Avrom Lasarow

Avrom "Avi" Boris Lasarow (born 2 January 1976) is a South African-British businessman in the field of genetics.[1] Much of his work has been centred around DNA testing and the development of hair alcohol testing. Lasarow is based in the United Kingdom and also acts as an honorary consul between South Africa and the UK.[2]

Avi Lasarow
Avi Lasarow at the 2015 South African Chamber of Commerce Awards
Born
Avrom Boris Lasarow

(1976-01-02) 2 January 1976
Johannesburg, South Africa
NationalitySouth African
British
OccupationBusinessman, writer
Spouse(s)
Kelly Lasarow
​
(m. 2016)​

In 2013 Lasarow founded DNAFit, a company that sells DNA testing kits developed for nutritional and fitness purposes.[3] In 2018, DNAFit was acquired by Hong Kong company Prenetics, with Lasarow being appointed its CEO.[4]

More recently Lasarow has been involved in the public debate surrounding health passports in the United Kingdom, which he has advocated as a gateway to safer and speedier easing of lockdown restrictions during the COVID-19 pandemic.

Early life and career

Lasarow was born in Johannesburg, South Africa in January 1976,[5][2] and educated in the United States, where he gained a grade 12 general equivalency diploma at the age of 16.[6] After briefly returning to South Africa, Lasarow relocated to the United Kingdom in 1998 where he began his career working for financial services multinational Citibank.[7][8]

After leaving the finance sector, Lasarow founded a number of life sciences companies. In 2011, Lasarow released "Who is Really Who?", a guide on DNA paternity testing, and was actively developing a hair test that was able to detect up to three months of prior alcohol or drug abuse.[9]

He established DNAFit in 2013, which would ultimately grow into a multinational company in 2018, as part of Prenetics.[10]

In October 2019, Lasarow appeared as a witness before the UK Government's Science and Technology Select Committee, where he submitted evidence and spoke of the benefits of the direct commercial availability of genomic tests for consumers.[11]

Role in sports science innovation

Lasarow's DNAFit outfit has been a recognisable brand in the world of sports nutrition since the 2010s, bridging the gap between genetic composition of athletes and their fitness goals. Lasarow received high levels of media attention after the brand became utilised by top tier athletes seeking to naturally improve performance. He promoted DNAFit as a tool which could tap into genetic profiles in a way that the information collected could be used to customise workout routines or dietary planning.[12]

In the lead up to the 2014 FIFA World Cup, DNAFit showcased the genetic profiles of a number of international players including Bryan Ruiz (Costa Rica), Glen Johnson (England), Giorgos Karagounis (Greece) and Ashkan Dejagah (Iran). Lasarow revealed that in addition to nutritional planning, the results could also be used to premeditate potential injury risks for the players, and estimate recovery times in each case.[13] Earlier that year, British sprinter Jenny Meadows had used DNAFit, which revealed she was prone to tendon injuries. Prior to this, she had been unable to compete in the 2012 Summer Olympics due to such an injury. Meadows echoed Lasarow's belief that such technology should be used to premeditate injury and in turn tailor training accordingly to reduce risk.[14][15]

In May 2020, former footballer Rio Ferdinand backed DNAFit, becoming an advisor and shareholder.[16] Lasarow and Ferdinand are friends and neighbours, in Orpington, Kent.[17] During the same period, The Daily Telegraph newspaper reported that a complaint had been brought against one of Lasarow's companies, Mole Detective, in 2015. The app was launched to rate risks of melanoma developing from images of moles uploaded by their users. The U.S. Federal Trade Commission (FTC) alleged that the company had produced a misleading advertisement, which suggested that the app could provide an assessment similar to a physical screening performed by a dermatologist. Lasarow chose not to appeal the civil action, citing no desire to fight a "long court proceeding", and settled out of court for a sum of $58,623.[18]

2020 coronavirus outbreak

Health passports
Competitive sport eventually resumed in 2020, with games initially being played without spectators.

During the COVID-19 pandemic in the United Kingdom, live sporting events with fan attendance ceased to take place as a result of lockdown restrictions. With the anticipated easing of restrictions in mid-2020, widespread debate entered public discourse, with some proposing the introduction of health passports as a means of containing the spread of the virus and encouraging faster economic recovery.[19] During this period, Prenetics were tasked with delivering a faster testing system for all 20 football clubs of the Premier League, and had introduced a mandatory requirement of health passports for athletes, broadcasters and staff who were entering sporting venues. By October they had introduced mobile testing units to "turbocharge" the process.[20] Lasarow publicly advocated extending testing at "the point of care" for fans in order to produce quicker turn-around times and relieve strain on laboratories.[21][22] He also called on the UK Government, as part of Operation Moonshot, to integrate NHS Test and Trace with a digital health passport system and to utilise the services of other commercial companies for wider coverage.[23][24]

In September 2020, Lasarow appeared before the UK Government's Digital, Culture, Media and Sport Committee to provide evidence for a digital health passport system. He cited the adoption of such measures by the airline industry, notably Cathay Pacific, to meet the demands of countries requiring a negative COVID test result for admittance of arrivals from abroad.[25] The select committee also looked at the example of theatres, and included the participation of Andrew Lloyd Webber, who suggested a trial be put in place. Lasarow also cited DNAFit's implementation of similar systems in both the social care sector and film studios as examples of where health passports had been successful.[26]

In October, Lasarow called on regular testing to be implemented in British airports, citing Germany and Jersey as examples of places which had already made this mandatory.[27] Amid growing concern that counterfeit COVID-19 test certificates were being sold on the black market, Lasarow advocated international co-operation to produce a univerisal certificate with a standardised template.[28] By mid-December, DNAFit was one of eleven companies which had been recognised by the UK Government as an approved test provider as part of its Test to Release travel scheme.[29]

Lasarow announced in November that Prenetics would provide health passports to stakeholders and fans of all Premier League football teams free of charge.[30] In addition to the Premier League, the company also secured contracts to provide testing for the England cricket team, Moto GP, Formula One, and the British Boxing Board of Control.[31][32]

Testing pods

In March 2021, Lasarow announced a new initiative of COVID-19 point-of-care testing for workers to encourage people to return to their traditional workplaces, following the "work from home" directive enforced as part of the United Kingdom's lockdown restrictions. The scheme piloted ten testing pod sites, including at the IWG plc bases in Dartford, Kent and Reading, Berkshire, where both employees and visitors could undertake a PCR test to detect COVID-19 transmission.[33][34] Testing was made free at the point of use, and positive results were directly sent to Public Health England. Lasarow later announced that further such testing sites would be rolled out in Bristol and Leeds.[35] He encouraged the British Government to adopt a nationwide version of the scheme from June, when the majority of the country's workforce would be expected to return to their places of work.[34]

Recognition

In 2011, Lasarow was appointed an Honorary Consul for South Africa to the United Kingdom by President Jacob Zuma, becoming the youngest person to receive the accolade.[36] In January 2012, he acted as a representative for South Africa at the memorial service for international cricketer Basil D'Oliveira, held at Worcester Cathedral.[37] He was reappointed as an honorary consul in 2015.[3] Lasarow also has the distinction of being the first South African inducted into the City of London’s Guild of Entrepreneurs.[38]

Awards

Personal awards for Lasarow include:

Additionally, DNAFit won the Spark of Innovation at the ukactive and Matrix Flame Awards in 2014.[41] In 2018, they received two medals from the Queen's Awards for Enterprise[42] and a Board of Trade Award from the UK's Department for International Trade at a ceremony in Cape Town, attended by the then British Prime Minister Theresa May during her 2018 South African trip.[43]

References
  1. Adams, Sarah. "South African lifestyle genetics pioneer joins the Guild of Entrepreneurs". The South African. Retrieved 23 February 2016.
  2. "Avi Lasarow – Honorary Consul for South Africa in Birmingham". South African High Commission. Archived from the original on 4 June 2019. Retrieved 8 December 2019.
  3. Edwards, Caryn (3 August 2017). "South African entrepreneur goes from Johannesburg to Silicon Valley". The South African. Retrieved 1 August 2018.
  4. Hardaker, Alistair (11 March 2020). "DNA entrepreneur: You are too unique for wellness trends". Business Cloud. Retrieved 4 March 2021.
  5. "Avrom Boris LASAROW", UK Government, Companies House, retrieved 4 March 2021
  6. "South African Entrepreneur Claims Top Honours at African Enterprise Awards". The South African. 2 December 2014. Retrieved 6 July 2020.
  7. "South African owned business wins big at the UK National Business Awards 2015". The South African. 22 July 2020. Retrieved 5 March 2021.
  8. "OUR TEAM". Prenetics. Retrieved 5 March 2021.
  9. "SA's drink/drug abuse future could hang on a thread" (PDF). Scielo. April 2011. Retrieved 5 March 2021.
  10. Williams, Mark (25 May 2017). "The lucrative rise of DNA testing: 'we created the market for what we do'". The Guardian. Retrieved 1 August 2018.
  11. "Commercial providers of genomic tests questioned". UK Parliament Committees. 23 October 2019. Retrieved 1 April 2021.
  12. Parker Bowles, Tom (8 September 2020). "Table For One: A Very Personal Diet Plan". Men's Health. Retrieved 25 March 2021.
  13. "KG's DNA makes world history". KickOff. 29 May 2014. Retrieved 25 March 2021.
  14. "Great Britain's 800m runner Jenny Meadows' genetic testing has determined she is prone to tendon injuries". Sky Sports. 17 March 2014. Retrieved 25 March 2021.
  15. Hart, Simon (17 March 2014). "Jenny Meadows and Premier League football clubs look to gain an advantage using DNA testing". Telegraph. Retrieved 25 March 2021.
  16. Armitage, Jim (20 May 2020). "Premier League football's covid tester backed by Rio Ferdinand plans tests for UK companies". Evening Standard. Retrieved 30 March 2021.
  17. Northcroft, Jonathan (20 December 2020). "'It is a huge operation to test players – Rio Ferdinand's investment will help drive us forward'". The Times. Retrieved 30 March 2021.
  18. Roddy, Tom (20 May 2020). "Premier League testing chief executive was given penalty over 'deceptive health claims'". The Times. Retrieved 1 April 2021.
  19. A. Chotani, Rashid; Ashraf, Syed S.; Mize, Charlie; Clark, Terry (30 April 2020). "'Immunity passport' key to containing spread of coronavirus". UPI. Retrieved 1 May 2020.
  20. Morgan, Tom (17 October 2020). "15-minute coronavirus saliva test gives glimmer of hope for sports fans to return before March". The Telegraph. Retrieved 8 March 2021.
  21. Collings, Simon (10 September 2020). "Health passports the key to getting fans back in stadiums, says Premier League testing company Prenetics". Evening Standard. Retrieved 4 March 2021.
  22. Majendie, Matt (9 October 2020). "Bring back the fans: Technology will change the matchday experience for everyone". Evening Standard. Retrieved 8 March 2021.
  23. Collings, Simon (10 September 2020). "Health Passports". MSN. Retrieved 4 March 2021.
  24. "Digital, Culture, Media and Sport Committee – Oral evidence: Re-opening venues at capacity, HC 748". House of Commons. 8 September 2020. Retrieved 5 March 2021.
  25. Cunningham, Sam (10 September 2020). "Premier League and EFL fans could have to pay for private coronavirus tests before they are allowed to enter stadiums". i. Retrieved 4 March 2021.
  26. Clarendon, Emma (11 September 2020). "Interview With… Avi Lasarow". Love London Love Culture. Retrieved 8 March 2021.
  27. Robinson, Aimee (7 October 2020). "Airport testing: Expert warns 'downsides' may arise without 'integrated' track and trace". The Express. Retrieved 8 March 2021.
  28. Plush, Hazel (26 October 2020). "Holidaymakers 'offered fake Covid test certificates by travel agents'". The Telegraph. Retrieved 8 March 2021.
  29. Thicknesse, Edward (15 December 2020). "'Test to release' travel scheme off to 'chaotic' start". City A.M. Retrieved 8 March 2021.
  30. Kilpatrick, Dan (25 November 2020). "Bring Back The Fans: Arsenal and Tottenham bid to stage pilot events for larger crowds". Evening Standard. Retrieved 8 March 2021.
  31. Smith, Alan (8 January 2021). "Rio Ferdinand's surprise role in Premier League's Covid-19 testing as company plans fans' return". football.london. Retrieved 30 March 2021.
  32. Warrington, James (18 September 2020). "Exclusive: Premier League Covid-19 testing firm raises $15m for UK rollout". City AM. Retrieved 30 March 2021.
  33. Knight, Alice (12 March 2021). "Covid-19 testing pods rolled out at Reading Regus sites". The Reading Chronicle. Retrieved 30 March 2021.
  34. Delaney, Sean (24 March 2021). "Premier League tester launches new Covid-19 workplace testing pods at Dartford offices in Crossways Boulevard". Kent Online. Retrieved 30 March 2021.
  35. Patridge, Joanna (21 March 2021). "Is this the future of office work – the pop-up car park Covid test pod?". The Guardian. Retrieved 30 March 2021.
  36. "Avi Lasarow", Huffington Post, retrieved 5 March 2021
  37. "Basil D'Oliveira memorial held at Worcester Cathedral", BBC, 27 January 2012, retrieved 30 March 2021
  38. "Could Your Son Be A World Champion? Ask Me", Forbes Africa, 1 March 2016, retrieved 5 March 2021
  39. "Award Winners 2014", African Enterprise Awards, retrieved 5 March 2021
  40. "SA Business Awards 2015", South African Chamber of Commerce, 27 April 2015, retrieved 5 March 2021
  41. "DNAFit wins in the UKactive and Matrix Flame Awards 2014" (PDF), ukactive, 3 July 2014, retrieved 5 March 2021
  42. "Interview with Avi Lasarow, CEO of DNAFit", Global Health and Pharma News, 25 April 2019, retrieved 5 March 2021
  43. Africa, Tamaryn (29 August 2018), "DNAFit receives prestigious Board of Trade Award", Independent Online, retrieved 5 March 2021
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