THEMAGIC5
- Company typePrivate
- Founded2017
- HeadquartersCharlotte, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What THEMAGIC5 does
THEMAGIC5 is a Brooklyn, New York-headquartered consumer products company that designs and manufactures custom-fit swimming goggles using AI-powered 3D facial scanning. Founded in 2017 by Bo Loje Haaber and Rasmus Barfred, the company developed its proprietary Optimal Fitting Technology (OFT), which uses machine learning models trained on more than 300,000 accumulated facial scans to convert a smartphone face scan into a personalized fit profile. Robots then cut a one-of-one gasket that mirrors the geometry of each customer's eye socket, eliminating the suction-based seal that conventional goggles rely on. The flagship product is the Vector Swim Goggles (currently $72 per pair on a $90 list), with companion offerings including Youth Swim Goggles for ages 10-18, replacement straps, gift cards, and a Club Partnership B2B program.
The business operates as a direct-to-consumer e-commerce company with iOS and Android apps as the primary order intake and scanning surface, supplemented by swim specialist retail partners that offer in-person scanning. All goggles carry FINA approval for competitive racing, UV-400 protection, and anti-fog treatment. The company markets heavily through elite athlete endorsements — including Olympic medalists (Matt Grevers, Michael Andrew, Kasia Wasick), Ironman champions (Jan Frodeno, Casper Stornes), and World #1 triathlete Hayden Wilde (also an equity investor) — and earned media coverage from Shark Tank, the New York Times, the Today Show, and major fitness publications.
THEMAGIC5 has a tri-location operating footprint: headquarters and primary operations in Brooklyn, a manufacturing and customer service facility in Charlotte, North Carolina, and product design, engineering, and European production in Copenhagen, Denmark. The company sells globally across North America, Europe (UK, Denmark, Germany, France, Spain), and Oceania (Australia), with restrictions in Belarus, Brazil, Botswana, Russia, and Ukraine. Capitalization to date includes a $1 million Shark Tank investment in October 2021 from Mark Cuban and Robert Herjavec, with no subsequent funding rounds disclosed.
THEMAGIC5 firmographics
Firmographics- Name
- THEMAGIC5
- Legal name
- THEMAGIC5 Inc.
- Website
- https://themagic5.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
THEMAGIC5 industry classification
Industry- Product category
- Custom-fit Swimming Goggles
- NAICS
- Optical Goods Retailers (45613), Ophthalmic Goods Manufacturing (339115)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Eye Protection & Goggles Retail (CRAMANAJ)
- akta.pro secondary industry
- Sport & Performance Eyewear (CRAAAKAC)
Keywords
Where THEMAGIC5 is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
THEMAGIC5 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Custom Swim Goggles Sales: One-time purchase of custom-fitted swim goggles. Each pair is uniquely manufactured based on the customer's 3D facial scan. No subscription required. Re-orders can be placed without rescanning as the fit profile is stored in the customer's account.
- Accessories: Additional straps in different colors, spare parts (nose pieces, straps) available for purchase separately.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Vector Swim Goggles - Standard |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
THEMAGIC5 product offering
Product offeringCore offering
THEMAGIC5 designs and manufactures custom-fit swimming goggles. Customers download the mobile app and complete a 3D face scan; AI-powered Optimal Fitting Technology (OFT) analyzes facial structure and generates a unique fit profile, then robots cut a gasket that mirrors each wearer's eye socket to deliver a leak-free seal without suction.
Product overview
THEMAGIC5 is a custom-fit swimming goggle company that offers personalized goggles made using 3D facial scanning technology. The core product is the Vector swim goggles with Optimal Fitting Technology (OFT), which analyzes facial structure via smartphone scan to create a one-to-one fit. The company also offers youth goggles (ages 10+), additional straps, gift cards, and a Club Partnership program. All goggles are produced in New York and Denmark, feature anti-fog treatment, UV-400 protection, and are FINA approved. The product line includes seven color variants ranging from clear to darkest tint for various swimming conditions.
Differentiator
Problem solved
Functional benefit
Products and services
- Vector Swim Goggles
Quantifiable outcome
- Reduce overall pressure by 15% compared to previous version without compromising seal
- +2 more outcomes
Companies that use THEMAGIC5
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles1 record
THEMAGIC5 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability2 records
Feature3 records
THEMAGIC5 partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Swim Specialist Retail PartnerscorePartnered swim stores worldwide that offer in-person face scanning support, product demonstrations, and ability to try different lens tints. Provides retail presence while maintaining the personalized scanning experience.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
THEMAGIC5 competitors and assessment
Company assessmentDirect peers
- Aqua Sphere: Specialist swimming-goggle and swim-equipment brand (makers of the Seal/Kayenne lines) directly competing with THEMAGIC5 for fit-and-comfort-focused swimmers, though without a custom-fit offering.
- ROKA: Performance eyewear and wetsuit brand that has expanded into custom-fit and anti-fog goggle technology with an athlete-driven, premium-positioning model highly comparable to THEMAGIC5.
- Blueseventy: Triathlon and open-water swim specialist with a focused goggle line; comparable to THEMAGIC5 in serving triathletes and serious swimmers with performance-grade equipment.
- MP Michael Phelps: Competitive swim brand built around Michael Phelps, selling performance goggles and training gear aimed at the same race-day, performance-oriented customer THEMAGIC5 targets.
Broad incumbents
- TYR Sport: US-based competitive swim and triathlon brand offering a wide range of goggles and equipment; competes for the same competitive-swimmer and triathlete customer as THEMAGIC5.
- Speedo: Largest global swimwear and goggle brand; competes with THEMAGIC5 across competitive and recreational swimming but offers mass-produced, one-size goggles rather than custom-fit, and has the resources to replicate AI-fitting technology.
- Arena: Major swimwear and equipment brand with strong presence in competitive swimming; offers a broad goggle line targeted at similar FINA-approved racing and training use cases as THEMAGIC5.
- Nike Swim: Mass-market swimwear arm of Nike offering competitively priced goggles; a broader incumbent with overlapping customer base and the marketing scale to push into premium or tech-enabled goggle segments.
Emerging players
- FORM Swim: Smart swim goggle maker with an augmented-reality heads-up display for performance metrics; targets the same elite and enthusiast swimmers as THEMAGIC5 but competes on in-goggle analytics rather than custom fit.
- Magic Swim (custom swim startup): Emerging direct-to-consumer swim brand experimenting with personalized and improved-fit products; a thematic emerging player with partial overlap to THEMAGIC5's custom-fit positioning in the swim category.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
THEMAGIC5 social profiles
Digital presenceTHEMAGIC5 compliance and trust
Trust signalCompliance1 record
THEMAGIC5 financial estimates
Financial estimateRevenue estimate
Valuation estimate
THEMAGIC5 leadership team
Management profileNumber of profiles
Profiles2 records
THEMAGIC5 funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
THEMAGIC5 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 THEMAGIC5
What does THEMAGIC5 do?
THEMAGIC5 designs and manufactures custom-fit swimming goggles. Customers download the mobile app and complete a 3D face scan; AI-powered Optimal Fitting Technology (OFT) analyzes facial structure and generates a unique fit profile, then robots cut a gasket that mirrors each wearer's eye socket to deliver a leak-free seal without suction.
Is THEMAGIC5 a public or private company?
THEMAGIC5 is a private company. It is classified as venture growth investor backed and is currently operating.
When was THEMAGIC5 founded?
THEMAGIC5 was founded in 2017. It employs 11 to 50 people.
Where is THEMAGIC5 based?
THEMAGIC5 is headquartered in Charlotte, United States, in the North America region.
How does THEMAGIC5 make money?
Two revenue lines are on record. Custom Swim Goggles Sales are the primary driver. The others are accessories.
Who are THEMAGIC5's main competitors?
Direct peers on record are Aqua Sphere, ROKA, Blueseventy and MP Michael Phelps. Broad incumbents are TYR Sport, Speedo, Arena and Nike Swim. Emerging players are FORM Swim and Magic Swim (custom swim startup).
Does THEMAGIC5 have an API?
No public API is recorded for THEMAGIC5.
What industry is THEMAGIC5 in?
THEMAGIC5's product category is Custom-fit Swimming Goggles. Its primary akta.pro industry code is CRAMANAJ, Eye Protection & Goggles Retail, with a secondary code of CRAAAKAC, Sport & Performance Eyewear. Its NAICS code is 45613 and its SIC code is 3851.