Form builds augmented-reality swim goggles that project pace, distance, stroke rate and other metrics on a small in-view heads-up display to give swimmers persistent tracking while in the water. A lightweight computer module in the eyecup reads onboard sensors to report interval time, rest time, stroke rate and count, distance per stroke, pace per 100/50 meters, length count and calories burned; the goggles claim a 16-hour battery life. The device retails for $199, began shipping last year, and is sold through Form’s website and the MoMA Store. The Vancouver startup was launched in 2016 by CEO Dan Eisenhardt, who previously founded Recon Instruments (acquired by Intel in 2015). Form raised funding to continue scaling its AR product into a swim-tech brand and is prioritizing a simple, purpose-driven device at an accessible price point. The company cites a global market of roughly 240 million swimmers and has discussed potential future swim-focused services once users are locked into the hardware.

Total raised

$8M

Funding rounds

1

Latest round

Series A

Latest activity

Apr 2020