As boutique fitness classes are growing in popularity across the country, a handful of companies are trying to bring the experience into people’s homes. Mirror is one of them, and it’s got a unique take on the concept.
The young fitness startup creates an interactive 40-inch screen disguised as a mirror, which shows at-home workout routines coached by a virtual trainer. At $1,495, the Mirror isn’t cheap, and on top of that, users pay $39 per month for access to classes. But if Peloton is thriving with a similar business model, why not Mirror?
In fact, the company is already off to an explosive start. Mirror is reportedly closing a $36 million round of funding, which would put the company at nearly a $300 million valuation, according to TechCrunch citing Delaware stock filings. This follows Mirror’s reported pre-launch valuation of $200M.
Mirror declined to comment.
Mirror raised $13M in February and then another $25M in September alongside its product launch. Since the launch, Mirror has reportedly been selling $1M worth of Mirrors per month. And despite the fact that it’s only been on the market for a few months, plenty of high-profile celebrities have been spotted using it, including Demi Moore, Kate Hudson and Reese Witherspoon.
Judging by today’s news, it appears investors like what they’re seeing.
