The startup behind an AI-powered fitness mirror has raised £4 million in funding.
MAGIC AI has developed a hologram video-enabled workout training mirror – MAGIC Mirror – that tracks users’ body positions, movements and form through in-built artificial intelligence ReflectAI.
IW Capital led the investment round which included West Coast US fund Baleen Capital, SFC Capital and Ventures Together. Senior executives and CEOs from TikTok, Meta, Spotify, Citymapper, JustPark and Stripe also invested.
MAGIC Mirror provides personal training guidance as the workout progresses and has a wide selection of training programmes and classes that users can choose from.
MAGIC AI has worked closely, and recorded exercise programmes, with key celebrity athlete ambassadors such as Sir Alastair Cook, Team GB Olympic champion Desiree Henry and Strictly Come Dancing’s Katya Jones.
Users can follow and be corrected by these athletes during their workouts.
“AI has evolved chatbots and image generation, but areas such as using it to train in health and wellness are yet to be disrupted,” said Varun Bhanot, co-founder and CEO of MAGIC AI.
“We are proud to have developed the largest exercise tracking detection software of its kind to lead this charge. We have changed the lives of thousands of customers over the last 18 months who have collectively logged 46,000 hours of personal training using our innovative AI Mirror and we plan to 5x this over the next year.”
Tariq Attia, CEO of IW Capital, added: “We’re pleased to have led this round of investment into MAGIC AI as it serves the home fitness market with its unique and proprietary AI fitness technology.
“The company has shown a strong performance to date, with a loyal user base, a unique technology proposition and an exciting roadmap ahead. We look forward to supporting MAGIC AI as it scales and continues to target the growing home-fitness market.”