AR swim goggles-maker Form raises $8.5 million Series A

Form has been building AR-enhanced swim goggles that allow swimmers to track their pace, distance and stroke rate on a miniature heads-up display inside the goggles.
The Vancouver startup tells TechCrunch they’ve raised $8.5 million ($12M CAD) in Series A funding to continue scaling their augmented reality product into a major swim tech brand.
Form CEO Dan Eisenhardt has already had an exit in the consumer AR business, Recon Instruments, a biking and skiing AR goggles company that Intel acquired for an undisclosed sum back in 2015.
He launched Form in 2016 and started shipping the company’s swim goggles last year.
The AR hardware market has had a tough couple of years, general purpose AR has been a hard sell for consumers, leaving well-capitalized companies like Magic Leap forced to pursue enterprise and public sector contracts.