeine-metabolism, food-response and nutrient-related genetic traits presented as tendencies, not prescriptions.
RESET
Sleep + circadian
Selected sleep, circadian and recovery-related traits, with future potential to compare inherited tendencies with authorised real-world data.
YOU
Discovery traits
Carefully supported sensory and physical traits designed to make discovery engaging without overstating what DNA can tell you.
Planned launch offers
Accessible DNA at the front. Ongoing value behind it.
The current pricing architecture is deliberately designed around a lower-friction genetic baseline and a separate longer-term connected platform.
DNA profile
£99 target launch price
Your genetic baseline
A one-time DNA analysis with clear consumer wellness and performance interpretations supported by the launch assay.
- One DNA collection and laboratory assay
- Core PHENIA interpretation experience
- Access to your PHENIA account
- Transparent consent and data controls planned for launch
PHENIA+
£199 target launch price
DNA + first year of the connected layer
Your genetic baseline plus 12 months of PHENIA+ as compatible data connections and longitudinal features become available.
- Everything in the DNA profile
- 12 months of PHENIA+ included
- Future BODY / BLOOD / TRACK context where supported
- Evidence-reviewed interpretation updates as released
Pre-launch targets only. Final price, included features, renewal pricing, assay coverage and availability may change before public launch.
Distribution
Meet customers where they already invest in their health.
PHENIA is being designed for low-friction distribution through trusted fitness and wellness environments. The partner provides visibility and convenient kit pickup; PHENIA handles registration, consent, processing and the digital experience.
Gyms + health clubs
Personal trainers
DEXA + body composition
Recovery + wellness studios
Longevity clinics
Fitness + wellness events
Trust by design
Genetics should inform. Not dictate.
PHENIA is being built as an educational wellness and performance experience. Genetic findings are one layer of the picture and should be interpreted with evidence, context and clear limits.
Wellness, not clinical directionThe launch product is not intended to diagnose, treat or prevent disease, provide disease-risk assessment, or replace care from a qualified health professional.
Controlled interpretationThe scientific source of truth is intended to be evidence-reviewed and version-controlled. AI may assist explanation, but should not invent genetic significance.
Genetic data needs higher protectionThe live product will require explicit privacy, consent, retention, deletion, security and portability controls appropriate to genetic and health data before customer samples are accepted.
Early access
Build your baseline with PHENIA.
Join the pre-launch list for UK pilot availability, product updates and partner opportunities.