What Magic Mobility does

Magic Mobility Pty Ltd is an Australian designer, developer and manufacturer of power wheelchairs founded in 1994 by Ashley Daff and headquartered in Scoresby, Melbourne. The company specialises in all-terrain powered mobility devices, organised into three sub-brand ranges — Urban, Crossover and Off-Road — spanning models such as the XT2 (RWD), XT4 (4x4), Magic 360 (MWD, compact), Extreme X8 (flagship 4x4) and Frontier V4/V6 (FWD, MWD, RWD). Its core technology combines configurable drive bases with modular seating systems (MPS, Rehab, and complex/aftermarket) and powered seating functions (lift, tilt, recline, transfer tilt), enabling custom-tailored chairs designed to last 5-7+ years. Each unit is built around modular architecture allowing interchangeable drive wheels, accessories, and seating upgrades over the chair's lifetime.

Magic Mobility operates an asset-heavy custom manufacturing model where revenue is generated primarily from hardware sales of bespoke wheelchairs, supplemented by seating/accessory attach revenue, repairs and service, and custom modifications. Pricing is opaque and quote-based, delivered through a global agent and distributor network spanning Australia, New Zealand, the United Kingdom, the United States, Canada, Europe, Japan and South Africa, with operational hubs in Malsch (Germany) and Nashville (USA) handling final personalised assembly. Sales leverage both a direct showroom in Melbourne and channel partners, and are tightly integrated with government and insurance funding programmes — notably Australia's NDIS (where the company is a registered provider) and US Medicare/Medicaid/VA pathways — supported by a dedicated Therapist Hub for occupational therapists and physiotherapists.

The company has been a subsidiary of Sunrise Medical since 2018, retaining its Australian Made identity, Australian engineering base, and founder-led R&D function. The product line's differentiator is all-terrain capability paired with modular customisation for complex postural and behavioural needs, including custom joystick and control integrations via partners such as Mo-Vis. Headcount sits at approximately 80 at the Melbourne site, with no public revenue disclosure.

Name

Magic Mobility

Legal name

Magic Mobility Pty Ltd

Website

https://magicmobility.com.au

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Magic Mobility is an Australian designer and manufacturer of custom all-terrain power wheelchairs serving individuals with mobility disabilities globally. Acquired by Sunrise Medical in 2018, it sells modular, configurable chairs through a worldwide agent network and NDIS/Medicare-funded channels.

Ownership category

akta.pro rank

Product category

Power Wheelchairs

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Mobility Aids (Wheelchairs, Scooters, Walkers, Canes) (HLAHAMAA)

akta.pro secondary industry

Seating & Positioning Systems (Cushions, Backs, Pressure Relief) (HLAHAMAB)

Keywords

• Power wheelchairs
• All-terrain wheelchairs
• Assistive mobility equipment
• Motorised wheelchair manufacturing
• Custom powered wheelchairs

Headquarters

HQ city

Scoresby

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Power Wheelchair Sales: Core revenue from designing, developing and manufacturing tailored power wheelchairs sold through dealer/agent network and direct showroom sales. Products include multiple ranges: Urban, Crossover, and Off-Road, with various models (Magic 360, XT2, XT4, Extreme X8, Frontier V4/V6).
2. Seating and Accessories: Sales of modular seating systems (MPS, Rehab), seating components (armrests, legrests, headrests, backrests), and lifestyle accessories (cup holders, phone mounts, luggage racks, lights, etc.).
3. Repairs and Service: Annual servicing recommendations and repair services for all Magic Mobility wheelchair models at their Melbourne manufacturing site and through dealer network.
4. Custom Modifications and Upgrades: Custom-built and modified wheelchairs including 'Designed for Me' wheelchairs, and upgrades to existing chairs to accommodate changed user needs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Magic Mobility designs, develops, and manufactures tailored all-terrain power wheelchairs for individuals with mobility disabilities. The company offers three product ranges (Urban, Crossover, and Off-road) spanning multiple base models (Magic 360, XT2, XT4, Extreme X8, Frontier V4/V6) with configurable drive trains (FWD, MWD, RWD, 4x4) and modular seating systems (MPS, Rehab, Complex/Aftermarket). Products are sold through a global agent network and direct showroom with personalised configuration for each user.

Product overview

Magic Mobility is an Australian power wheelchair designer, developer, and manufacturer founded in 1994 and owned by Sunrise Medical. The company offers a portfolio of highly robust and personalized power wheelchairs organized into three sub-brands by terrain capability: Urban Range (for indoor/tight spaces), Crossover Range (balanced indoor-outdoor), and Off-road Range (maximum outdoor capability). Core product families include the XT Series (XT4 4x4, XT2 RWD), Magic 360 (compact MWD in Urban/Crossover/Off-road variants), Extreme X8 (flagship 4x4), and Frontier V6/V4 Series (available in multiple drive configurations). The company also offers modular seating systems (Magic MPS Seating, Magic Rehab Seating) and complex/aftermarket seating customization. Products are designed with modular architecture enabling customization through interchangeable drive wheels, powered seating functions (lift, tilt, recline), legrests, armrests, controllers, and lifestyle accessories. Magic Mobility emphasizes all-terrain capability with the tagline 'Because the world's not flat' and maintains Australian Made accreditation while serving global markets.

Differentiator

Problem solved

Functional benefit

Products and services

• XT4 The XT4 is a 4x4 all-terrain power wheelchair marketed as the world's most extreme off-road powerchair in an urban-sized footprint. It features 4x4 tyres, front and rear suspension, large batteries for extended range, and contemporary styling, designed for adventurous off-road users who want to push boundaries outdoors.
• XT2 The XT2 is a rear-wheel drive (RWD) everyday off-road power wheelchair offering all-day range on a single charge, front and rear suspension, four large wheels on a longer wheelbase, two-wheel drive, and servo-powered steering. Features modular seating common to all Magic Mobility bases and is designed for users who want to venture further outdoors.
• Magic 360 The Magic 360 is a mid-wheel drive compact power wheelchair available in Urban, Crossover, and Off-road variants, marketed as the world's most compact off-road capable powerchair. Features sleek styling, perfect centre of gravity for MWD agility, narrowest MWD design for accessibility, no-jiggle suspension, and interchangeable drive wheels for indoor-outdoor use.
• Extreme X8 The Extreme X8 is a 4x4 all-terrain power wheelchair representing Magic Mobility's flagship off-road model. It was the first 4WD wheelchair brought to market and gained a global reputation for performance, robustness and quality, featuring superior traction, stability and control for extreme terrain.
• Frontier V6 The Frontier V6 is a mid-wheel drive all-terrain power wheelchair available in All-Terrain (AT), Crossover, Urban, and Compact configurations, featuring robust construction with modular powered seating options and legrests.
• Frontier V6 Compact The Frontier V6 Compact is a mid-wheel drive power wheelchair designed for users needing a more compact solution while maintaining indoor-outdoor versatility.
• Frontier V4 RWD The Frontier V4 RWD is a rear-wheel drive power wheelchair available in Off-road, Crossover, and Urban configurations, featuring a reliable rear-wheel drive system for intuitive driving at higher speeds.
• Frontier V4 FWD The Frontier V4 FWD is a front-wheel drive power wheelchair available in Off-road, Crossover, and Urban configurations, featuring front-wheel drive ideal for desks and benches with free frontal access and wide leg placement.

Quantifiable outcome

• Chairs designed to last 5-7 years or more with proper care
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• Sunrise MedicalflagshipOthersSunrise Medical acquired Magic Mobility in 2018. Magic Mobility maintains its Australian made identity and brand values while benefiting from Sunrise Medical's global resources and distribution network. Sunrise Medical branding appears on Magic Mobility website footer alongside Equal Assurance logo.
• Jay Wheelchair Seating (Sunrise Medical)coreTechnology or IntegrationAftermarket seating partner providing additional seating options beyond Magic Mobility's standard MPS and Rehab seating. Jay products (by Sunrise Medical) are recommended for users with complex seating needs that require specialist after-market solutions.
• NDIS (National Disability Insurance Scheme)coreOthersMagic Mobility is a Registered NDIS Provider in Australia. The NDIS provides funding support for eligible Australians with disabilities to acquire assistive technology including power wheelchairs. Magic Mobility assists participants with the funding process.
• Equal AssuranceminorOthersEqual Assurance certification body. Magic Mobility displays the Equal Assurance logo on their website footer indicating quality assurance certifications.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Permobil: Permobil is a leading global manufacturer of power wheelchairs, including complex rehab and pediatric models. Directly comparable to Magic Mobility in the high-end, clinician-prescribed power wheelchair category.
• Ottobock: Ottobock is a global leader in prosthetics, orthotics, and complex rehab wheelchairs. Highly comparable in clinical-grade power wheelchairs and seating for users with complex postural needs.
• Pride Mobility / Quantum Rehab: Pride Mobility and its Quantum Rehab division are major US power wheelchair manufacturers offering complex rehab and consumer models. Compete with Magic Mobility across multiple drive configurations and price points.

Broad incumbents

• Sunrise Medical: Sunrise Medical is the parent company of Magic Mobility and a global mobility manufacturer with brands including Quickie, Zippie, and Jay seating. Operates in the same product category with broader geographic and product reach.
• Invacare: Invacare is a broad durable medical equipment manufacturer with power wheelchair lines. Larger incumbent with overlapping product categories but broader portfolio including beds, respiratory, and manual wheelchairs.
• Numotion: Numotion is one of the largest US complex rehab technology providers, distributing multiple power wheelchair brands and providing seating/clinical services. Overlap with Magic Mobility through US sales channel and clinical positioning.
• Karman Healthcare: Karman Healthcare manufactures manual and power wheelchairs with broad distribution. Comparable in mobility category but generally focused on lighter-duty, more commoditized products than Magic Mobility.
• Drive DeVilbiss Healthcare: Drive DeVilbiss is a large DME manufacturer with mobility products including power wheelchairs. Broader portfolio than Magic Mobility with focus on value-tier offerings in the same end market.

Emerging players

• WHILL: WHILL designs sleek, modern personal electric mobility vehicles and power wheelchairs. Comparable target customers but differentiated by design-forward, urban-focused positioning.
• Adaptive Star: Adaptive Star makes adaptive mobility equipment focused on outdoor and adventure use for children and adults. Comparable niche overlap with Magic Mobility's all-terrain positioning, though more focused on pediatric and jogger-style products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/magicmobility
• Facebookfacebook.com/MagicMobility
• LinkedInlinkedin.com/company/magic-mobility

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 Magic Mobility