By Samantha Denefrio, PhD

What is it?

Chances are you have recently seen your favorite influencer on Instagram working out with MIRROR. MIRROR is just what you think it is, a mirror, but not just any mirror. This one is 70 lbs, equipped with cameras and fitness instructors teaching thousands of fitness classes providing you with personalized feedback, and tracks your performance all from the privacy of your own home. The best part is that when you aren’t working out, it seamlessly blends in with your home décor, making it a “nearly invisible home gym” (MIRROR).

The Market

The US fitness market is 30 billion dollars and growing at a 3-4% rate annually (Forbes). Although boutique fitness studios are the fastest growing sector of the fitness industry, over 50% of Americans who workout at least once a month are interested in buying into the at-home fitness trend (Fast Company). The American College of Sports Medicine publishes a survey each year on worldwide fitness trends and wearable devices topped the list for 2019 (ACSM). MIRROR is a product that capitalizes on this push towards personalized fitness by introducing an at-home system where you create your own private gym. Last year, MIRROR received 25M in new funding primarily from Spark Capital. Spark is a prominent venture capital firm with its pulse on young entrepreneurs and invests in companies at all stages of growth (Spark). This recent investment adds to existing funding from Spark along with Lerer Hippeau, First Round Capital, Primary Venture Partners, Boxgroup, and Brainchild Holdings bringing total capital raised to 38M.

Why its innovative?

Brynn Putnam, CEO and Founder, has spent a decade in the fitness world and has a background well-suited for addressing the gaps in available fitness equipment. As a former NYC ballet dancer, fitness has always been a big part of her life. Before MIRROR, she founded Refine Method in 2010 to offer group fitness classes based on research with top athletes, trainers, and exercise physiologists (Refine Method). It wasn’t until she had a child that making time time to fit in workouts and attending fitness classes became a real challenge (Well + Good).

MIRROR is Putnam’s latest offering that cuts out the middleman and travel time. No dirty gym equipment, waiting for a treadmill at rush hour, or commuting required – you have everything you need right in your favorite room and at a moment’s notice. Classes offered through MIRROR’s interactive system offer personalized workouts with real-time encouragement and a points system that allows you to compete with yourself. If you miss the social scene at the gym, you can even connect with other members. Each week, over 65 new live and on demand classes at all experience levels, ranging from barre to cardio, are added to keep your workouts from getting stale.   

How much does it cost?

Starting at $1,495 before tax, delivery, and without the $39 per month subscription fee. You get MIRROR equipped with surround-sound speakers, along with a bluetooth heart rate monitor, fitness bands, care kit, and stand.  

There is a limited warranty period of 12 months. Refunds are offered up to 30 days after installation.

Where can you try it and buy it?

NYC Flagship store in the Flatiron district at 139 5th Avenue New York, NY 10010 on Monday – Saturday from 10am-8pm and Sunday from 11am-8pm. You can also call the showroom at 646- 781-8956 or email at [email protected].

Advantages

• Technology is compatible with Apple Watch and bluetooth devices making for a very personalized and interactive user experience.
• Select from one of MIRROR’s curated playlists or create your own to have your favorite music playing during your session.
• Available workouts can be adjusted for specific injuries or limitations
• $39 monthly fee gives the whole family unlimited access to all features and classes

Disadvantages

• Comes with a larger price tag, making it an unrealistic option for many
• Beware of the hefty white glove delivery fee of $250 which includes installation  

Fact Sheet and Details

• Founding location: New York, New York.
• Corporate name: Curiouser Products Inc.
• Date founded: 2016 (Bloomberg)
• Core product: MIRROR
• Founder and CEO: Brynn Jinnett Putnam (Bloomberg)
• Website: https://www.mirror.co/
• Phone: 888-288-1588
• NYC Flagship: 139 5th Avenue New York, NY 10010
• Showroom Hours: Monday – Saturday (10am-8pm); Sunday (11am-8pm)
• Instagram: https://www.instagram.com/getthemirror/
• Twitter: https://twitter.com/getthemirror
• Facebook: https://www.facebook.com/getthemirror

Funding (According to Curiouser Products Inc. dba Mirror)

Total: $38M

• Venture: $3,000,000 from Spark Capital in November, 2016
• Series A: $10,000,000 from Lerer Hippeau, First Round Capital, Primary Venture Partners, Box Group, Brainchild Holdings in October, 2017
• Series B: $25,000,000 from Spark Capital in June, 2018

News Stories on MIRROR  

• This NYC Startup Just Raised Another $25M to Bring a Studio Workout to Your Home
• Introducing Mirror, the at-home workout that’s a giant step into the future
• Forget $40 fitness classes — now a tech startup is asking rich people to spend $1,500 plus monthly fees on a mirror to stream workouts directly into their homes
• We Tried The $1,495 Workout Mirror All Over Instagram
• Luxury Smart-Home Tech Is Coming to Rescue Your Resolutions in 2019
• Launch and Demo with Brynn Putnam (Mirror) | Disrupt SF 2018