FORM
In this Q&A, you’ll hear from Dan Eisenhardt, founder & CEO of FORM, maker of smart swimming goggles. Dan talks about the role of augmented reality in boosting in-pool performance, and how data-rich interfaces will transform sports training.
Tell us about FORM.
Dan Eisenhardt: At FORM, we are at the forefront of innovation in swimming technology, creating industry-leading, award-winning Smart Swim goggles that integrate augmented reality (AR) to display real-time swim data when swimmers need to access it most.
After launching our first pair in 2019, this year, we launched Smart Swim 2, goggles combining AR display, sensor suite, temple-based heart rate monitor, and a waterproof battery, providing swimmers with accurate data insights such as pace, heart rate, stroke count, and more — all without disrupting their flow.
Developing unmatched technology, our data science team’s patented solutions for stroke detection and heart rate monitoring enable accurate measurement of performance metrics.
Our HeadCoach™ features provide unparalleled in-goggle visual technique coaching and comprehensive in-app analysis, while SwimStraight™ is the first-ever digital compass for open water navigation, helping swimmers stay on course.
FORM users can also access thousands of workouts and over 45 training plans directly in their goggles, ensuring purpose and accountability to every swim. Our goal is to make swimming more engaging and enjoyable by giving athletes the tools they need to reach their full potential — whether in the pool or open water.
What led you to pursue this opportunity?
DE: As a former competitive swimmer, I experienced firsthand the frustration of not being able to access critical performance data, like split times, while swimming. This problem stuck with me long after my swimming days, and when I was studying at the University of British Columbia, I started thinking about how augmented reality could solve this issue.
The key insight was realizing that swimmers, unlike athletes in cycling, running, and other sports, don’t have immediate access to the data they need to improve in the moment.
It became clear to me that if we could integrate AR technology into swim goggles, we could offer swimmers the ability to see real-time metrics like pace, distance, and heart rate, all while staying immersed in their workout.
Fueled by my passion for swimming and my desire to disrupt the way we train, my goal has always been to empower swimmers—whether they’re competitive athletes or recreational enthusiasts—by giving them access to the data they need, right when they need it.
How did you turn your idea into a company?
DE: After my previous company, Recon Instruments, a developer of AR eyewear for sports, was acquired by Intel, I was uniquely positioned to raise capital for FORM from within my network.
Operating in stealth mode from 2016–2019, my team and I focused on prototyping, testing, and refining the technology behind our smart goggles. We worked on developing the machine learning algorithms driving our real-time metrics, inventing the patented underwater waveguide optics, perfecting the goggles design, and carefully planning our go-to-market strategy.
We shipped our Smart Swim Goggles in August 2019, and seeing our first customers use the goggles was a thrilling moment — years of hard work had finally paid off.
From there, we have grown from strength to strength. Like many, we were greatly challenged by the impacts of COVID-19, which in turn accelerated product updates, like our open-water features — and we keep pushing the boundaries of what’s possible with our swim technology.
We’ve exponentially grown our customer base, nurtured a highly talented team in a dynamic and creative culture, and continued to raise capital to fuel the realization of our vision of revolutionizing swimming.
How big can this get?
DE: According to the Outdoor Industry Association and the Sports & Fitness Industry Association, there are 31.5M active swimmers in the US alone, with 30% participating at least once weekly. Our estimates put the global participation at around 150M.
While we’re targeting the 20M frequent swimmers in our target geographies, we can also look ahead to the broader sports market, led by the core activities of swimming, running, or cycling. When thinking about augmented reality, we’re confident this will eventually become the new user interface in all sports — a massive opportunity.
Our philosophy is to design game-changing experiences that elevate the athlete’s potential and make them faster. This is the promise of what real-time visual feedback can do compared to traditional interfaces, and we’ve already shown this is possible in swimming.
How do you reach your core customer?
DE: Our core customers range from elite athletes like top professional triathletes to recreational swimmers and people who are just getting into the sport of swimming. FORM appeals to a wide spectrum of swimmers because our technology provides real-time data, digital coaching, workouts, and more that helps anyone improve.
We’ve been acquiring customers through a combination of targeted marketing efforts and strong word-of-mouth within the swimming and triathlon communities. Our partnerships with top-tier professional athletes and organizations like World Triathlon and USA Triathlon help build credibility, while our extensive library of guided workouts and features like SwimStraight™ and HeadCoach™ attract both high-performance athletes and newcomers.
To continue growing, we’re expanding our reach through strategic partnerships, working with coaches, sports retailers, and elite athletes and teams to increase visibility.
Additionally, we’re constantly developing new features and refining our product to ensure that everyone finds value in our goggles. As we introduce more swimmers to the benefits of training with real-time data and improve our offerings, we believe we can expand FORM’s reach even further across both competitive and recreational markets.
In the immediate future, we’ll also have some exciting retail news to share, so watch this space!
Anything else you’d like to share with readers?
DE: Wearable technology is revolutionizing the world of sports, redefining the way we train, maintain fitness, and compete.
FORM represents the next evolution in this ongoing transformation, as we’re set to push the boundaries of what’s possible, delivering real-time data and insights that empower athletes to reach their full potential.
If you’re interested in having your company featured in our Q&A series, send an email to team@fitt.co.
