Interactive Home Gym Company MIRROR Closes $34 Million In Funding

By Annie Baker ● November 6, 2019
  • Interactive home gym company MIRROR announced it has raised $34 million in Series B-1 funding led by Point72 Ventures

MIRROR — an interactive home gym company that is revolutionizing the in-home fitness experience — announced it raised $34 million in Series B-1 funding led by Point72 Ventures. lululemon, Karlie Kloss, Kevin Huvane, and Steve Lockshin also joined the funding round along with LionTree LLC and existing investors Spark Capital and Lerer Hippeau. Including this round, MIRROR has raised $72 million in total funding. Point72 chairman and chief executive officer Steven Cohen is joining MIRROR’s board of directors.

“We’re thrilled to welcome new investors like Steve Cohen, Karlie Kloss and Kevin Huvane to the MIRROR family. Their support and vision for our growth will be instrumental in allowing us to develop groundbreaking content and reach more people where it’s most convenient,” said Brynn Jinnett Putnam, founder and CEO of MIRROR. “It’s particularly gratifying to be involved with lululemon again. I first worked with them almost a decade ago as an Ambassador and have long admired their exceptional team, as well as their vibrant community. There are significant synergies between our brands and I’m excited for the opportunity to innovate together.”

MIRROR is essentially creating a new category of in-home fitness with cutting-edge hardware, responsive software, and content to provide a uniquely immersive and personalized workout experience. Launched in September 2018, MIRROR’s demand quickly soared. And there are now MIRRORS in homes in every state within the continental U.S. Plus the company also expanded its footprint with the opening of a brick-and-mortar store in New York City thus giving people a unique interactive experience.

ADVERTISEMENT

MIRROR also announced a key partnership with fitness expert Tracy Anderson to bring high-quality content to people nationwide.

With this round of funding, MIRROR will apply new funding resources to fuel continued momentum as well as expanding into new areas and content verticals.

With this round of funding, MIRROR will apply new funding resources to fuel continued momentum as well as expanding into new areas and content verticals.

“MIRROR is an example of how Lululemon’s purpose to unleash the full potential within every one of us comes to life,” added Celeste Burgoyne, Executive Vice President of Americas & Global Guest Innovation at lululemon. “We’re proud of Brynn’s journey from being one of our ambassadors to CEO of an incredible company committed to helping people become the best versions of themselves.”