Category Archives: Customer stories

Dragon Duncan misses the bigger picture!

By Kelly Lea

Oxfordshire couple and co-founders of PlayDNA, Dr. Samantha Decombel and Dr. Stuart Grice, were seen on BBC2’s Dragons’ Den last night pitching for £50,000 investment in their business which creates artwork from DNA at Cherwell Innovation Centre. 

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Dr Stuart and Dr Sam face the dragons

Together for 17 years, the couple had an attractive business proposition if only the expert panel of entrepreneurs were able to keep their mind on the business in hand. Instead, viewers saw the Dragons probing for personal information about Sam and Stuart’s marital status rather than focussing on PlayDNA’s business potential, ending with Peter Jones offering the sum of £50,000 to Stuart if he proposed to Sam on the show.

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Spot the scientists!

Undeterred by the TV experience filmed in May 2013, the business savvy couple have recently launched MuscleGenes, a sports specific spin-off company of PlayDNA, established to analyse genes that impact on fat burning, endurance, speed, metabolism and aerobic capacity.

The company already boasts celebrity clients including professional rugby player, Roger Wilson and TV presenter Andi Peters, both of whom have endorsed MuscleGenes via testimonials and social media. Celebrity doctor Dr Christian Jessen of Embarrassing Bodies fame is also known to have taken the test. Jessen

Dr. Samantha Decombel explains: “MuscleGenes has taken us to a whole new market.  Our sales have already eclipsed PlayDNA in our first few months of trading and we have experienced significant growth and appetite for our product in the UK and US.  We feel Duncan Bannatyne definitely missed a trick by not looking at the bigger picture, especially with his knowledge of the sports sector.”

The MuscleGenes test focuses solely on the information contained within an individuals DNA to help fine tune training programmes, performance and nutritional advice, with no artwork involved.

Swabbing 8-times Mr Olympia Ronnie Coleman!

Swabbing the legendary Ronnie Coleman!

The idea for MuscleGenes came about shortly after the den experience in a chance meeting with co-founder, Dr. Dan Reardon, a medic and former personal trainer.

Within 3 months MuscleGenes was formed and the impact was immediate. “Our sales went through the roof and we had to take the product off sale because we couldn’t manage the demand!” says Dr. Samantha Decombel. “In May, we were despondently walking out the den without investment. By September, we were in Vegas at the Mr Olympia event swabbing 8-times Mr Olympia Ronnie Coleman!”

MG team, Stu, Bernie, Mark, Sam, Dan

The MuscleGenes team in their lab space at Cherwell Innovation Centre

The team is already five strong with plans to recruit an additional two people to join the Cherwell Innovation Centre HQ following further investment in high-throughput equipment. Commenting on her journey to date, Dr. Samantha Decombel continues: “It is difficult for scientists to have the ability to start-up a company due to the significant investment needed in lab space and equipment.  We have been very lucky to discover Cherwell Innovation Centre, as rather than funding an entire lab, we have been able to just rent a bench in addition to sharing equipment and office space with scientists who are in a similar situation.  This has enabled us to invest in other areas, such as our branding and marketing, vital for product sales and the success of the business.”

Cherwell Innovation Centre is one of the only facilities in Oxfordshire to provide a flexible agreement for start-ups interested in lab space, office space and meeting room facilities.

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The MuscleGenes Nation!
The sharp-eyed amongst you may spot a few IFBB Pros amongst the happy MG customers

MuscleGenes new website is now live with the aim of capitalising from primetime TV exposure gained through the Dragons Den appearance.  To find out more about the company and how genetics can help improve your sports performance, visit: musclegenes.com.  Alternatively, visit PlayDNA for a family DNA portrait.

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A happy ending!

For people intrigued by the Dragons’ probing into Sam and Stuart’s personal life, the University of Oxford DPhil Geneticist proposed to his business partner and girlfriend last November in Stratford-upon-Avon, the location of their first date just before Sam’s 16th birthday.  The couple are now both 33.  Dr. Samantha Decombel concludes: “We are (finally!) very happily engaged to be married and after 17 years of waiting I wouldn’t swap Stuart’s eventual proposal for any amount of Peter’s money, it was much more romantic than a TV studio!”

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Doctors told us our twins were non-identical, but our DNA portraits revealed the true story

Oliver and Oscar, or is it Oscar and Oliver?

Oliver and Oscar, or is it Oscar and Oliver?

When John and Liz O’Neill were told they were going to have twins they were over the moon. During their scans they found out the twins were developing inside separate amniotic sacs, and as a result were told by the medical staff they would be non-identical.

The adorable Oscar and Oliver were born on 9th February 2012. Both parents were understandably smitten, but also amazed at how alike the tiny siblings were.

O'Neill twinsOver the next 12 months Liz and John were constantly stopped in the street or the supermarket where strangers would coo over the twins and say ‘they must be identical!’ Although they would explain no, they were actually non-identical, the twins striking similarity meant they themselves had always harboured some doubt. “I think I might have even mixed them up during bath-time once” jokes Liz.”I felt like a terrible mother because I couldn’t tell them apart!”

Shortly after the boys 1st birthday, while reading an article on twins, Liz discovered that it was actually possible for identical twins to develop in separate sacs if the egg splits very early on during development. With this new information and a sneaking suspicion that their initial instincts had always been right, Liz contacted PlayDNA to ask for help.

“I went to school with Sam, and knew through facebook that she had started a business creating DNA artwork with meaning. I thought her forensic artwork might offer some clue as to whether Ozzy and Olly were identical or not” said Liz. We agreed to help, and took samples of DNA from each family member, including the twins older brothers Jack, age 8 and Josh, age 5.

“When I saw the photos of Oliver and Oscar I too had assumed they must be identical” says Dr Sam. “I thought it would be a wonderful project to have a peek inside their genes and see what that told us about their story, and also make a wonderful family memento!”

The O'Neill family DNA Portrait

The O’Neill family DNA Portrait

Dr Sam prepared a bespoke piece of artwork for the family, which looked at ten different genes related to particular traits, such as eye colour, memory and whether you’re more likely to be an early bird or night owl. The results were pretty conclusive.

“Olly and Ozzy shared all ten genes in common – which combined with their amazing likeness is a sure sign that they are actually identical twins!” says Dr Sam. “This is made more apparent when we see their DNA portraits alongside their elder brothers, who very obviously have several differences in their DNA. We calculated the odds of them sharing these genes by coincidence, and it works out at 0.39% – in other words, less than a 1 in 200 chance. The O’Neill family now has their colourful DNA portraits framed and on the wall for all to see.

Mum Liz told us: “Thank you so much for taking the time to explain what it all means despite being so busy. We really appreciate it. It was so interesting and is all we’ve talked about since. We’ve named ourselves team night owl and are putting together our owl names and power rangers style salute! The kids are loving it. We’re so excited about having the artwork in the house and being able to explain it properly to all our family and friends. It’s a brilliant thing for the kids to be able to grow up around and learn from. I just wanted to let you know how grateful we are”.

Personalised DNA art company PlayDNA will be on Dragons’ Den on Sunday 2nd February 2014 – tune in to see how they got on!

The whole O'Neill clan!

Team Night Owl: the whole O’Neill clan!

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