Magic AI, a London-based fitness technology startup, has raised £8 million in new funding. The company plans to use the capital to enter the US market, where it will compete with other connected fitness devices. The round was led by investors whose names were not fully disclosed in the source report.
The startup's core offering is an AI-powered fitness mirror that provides interactive workout guidance. According to the Sifted article, the company has been developing this product since 2024 and sees significant growth potential in the US, where the connected fitness market is projected to expand from $1.6 billion to $431 million in the coming years.
Magic AI's expansion comes as the broader fitness tech sector sees increased competition. The funding will reportedly support product development and marketing efforts as the company aims to establish a foothold in the US. The source notes that this is a strategic move for the startup, though it faces established players in the space.