Mirror launches its in-home fitness platform, raises another $25M from lead investor

At $1,495, the company's full-length smart mirror streams fitness classes and connects to wearable heart rate trackers.
By Dave Muoio
12:27 pm

Mirror, a New York City-based fitness platform company, today announced the launch of its in-home virtual workout product for consumers. The device streams workout videos and music on demand through its large LCD panel, which also serves as a full-length mirror when not in use.

In addition to the launch, Mirror also announced the closure of $25 million in funding from Spark Capital. This news comes roughly half a year after its $13 million round — also led by Spark Capital, with participation from Lerer Hippeau, First Round Capital, Primary Venture Partners, BoxGroup, and Brainchild Holdings — bringing the company’s total backing to $38 million.

“Mirror is the first to bring the collective benefits of quality fitness studios into the home with a beautiful piece of hardware that enhances any room,” Mirror CEO and founder Brynn Putnam, who was also a former professional dancer and currently owns a chain of New York fitness studios, said in a statement. “Studio classes are great for high-quality, hands-on training, but are often draining on time and budget. We’re creating a personalized experience with the best trainers and classes around the world, so anyone can enjoy the benefits of a workout, whenever and wherever they want.”

Thanks to a camera included on the device, users will be able to see both their reflection and live fitness content, which at launch will take the form of live instructor-led classes focusing on cardio, strength, yoga, Pilates, barre, boxing, and stretch. These classes are filmed in the company’s New York production studio, with more than 50 new sessions added to the on-demand service each week, according to the company.

Through the company’s companion app, the platform also supports curated or user-uploaded music playlists. These can be played through the device’s stereo speakers, or through a separate Bluetooth-connected sound system. By syncing to a connected heart monitor or Apple Watch, the platform can also track changes in the user’s heart rate throughout a workout.

Today’s announcement does finally include the cost of Mirror’s setup: $1,495 for the device, and a $39 monthly subscription to the service. Notably, this asking price is several hundred dollars underneath that of Peloton’s connected exercise bikes, but still hefty when compared to the numerous amount of fitness class streaming services that do not require a dedicated hardware purchase.


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