MAGIC AI, the UK’s first AI personal trainer, has announced a £2m ($2.5m) investment to fuel their expansion plans.

The investment has been led by VC Fasanara Capital, alongside London’s SFC Capital.

MAGIC used cutting-edge holographic technology to offer an immersive fitness experience.

Celebrity athletes and sports stars appear as a hologram inside MAGIC’s AI wall mirror.

England cricket legend Sir Alastair Cook reveals his secret batting techniques and upper body strength, alongside Strictly Come Dancing champion Katya Jones, who teaches her unique dance methodology.

Team GB Olympic sprinters Asha Philip and Desiree Henry coach their techniques to build lower body strength for sprinting, and England rugby star Celia Quansah reveals her training regime.

They coach users via a series of programmes, giving what feels like 1:1 personal training in strength, dance, boxing, yoga, and sports techniques.

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ReflectAI, MAGIC’s proprietary AI technology, uses an embedded camera in the system to track your movements, offers instant feedback on your form, and tells you to adjust your position as needed.

The trainer even counts your reps in real-time and pauses when you do, giving a fully hyper-personalised workout.

Powered by advanced algorithms, ReflectAI helps users get the most out of every rep and prevent injury, whilst the mirror helps users to see themselves as they follow the athlete’s form.

CEO and co-founder, Varun Bhanot, said “I went through my own personal health journey losing 25 per cent of my body fat, but in the process realised how old-fashioned and expensive personal training was. I thought there must be a way to automate this experience at scale using AI and data-driven hardware.”

Francesco Filia, CEO of Fasanara Capital says: “As AI continues to transform the way we live and work such as with ChatGPT and Midjourney, MAGIC and their ReflectAI technology is at the forefront of this exciting trend as consumers demand more personalised health and wellness experiences.”

Early fans include Sir Richard Branson who lent his support as the company is backed by Virgin Startup, along with an A-list of British angel investors including the CEO of JustPark (Anthony Eskinazi); head of product at Spotify (Martin Gould); CEO of OLIO the food waste app (Saasha Celestial-One); COO of Citigroup (Cameron Dick).

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MAGIC AI is now stocked and available to buy at London’s Selfridges and Westfield’s Situ Live.