FORM
- Company typePrivate
- Founded2019
- HeadquartersVancouver, Canada
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
FORM firmographics
Firmographics- Name
- FORM
- Legal name
- Form Athletica Inc.
- Website
- https://formswim.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
FORM industry classification
Industry- Product category
- Smart Swim Goggles
- NAICS
- Optical Goods Retailers (45613), Optical Goods Retailers (456130), Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)
- SIC
- Optical Instruments & Lenses (3827), Ophthalmic Goods (3851)
- akta.pro primary industry
- Sport & Performance Eyewear (CRAAAKAC)
- akta.pro secondary industries
- Wearable Computers (Industrial Smart Glasses/Wrist/Arm-Mount) (HDACALAH), Swim & Surf Performance Wear (CRAAAEAG)
Keywords
Where FORM is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
FORM business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Smart Swim 2 LT Goggles: One-time hardware sale of entry-level smart swim goggles at $149, featuring real-time swim metrics without heart rate monitoring
- Smart Swim 2 Goggles: One-time hardware sale of mid-tier smart swim goggles at $199, including integrated heart rate monitor and enhanced tracking capabilities
- Smart Swim 2 PRO Goggles: One-time hardware sale of premium smart swim goggles at $259, featuring Gorilla Glass lenses, enhanced durability, and anti-fog solution
- FORM Premium Subscription: Recurring subscription providing access to HeadCoach coaching, 1500+ guided workouts, training plans, workout builder, and third-party integrations. Free 1-month trial, then $9.99/month or $119/year (save 33% with annual billing)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Smart Swim 2 LT - Entry-level AR swim goggles |
| Unit Pricing | Pay-as-you-go | Smart Swim 2 - Mid-tier AR swim goggles with heart rate |
| Unit Pricing | Pay-as-you-go | Smart Swim 2 PRO - Premium AR swim goggles |
| Subscription | Monthly | FORM Premium - Monthly subscription |
| Subscription | Annual | FORM Premium - Annual subscription (Best Value) |
| Subscription | Annual | FORM Premium Bundle with Goggles (1-year) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
FORM product offering
Product offeringCore offering
FORM designs, manufactures, and sells smart swim goggles equipped with a patented augmented reality waveguide display that projects real-time swim metrics (pace, distance, time, stroke rate, heart rate, and stroke count) directly into the swimmer's field of vision underwater. The product line spans three hardware SKUs (Smart Swim 2 LT, Smart Swim 2, and Smart Swim 2 PRO) priced $149 to $259, complemented by a FORM Premium subscription that unlocks HeadCoach AI coaching, 1,500+ guided workouts, training plans, and workout builder tools.
Product overview
FORM offers the FORM Swim System comprising three smart swim goggle models and a Premium subscription service. The product lineup includes Smart Swim 2 LT ($149, entry-level), Smart Swim 2 ($199, mid-tier with heart rate), and Smart Swim 2 PRO ($259, premium with Gorilla Glass). All goggles feature augmented reality displays showing real-time metrics and integrate with the FORM app. Premium subscription ($119/year) adds HeadCoach coaching, guided workouts, training plans, and Script workout conversion. The system supports pool swimming, open water with GPS (via Apple Watch or Garmin), and swim spa use.
Differentiator
Problem solved
Functional benefit
Brands
- Premium: Subscription-based swim training platform providing guided workouts, HeadCoach coaching, training plans, and workout builder
- HeadCoach
- SwimStraight
- Script
Products and services
- Smart Swim 2 LT Entry-level smart swim goggles priced at $149 featuring an augmented reality display with real-time swim metrics including time, distance, pace, automatic stroke detection, and SwimStraight navigation. Does not include heart rate tracking. 14-hour battery life with 2-year warranty, targeted at fitness and recreational swimmers seeking a more engaging lap-swim experience.
- Smart Swim 2 Mid-tier smart swim goggles priced at $199 with all Smart Swim 2 LT features plus an integrated optical heart rate sensor that reads pulse from the temple, an extended strap mount, and nine real-time metrics displayed in-goggle including heart rate. Targeted at serious swimmers and triathletes seeking in-water heart rate monitoring with 97% accuracy versus ECG chest straps.
- Smart Swim 2 PRO Premium smart swim goggles priced at $259 featuring Corning Gorilla Glass 3 lenses for enhanced scratch and damage resistance, included anti-fog spray (approximately 175 swims), UPF 50+ protection, and all Smart Swim 2 features including heart rate monitoring. Targeted at performance swimmers seeking maximum durability and lens clarity, with lenses certified to exceed ISO 18527-3:2020 impact standards.
- FORM Premium Subscription-based swim training platform priced at $9.99/month or $119/year (annual saves 33%) with a free 1-month trial, providing HeadCoach AI-powered real-time coaching, 1,500+ guided workouts, 45+ training plans from beginner to Ironman, a workout builder, and Script text-to-workout conversion. Bundle option (goggle + 1-year Premium) priced at $99. Targets goggle owners seeking structured coaching, technique improvement, and personalized training recommendations.
Quantifiable outcome
- 93.2% of FORM users improve their pace after using the system for 4.5 months
- +4 more outcomes
Companies that use FORM
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
FORM technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability6 records
Feature7 records
FORM partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- PolarcoreFORM goggles and Polar partnered to provide swimmers with real-time heart rate data displayed through the goggles, marking a significant advancement in heart rate training for aquatic athletes. The partnership enables integration of Polar's heart rate expertise with FORM's AR display technology.
- StravacoreSeamless data sharing integration allowing FORM users to automatically sync swims to Strava for performance tracking and social sharing within the Strava athletic community.
- TrainingPeakscoreIntegration allowing swimmers to import their TrainingPeaks workouts directly into FORM goggles, with instructions displayed in real-time during swims. Part of Script™ powered workflow.
- TriDotcoreIntegration enabling TriDot users to import workouts into FORM goggles for guided swim sessions. Complements the triathlon-focused training ecosystem.
- ApplecoreCompatibility with Apple Watch for GPS-powered open water distance and pace tracking displayed in goggles. Also available for purchase through Apple Stores and apple.com. Apple Health integration for swim data sync.
- GarmincoreCompatible with Garmin watches for GPS data including pace per 100m and total distance displayed in FORM goggles during open water swims.
- World TriathloncoreOfficial race approval for FORM goggles and all features, including SwimStraight, making them legal for World Triathlon sanctioned events worldwide.
- USA TriathloncoreOfficial race approval for FORM goggles, ensuring legality for competitive use in US Triathlon sanctioned events.
- PTO/T100 World TriathloncoreOfficial race approval and partnership for PTO/T100 World Triathlon circuit, enabling professional and age-group athletes to use FORM during major triathlon events.
- British TriathlonminorOfficial race approval for FORM goggles in British Triathlon sanctioned events.
- supertriminorOfficial race approval for FORM goggles in supertri events.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
FORM competitors and assessment
Company assessmentBroad incumbents
- Garmin: Garmin is the dominant sports wearable maker (Fenix, Forerunner, Swim 2 watch) and already offers open-water and pool swim tracking. It is comparable to FORM because swimmers often use Garmin watches alongside FORM goggles (formal compatibility exists) and Garmin represents the broader incumbent that FORM's AR display must differentiate against.
- Apple: Apple Watch Ultra and Apple Watch provide pool and open-water swim tracking, and Apple is FORM's retail distribution partner (Apple Stores and apple.com). Apple is comparable because it controls the platform layer FORM integrates with for GPS, health data, and distribution, making it both an enabler and a potential long-term threat.
- Suunto: Suunto produces multisport watches including open-water swim features used by triathletes. Comparable because Suunto overlaps in the triathlete training ecosystem and offers complementary swim data, though it does not provide in-water AR display.
- Speedo: Speedo is the dominant swimwear and swim equipment brand globally, including goggle lines. Comparable because Speedo sells competing swim goggles into the same retail channels and consumer base, and could leverage its brand to launch smart goggles as an incumbent adjacent move.
- TYR Sport: TYR is a major swim equipment and apparel brand with a strong goggle and triathlon product line. Comparable because TYR competes in the same swim retail and triathlon channels, sells goggles to overlapping customer segments, and has the brand scale to launch a smart goggle challenger.
Direct peers
- Polar: Polar is a heart rate and sports wearable specialist that recently partnered with FORM (announced July 2025) to integrate heart rate data into FORM goggles. Polar is comparable because of overlapping sports wearable customer base, complementary heart rate expertise, and growing integration that blurs competitive and partner lines.
- FINIS: FINIS is a swim-specific training equipment brand (Tempo Trainer, Swimsense, snorkels, fins) sold in swimming and triathlon channels. Comparable because FINIS targets the same competitive and fitness swimmers with performance-enhancing swim gear, making it a direct channel and brand competitor in the swim training product category.
Emerging players
- COROS: COROS is a fast-growing sports watch brand offering multisport swim tracking in premium watches (Apex, Vertix) targeting triathletes. Comparable because COROS targets the same triathlete and endurance athlete buyer with open-water swim metrics, competing indirectly for the same training budget.
- Magic5: Magic5 makes custom-fitted swim goggles using mobile 3D face scanning. Comparable because Magic5 targets the same premium swim goggle buyer with a differentiated technology approach, competing for share of swim accessory spending among competitive and fitness swimmers.
- Shokz (OpenSwim): Shokz (formerly AfterShokz) sells OpenSwim, a bone-conduction headphone designed for swimming with built-in MP3 storage. Comparable because it is an alternative in-water wearable competing for the same engaged swimmer training budget and offers a different approach to in-water data/music delivery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
FORM social profiles
Digital presenceFORM financial estimates
Financial estimateRevenue estimate
Valuation estimate
FORM leadership team
Management profileNumber of profiles
Profiles1 record
FORM funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FORM 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 FORM
What does FORM do?
FORM designs, manufactures, and sells smart swim goggles equipped with a patented augmented reality waveguide display that projects real-time swim metrics (pace, distance, time, stroke rate, heart rate, and stroke count) directly into the swimmer's field of vision underwater. The product line spans three hardware SKUs (Smart Swim 2 LT, Smart Swim 2, and Smart Swim 2 PRO) priced $149 to $259, complemented by a FORM Premium subscription that unlocks HeadCoach AI coaching, 1,500+ guided workouts, training plans, and workout builder tools.
Is FORM a public or private company?
FORM is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FORM founded?
FORM was founded in 2019. It employs 51 to 100 people.
Where is FORM based?
FORM is headquartered in Vancouver, Canada, in the North America region.
How does FORM make money?
Four revenue lines are on record. Smart Swim 2 LT Goggles are the primary driver. The others are smart Swim 2 Goggles, smart Swim 2 PRO Goggles and FORM Premium Subscription.
Who are FORM's main competitors?
Broad incumbents on record are Garmin, Apple, Suunto, Speedo and TYR Sport. Direct peers are Polar and FINIS. Emerging players are COROS, Magic5 and Shokz (OpenSwim).
Does FORM have an API?
No public API is recorded for FORM.
What industry is FORM in?
FORM's product category is Smart Swim Goggles. Its primary akta.pro industry code is CRAAAKAC, Sport & Performance Eyewear, with a secondary code of HDACALAH, Wearable Computers (Industrial Smart Glasses/Wrist/Arm-Mount). Its NAICS code is 45613 and its SIC code is 3827.