MAGIC AI

What MAGIC AI does

MAGIC AI is a UK-headquartered consumer fitness technology company operating the MAGIC AI Mirror, an AI-powered holographic smart mirror that delivers real-time personal training to home fitness consumers. Founded in 2021 and based in London, the company serves health-conscious individuals across 38 or more countries, with primary user segments consisting of busy professionals, fitness beginners, and new parents who want gym-quality training without leaving home. As of late 2025 / early 2026 the company has scaled to a customer base described on its website at 15,000-plus active users training daily, with further sources indicating 5,000-plus paying customers.

The core product is the MAGIC AI Fitness Smart Mirror, a 32-inch UHD wall-mounted display with integrated speakers and an invisible built-in camera. The proprietary technology behind it is ReflectAI®, an in-house computer vision engine that applies multi-point body tracking — comparable to self-driving car perception systems — to evaluate exercise form, count reps, and recommend weight adjustments across more than 845 exercises. The hardware line is complemented by patent-pending Smart Adjustable Dumbbells (16-in-1, 2–32kg per dumbbell in 2kg increments via single-twist adjustment), a Folding Incline Bench with five positions, and value bundles that together are intended to replace an entire home weight rack. Software is split between a free MAGIC Core tier (100+ classes, AI form correction, progress analytics, included with mirror purchase) and the paid MAGIC+ subscription at £199 per year (£16.50/month equivalent) covering 250-plus classes with weekly updates, personalized adaptive plans, body composition scans, community challenges, and integrations with Apple Health and Google Health Connect.

The go-to-market is product-led direct-to-consumer e-commerce through magic.fit, supplemented by premium UK retail placements at Selfridges, John Lewis, Fenwick, and Argos, by 0% financing through Klarna (UK) and Affirm (US), and by celebrity-amplified brand marketing using ambassadors and investors such as former Manchester United footballer Jesse Lingard and former England cricket captain Sir Alastair Cook. The company has raised approximately £6.7 million (about $10.2 million equivalent) across disclosed rounds in July 2023 (Fasanara Capital, $2.5M), November 2024 (IW Capital-led, $5M), and an October 2025 financing tied to the Jesse Lingard partnership. In December 2025 it launched in the United States, managed from the UK by the existing team, and within four months US customers accounted for over 20% of total revenue, with sales reaching nearly every US state.

Name

MAGIC AI

Legal name

MAGIC TECH LTD

Website

https://magic.fit

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

MAGIC AI is a UK-headquartered consumer fitness technology company that sells the AI-powered MAGIC Mirror and companion hardware, using its proprietary ReflectAI computer vision system to deliver real-time form correction, rep counting, and personalized workout coaching to home fitness consumers worldwide.

Ownership category

akta.pro rank

Product category

Smart Fitness Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Fitness and Recreational Sports Centers (713940), Small Electrical Appliance Manufacturing (335210)

SIC

Sporting & Athletic Goods, Nec (3949), Household Audio & Video Equipment (3651)

akta.pro industry

PRIMARYCRAMADAG

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Fitness Equipment & Accessories Retail

SECONDARYHSADAAAM

Online/Remote Personal Training & Programming

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYCRACAQAH

Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.)

Consumer Products & Retail/Consumer Electronics & Appliances Retail/Personal Health & Wellness Devices (Smart Scales, BP/ECG Monitors, Sleep Devices)

SECONDARYHSADAAAB

Strength & Conditioning Personal Training

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

Keywords

• AI fitness mirror
• Smart home gym
• Connected fitness equipment
• AI personal trainer
• Computer vision fitness

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Hardware Sales: One-time hardware purchases including MAGIC AI Mirror (£999), Smart Dumbbells (£399), and Folding Incline Bench (£299), as well as bundle packages. Products are shipped directly from fulfillment centers in the UK and California, US.
2. MAGIC+ Subscription: Recurring subscription tier providing access to 250+ workout videos with new classes weekly, personalized weekly plans, body scan features, community challenges, and wearable integration. Free core tier (MAGIC Core) with 100+ classes available with basic features.
3. White Glove Delivery Services: Premium delivery and unboxing service where couriers deliver and set up products in customer's room of choice. Charged at £50 for nominated day delivery within UK.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

MAGIC AI designs and sells an AI-powered home fitness ecosystem anchored by the MAGIC AI Fitness Smart Mirror — a wall-mounted mirror with proprietary ReflectAI® computer vision that provides real-time form correction, rep counting, and personalized workout coaching. The core hardware is complemented by Smart Adjustable Dumbbells (16-in-1, 2-32kg), a Folding Incline Bench, a Muscle Therapy Massage Gun, and a tiered content membership (free MAGIC Core and paid MAGIC+) offering 250+ classes led by world-class athlete trainers.

Product overview

MAGIC AI offers an AI-powered home fitness ecosystem centered on the MAGIC AI Fitness Smart Mirror—a holographic AI personal trainer device with ReflectAI computer vision technology. The product portfolio includes companion fitness equipment (Smart Adjustable Dumbbells, Folding Incline Bench, and bundles) and a tiered software membership (free MAGIC Core and paid MAGIC+). The mirror uses computer vision for real-time form correction and rep counting, with workouts led by world-class athletes. The ecosystem targets home fitness consumers seeking personalized, gym-quality training experiences.

Differentiator

Problem solved

Functional benefit

Brands

• MAGIC+: Premium subscription tier offering 250+ workout videos, weekly new classes, personalized weekly plans, body scan, and community challenges
• MAGIC Core
• ReflectAI
• MAGIC Mirror

Products and services

• MAGIC AI Fitness Smart Mirror AI-powered holographic fitness mirror with ReflectAI® computer vision technology that provides real-time form correction, rep counting, and personalized workout coaching. Features a 59-inch wall mirror with built-in camera, LED holographic display, and integrated stereo speakers. Priced at £999 (was £1,499) with financing available.
• MAGIC Smart Adjustable Dumbbells Patent-pending smart dumbbells (sold as a pair, 64kg total) that replace an entire weight rack. Adjustable from 2kg to 32kg per dumbbell in 2kg increments using single twist technology, designed to integrate with the MAGIC Mirror workouts. Priced at £399 (was £499).
• MAGIC Folding Incline Bench Multi-purpose aerobic bench with 5 adjustable positions (flat, high incline, lower incline, decline, and step) that folds flat for storage under a bed or sofa. Supports up to 200kg, designed to complement MAGIC Mirror workouts. Priced at £299 (was £399).
• Dumbbells + Bench Value Bundle Combined package of MAGIC Smart Adjustable Dumbbells and Folding Incline Bench at a discounted price (£599, was £769), providing a complete home gym equipment set that integrates with the MAGIC Mirror.
• MAGIC Muscle Therapy Massage Gun Massage therapy device with interchangeable heads (round ball for general use, flat head for large muscle groups, bullet head for trigger point therapy) for post-workout muscle recovery, designed to pair with the MAGIC ecosystem.
• MAGIC Digital Gift Card Digital gift card available in £1,500 denomination for gifting the MAGIC fitness experience to others.
• MAGIC+ Premium Subscription Paid premium subscription at £199/year (equivalent to £16.50/month) or £25/month with 12-month commitment. Includes 250+ classes with new content weekly, personalized weekly plan, custom workouts, body scan, community challenges, and wearable integration. 30-day free trial included with mirror purchase.
• MAGIC Core (Free Membership) Free tier membership included with every MAGIC AI Mirror purchase, providing access to 100+ workout classes updated monthly, AI form correction, rep counting, progress analytics, and world-class athlete trainers.

Quantifiable outcome

• Over 58,000 user hours logged on the platform
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• SelfridgescoreChannel Partner/ Reseller/ DistributorMajor UK department store offering MAGIC AI products including the fitness mirror, dumbbells, and bench. Products available at Smartech in Selfridges, London.
• John LewiscoreChannel Partner/ Reseller/ DistributorUK department store chain retail partner for MAGIC AI fitness products.
• FenwickcoreChannel Partner/ Reseller/ DistributorUK department store chain retail partner for MAGIC AI fitness products.
• ArgoscoreChannel Partner/ Reseller/ DistributorUK retailer and catalog retailer partner for MAGIC AI fitness products.
• StripecoreTechnology or IntegrationPayment processor for MAGIC+ subscriptions. PCI-DSS Level 1 compliant service provider handling subscription payment processing.
• Apple Health (HealthKit)supportingTechnology or IntegrationIntegration allowing MAGIC app to read and write workout data to Apple Health for users who opt to connect the integration.
• Google Health ConnectsupportingTechnology or IntegrationIntegration allowing MAGIC app to write workout data to Google Health Connect for users who opt to connect the integration.

Scale indicators12 records

Recent moves8 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/magicdotfit
• YouTubeyoutube.com/@magicdotfit
• Facebookfacebook.com/magicdotfit
• Instagraminstagram.com/magicdotfit
• TikToktiktok.com/@magicdotfit

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MAGIC AI