Leadership team

Dr Dan Reardon

Dr Dan Reardon

CEO and Co-founder

Dan is a trained medical doctor (MBChB) with a BSc in Human Anatomy. His responsibilities within FitnessGenes are split between work in Los Angeles as well as the UK. He is a certified personal trainer and has previously worked as a Science Editor for Muscle & Fitness and Flex magazine in the UK, Europe and Australia. The guinea pig of our Fat-Loss programme, Dan will most likely be found in the gym using his own FitnessGenes results to optimise his training.

Simon Murfin

Simon Murfin

Chief Operating Officer

Simon is responsible for the day to day operations of FitnessGenes, including Customer Services, Finance, and Sales Fulfilment. Before joining FitnessGenes Simon worked for a FTSE 100 bank, running a series of global programmes, and before that he spent 12 years with Accenture following completion of a BSc in Management. Outside of work you'll often find Simon on 2 wheels (motorbikes or mountain bikes) or in the gym, making the most of his rare MSTN "KR" allele.

Dr Sam Decombel

Dr Sam Decombel

CSO and Co-founder

A co-founder of FitnessGenes, with a PhD in genetics and a passion for science communication, Sam is responsible for product development and management of the science team. Fascinated by genetics from an early age, she studied the subject for her PhD at the University of Birmingham, UK, where she has also lectured on Evolutionary and Conservation Genetics. Sam is an enthusiastic sportswoman, and particularly enjoys playing football and running when she is not in the gym trying to improve on her squat PB of 165lb.

Martin Cheifetz

Martin Cheifetz

SVP Australasia

Martin is responsible for our content marketing and international business development. Before joining FitnessGenes, he spent 25 years in the media business in NY and London, the last 15 of which were as Managing Director of Weider Publications (Muscle & Fitness and FLEX) in Europe. He was also a founding member of ESSNA, the European Specialist Sports Nutrition Alliance, where he served as Co-Chairman for 4 years. As an avid cyclist and skier, Martin has overpowered his “Fat Gene” with regular HIIT sessions and FitnessGenes’ nutritional recommendations.

Joost Doevelaar

Joost Doevelaar

Chief Technology Officer

Joost is an extremely experienced software developer and CTO having worked in e-commerce companies that have shown tremendous growth and delivered exciting products for travel & other leisure activities. He has successfully managed teams of 120+ people, in areas as diverse as security and compliance, datacentre and software architecture and innovation. As the founding CTO of Bangkok based Agoda.com, one of Asia’s leading hotel booking sites, he was responsible for building the infrastructure, websites and supporting systems that drove the growth of this internet giant over the first 10 years.

Science team

Dr Stuart Grice

Dr Stuart Grice

Lead Scientific Advisor

Stuart is a co-founder of FitnessGenes, and also a published scientist who adds current and cutting edge expertise to the science team. After a short plunge into the world of finance, he decided scientific enlightenment was where it’s at. Having studied subjects as diverse as neuromuscular disorders and autism, he continues to work on understanding how the variations in both genetics and metabolism impact on human health.

Dr Nathan West

Dr Nathan West

Scientific researcher

An experienced scientist, Nathan spent 10 years studying and working in Sheffield, with 4 years spent learning the genetic and physiological basis of health and disease and 6 years researching biopharmaceutical production. Nathan is a huge football fan and likes to keep active by playing football, squash, climbing and going to the gym.

Geraldine Campbell

Geraldine Campbell

Scientific researcher

Having joined the FitnessGenes team on an internship in spring 2015, Geraldine recently graduated with 1st class honours in Sport and Exercise Sciences. As active as she is smart, Geraldine also captained the university Women’s Football team, making history by leading the team to the BUCS championship cup final for the first time in the team’s history. Passionate about health and fitness, she spends most of her free time at the gym or playing/watching football – although she admits apple pie and custard is her weakness!

Dr Pleuni Hooijman

Dr Pleuni Hooijman

Scientific Researcher

As an experienced triathlete and scientist with a PhD in Muscle Physiology, Pleuni is one of our product developers. She uses her scientific and training knowledge to build personalized training and nutrition products, and help our clients with their endurance related questions. As well as being a sporty scientist, she also loves writing – reporting on her races (she competes at pro level!) and writing our physiology focused blogs. Before joining FitnessGenes she worked at a PR and Communications office whilst studying.

Communication and Affiliate management

Alex Auld

Alex Auld

Communications Manager

BA University of Newcastle (Media and Communications). If you’ve ever interacted with any of our social posts, chances are you’ve spoken directly to Alex. Little is published without Alex’s approval first, and you may already recognise him from various FitnessGenes photos and videos. A Media and Communications graduate from Newcastle upon Tyne, Alex is currently writing this, and referring to himself in third person is making him uncomfortable. So drop me a tweet or message anytime, let’s get the conversation rolling.

Paul Rose

Paul Rose

Social media and affiliates

Paul is a firm believer in the ‘healthy body, healthy mind’ philosophy. With a BA in Sport and Education, Paul supports anyone wanting to lead a healthy lifestyle through the FitnessGenes Social Channels, particularly Pinterest. As an enthusiastic/competitive sports person, Paul is fascinated with strength and conditioning training and is constantly ‘Making Huge Gains’ in his fitness knowledge, advice and recommendations.

Support team

Sarah Shute

Sarah Shute

Senior Administrator

Holding a passion for live music, Sarah graduated with a BSc (Hons) in Sound Technology. Her love for music and travel has taken her around the world, through Asia, New Zealand and Australia. Sarah has always enjoyed the outdoors and taking her beloved dog for long walks by the seaside. Sarah's passion for fitness grew from a young age, playing netball at county level and then throughout university. As a keen Pilates and spinning freak, Sarah enjoys her morning smoothies to maintain a healthy lifestyle.

Carrie Kerciku

Carrie Kerciku

Administrator

Carrie came on board to assist in the essential day-to-day operations of the company becoming an instrumental figure in linking FitnessGenes with our customers. Originally from Oxford, Carrie’s previous career in customer service has seen her move across the country before returning to her hometown with her two children. Although the daily demands of two children take up most her free time, when the opportunity arises you will find Carrie hitting the dance floor for a bit of salsa.

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