Summary:
Brynn Putnam, founder of Mirror (acquired by Lululemon for $500 million), is launching a new gaming hardware startup focused on face-to-face interactions.
The venture aims to leverage mature technology and AI to create devices that encourage in-person social connections, moving away from screen isolation.
Putnam's strategy is inspired by Nintendo's philosophy of using affordable, proven hardware to build innovative user experiences.
Investor support is strong, with Lerer Hippeau already participating in funding, signaling confidence in her ability to spot consumer trends.
This aligns with a broader trend of renewed interest in consumer hardware, driven by advancements in AI and component ecosystems.
Brynn Putnam Returns to TechCrunch Disrupt with a New Gaming Hardware Startup
Seven years after unveiling Mirror at TechCrunch Disrupt 2018, Brynn Putnam is back on the same stage to debut her latest venture. The serial entrepreneur, who turned a fitness concept into a $500 million acquisition by Lululemon, will present at TechCrunch Disrupt 2025 in San Francisco this October.
Putnam's journey is a masterclass in timing. Mirror, a connected fitness device, launched just as the pandemic surged demand for home workouts, leading to its rapid acquisition. Now, she's pivoting to a new cultural shift: the desire to disconnect from screens and reconnect in person. Her stealth-mode startup is developing consumer gaming hardware designed to foster face-to-face interactions, not isolation.
"We're about to enter a golden age of hardware," Putnam recently stated, citing mature display tech, affordable components, and AI capabilities. This new project shifts focus from individual performance to shared experiences and relationship-building, using technology as an enabler for human connection.
Inspired by Nintendo's approach of using "withered technology with lateral thinking," Putnam aims to create compelling user experiences with proven hardware, rather than pushing tech boundaries. Her background in boutique fitness and behavior change informs this move into gaming that encourages real-world interaction.
Investor confidence is high; Lerer Hippeau, which led Mirror's seed round, has already backed her new company in a competitive funding round. This aligns with a broader resurgence in consumer hardware investing, as AI and mature components enable new device categories.
Putnam's appearance at Disrupt 2025, during TechCrunch's 20th anniversary, promises insights into the future of innovation. For entrepreneurs and investors, it's a chance to see how a top founder is navigating the next wave.
The event runs from October 27-29 at San Francisco's Moscone Center, offering opportunities for networking and learning.
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