MAGIC

MAGIC AI is a London-based home fitness company building an intelligent mirror that delivers personal training using only a camera — no wearables, sensors or external hardware required. Its proprietary computer vision system, ReflectAI, tracks hundreds of exercises in real time, scoring form, counting reps and adapting workouts as the user trains.

The product pairs the mirror with patent-pending connected dumbbells and workout content created with elite coaches and athletes. Members are able to train across strength, yoga, boxing and other modalities with hyper-personalised feedback that would normally require an in-person trainer. The company likens its model to what Peloton did for indoor cycling and what Masterclass did for the arts.

Founded in 2021 by Varun Bhanot and Sunil Jindal, MAGIC AI has raised approximately $2.5M from Fasanara Capital, SFC Capital and angel investors including senior executives at Spotify, Stripe, Citymapper, OLIO and Onfido. The company was ranked #13 in the Sifted 100: UK & Ireland 2026 list of fastest-growing startups and is sold direct-to-consumer in the UK and US.