
MAGIC uses computer vision, connected weights and 3D cameras to deliver personal training by the world's best athletes at home. MAGIC is the first in the world to allow users to perform exercises in front of an intelligent hologram mirror which uses our own custom computer vision software to correct real-time form, rep count, and give live feedback to give a completely hyper-personalised workout. We have combined this with our patent-pending dumbbells and co-created workout content with the world's leading athletes. Similar to how Masterclass.com has done for the higher arts, we enable anyone to be coached by the world’s best in sport, strength, yoga, boxing, dance etc. Users get 1:1 hyper-personalised tracking and feedback as if being personally trained + corrected by them -- but without having to pay £100s a week in typical personal training fees. We are stocked in Selfridges, were named Techround’s #1 IoT startup 2021 and were recently backed by Virgin Startup. We are venture capital backed by 2 leading multi $billion VC funds who also invested in unicorns: Grover, Scalapay and Onfido as well as the founders/angels from Spotify, Stripe, Facebook, Hopin and Tough Mudder.

MAGIC uses computer vision, connected weights and 3D cameras to deliver personal training by the world's best athletes at home. MAGIC is the first in the world to allow users to perform exercises in front of an intelligent hologram mirror which uses our own custom computer vision software to correct real-time form, rep count, and give live feedback to give a completely hyper-personalised workout. We have combined this with our patent-pending dumbbells and co-created workout content with the world's leading athletes. Similar to how Masterclass.com has done for the higher arts, we enable anyone to be coached by the world’s best in sport, strength, yoga, boxing, dance etc. Users get 1:1 hyper-personalised tracking and feedback as if being personally trained + corrected by them -- but without having to pay £100s a week in typical personal training fees. We are stocked in Selfridges, were named Techround’s #1 IoT startup 2021 and were recently backed by Virgin Startup. We are venture capital backed by 2 leading multi $billion VC funds who also invested in unicorns: Grover, Scalapay and Onfido as well as the founders/angels from Spotify, Stripe, Facebook, Hopin and Tough Mudder.
Product: AI-powered holographic fitness mirror with ReflectAI for real-time form correction and rep counting
Business model: Direct-to-consumer hardware sales with lifetime membership included
Founding / HQ: Founded January 2021; London, England
Team size: Approximately 44 employees
Funding: Multiple rounds (three listed); recent Seed round reported Nov 25, 2024
Home fitness, personalized coaching, computer-vision-based exercise tracking
2021
Wellness and Fitness Services
Crunchbase lists a Seed round on Nov 25, 2024 and reports multiple funding rounds (three) overall
“Includes venture and angel investors; reported investors include SFC Capital, Fasanara Capital and several celebrity/individual backers”
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