Madison will distribute DNA profiling technology from sports and health analytics company Muhdo.

With the help of Madison, Muhdo will bring its DNA profiling technology to the UK market. The brand will be exhibiting at Madison’s in-house trade show iceBike* later this month.

Muhdo’s DNA analysis uses epigenetics techniques to allow individuals to gain insight into their own gene functions and as such, modify their exercise and diet activities in line with the specific requirements of their own body programming.

The service costs £249.99 and requires users to take a saliva swab and send it to Muhdo’s laboratory. Four weeks later results are delivered in the form of a personal gene function report along with a fully personalised health plan featuring workouts, macro and micro nutrition guides, plus recipes and suggested lifestyle changes.

Users have access to 24/7 support from the Muhdo team with no ‘hidden costs’. Muhdo will offer nutrition advice, training tips and guidance on what training equipment could benefit users.

Muhdo managing director and co-founder Nathan Berkley commented: “Muhdo’s emergence represents a watershed moment in health, sports and nutrition as we now bring advanced but affordable epigenetics analytics techniques to everyone. Our ground-breaking new health dashboard is powered by Artificial Intelligence and can switch between health and fitness goals in an instant. This technology offers a personal insight into every person’s own body construction and personal genetic gifts.”

Madison will begin distributing Muhdo products with immediate effect and to find out more, dealers can either visit iceBike* or visit their website to see more about their product range at

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