Magic 5
DealCustom swim goggles
Best known from its Shark Tank appearance, Magic 5 is a custom swim goggles in Season 13, and convinced Robert Herjavec to invest.
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From the show
The Shark Tank pitch
- $500K
- Asked for
- 2.5%
- Offered equity
- $20M
- Sought valuation
- $1M
- Deal amount
- 6.5%
- Deal equity
- $15.4M
- Deal valuation
Bo Haaber and Rasmus Barfred walked into the Tank in Season 13, Episode 4 in the episode that aired October 29, 2021. Magic 5, the custom swim goggles, pitched in the Sports & Outdoors category, one of 154 sports & outdoors businesses to brave the Tank across all 17 seasons.
On the carpet, the number was $500,000 for a 2.5% stake, which valued the company at $20M.
Robert Herjavec made the deal at $1,000,000 for 6.5% equity. That priced the company at $15.4M, a haircut from the $20M the founders walked in asking for, which is how negotiations in the Tank usually go.
Magic 5 was one of 96 businesses to pitch in Season 13, where 64 deals got done. In the Sports & Outdoors category overall, roughly 64% of pitches have landed a shark across the show's history.
The full story
Everything to know about Magic 5
TheMagic5 makes custom-fit swimming goggles tailored to each person's face. Instead of buying a generic pair that leaks or leaves marks, customers scan their face using the company's phone app, and the goggles are made to match that scan. Founders Bo Haaber and Rasmus Barfred, both with backgrounds in swimming and triathlon, started the company in Denmark after getting frustrated with poorly fitting goggles during training and racing.
On Season 13 they made an unusually confident ask, 500,000 dollars for just 2.5 percent, reflecting strong sales and a high valuation. The technology and traction sparked real interest. Robert Herjavec stepped up, and the deal closed at 1 million dollars for 6.5 percent, a much larger investment than the founders first proposed but at terms that still kept their stake mostly intact.
The hook was the custom-fit promise backed by an app-driven scanning process, which felt genuinely novel for a category most people consider commoditized. Leaky, uncomfortable goggles are a near-universal complaint among swimmers, so a personalized solution with a fit guarantee resonated. Pairing that with founders who actually competed gave theMagic5 credibility that helped it stand apart on the show.
Where Magic 5 is now
After the deal, theMagic5 kept scaling its custom-fit model and worked to improve fulfillment speed. The company expanded its operations to better serve customers in Europe, reducing the wait time for orders on that side of the Atlantic as demand grew internationally.
The brand also continued developing its fitting technology and built partnerships within the swimming world to widen its reach. As of 2026 themagic5.com is active and selling custom goggles with its fit guarantee, and the company operates across both the United States and Europe, indicating steady growth since the Robert Herjavec investment.
Where to buy Magic 5
TheMagic5 goggles are sold through the official themagic5.com site, where the process starts with scanning your face in the app so the goggles can be molded to fit. You can also find the brand through Amazon and select retail channels. The main value is the personalized fit and leak-resistance guarantee, which matters most for frequent swimmers, triathletes and anyone who finds standard goggles uncomfortable. They cost more than generic pairs, but for serious training the custom fit is often worth the premium.
Is Magic 5 still in business?
Read our 2026 update on where the company is now.
Sold on Magic 5?
Check today's price and availability before it swims away.
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Frequently asked questions
Where can I buy Magic 5?
Check current price and availability on Amazon. Note that some Shark Tank products are discontinued or sold under a new name. The company's official website is another option.
Did Magic 5 get a deal on Shark Tank?
Yes. Magic 5 closed a deal for $1,000,000 in exchange for 6.5% equity, with Robert Herjavec.
Which shark invested in Magic 5?
Robert Herjavec invested in Magic 5 ($1,000,000 total as aired).
What season of Shark Tank was Magic 5 on?
Magic 5 appeared in Season 13, Episode 4, which aired October 29, 2021.
How much was Magic 5 asking for on Shark Tank?
The founders asked for $500,000 for 2.5% of the company, a $20M valuation.
How do theMagic5 custom goggles get fitted?
You scan your face using theMagic5 phone app, and the goggles are manufactured to match the contours of your face. The aim is a personalized, leak-resistant fit rather than the one-size approach of standard goggles.
Are theMagic5 goggles worth the higher price?
For frequent swimmers, triathletes or anyone who struggles with leaking, fogging or pressure marks, the custom fit and fit guarantee tend to justify the cost. Casual swimmers may be fine with a standard pair, so it depends on how often you swim.
Is theMagic5 still in business in 2026?
Yes. The official themagic5.com website is active and selling custom goggles, and the company operates in both the United States and Europe, having expanded fulfillment after its Shark Tank deal with Robert Herjavec.
Shark Tank Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.
