Madison to distribute tailored athlete DNA profiling tech Muhdo to UK and Ireland

Madison has today announced that it will carry DNA profiling technology Muhdo to UK and Ireland-based dealers.

For those new to Muhdo, the sophisticated tech is aimed primarily at professional level athletes, allowing individuals to gain insight into their own gene functions and so 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 simply 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.

Once the initial feedback is returned customers gain 24/7 support from the Muhdo team with no hidden costs to help keep them on-track with their health and fitness goals.

This is where retailers can really take advantage of the repeat custom opportunities that Muhdo presents. Muhdo will offer nutrition advice, training tips and even guidance on what training equipment could benefit users. This is where it can make a real difference to retailers that are able to position themselves as a reliable one-stop shop for an end consumer’s every training need.

Nathan Berkley, managing director and co-founder of Muhdo, said: “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 (AI) 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.”

Muhdo is used by World’s Strongest Man 2017, Eddie Hall and Olympic Gold medal GB hockey player, Sam Quek MBE. Now part of the Madison portfolio, the professional teams of Madison Genesis and Madison Saracen are also taking advantage of Muhdo which is set to be a real help as both prepare for the 2018 season.

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

For any retailers interested in stocking Muhdo, they are encouraged to speak to their local sales agents or visit