Lululemon invests in augmented reality fitness startup Mirror

Lululemon has invested in fitness tech startup Mirror, which uses smart mirrors to run fitness classes in your home.

Mirror completed a $34 million Series B funding round, led by hedge fund Point72 and counting Lululemon and Karlie Kloss as contributors.

It also announced that it would partner with athleisure giant Lululemon to bring new content to its interactive classes, including meditation classes hosted by Lululemon ambassadors.

Mirror launched its LCD smart mirror last year, which seeks to re-create the experience of a fitness class in the user’s home.

When switched off the screen acts as a full-length mirror, when switched on users can see both themselves and a digital instructor, allowing users to stream unlimited classes ranging from boxing to yoga.

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Seventy live classes take place per week, but an “extensive library” of classes are available on demand, alongside a personal fitness profile which will display biometric data to optimise every workout.

“Mirror is an example of how Lululemon’s purpose to unleash the full potential within every one of us comes to life,” Lululemon’s executive vice president Celeste Burgoyne said.

“We’re proud of Brynn’s journey from being one of our ambassadors to CEO of an incredible company committed to helping people become the best versions of themselves.”

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