ISC have negotiated the headline partnership between British Universities and Colleges Sport (BUCS) and genetic DNA profiling organisation, MUHDO.
“We are extremely excited to be partnering with BUCS,” said Nathan Berkley, MUHDO’s health chief executive.
“Our collective future will be shaped by the university and college graduates of today.
“MUHDO can help power this next generation, by teaching and developing healthy habits that will benefit them for a lifetime.
“MUHDO will be supporting BUCS with a sponsorship package that includes headline partnerships at BUCS cross-country, the BUCS Rugby Sevens Championship and trophy events alongside BUCS Nationals, the UK’s largest annual multi-sport event.
“MUHDO will also be attending several other events to run activations and to engage with students and spectators.”
BUCS say their aim is to create “the best university sport experience in the world”, which ranges from encouraging students to develop a “fit for life” mentality, as well as allowing elite athletes to go on to represent their country on the world stage.
MUHDO support their efforts by analysing DNA using advanced nutrigenetics, to gain insight into unique gene functions.
The study then helps provide individuals with a personalised health and fitness plan tailored to their goals.
“MUHDO and BUCS have the shared aspiration of changing society for the better,” said Vince Mayne, BUCS chief executive.
“Students are the future leaders of our society and we hope working with MUHDO will mobilise those students to establish positive and active lifestyles which is at the core of what BUCS does.
“We are particularly looking forward to seeing them at the forefront of key events such as BUCS Nationals.”