Inside its New York City office, Mirror executive Kailee Combs is doing bicep curls while standing on a yoga mat. She's looking directly into the immersive mirror that the startup sells.
Mirror, which launched in September 2018, is one of several companies changing the fitness landscape by making it easy for anyone to engage in live or on-demand interactive workout classes from the comfort of their home — with a substantial price tag. While taking classes ranging from cardio and yoga to boxing, customers can see key metrics like their heartbeats-per-minute and calories burned.
Those costs don't include ongoing subscription fees. Mirror costs $39 per month for up to six people in a household for access to its on-demand or live classes — the same price as Peloton's subscription but $10 less per month than Tonal. Mirror is perhaps the most aesthetically pleasing of the offerings: The device could pass as simple home decor.
The new offering comes less than two weeks after Peloton made its Wall Street debut. Its IPO price valued Peloton at about $8 billion, or roughly double its private market valuation one year ago, but the company continues to trade below its IPO price. Putnam came up with the idea after she struggled to fit workout classes into her schedule as a pregnant entrepreneur. Simultaneously, she noticed how much customers at Refine Method loved working out alongside mirrors. She sought to blend the two concepts.
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