MIRROR, a fitness tech startup founded by Harvard grad, raises $34M to revolutionize the in-home fitness experience

MIRROR, the world’s first nearly invisible, interactive home gym featuring live and on-demand fitness classes in a variety of workout genres, has secured $34 million in Series B-1 financing round to accelerate growth continues and innovative content and new experiences.

The round, which brings MIRROR’s funding to date to $72 million, was led led by Point72 Ventures. Other participants in the round include lululemon; supermodel, entrepreneur and philanthropist Karlie Kloss; Kevin Huvane, founder of Creative Artists Agency; Steve Lockshin, accomplished angel investor; seasoned media investors, LionTree LLC; as well as return investors, Spark Capital, and Lerer Hippeau.  long with this investment, Point72 chairman and chief executive officer Steven Cohen will join its board of directors.

Founded in 2016 by Harvard grad Brynn Putnam, creator of Refine Method, named “New York’s Smartest Workout,” the New York City-based MIRROR is creating a new category of in-home fitness with cutting-edge hardware, responsive software, and best-in-class content to provide a uniquely immersive, and personalized workout experience. For the first time, the essential components of a great studio workout – variety, personalization, and community – are brought to the most convenient place: the home.

MIRROR launched in September 2018 and demand quickly soared. There are now MIRRORS in homes in every state within the continental U.S. The company also expanded its footprint with the opening of its brick-and-mortar store in New York City, giving people a unique interactive experience.

Recently, MIRROR announced a key partnership with fitness pioneer, Tracy Anderson, to continue bringing world-class content to people nationwide. After staggering growth over the last year, MIRROR will apply new funding resources to fuel continued momentum, as well as expand into new areas and content verticals.

“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 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.”