Carv
Carv builds a wearable digital ski coaching platform combining clip-on boot sensors with AI-powered mobile software, delivering real-time audio technique feedback and a proprietary Ski:IQ scoring system to 56,967+ recreational and professional skiers across 64 countries.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Carv does
Carv (legal entity Motion Metrics Limited, headquartered in London, UK) is a sports technology company that builds a digital ski coaching platform combining wearable hardware with AI-powered mobile software. Founded in 2015, the company developed the Carv 2 sensor system — clip-on devices that attach to ski boot straps and capture motion data via gyroscope and accelerometer, transmitting it via Bluetooth to a paired iOS or Android application. The Motion AI engine, trained on over 1 billion recorded ski turns across all skill levels, produces a proprietary Ski:IQ score (calibrated from ~70 for beginners to 180+ for experts), automatic terrain detection, personalized technique recommendations, and real-time audio coaching tips delivered through headphones while the user is skiing. The system requires no installation and works with all ski boots including rentals.
The company generates revenue through a two-part model: one-time hardware sales of the Carv 2 sensor at $249, paired with recurring software memberships (Daily Passes for short-term use, Annual Memberships for full-season access, Gift Passes, and a Pro Deal program offering 60% off for qualified ski professionals). Go-to-market is direct-to-consumer through getcarv.com (Shopify-powered, supporting GBP/USD/EUR/CAD/AUD), the App Store, and Google Play, augmented by community-led growth via the Pro Deal network, athlete endorsements from Olympic and world-champion skiers (Ted Ligety, Jeremy Bloom, Filip Filisar, Jernej Koblar), referral programs, and channel partnerships with ski camps and rental shops.
Carv serves primarily individual recreational skiers of all skill levels seeking to improve their technique, with secondary segments including professional ski instructors, patrollers, coaches, and competitive skiers. The platform is used by approximately 56,967+ skiers across 64 countries and 793 resorts, with active users in the UK, US, Austria, Switzerland, Italy, France, Spain, Canada, Australia, and Japan, supported by offices in London, Innsbruck (Austria), and Park City (USA). The company has raised approximately $9.8 million in disclosed funding across multiple rounds since 2014 from investors including Artesian VC, SOSV HAX, Hiro Capital, Indigo Capital Partners, FastVentures, and HardGamma Ventures, and has received the Queen's Award for Enterprise (2021) for innovation.
Carv firmographics
Firmographics- Name
- Carv
- Legal name
- Motion Metrics Limited
- Website
- https://getcarv.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Carv builds a wearable digital ski coaching platform combining clip-on boot sensors with AI-powered mobile software, delivering real-time audio technique feedback and a proprietary Ski:IQ scoring system to 56,967+ recreational and professional skiers across 64 countries.
- Ownership category
- akta.pro rank
Carv industry classification
Industry- Product category
- Wearable Sports Technology
- NAICS
- Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA)
- akta.pro secondary industry
- Winter & Mountain Guides (Ski, Snowshoe, Avalanche, Ice Climbing) (THAAALAF)
Keywords
Where Carv is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Carv business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Hardware Device Sales: One-time sale of Carv 2 sensor device ($249). Device hardware is required to use the service but enables membership upsell.
- Membership Subscriptions: Recurring membership fees for access to coaching features, real-time audio tips, detailed metrics, and app updates. Available as 6-day passes or annual subscriptions.
- Pro Deal Program: 60% discount on annual membership for ski professionals (instructors, patrollers, coaches, guides). Professionals can unlock Buddy Passes and referral rewards for sharing Carv with clients.
- Gift Passes: Non-renewing gift memberships allowing 6 days or 1 year of Carv coaching as gifts. Combined with device purchase for gifting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Carv 2 Sensor Device |
| Subscription | Annual | Pro Deal Annual Membership |
| Subscription | Multi-year contract | Gift Pass (6-day) |
| Subscription | Multi-year contract | Gift Pass (Annual) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Carv product offering
Product offeringCore offering
Carv manufactures and sells a wearable ski coaching system (Carv 2) consisting of clip-on boot strap sensors with gyroscope and accelerometer chips that transmit motion data over Bluetooth to a companion mobile app. The app applies Motion AI—trained on more than 1 billion ski turns—to compute the proprietary Ski:IQ score, automatically detect terrain (powder, moguls, carving, steeps), and deliver real-time turn-by-turn audio coaching feedback. The offering is sold as a $249 hardware device bundled with a subscription membership (daily-pass or annual tiers).
Product overview
Carv is a digital ski coaching platform combining wearable hardware sensors (Carv 2) that clip onto ski boots with a mobile app providing real-time AI-powered coaching feedback. The system uses motion sensors (gyroscope + accelerometer) trained on 1 billion ski turns to analyze technique and deliver personalized coaching through the proprietary Ski:IQ scoring system. The offering includes hardware (Carv 2 Sensors at $249), various membership tiers (Daily Pass, Annual Membership), and a professional program (Pro Deal). The product works across all ski terrains (groomed, powder, moguls, off-piste) and all skill levels from beginners to experts, delivering audio coaching tips and performance analytics through iOS and Android apps.
Differentiator
Problem solved
Functional benefit
Products and services
- Carv 2 Sensor Device Wearable hardware product consisting of clip-on sensors with gyroscope and accelerometer that capture real-time motion data from each ski turn and transmit it via Bluetooth to a paired mobile phone. Priced at $249 and required to access the Carv coaching service.
- Carv Digital Ski Coach Membership Subscription-based digital ski coaching service delivered through the iOS and Android Carv app, providing the proprietary Ski:IQ score, automatic terrain detection, real-time audio tips, progress tracking, and community features. Available as short-term passes and annual subscriptions.
- Carv Pro Camps Multi-day coaching experiences at partner ski schools and camps (including Carv Performance Institute in Bariloche, Argentina, and Destination Ski Camps and Condor Camps in Portillo, Chile) combining world-class in-person instruction with Carv's real-time AI feedback.
Quantifiable outcome
- 95% of surveyed skiers improved their skiing with Carv (from survey of 5,393 users)
- +3 more outcomes
Companies that use Carv
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles2 records
Carv technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature6 records
Carv partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Jeremy Bloomminor3x World Champion, 2X Olympian providing testimonials and endorsements for Carv. Active user who advocates for Carv's coaching effectiveness.
- Ted Ligetycore5-time world champion skier partnered with Carv to bring Olympic-level coaching advice to members. Ted Ligety's expertise shaped Carv's high-performance carving analysis and technique insights.
- PSIA (Professional Ski Instructors of America)corePartnership with PSIA to bring professional ski instruction insights to Carv's coaching system. PSIA Alpine Examiner Jonathan Ballou endorses the product, and the partnership provides credibility among professional instructors.
- Filip FilisarminorOlympian, Ski Cross World Champion endorsing Carv and providing athlete perspective on product development.
- Carv Performance InstituteminorPartner ski school in Bariloche, Argentina offering coaching experiences powered by Carv's real-time feedback.
- Destination Ski CampsminorPartner ski camp in Portillo, Chile offering Carv-powered coaching camps with Eric Lipton.
- Condor CampsminorPartner ski camp in Portillo, Chile with Kevin Jordan offering Carv-integrated coaching experiences.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
Carv competitors and assessment
Company assessmentBroad incumbents
- Garmin: Garmin's Fenix, Forerunner, and Instinct smartwatch lines include ski tracking features (speed, distance, vertical, run count) with built-in sensors and GPS. As a broad incumbent with massive scale and R&D budget, Garmin represents the primary competitive threat to Carv in consumer wearable ski tracking.
- Apple Watch: Apple Watch Ultra includes a dedicated ski tracking workout mode with metrics like runs, vertical, and speed, leveraging existing iPhone customer base. As a broad incumbent already in consumers' pockets, Apple represents the largest platform risk to Carv's specialized ski coaching value proposition.
- Polar: Polar's Vantage and Ignite watches include basic sport tracking with heart rate and movement sensors. As a broad incumbent in sports wearables with multi-sport tracking including winter activities, Polar competes for the same consumer wearable budget as Carv.
- Suunto: Suunto's Vertical and Peak series watches include ski touring and downhill ski tracking modes with detailed metrics. As an established premium sports wearable brand with strong outdoor positioning, Suunto competes with Carv for performance-oriented skiers willing to invest in wearable technology.
- COROS: COROS makes premium multisport GPS watches with ski mode tracking and extended battery life, popular with endurance athletes. COROS competes in the same performance wearables category as Carv with ski tracking functionality built into watches many consumers may already own.
Direct peers
- Zepp (formerly Zepp Labs): Zepp makes sports sensor wearables with AI-driven analysis for baseball, golf, tennis, and other sports, using motion sensors connected to mobile apps. Zepp's hardware-plus-AI-coaching model in other sports makes it a direct comparable peer to Carv's approach in skiing.
- PIQ: PIQ developed multi-sport wearable sensors with AI analytics for sports including skiing, tennis, and boxing. PIQ is the most direct historical peer to Carv as a wearable sports AI coaching device, though PIQ has struggled commercially and serves as both a competitor and a cautionary comparable.
Emerging players
- Whoop: Whoop is a subscription-based wearable focused on recovery, strain, and sleep analytics. While not ski-specific, Whoop's subscription-first model with hardware-as-subscription is comparable to Carv's hardware + membership approach, and both target performance-oriented consumers willing to pay for ongoing insights.
- Catapult Sports: Catapult makes athlete-tracking wearables and software used by professional sports teams for performance analytics. While focused on team sports rather than individual skiing, Catapult's wearable-plus-AI-analytics model is comparable to Carv's technology approach.
- 4iiii Innovations: 4iiii makes sport-specific sensor wearables, most notably power meters for cycling. Like Carv, 4iiii builds niche hardware sensors that capture specialized movement data for a single sport, and competes in the broader ecosystem of specialized wearable sports sensors.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Carv social profiles
Digital presenceCarv financial estimates
Financial estimateRevenue estimate
Valuation estimate
Carv leadership team
Management profileNumber of profiles
Profiles3 records
Carv funding detail
Funding detailFunding overview
Funding rounds10 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Carv M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Carv
What does Carv do?
Carv manufactures and sells a wearable ski coaching system (Carv 2) consisting of clip-on boot strap sensors with gyroscope and accelerometer chips that transmit motion data over Bluetooth to a companion mobile app. The app applies Motion AI—trained on more than 1 billion ski turns—to compute the proprietary Ski:IQ score, automatically detect terrain (powder, moguls, carving, steeps), and deliver real-time turn-by-turn audio coaching feedback. The offering is sold as a $249 hardware device bundled with a subscription membership (daily-pass or annual tiers).
Is Carv a public or private company?
Carv is a private company. It is classified as venture growth investor backed and is currently operating.
When was Carv founded?
Carv was founded in 2015. It employs 1 to 10 people.
Where is Carv based?
Carv is headquartered in London, United Kingdom, in the Europe region.
How does Carv make money?
Four revenue lines are on record. Hardware Device Sales are the primary driver. The others are membership Subscriptions, pro Deal Program and gift Passes.
Who are Carv's main competitors?
Broad incumbents on record are Garmin, Apple Watch, Polar, Suunto and COROS. Direct peers are Zepp (formerly Zepp Labs) and PIQ. Emerging players are Whoop, Catapult Sports and 4iiii Innovations.
Does Carv have an API?
No public API is recorded for Carv.
What industry is Carv in?
Carv's product category is Wearable Sports Technology. Its primary akta.pro industry code is CRAMAJAA, Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles), with a secondary code of THAAALAF, Winter & Mountain Guides (Ski, Snowshoe, Avalanche, Ice Climbing). Its NAICS code is 45911 and its SIC code is 3949.