MAGIC AI was founded in 2021 by Varun Bhanot and Sunil Jindal. The business is known for its AI-powered fitness mirror, which acts as a virtual personal trainer at home. It uses cameras and motion tracking to give real-time feedback on workouts, aiming to make personal training more accessible without the need for a gym or a human coach. MAGIC AI has attracted celebrity investors and trainers, including Jesse Lingard, Sir Alastair Cook and Katya Jones, who also appear as virtual trainers. The business has sold tens of thousands of products across 40 countries and has raised over $7m in funding.