MIRROR makes a nearly invisible, interactive home gym that combines cutting-edge hardware, responsive software, and live and on-demand fitness content. The device is designed to transform any room into a connected workout space, offering personalized and community-oriented studio-style classes. MIRROR launched in September 2018 and reports devices in homes in every state within the continental U.S. The company has opened a brick-and-mortar store in New York City and announced a content partnership with fitness pioneer Tracy Anderson. MIRROR says it will use new funding to fuel continued momentum and to expand into new areas and content verticals. Its founder and CEO is Brynn Putnam, and the company is headquartered in New York City. Mirror builds a full‑body smart mirror that streams Peloton‑style live and on‑demand classes filmed in‑studio in New York City. The hardware combines an LCD, one‑way mirror, microphone, speakers and camera to provide a two‑way interactive experience. At launch Mirror offers more than 50 classes across cardio, strength, yoga, Pilates and boxing, and tailors workouts using goals, preferences and biometrics pulled from connected devices like heart‑rate monitors or an Apple Watch. Instructors provide feedback and real‑time stats that are displayed on the mirror. The device is sold for $1,495 and content is available via a $39 monthly subscription. The company was founded by Brynn Putnam, who previously founded the Refine Method and worked as a dancer in the New York City Ballet, and it came out of stealth at TechCrunch Disrupt. Mirror produces an at-home device that looks like a mirror but streams virtual fitness classes, letting users see instructors and classmates. The device also displays key performance metrics on-screen to provide real-time feedback during workouts. Founder and CEO Brynn Putnam describes it as a "complete home gym in a sleek high-design item" and aims to offer personalized workouts across disciplines like barre, yoga, boxing and Pilates. Mirror plans to launch in spring and will sell directly to consumers via its website, with an additional content subscription planned. The New York-based startup has raised $13 million in funding led by Spark Capital, with participation from Lerer Hippeau Ventures, First Round Capital, BoxGroup and others. Pricing has not been disclosed but is expected to be in the ballpark of other high-end machines.

Total raised

$72M

Funding rounds

3

Latest round

Series B

Latest activity

Oct 2019