Mirror Raises $25 Million In Funding

By Annie Baker ● September 7, 2018

Mirror is a New York-based company that has built a smart mirror device that emphasizes fitness. Mirror announced a $25 million round of funding from Spark Capital. Mirror’s connected fitness system is actually the size of a full-length mirror and you can see yourself and your virtual instructor in an interactive display. The system has an embedded one-way camera, a microphone, and stereo speakers.

Some of the classes available through Mirror include yoga, boxing, and Pilates. And the levels can be set between beginner and expert. The virtual instructors are also optimized in a way to give positive feedback to users and it caters to the user’s preferences. Plus it can also connect to the biometric data shared with smartwatches.

“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,” said Mirror founder and CEO Brynn Putnam 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.”

And over 50 new workouts are being added per week. This content is being created by Mirror in its New York-based fitness studio. When the workouts are turned off, the Mirror fitness system works just like a real mirror.

The fitness system is controlled by the iOS app that complements the device. And the app is also where you will see all of the fitness analytics and metrics.

Digital fitness is a big industry. Peloton — which is known for its exercise bikes — recently raised $550 million in funding. Aaptiv recently raised $22 million in funding. And Asana Rebel also raised $17.4 million for its yoga-based app earlier this week.

With the funding, Mirror will bring its smart mirror product to the market. Consumers who are interested in buying one will have to pay a price of $1,495 upfront and $39 per month for access to the classes. Being an early adopter is not cheap.