Pioneering DNA-based health and wellness company, FitnessGenes, has welcomed Justin Musgrove to the company in an advisory capacity, to support new business acquisition and strategic development.

Founder of Musgrove Strategic Advisors, Musgrove has decades of industry experience with Bannatynes, Kun and Leejam in the Middle East and more recently as CEO of Fitness First.

In his new role, Musgrove will support the development of FitnessGenes’ B2B partnerships, including collaborations with health clubs, gyms, and performance specialists, to integrate genetic and AI-driven insights into holistic health and longevity programmes.

FitnessGenes CEO, Dr Sam Decombel, says: “Justin is one of the most respected leaders in the fitness industry, with extensive experience growing and innovating successful brands. From our first meeting, it was clear he understood the importance and opportunity of personalisation in health and how FitnessGenes can add real value as health clubs evolve into longevity and preventative health destinations. I’m delighted to have him on board as we enter this next phase of growth.”

Musgrove says the future of health and fitness lies in personalisation: “FitnessGenes is at the forefront of that movement, combining DNA insights with cutting-edge technology to ensure members have the knowledge and tools to live healthier, longer lives. We’re seeing a natural shift in the industry toward longevity and a more holistic approach to wellbeing, and I’m excited to help accelerate that vision.”

Fitness Genes will be exhibiting at the HCM Summit which takes place this Thursday, 23 October, in London. There’s still time to bag a ticket to what promises to be a fantastic event, building on the success of last year.