NEW YORK, United States — The founder of interactive, at-home fitness concept Mirror has said the brand is “building the next iPhone”, as it sets its sights on becoming the “third screen in peoples’ lives”
In a candid conversation with Fast Company regarding the brand’s future strategy, Brynn Putnam explained: “We are building a best-in-class fitness product today, but that’s not where we will be in the near future. We’re building the third screen in your life that you’re going to turn to for all immersive interactive experiences going forward.”
Launched in 2018, Mirror, a high-tech device which doubles as a mirror, enables users to participate in live and on-demand fitness classes at home, across a variety of workout genres. The brainchild of Putnam, founder and owner of NYC-based fitness chain Refine Method, it has quickly garnered attention from celebrities and won the backing of high-profile investors.
Having previously secured $38 million, with $25 million coming from Spark Capital, an investment firm that’s backed Twitter, Oculus and Lola, last month the startup raised a further $34 million in a Series B round led by Point72 Ventures. Other participants included athleisure brand lululemon and supermodel Karlie Kloss.
The company, which argues it is creating a new category of at-home fitness with its cutting-edge hardware, responsive software and best-in-class content can already be found in homes across every state in the US. According to Fast Company, a Mirror rep would not specify but stated that the company has sold tens of thousands of units, with an even mix of men and women subscribers.
Its latest expansion — the opening of a brick-and-mortar store in New York, aims to connect with a wider demographic by providing consumers with a unique and interactive environment in which to experience the product.
However, in a bid to become more accessible (the device alone currently retails at $1500) the brand is also considering the creation of a more affordable device, as well offering access to content via alternative channels.
As users soar, Putnam is also turning her attention towards experiences beyond the realm of fitness.
This will, according to the startup, include the launch of family-focused content, a competitive multiplayer feature and a lululemon hosted meditation class. In addition, the future incorporation of e-commerce will enable the business to cross more seamlessly into fashion, beauty and even telemedicine.
Having recently launched a virtual personal training arm to the device’ capabilities, Putnam argues that the business has laid the foundation for future content to diversify.
“It lays the groundwork for us moving into new verticals,” she told Fast Company. “The possibilities are endless.”