In the competitive world of swimming, the right equipment can make all the difference. THEMAGIC5, a pioneering company in the swimming gear industry, is leading the charge with their innovative custom-fit goggles. We had the pleasure of sitting down with Rasmus Barfred, co-founder of THEMAGIC5, to delve into the inspiration behind the company, their cutting-edge technology, and the journey from inception to becoming a global name in swim gear.
- Origins and Vision: What was the inspiration behind founding THEMAGIC5? What is the long-term vision for the company in the swimming goggles market?
“We wanted to create swimming goggles that eliminated the distractions preventing anyone from being at one with the water,” says co-founder Rasmus Barfred. With his partners, former professional swimmer Niklas Hedegaard and triathlete Bo Haaber, THEMAGIC5 became the first in the world to offer custom-fit swim swimming goggles.
THEMAGIC5 proprietary fitting technology has brought custom goggles to over 200,000 swimmers around the globe. But Barfed explains their technology has further application.
“At the heart of it, we are a technology company. We are expanding our product base to introduce additional customized consumer products to offer the same solutions and THEMAGIC5 experience to other industries including virtual reality wearables and cycling products.”
- Innovation and Technology: What makes THEMAGIC5 swimming goggles unique compared to other brands?
Standard “one-size-fits-all” goggles often leak and are uncomfortable. To create a seal, swimmers are commonly forced to wear standard goggles so tight they not only experience discomfort while swimming but are left with pressure marks on their face. THEMAGIC5 goggles are different. Since they are customized to fit your face perfectly, they don’t need to be worn extremely tight to create a seal so you can swim in comfort without leaks or pressure marks— guaranteed.
- Customization Process: How does the customization process for THEMAGIC5 goggles work? What advantages does this personalized approach offer to swimmers compared to standard goggles?
“We know that it’s the small things, like a drop of water in your goggles, that can make swimming a good or bad experience or be the difference between winning and losing. By providing an experience free from distractions, all there is to focus on is yourself and the water. Swimming as it should be,” Barfred says.
Each pair of THEMAGIC5 uses the “Optimal Fitting Technology” to find the best fit for each person. After ordering a pair of goggles online, customers are then directed to the app where they are guided through the easy face scanning process. The measurements from the scan create a map of the face that is used to 3D print each gasket. Then, an optimal size nose piece is selected to connect the gaskets which is the final part of ensuring a perfect fit. The process only takes a few weeks from the manufacturing process to delivery.
Customized products are usually out of reach for most consumers but THEMAGIC5 technology makes it possible for everyone to have custom-fit, comfortable, high-performing goggles.
- Commitment to Quality and Performance: How does the company ensure that the goggles meet swimmers’ performance expectations?
THEMAGIC5 guarantee a perfect fit but, If for some reason you aren’t happy with the fit of your goggles, THEMAGIC5 will ask for your feedback and will make you a new pair to solve any issues. If you don’t want to go through the feedback process, you can also simply return the product and get your money back.
- Collaborations and Partnerships: What role do collaborations with sports organizations, elite athletes, or other key stakeholders play in the development and promotion of THEMAGIC5 goggles?
THEMAGIC5 goggles are worn by swimmers and triathletes of all levels across the world including Olympic medallists, world champions, and even nonagenarian masters record holders. Polish freestyle sprinter Kasia Wasick and American open water swimmer Ivan Puskovitch will be wearing THEMAGIC5 at the Paris Olympics.
Multiple world champion and Olympic gold medalist triathlete Jan Frodeno is a proud supporter of THEMAGIC5. “I was intrigued by the concept and have been amazed by how the product lives up to its promises,” he says. “A lot of other brands claim a perfect or premium fit, but they’re all one-size-fits-all. These goggles are different. They are custom-made, and that means they actually fit you.” He loved the goggles so much, he invested in the company.
- User Feedback: What has been the response from users and athletes to THEMAGIC5 goggles? What lessons have been learned from customer feedback, and how has that feedback been used to improve products?
“Product feedback from swimmers and especially pro athletes has been very, very good. It is very clear that a lot of our customers would like a prescription option—we’re looking into the feasibility of this,” Barfred says. “But because our product is customized it is a little more complicated logistically than if we just sold a standard goggle. It won’t be in the product lineup anytime soon but we are working on it.”
- Challenges and Achievements: What have been the biggest challenges the company has faced so far, and how have they been overcome? What are some of the company’s most notable achievements since its founding?
“COVID was by far the biggest challenge for THEMAGIC5,” Barfred shares. “All pools were closed and very few people were swimming. When people don’t swim, they don’t buy goggles. What we did instead was donate some of our inventory to health care workers as an alternative Personal Protective Equipment. We ended up donating hundreds of goggles to healthcare workers across the US—that was a project that gave a lot of purpose and was a good use of time.”
Since THEMAGIC5 started, they have gone from hand cutting goggles in their kitchen to using advanced robots to help swimmers all across the world. Many milestones came along the way, including being featured on the business television show Shark Tank in 2021. The company subsequently received $1,000,000.00 of financial investment from Robert Herjavec and Mark Cuban. In 2022, THEMAGIC5 launched their foray into the VR wearables market and in 2023 the company began collaborating with Canyon Bicycles GmbH to see how their technology can bring THEMAGIC5 experience to cyclists. “Of course, seeing the best swimmers in the world and every day swimmers at local pools wearing the goggles and enjoying the sport of swimming—that is always a win.”
