AI fitness company MAGIC AI raises a new round backed by Jesse Lingard and Sir Alastair Cook
This article covers an investment announcement on 27 October 2025 for MAGIC AI, a London-based AI fitness technology company behind the MAGIC AI Mirror, founded by Varun Bhanot. The company has raised $9m to date, led by investor Jesse Lingard and backed by Sir Alastair Cook.
What does MAGIC AI do?
The MAGIC Mirror is an AI-powered home fitness device that displays a hologram trainer and monitors user movement. It corrects exercise form, counts repetitions and personalises training programmes for home workouts using real-time tracking.
Why is MAGIC AI useful?
Problem
People face barriers to accessing personalised, high-quality coaching at home, needing gyms or expensive trainers. They also lack real-time feedback on form and tailored programmes for specific sports or goals.
Solution
MAGIC AI explains that it provides a holographic AI mirror offering real-time movement tracking, form correction and rep counting. The device personalises programmes for over 240 exercises and streams celebrity trainers as live holograms in users' homes.
How much did MAGIC AI raise?
MAGIC AI has raised £7.0m ($9m) to date, with new investment from Jesse Lingard alongside Sir Alastair Cook.
Who invested in MAGIC AI?
Key investors include the following individuals.
- Jesse Lingard: An angel investor with a background in professional football and a substantial social media presence, also acting as a brand ambassador and on-screen trainer for the company.
- Sir Alastair Cook: An angel investor with a background in professional cricket, contributing cricket-focused training expertise to the platform.
- Katya Jones: An angel investor with a background in dance and performing arts, providing dance instruction and choreography for the service.
- Desiree Henry: An angel investor with a background as an Olympic sprinter, offering athletics-focused coaching content.
In the funding announcement, Jesse Lingard from MAGIC AI said:
I've invested in quite a few things over the past couple of years, but my latest one is MAGIC AI. I honestly believe that within the next five years it will be one of the most creative AI products ever made.
The investor added that he sees a broader future for AI in fitness and that the Mirror provides at-home, trainer-led workouts as an alternative to the gym, offering personalised sessions and coaching.
If you're researching potential backers in this space:
- Explore our list of healthtech venture capital firms in the UK
- Browse our directory of healthtech angel investors in the UK
Who founded MAGIC AI?
Varun Bhanot is the founder of MAGIC AI.
In the funding announcement, Varun Bhanot explained:
We’re thrilled to have Jesse onboard not just as an investor and ambassador, but as a trainer on the platform itself. He embodies high performance, resilience, and creativity which are values at the core of our mission.
The company continued that his energy and authenticity, particularly the way he motivates people to push through difficult moments, will reach many users, and that it is building technology intended to help people become fitter, healthier and live longer, with Jesse’s involvement supporting that work.
Where is MAGIC AI based?
MAGIC AI is based in London, UK.
What sector is MAGIC AI in?
MAGIC AI operates in the Healthtech sector. This sector uses technology to improve fitness, wellness and healthcare services. It helps people track health and get personalised training at home.
Key trends and challenges in Healthtech:
AI-driven consumer health and fitness devices
AI-powered home health devices let people access personalised workouts at home, as AI fitness market grows to $35.6bn.
Need for clinical evidence and reimbursement
Regulators and payers demand clinical proof, slowing adoption; for example many health apps lack randomised trial evidence.
Data privacy, safety and regulation
Data privacy and safety rules tighten, exemplified by the EU AI Act and stricter health data standards.
For a deeper look at innovation in this space, see the healthtech startups in the UK.
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