The tech sector is often viewed as the source for innovation in business, but another player is emerging on the scene.

In medical science, groundbreaking work is being done on DNA and its interaction with everything from health to behaviour. Looking forward, some of the most exciting innovations we can expect to see this decade are the ability to improve the delivery of healthcare services based on an understanding of each individual's DNA.

One Canadian firm is pioneering work in this area. Taking a fresh approach to weight-loss services, Newtopia uses DNA testing to pinpoint the genes that make it difficult for their clients to reach a healthy weight.

We recently caught up with Newtopia's founder, Jeff Ruby, to learn more about the company's unique business approach.

Science finds weight gain problems encoded in our DNA

Does this sound familiar? You know you shouldn't eat that extra serving or have another sugary beverage. Yet despite your best intentions, you find yourself going for it anyway.

Traditionally words like willpower and discipline have been used in conjunction with weight-loss — with comments like 'he/she needs to be more disciplined" being all too common. 

Yet emerging research has found that poor eating habits may be based in our fundamental, genetic make-up.

In a bold approach, Woodbridge, ON-based Newtopia is using emerging information about genes and weight gain to help pinpoint the science behind problems we have with weight gain as individuals. Through DNA testing and genetic analysis, the company is able to identify specific markers that indicate when a person is at a high risk for having a problem with weight gain.

Say good-bye to one-size fits all weight-loss programs

Some weight loss companies have you count calories, use vitamin injections or use a pool of points to help people guide what they eat. Ruby was quick to point out that central to his company's innovative approach is the fact that they do not use a one-size fits all approach.

'The key really is about bringing together a complete lifestyle approach, so moving away from the one-size fits all diet or exercise plans that generally don't work toward delivering really integrated lifestyle plans," says Ruby.

Newtopia's innovative approach is two-fold.

First, provide each client with the ability to receive an individualized lifestyle plan designed to help the person lose weight — and keep it off.

The second part of their innovation: genetic testing and analysis that results in what they call your ‘genetic reveal', makes this possible.

'So now we are building that lifestyle plan specifically for you based on your genes," says Ruby.

Three genes create higher risk for weight gain, weight problems

So here is how the science works.

Newtopia's team of experts have identified three genes that have high risk variants that make excessive weight gain much more likely. The high risk variants combined with environmental factors can make it much more likely for someone to have unhealthy eating habits.

'What we are looking for is whether you have a variation," says Ruby '… and then based on those variations what we are able to do is put together really three pieces: the right plan for you … the right product line for you … and then the third is the right coach."

Using a simple saliva test, the company does a DNA analysis of cheek cells found in the sample to look for high risk variants of three genes: FTO, MC4R and DRD2.

FTO, the body fat gene
FTO has an impact on the way you synthesize fats and your ability to effectively metabolize your food. For people with one or two high risk FTO variants Newtopia will look at the variants to recommend one of two exercise plans that are known to work well for people with this genetic make-up.

They have found that vigorous activity that gets the heart rate up is important for people with high risk variants of this gene.

MC4R, the appetite gene
MC4R relates to how you receive satisfaction signals from the foods you eat, as well as how you metabolize and break down fats in your diet. Newtopia will adjust the nutrition side of a client's lifestyle plan if they have one or two high risk variants of this gene, to ensure the person eats the right balance of fats, proteins and carbohydrates.

'Most commercial diets … guess at that formula," says Ruby. 'What we've been able to do is to distill from the research based on MC4R, what would be the right break-down of fats for you, and therefore proteins and carbohydrates. So we are not guessing at it, we are actually using your genetic information to really indicate what that right approach would be."

DRD2, the behaviour gene
DRD2 has an impact on dopamine levels, which can relate to all kinds of addictive behaviours from overeating, alcoholism, smoking, gambling and even video game addiction. Dopamine is known as the pleasure molecule, so someone with a high risk variant of DRD2 will have fewer dopamine receptors, which can drive the person into addictive behaviour patterns that boost dopamine levels.

In developing a weight loss plan for someone with the high risk variant of this gene Newtopia will look at whether the person is getting the proper signals for feeling full, as people with the high risk variants of this gene can often over-eat.

Business idea came from personal experience

It's a story we have heard many times when asking entrepreneurs how they came up with their business idea.

With a law degree and MBA, founder Jeff Ruby found himself headed down the path of becoming a corporate lawyer, but was feeling like it wasn't the right place for him to be. Around the same time that he decided to move into business he got terrible news: his father had been diagnosed with cancer at the age of 54.

'It was a real lightning rod event for him, of course, and for my family" says Ruby, 'but it was the first time I really picked my head up and took a look at our healthcare system."

From this he says he learned two valuable lessons.

'To call what we have a healthcare system I think is a bit of a misnomer. It would be more appropriate to call it a sick-care system, because for the most part we have a phenomenal system … but they generally kick-in when you get sick."

The second lesson came when the oncologist told his father that he got cancer because of his lifestyle.

'I was blown away that one's lifestyle could have that kind of impact and create the precursors to cancer," says Ruby. 'Here was someone who was a phenomenal business person, a phenomenal family man, a phenomenal philanthropist — by all measures what we consider a success — but underlying all that was someone who didn't always eat right … didn't have a plan for exercise … didn't have a plan for behaviour. He didn't have a lifestyle plan."

Ruby realized that most of us have plans in our lives — financial plans, insurance plans, estate plans — yet few have the one of most important plans of all: a lifestyle plan.

'I just became very motivated to help people with that plan and have spent the last ten years innovating, entrepreneuring — bringing the right professionals together, the right technology together, the right people together — to really work on that plan.

Ruby explains that Newtopia is the final expression of his understanding of how to bring that plan together and deliver it affordably, privately and accessibly.

Newtopia's business model

After beta-testing their program from a trial centre in Vaughan for two years, the company launched a direct sales plan in January of this year.

In Canada they are expanding as a direct sales company through testimonial marketing from satisfied clients, while in the US they launched a program called Newtopia MD in September that will see American physicians refer Newtopia through their practices to their patients.

The company also has a professional affiliate program where the company works with trainers or allied health professionals.

"We really want to work with them so they can provide Newtopia as a referral to their patient base," says Ruby. "It's a great way for Newtopia to really add value to other professionals as well, so they can either use all of our services ... or we have some professionals who actually want to be the coach and just leverage our genetic analysis and our portal and our products. Really what we're doing is extending our expert team, to them."

What sets his business apart from competitors that also offer DNA testing is the support Newtopia provides in interpreting the DNA data to optimize each client's diets, exercise and behaviour plan, as well as the online tools they provide so that the plan is accessible whether the person is using a home computer, iPhone, iPad, Blackberry or other smart phone device.

The company also makes sure that its coaches are available on the same mobile devices, so they can provide motivation through the communication channel that best suits each client.

'What I am really motivated by are sustainable results," says Ruby.

Biggest business challenge: skepticism

There is no shortage of diet plans. Because so many people have tried quick-fix plans that have failed they are not willing to believe that there is an approach that may work, Ruby says.

'I think the biggest problem is that many groups that have come before us … they have done people a disservice and blowing their self-confidence and making people believe they can't do it," says Ruby.

There is a way to do it, an approach that works, says Ruby.

He then points to the high end of the market, where the best medical and wellness centres work with wealthy celebrities on a day-to-day basis to help them stay in top condition.

This, he explains, is where Newtopia borrowed many of the ideas the company is based on. 'That approach has just never been available to anyone else before."

Interesting genetic facts

• Every person has two variants of each of the three genes Newtopia uses in its DNA testing. One is inherited from the mother and the second from the father.
• Genetics only account for 25% of negative eating behaviour; the remaining 75% is based on environmental factors.
• Just because you have a high risk variant of the gene does not mean it is currently — or will at some point —'express' itself.
• A gene that is ‘expressing itself' can be ‘turned off' so that it is no longer doing so.
• FTO has been called the 'fat gene". A study of over 38,000 Europeans found that people who had one high risk copy of this gene weighed 2.6 pounds more, on average, than someone who did not. Those who had two high risk copies of the gene weighed on average 6.6 pounds more than someone who did not. Ruby notes that FTO is probably the most highly studied gene variant around weight loss that exists today.
• Carriers of high risk variants of the FTO gene might also be at higher risk for diseases like Alzheimer's disease.