London-based fitness health tech startup MAGIC has raised $2.5m (£1.9m) for its holographic mirror that provides home workout advice.
MAGIC’s mirror projects workout coaches – based on real-life sports stars – to guide home exercises.
Among the athlete brand ambassadors are former England cricket captain Sir Alastair Cook and England rugby Star Celia Quansah.
The MAGIC mirrors are built with AI technology that can scan the performance of users to give notes on form and technique.
“I went through my own personal health journey losing 25% of my body fat, but in the process realised how old-fashioned and expensive personal training was,” said MAGIC CEO and co-founder, Varun Bhanot.
“I thought there must be a way to automate this experience at scale using AI and data-driven hardware.”
The new funding came courtesy of Fasanara Capital with participation from SFC Capital.
“As AI continues to transform the way we live and work such as with ChatGPT and Midjourney, MAGIC and their ReflectAI technology is at the forefront of this exciting trend as consumers demand more personalised health and wellness experiences,” said Francesco Filia, CEO of Fasanara Capital.
In the past, the fitness tech startup has received early-stage backing from high-profile figures, including Sir Richard Branson.