MAGIC AI raises £2m from Fasanara Capital and SFC Capital to expand its fitness technology.
The investment round was led by Fasanara Capital with backing from SFC Capital.
Magic AI develops advanced fitness technology including the award-winning holographic fitness mirror. The company combines artificial intelligence with elite coaching to deliver personalised home workouts.
MAGIC AI has secured £2m in new funding led by Fasanara Capital, with participation from SFC Capital. The capital will be deployed to support the expansion of the company fitness technology across the United Kingdom.
The London-based business operates an AI-powered fitness mirror system that uses proprietary movement tracking and holographic athlete-coaches to provide tailored workouts. The latest injection of capital follows early support from backers including Virgin Startup and various angel investors.
The company distributes its hardware through retailers such as Selfridges and Situ Live, alongside direct online sales.
From the founder
"I went through my own personal health journey losing 25% 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."
Varun Bhanot
Co-Founder and CEO at MAGIC AI
Investor perspective
"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."
Francesco Filia
CEO, Fasanara Capital
Use of funds
- 01Expand into international markets
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