![]() ![]() Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales and app ratings - and creates data sets that measure factors like hiring, revenue and foot traffic. Sure, Mirror can make its ads appeal to moms with jobs instead of globe-trotting models, but can the company make its product attainable for the working class? Putnam said she wants the Mirror to be people’s “third screen,” following their computer and phone of course. They want your life to revolve around their products. But companies like Mirror and Peloton don’t just sell aspirational bodies, they sell aspirational lifestyles. People have always been trying to make fitness more convenient. You might remember Jane Fonda’s Thighmaster or the BowFlex or the Shake Weight. Mirror and Peloton share strikingly similar products and one central goal: Convenient, on-demand fitness.Īt-home exercise equipment is nothing new. This puts the company in close competition with Peloton, which boasts over 1.4 million members and 577000 machines sold. Mirror founder Brynn Putnam told The Atlantic that the company has already sold “tens of thousands of Mirrors” and finished out last year well above its sales targets. Perhaps the new marketing team will restrategize its ad campaign to reflect a more relatable consumer, less off-duty model and more 9-5 millennial. With these additional features, Mirror hopes to expand its reach. The marketing division is looking to hire 57 employees. There are currently 139 job openings in the engineering department. Soon, it will offer FaceTime-like communication with teachers, therapists, and all kinds of “experts.” The company recently introduced meditation guides and kid-friendly “Family Fun” workout classes. That said, Mirror plans to expand beyond exercise. It increased 3% this year, while Peloton’s ($ NASDAQ:PTON ) following went up 11%. But our data suggests its following isn’t growing much. The tagged photos on Mirror’s Instagram page paint a more diverse picture of its users. The early adopters when the Mirror launched in 2018 consisted of social media influencers and celebrities like Jennifer Aniston, Alicia Keys, Kate Hudson, Gwyneth Paltrow, and Lady Gaga. These are caricatures of Mirror’s target audience, or the people its target audience want to be. A buff guy practices kickboxing inside what looks like an Italian palazzo, complete with inlaid hardwood floors and one ficus. A toned twenty-something squats in her mid century modern living room. But it’s not hard to imagine the demographic, which the company’s ads depict with such a heavy hand it almost reads as parody. Needless to say, this product isn’t for the average consumer. On top of the price of the Mirror, you'll pay a monthly subscription of $39. ![]() All this for a cool $1495, or $42 a month for the rest of your life (three years). The Mirror brings fitness into your home with personalized, interactive exercise classes led by the best trainers in the country. ![]() Now, the Mirror isn’t just a mirrored HD screen with a carbon steel frame and mineral bronze powder coat. Have you ever looked into your mirror and thought, “If only this were also a gym?” Maybe you went to a pilates class and considered, “This whole experience would be improved if I could mount it on my wall.” Well, the folks at Mirror ( $PRIVATE:MIRROR) are here to help with their state-of-the-art. ![]()
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