What Magicmotorsport does

Magicmotorsport (legal entity: Magic Engineering S.r.l.) is an Italian designer and manufacturer of professional automotive electronics tools and power-measurement equipment for mechatronic workshops, racing teams, motorcycle specialists, and heavy-duty commercial vehicle technicians. Founded in 1996 and headquartered in Partinico, Sicily, the company develops and builds all products in-house under a Made-in-Italy quality system. The portfolio centers on Flex, a professional ECU/TCU programmer that reads, writes, and clones engine and transmission control units via OBD, Bench, and Boot modes across cars, motorcycles, trucks, and industrial vehicles; and the Dynomag Line of chassis dynamometers (Hub, AWD Roller, Bike) for precision power and torque measurement. Supporting products include the IXI Personal Flasher (entry-level OBD tool), StageX (ECU tuning platform), Fryon (A/C service machine), and the MAG-CX3 CNC milling machine, with accessories such as the MAGBench programming jig, Magic Charger 100, and BootROM cable kits.

The underlying technology combines proprietary hardware platforms with bespoke software that maintains an expanding library of OEM-specific ECU/TCU protocols, released on a near-monthly cadence. Magicmotorsport monetizes through three streams: hardware sales (Flex, Dynomag, IXI, accessories) via an official e-commerce shop and a global authorized distributor network; annual software subscriptions (365-day validity, tiered Master/Slave licenses, limited lifetime warranty contingent on active subscription); and paid training through the Magicmotorsport Academy covering ECU programming, immobilizers, and tuning techniques. The company holds ISO 9001, EAC, SEMA, SIAE software copyright, and WEEE registrations to enable cross-border distribution, and is audited by KPMG S.p.A. for statutory compliance. Leadership rests with CEO Bogdan Jan Skutkiewicz, with ownership concentrated in the founding family.

Name

Magicmotorsport

Legal name

Magic Engineering S.r.l.

Website

https://magicmotorsport.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Magicmotorsport is an Italian manufacturer of professional ECU/TCU programming tools (Flex) and chassis dynamometers (Dynomag line) sold globally to mechatronic workshops, racing teams, motorcycle specialists, and heavy-duty vehicle technicians via distributors, e-commerce, and annual software subscriptions.

Ownership category

akta.pro rank

Product category

Automotive Diagnostic and Programming Equipment

NAICS

Instrument Manufacturing for Measuring and Testing Electricity and Electrical Signals (334515), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)

SIC

Instruments For Meas & Testing Of Electricity & Elec Signals (3825), Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Mechatronics Systems & Integration (EDAOAHAB)

Keywords

• ECU programming tools
• TCU programming
• Chassis dynamometers
• Automotive diagnostics equipment
• Performance tuning hardware

Headquarters

HQ city

Partinico

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Sale of proprietary automotive diagnostic and programming equipment including Flex, Dynomag dynamometers, IXI Personal Flasher, and accessories like cables and BootROM kits.
2. Software Subscriptions: Annual subscription-based software licensing for Flex tool with 365-day validity from activation. Subscription required for new software releases and updates. Maximum 300 monthly coins for Master Flex tool owners.
3. Training Services: Magicmotorsport Academy offers online courses, pre-recorded video courses, and in-person training for automotive professionals on ECU programming, immobilizer systems, and tuning techniques.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Magicmotorsport designs, manufactures, and sells proprietary automotive mechatronic equipment for professional workshops, centered on the Flex ECU/TCU programming device (OBD/Bench/Boot modes) and the Dynomag line of chassis dynamometers (Hub, AWD Roller, Bike). The portfolio is completed by the IXI Personal Flasher entry-level programmer, StageX tuning platform, Fryon A/C service machine, workshop accessories, and the Magicmotorsport Academy training service, with software delivered through an annual subscription model.

Product overview

Magicmotorsport is an Italian company specializing in ECU and TCU programming, performance equipment, and power measurement solutions for mechatronic workshops. The product portfolio centers around Flex, a professional programmer for reading, writing, and cloning engine and transmission control units via OBD, Bench, and Boot modes. Complementing Flex is the Dynomag Line, a family of dynamometers including Dynomag Hub (car dyno), Dynomag AWD Roller (chassis dynamometer for all-wheel-drive testing), and Dynomag Bike (motorcycle test bench). The company also offers IXI Personal Flasher as an entry-level alternative, StageX as an ECU tuning platform, and Fryon for A/C service. Supporting accessories include Magic Charger 100 power supply, MAGBench programming jig, Magic Trolley workshop organizer, and Datasense data acquisition kit. The Academy platform provides training courses, while MAG-CX3 CNC milling machine extends manufacturing capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Flex: ECU and TCU programming device for automotive professionals supporting OBD, Bench, and Boot modes
• Dynomag Hub
• Dynomag AWD Roller
• Dynomag Bike
• IXI Personal Flasher
• StageX
• Fryon
• MAG-CX3 CNC Milling Machine

Products and services

• Flex Professional ECU and TCU programmer for mechatronic workshops, enabling reading, writing, and cloning of engine and transmission control units via OBD, Bench, and Boot modes across cars, motorcycles, vans, and heavy-duty commercial vehicles.
• Dynomag Hub Car dynamometer and test bench for measuring vehicle power, torque, and performance, with road driving simulation, real-time load control, and integration with the Dynomag ecosystem.
• Dynomag AWD Roller

Quantifiable outcome

• Dynomag AWD Roller supports up to 1300 Hp braking power and 3700 Nm torque
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• KPMG S.p.A.OthersKPMG S.p.A. exercises statutory audits in accordance with applicable laws. Mandate for statutory audit conferred for three-year period 2020-2022 by Shareholders' Meeting. KPMG verifies consistent maintenance of company accounts, correct reporting of movements, and correspondence of financial statements with accounting records and applicable laws.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Autel Intelligent Technology: Autel is a global manufacturer of professional automotive diagnostic tools, ECU coding devices, and key programming equipment widely used in mechatronic workshops — closely overlapping with Magicmotorsport's Flex, IXI, and Dynomag customer base.
• HP Tuners: HP Tuners provides ECU/TCU tuning software and hardware (MPVI, VCM Suite) to performance workshops and racing teams, directly comparable to the Flex programming and StageX tuning offerings.
• EcuTek Technologies: EcuTek manufactures ECU tuning and reprogramming tools for Subaru, Nissan, Toyota, BMW and other OEMs, targeting the same specialist-tuning workshop segment that buys Magicmotorsport Flex units.
• Alientech: Alientech builds ECU/TCU programming tools (KESS V, K-TAG) for chiptuning professionals, the most direct head-to-head competitor to Magicmotorsport's Flex device across cars, trucks, motorcycles, and heavy-duty vehicles.

Emerging players

• Cobb Tuning: Cobb Tuning delivers aftermarket ECU tuning hardware and software (Accessport) targeted at enthusiast and motorsport customers, comparable to Magicmotorsport's StageX and Flex performance-tuning use cases.

Broad incumbents

• Launch Tech: Launch Tech is a large Chinese manufacturer of automotive diagnostic tools (X-431 series) with broad global reach, providing scaled price-based competition to Magicmotorsport's Flex and IXI tools.
• Snap-on Incorporated: Snap-on offers a broad portfolio of professional diagnostic scanners (Modis, Solus, Triton) and workshop tools across automotive and industrial markets, providing broader-based competition to Magicmotorsport in the mechatronic workshop channel.
• MAHLE Aftermarket: MAHLE provides automotive workshop equipment, diagnostic tools, and service machines — including A/C service units and testing equipment that overlap with Magicmotorsport's Fryon and Dynomag product families.
• Robert Bosch (Automotive Aftermarket): Bosch supplies OEM-grade diagnostic and workshop equipment (KTS series, ESI tronic) and is also a key ECU supplier; it competes broadly with Magicmotorsport in professional workshop diagnostics and influences OEM-side access to its own ECUs.

Regional players

• Texa: Texa is an Italian-headquartered competitor producing multi-brand diagnostic tools, A/C service stations, and exhaust-gas/dynamometer solutions for European workshops — a directly comparable regional peer to Magicmotorsport.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@magicmotorsport
• Xx.com/magicmotorsport

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Magicmotorsport