Mirror gets $13M to offer virtual fitness classes via a smart mirror

By Jonah Comstock
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Mirror, a New York City-based virtual fitness platform company, has raised $13 million in a new funding round led by Spark Capital. Lerer Hippeau, First Round Capital, Primary Venture Partners, BoxGroup, and Brainchild Holdings also contributed to the round. 

Founded by New York City ballet dancer and fitness studio owner Brynn Putnam, the company will offer a hardware product that takes on the form factor of a full-length mirror, according to Inc Magazine. In the mirror, users will be able to see both their reflection and fitness content, including either live virtual classes or one-on-one training with an instructor. Beyond that, the details are still being kept under wraps.

“After decades on the frontlines of fitness, I have seen first-hand the critical need for an at-home fitness option that doesn't require compromising quality for convenience,” Putnam, Mirror's CEO, said in a statement. “Mirror addresses that need, by delivering the variety, personalization and interactivity of the studio experience directly into members' homes. We’re thrilled to have such an extraordinary group of investors to help bring this vision to scale.”

The company describes the device as a "sleek, responsive display" that gives the user access to an "evolving selection of live and on-demand classes across a variety of genres, including cardio, strength training and yoga." The mirror includes a camera and microphone and there will be an element of feedback to the experience.

The second-largest funding deal last year in the digital health space was for Peloton, a connected stationary bike that offers a similar connected fitness experience. Other companies like ClassPass, Daily Burn, and YogaGlo also offer video fitness classes.

Mirror plans to use the funding for continued product and content development. According to Inc, the launch date is set for some time this spring. Pricing details have not been disclosed.