Form

The company's flagship product is the FORM Smart Swim Goggles, which feature a see-through augmented reality display integrated directly into the goggle lens. This display provides real-time performance metrics to the swimmer, such as split times, distance, stroke rate, and pace per 100 meters, without requiring them to stop or look at a pace clock. This allows for immediate feedback and adjustments during a swim. The goggles are designed to work in pools, open water, and swim spas. Data from swims is automatically synced to the FORM Swim App, available on both iOS and Android, for post-workout analysis. The app allows users to review their metrics, track their progress over time, and connect with a community of other swimmers.

FORM's business model is centered on the direct-to-consumer sale of its hardware, the Smart Swim Goggles. In addition to the hardware, the company has expanded its revenue streams through a subscription-based service called HeadCoach. This digital coach provides users with guided workouts and real-time, in-goggle feedback on their technique, such as head pitch. This subscription adds a recurring revenue component to the company's model, complementing the initial hardware purchase. The company has secured significant distribution partnerships, with its products available through major online retailers like Amazon and in physical stores such as Sport Chek in Canada.