MAGIC AI raises $11m to take its fitness mirror to the US
The London company has secured consumer-brand investors for a US launch that its chief executive expects to make America its largest market by 2027.
London-based MAGIC AI has raised $11 million in Series B funding to launch its AI-powered fitness mirror in the United States, bringing in investors with experience building British consumer brands internationally. The company announced the round on October 6 and said its total venture funding now exceeds $20 million.
The announcement identifies transatlantic investor Beringea and existing backer IW Capital as co-leads, with IW Capital increasing its stake. Active Partners, whose investments include Soho House, LEON and Rapha, also joined the round, alongside PXN Group, Accelerate Ventures and Ventures Together.
The US move is intended to change the balance of the business quickly. Co-founder and chief executive Varun Bhanot expects America to account for most of MAGIC AI’s business in 2027. The funding will also support further development of ReflectAI, the proprietary technology behind the mirror’s workout tracking and feedback.
Consumer-brand backing for a US launch
The investor mix brings experience beyond software and hardware financing. According to the announcement, Beringea has helped European consumer brands including Monica Vinader, MOTH and Papier scale into the US. Active Partners brings experience from fitness, wellness and hospitality businesses, including wellness retailer Healf.
For MAGIC AI, that background is relevant to a launch that requires selling a physical consumer product as well as its underlying technology. The strategic test is whether its UK traction can translate into American demand for personalised, AI-guided exercise at home.
“This round is about two things: America will make up most of our business by next year, and going far deeper into the data layer behind ReflectAI®, so that the Mirror does not just count what a user does but understands how they are progressing over time,” Bhanot said.
The announcement did not specify a US launch date, initial cities, pricing, distribution partners or local hiring plans. It also did not disclose a valuation or financial forecasts underpinning the projected shift towards America.
A mirror built around real-time coaching
The MAGIC AI Mirror uses computer vision to track movement, count repetitions and provide feedback on exercise form. The company says ReflectAI coaches users through more than 1,000 exercises, combining personalised workouts with on-screen athlete representations that it describes as holograms.
Its athlete and instructor roster includes former Manchester United and England footballer Jesse Lingard, former England cricket captain Sir Alastair Cook and Strictly Come Dancing’s Katya Jones. The product offering also includes smart dumbbells and workout content developed with athletes.
MAGIC AI says the product has logged more than 500,000 AI-coached workouts across 150,000 hours. Those usage figures provide context for its next development priority: moving beyond feedback within individual sessions towards understanding a user’s progress over time. The announcement did not disclose how many customers generated those workouts.
UK growth provides the starting point
The company reported 342% annual growth and said it ranked as Britain’s fourth-fastest-growing hardware company in The Sunday Times 100 Tech 2026. Its mirror was also named among TIME’s Best Inventions of 2024 and received a King’s Award for Enterprise in the Innovation category in 2026, according to the release.
Beringea investment director Emma Biasiolo linked the investment to consumers adopting a hybrid workout style after COVID, and cited MAGIC AI’s UK traction and unit economics. The company did not publish the underlying economics. For its US expansion, the central question is whether that home-market momentum can support the rapid international shift its chief executive has set out.
