£8m · Series B · Sports · London, UK
London-based MAGIC AI has raised an £8m Series B to expand its AI-powered fitness mirror in the US and build a deeper data layer around personalised coaching.
Beringea and existing investor IW Capital co-led the round. PXN Group, Accelerate Ventures, Ventures Together and Active Partners also participated. MAGIC AI says the new capital will support US growth and further development of ReflectAI, its computer-vision system for tracking movement, correcting form and counting repetitions during at-home workouts.
MAGIC AI's mirror combines a wall-mounted display, cameras and connected weights with coaching content. The company says its community now exceeds 18,000 members across all 50 US states and has completed more than 500,000 AI-coached workouts, generating 150,000 hours of training data.
From workout feedback to progression data
The strategic asset is not only the mirror hardware but the longitudinal exercise data created as members train. MAGIC AI says ReflectAI already observes form and repetition data; using that history to understand progression could turn a one-session feedback tool into a coaching system that adapts recommendations over time.
Commercially, that could deepen the customer relationship after the hardware sale by giving members a reason to keep returning to the software and coaching layer. The useful proof point will be whether better progression insight improves sustained use and retention as the company expands in the US, rather than simply increasing the number of workouts its models have seen.
Sources checked: Beringea; BusinessCloud; MAGIC AI product page; MAGIC AI company profile; Tech.eu Funding Explorer.
