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Personalized supplements as a gym offer
Personalized supplements can be a sensible addition to training and nutrition advice in your gym – if quality and advertising are right. At Novogenia, an algorithm calculates the formula from about 50 genes, a questionnaire and, where available, blood values; every dose stays within fixed limits, at most up to EFSA’s tolerable upper intake level. Every raw material is screened for doping substances, among other tests. Your gym can start with a partner shop or under its own brand, production is possible from a single unit, and one delivery lasts 90 days.
A risk that is easy to overlook at the gym counter
Researchers at the German Sport University Cologne bought 634 supplements in 13 countries whose labels listed no hormones, and analyzed them in the lab. 94 of them, or 14.8%, contained anabolic androgenic steroids that were not declared anywhere. Taking in a total of more than 1 microgram of certain nandrolone precursors was enough to cause positive doping tests for several hours (Geyer et al., International Journal of Sports Medicine, 2004). The samples date from 2000 and 2001 – but the problem has remained: the International Olympic Committee calls the inadvertent intake of prohibited substances through supplements a known risk (Maughan et al., British Journal of Sports Medicine, 2018).
A raw material is like a passenger without a passport: as long as nobody checks, you do not know who is on board. For your gym, this is more than a lab question. Your members trust your recommendation – and that trust depends on the quality of what you recommend.
Personalized instead of off the shelf: why it makes sense
The IOC consensus statement sets out two points that matter for your gym: used appropriately, supplements can benefit athletes – for example by managing micronutrient deficiencies or supporting intense training. And responses can vary widely between individuals, partly because of genetics, the microbiome and habitual diet. That is why the authors recommend a complete nutritional assessment before any decision (Maughan et al., 2018).
This is exactly where personalized supplements come in. Instead of a tub that is the same for everyone, each member receives micronutrients in amounts that match their genes, their diet and their training. The building blocks of the calculation are scientifically grounded; the gene-based adjustments are logical conclusions, not scientifically proven. That is how you explain it to your members too – convincing because it is honest.
How the algorithm calculates – in brief
Think of the formula as made to measure, with guardrails. Four data sources feed into it, and fixed limits keep every dose in a safe range:
- Genes: about 50 genes with three possible genotypes each – they show how the body processes certain nutrients.
- Body data and questionnaire: age, sex, body weight, diet and lifestyle. In the calculation, performance sport increases requirements.
- Blood values: where available, they take precedence because they show the current nutrient status.
- Guardrails: at least one third and at most three times the reference intake, with documented exceptions; the maximum is at or below EFSA’s tolerable upper intake level.
No single gene determines a dose. How the calculation works step by step is explained in From genetic profile to personalized supplements; all limits are listed under Dosing limits for micronutrients.
Who in your gym the offer suits
Not every member needs personalized supplements. Good reasons to start the conversation are:
- Ambitious athletes: anyone who trains a lot and intensely has higher requirements – the calculation takes this into account.
- Members with a special diet: for example vegan or vegetarian; the questionnaire answers feed into the formula.
- Members from midlife onward: who want to maintain strength and mobility and are also paying attention to their diet.
- Anyone who already takes a lot: here the conversation helps to spot duplicates and bring order to the doses.
A purely fictitious, typical example: two members train in the same group, equally often and equally hard. Yet they receive different formulas – because their genes, their diet and their daily lives differ. That is exactly what you can show in the conversation: personalization means taking the differences between people seriously.
Hit the brakes if someone wants to treat symptoms, takes medication, is pregnant or is breastfeeding. Then the first step leads to a physician.
Quality you can explain to your members
At Novogenia, every raw material undergoes microbiological testing, doping-substance screening, nutrient-content testing and identity verification by infrared spectroscopy. Production takes place under ISO 22000:2018. More under Quality assurance.
The nutrients are packed into Microtransporters: small pellets from 1.6 mm that release their active ingredients quickly, slowly or in a mix, depending on the version, and are filled into daily sachets according to each person’s formula. For acid-sensitive active ingredients, gastro-resistant capsules are possible.
An honest note for members subject to doping controls: under anti-doping rules, they themselves are responsible for everything that enters their body. The IOC advises seeking expert advice before taking supplements. Raw-material screening is an important building block – it does not replace checking with one’s own federation.
Three routes into your gym
| Model | How it works | A good fit if … |
|---|---|---|
| Partner shop | Your members order through your own partner shop; Novogenia handles analysis, production and shipping. You receive a commission per order, and there are no setup fees. | you want to start quickly and without stock |
| White label | Analysis and supplements appear under your gym’s brand; production is possible from a single unit. | your brand should be front and center |
| Your own product | You bring your own concept; Novogenia develops and produces it. | you want to stand out with a product of your own |
The differences between the models are described in Nutrigenetics as a service: partner and white-label models. If you are planning your own product, White label, private label or custom formula? shows the way.
Switzerland has stricter rules. The Swiss rules on genetic testing do not affect the supplements themselves – but they do affect the genetic analysis on which the formula is based. There, tests on nutrition and sport may only be ordered by certain health professions, such as physicians, pharmacists or nutritionists (FH) – fitness trainers are not among them. The saliva sample is taken in the presence of that professional, self-test kits for home use are not allowed, and analysis in the lab in Austria requires written consent. More in Who may offer genetic tests?.
Subscription logic: 90 days in step with training
One delivery lasts 90 days. It is then reordered, and the formula is recalculated – at least with the current age, and with new questionnaire answers or blood values where available.
This rhythm suits a gym well. A purely fictitious, typical example: a gym links the reorder to a quarterly check-in. Trainer and member review goals and training volume, update the questionnaire, and the next delivery is calculated with the new data. That way, the subscription is not an end in itself but a fixed appointment for support.
Never lead with the price or the subscription. The benefit for your member comes first, then the model. How subscription models work economically is shown in Subscription models: recurring revenue.
Outlook: the longevity line as a future building block
Novogenia is developing its own longevity line. Market launch is planned for 2026; formulations, quantities and availability may still change before launch. This is the current status:
- Structure: six building blocks aligned with six aging processes described in research – oxidative stress, NAD+ loss, inflammaging, sirtuin activity, autophagy and cellular senescence.
- Age groups: the building blocks are designed for different age groups, from 25 to 50 plus.
- Basis: the Novogenia lab’s own literature reviews with a combined 90 referenced PubMed studies.
- Deliberately not included: some popular substances from the US longevity scene, such as NMN, rapamycin and metformin; some of them are not permitted as food supplements in the EU.
- Model: as a Novogenia line and, on request, as a private label under your brand.
The line is intended as a complement to the personalized basic supply. For your gym, this means: plan for it as a possible add-on, but only advertise it once it is available – and even then without efficacy promises. What lies behind the six processes is explained in The six aging processes at a glance; the current status is on the Longevity page.
Clean advice, clean advertising
- Authorized claims only: for supplements, only health claims authorized under Regulation (EC) No 1924/2006 are allowed. Food may generally not be attributed the property of preventing, treating or curing a disease (Art. 7(3) of Regulation (EU) No 1169/2011).
- No substitute: supplements do not replace a balanced, varied diet or a healthy lifestyle. The legal framework is set by Directive 2002/46/EC.
- Record everything: ask about other products; their amounts come on top of the formula.
- Know the limits: diseases, medications, pregnancy and breastfeeding belong in a physician’s hands.
Help with wording is available in Health claims: what you may advertise and Advertising longevity.
Checklist for your gym offer
- Model chosen: partner shop, white label or your own product.
- Process defined: analysis, questionnaire, blood values if available, report session.
- Check-in rhythm linked to the 90-day delivery.
- Team can explain the algorithm, guardrails and raw-material testing in plain words.
- Note for athletes subject to doping controls prepared.
- Advertising copy checked for authorized health claims.
- Longevity line noted as a possible add-on – advertise only after market launch.
Frequently asked questions
Are the products suitable for athletes subject to doping controls?
What is the minimum quantity for a gym to start?
How long does one delivery last?
What about members who already take other products?
When will Novogenia's longevity line be available?
Related: From genetic profile to personalized supplements · Dosing limits for micronutrients · Subscription models: recurring revenue
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Become a partner →The Novogenia longevity lineNote: This guide is general information for businesses and professionals and does not replace medical or legal advice. Novogenia longevity products are food supplements and not a substitute for a balanced, varied diet and a healthy lifestyle; statements in this guide are not promises of cure and not statements on the prevention, treatment or healing of diseases. Recommendations derived from genetic analyses are logical conclusions, not scientifically proven. Regulations can change; errors and changes excepted.