Form, a Vancouver, BC, Canada-based sports technology company, closed a $12M Series A funding round.
The round was led by large family offices in the UK and Denmark with participation from Silicon Valley Bank.
The company intends to use the funds for geographical expansion, investment into new products and services, scale of e-commerce and product teams, and growth of field marketing and branding.
Founded in 2016 by Dan Eisenhardt, CEO, Form is a direct-to-consumer sports technology company advancing augmented reality swim goggles. The goggles give swimmers real-time visual feedback, with metrics like split times, distance, stroke rate, pace per 100, and calories displayed directly in the swimmer’s line of sight. Through a partnership with Polar, swimmers also now have the ability to view their heart rate in real-time throughout their swim.
Data from the goggles then syncs with the companion app for iPhone® and Android™, where swimmers can customize metrics, review progress after each swim, analyse performance, engage with the community and their coaches, and track and share progress over time. Swimmers also have the option to sync data from the FORM Swim App with other platforms, including Strava, TrainingPeaks, Apple Health and Garmin.
The goggles are available at formswim.com and on Amazon in the U.S., Canada, United Kingdom, France, Germany, Spain, Italy, Australia and Japan.