MAGIC AI began with a challenge that was personal to Co-founder and CEO Varun Bhanot: how could the benefits of a personal trainer be made more accessible at home? Inspired by his own health journey, he founded London-based MAGIC AI, combining AI and fitness technology to bring more personalised training into the home.

The idea has resonated with people for whom traditional approaches to fitness do not always fit easily into everyday life, whether because of time, confidence, technique, or the cost and scheduling constraints of working with a personal trainer. That is reflected in its customer base, with around 70% of customers being beginners rather than highly data-driven fitness enthusiasts. The company has also seen strong engagement among women in their 40s looking for guided training that fits around work and home life.

MAGIC AI is designed around those needs, recreating some of the support of a personal trainer at home while using AI to personalise the experience over time. Its smart mirror combines 3D computer vision, connected weights and proprietary AI to assess movement, count repetitions, provide real-time feedback, remember previous performance, and create personalized exercise plans. Its relatively small physical footprint also allows it to fit more easily into the home than some larger connected fitness equipment. That technology has also earned wider recognition, with MAGIC AI receiving the 2026 King’s Award for Enterprise in Innovation, a particularly proud milestone for Varun and the business.

The company has also built partnerships with prominent figures from across professional sport and fitness, who support the platform as trainers, ambassadors and investors. These relationships have helped MAGIC AI bring recognised sporting expertise into its fitness offering.

Growing demand has also brought the challenges of scaling quickly. US demand has significantly exceeded expectations, running at around 3x the original monthly forecast since launch and creating inventory constraints over the summer. Managing supply and forecasting for a high-value physical product has therefore become an important part of the company’s transition from start-up to scale-up.

Alongside that commercial growth, customer impact remains central to the MAGIC AI story. Varun is particularly proud of the community developing around the brand, with customers connecting online to share their activity and successes. This sense of community extends to those returning to activity after illness or injury, as well as people who may find traditional fitness environments harder to access.

That combination of commercial growth and customer impact is now shaping MAGIC AI’s next phase. The company plans to expand internationally while continuing to develop the AI, health and data capabilities behind its product. The longer-term ambition is to evolve from a fitness product into a broader health platform, while building on the idea that started the business: making personalised training more accessible at home.