Meet the Fitness Entrepreneur Who Created a $300 Million Mirror Phenomenon | Forbes

The only thing that’s easy: working out. Putnam brought home two of her fitness company’s eponymous interactive Mirrors. One is in the bedroom, the other in the guest bedroom. “If [Lowell] wants to box and I want to do yoga, we can,” says Putnam, 36. With a market capitalization above $13 billion and a product and marketing campaign that have become a meme, Peloton has emerged as the buzziest fitness company of the coronavirus era. But privately owned Mirror is hot on its heels, with a single advantage Peloton can’t match: compactness. At 22 inches wide, 52 inches high and 1.4 inches deep, Putnam’s product looks and acts like a regular mirror. Turn it on, though, and users see an instructor teaching the class (as well as their own reflection so they can work on form); software provides personalized modifications in the corner of the screen and helps track fitness goals. Members pay $1,495 for the Mirror and an additional $39 a month for access to an array of livestreamed classes including cardio, barre, strength training and yoga in 15-, 30- and 60-minute increments. “No one had thought about putting a screen into a mirror and having it be a workout platform,” says Kevin Thau, general partner at Spark Capital, one of Putnam’s early investors. “It seems obvious in hindsight, but it wasn’t before.”