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Avi Lasarow: Leading Innovation Globally

Avi Lasarow: Unravelling DNA Mysteries, Transforming Lives, and Leading Innovation Globally

In the vibrant city of Johannesburg, a visionary leader emerged, dedicated to unraveling the mysteries of genetics and transforming lives through innovative technology. Avrom Boris Lasarow, commonly known as Avi Lasarow, is a South African-British businessman in the field of genetics. Much of his work revolves around DNA testing and the development of ground-breaking technologies, making him a prominent figure in the scientific and entrepreneurial landscape.

Avi’s journey began in Johannesburg in January 1976. Educated in the United States, he gained a grade 12 general equivalency diploma at the age of 16. After a brief return to South Africa, Lasarow relocated to the United Kingdom in 1998, commencing his career at the financial services multinational Citibank.

In 2011, Avi released “Who is Really Who?” – a guide on DNA paternity testing, marking his entry into the life sciences domain. His innovative spirit led to the establishment of multiple life sciences companies. One of his notable ventures is DNAFit, founded in 2013, which later became part of Prenetics, a Hong Kong-based company, in 2018.

Under Lasarow’s leadership, DNAFit became a recognisable brand in the sports nutrition world, bridging the gap between genetic composition and fitness goals. The company gained attention when top-tier athletes, including footballers and sprinters, utilised DNAFit to customise workout routines and dietary plans based on their genetic profiles.

In 2020, amidst the COVID-19 pandemic, Avi played a pivotal role in advocating for health passports as a means to safely ease lockdown restrictions. As the European CEO of Prenetics, he expanded the company’s operations, offering point-of-care testing in professional settings, leisure spaces, and travel hubs. Prenetics became a key player in providing COVID-19 testing bundles to the travel industry, including major airports like Heathrow, Luton, Stansted, and Southend.

Lasarow’s involvement in the public debate surrounding health passports showcased his commitment to finding innovative solutions during challenging times. He called for regular testing at the point of care to produce quicker results, relieve strain on laboratories, and facilitate safer entry to sporting venues.

In May 2022, Prenetics, under Lasarow’s leadership, became the official testing provider for the 2022 Commonwealth Games in Birmingham, reinforcing the company’s position as a leader in the field of healthcare and testing.

Beyond his professional endeavours, Avi is a philanthropist, mentoring young people and aspiring entrepreneurs in both the United Kingdom and South Africa. His recognition as the first South African inducted into the City of London’s Guild of Entrepreneurs and his appointment as an Honorary Consul for South Africa to the United Kingdom showcase his significant contributions.

Awards and accolades have followed Avi Lasarow throughout his career, including being named African Businessman of the Year at the 2014 African Enterprise Awards and receiving the Innovation of the Year award at the 2015 Lloyds Bank National Business Awards. DNAFit, under his leadership, received two medals from the Queen’s Awards for Enterprise in 2018.

In March 2022, Avi Lasarow was invited to become one of the 30 founding members of the Health Board, a new initiative launched by the Confederation of British Industry (CBI), aiming to unite business, government, and civil society to improve health outcomes across the UK.

Avi’s story is one of resilience, innovation, and a commitment to positive change. From unravelling the secrets of DNA to advocating for health solutions in a global pandemic, he stands as a testament to the impactful contributions of South Africans on the global stage.

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