MIRROR’s Home Fitness Platform Nabs $34 Million

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One of the fastest growing home fitness platforms in its field just got new funding.

MIRROR, based in New York, announced it has completed the first segment of its Series B funding round, netting $34 million. Point 72 Ventures led the round, with additional participation from Spark Capital, Lerer Hippeau Ventures, LionTree Partners, active wear maker Luluemon, angel investor Steve Locksmith, Creative Artists Agency founder Kevin Huvane, and supermodel/entrepreneur/philanthropist Karlie Kloss. MIRROR’s total funding is now at $72 million.

MIRROR is creating a new category of in-home fitness backed with cutting-edge hardware, responsive software and best-in-class content providing a uniquely immersive, personalized workout experience for the user. The startup launched September 2018 to strong demand. MIRROR just launched a brick-and-mortar store in NYC, and has forged a content partnership with fitness pioneer Tracy Anderson.

“We’re thrilled to welcome new investors like Steve Cohen, Karlie Kloss and Kevin Huvane to the MIRROR family,” said MIRROR founder and CEO Brynn Putnam, in a statement. “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.”

MIRROR plans to use the new funding to fuel continued momentum, and expand into new areas and content verticals.

MIRROR is also adding Point72 Ventures chairman and CEO Steven Cohen to its board of directors.