From fitness innovation to gaming disruption, Brynn Putnam unveils a bold new hardware startup at TechCrunch Disrupt 2025.
Brynn Putnam, the trailblazing entrepreneur who founded Mirror, the interactive fitness company later acquired by Lululemon, has returned to the spotlight with a brand-new venture. At the highly anticipated TechCrunch Disrupt 2025 in San Francisco, Putnam announced the launch of her gaming hardware startup, marking a striking pivot from fitness technology to interactive entertainment.
The announcement drew significant attention, with industry leaders, investors, and tech enthusiasts eager to see how Putnam’s proven track record in building consumer-focused tech products will translate into the booming gaming industry.
Putnam’s new startup signals a shift from fitness innovation to immersive gaming experiences, targeting an industry that has rapidly expanded over the past decade. While detailed product specifications were not immediately revealed, insiders suggest the startup will focus on next-generation gaming devices that emphasize interactivity, seamless connectivity, and accessibility for a wide range of players.
Gaming hardware has traditionally been dominated by global giants such as Sony, Microsoft, and Nintendo. By entering this highly competitive sector, Putnam is betting on her ability to identify gaps in consumer needs—just as she did with Mirror, which transformed home fitness with its sleek, AI-powered smart mirror.
Mirror was founded in 2016 and quickly gained traction for its innovative approach to connected fitness. The device combined hardware, software, and live training to deliver a gym-like experience at home. In 2020, Lululemon acquired Mirror in a deal valued at $500 million, cementing Putnam’s reputation as a visionary founder.
While Mirror faced challenges in later years due to post-pandemic demand shifts, Putnam’s journey highlighted her ability to scale a consumer technology brand from concept to acquisition. Analysts believe she will apply similar product-market fit strategies in the gaming space, focusing on user engagement and differentiated hardware design.
The timing of Putnam’s entry into gaming could not be more strategic. The global gaming market is expected to surpass $400 billion by 2027, driven by demand for immersive hardware, cloud gaming, and social gaming platforms. With advances in AI, AR, and VR, hardware innovation is seen as the next frontier.
Putnam’s startup aims to capture a slice of this growing market by catering to gamers seeking more personalized and intuitive experiences. Analysts suggest that if the startup integrates AI-powered customization and cross-platform compatibility, it could disrupt the way players interact with their devices.
TechCrunch Disrupt has long been a launchpad for groundbreaking companies, and Putnam’s announcement has added to the excitement. The conference, which brings together founders, venture capitalists, and tech leaders, is focusing this year on advancements in AI, hardware innovation, and global startup ecosystems.
Putnam’s decision to debut her new company at this venue underscores her intent to position the startup as a serious player from day one. The announcement was met with enthusiasm, with several investors already signaling interest in backing the venture.
Though official product details remain under wraps, industry watchers believe that Putnam’s new company will leverage her experience in:
Design-first thinking – blending aesthetics with functionality, a hallmark of Mirror.
Direct-to-consumer distribution – building strong community engagement through digital-first channels.
Hybrid experiences – possibly integrating gaming hardware with fitness, social, or entertainment elements, creating a unique niche.
This approach could differentiate the company in a market where most hardware innovation is tied to established console makers.
The investor community has reacted positively to Putnam’s comeback. Given her proven history of scaling a consumer hardware startup to acquisition, many see her as one of the few entrepreneurs capable of disrupting entrenched industries twice in a career.
Market analysts note that while the gaming hardware space is notoriously competitive, fresh entrants with bold ideas often pave the way for breakthroughs. If Putnam can align hardware innovation with gamer demands for flexibility, mobility, and affordability, her startup could attract both investors and a loyal consumer base.
The unveiling of Brynn Putnam’s new gaming hardware startup marks the beginning of what could be another transformative journey. From reshaping home fitness with Mirror to potentially redefining interactive gaming, Putnam’s entrepreneurial story is one of risk-taking, reinvention, and resilience.
As the startup develops its first line of products, the global gaming community will be watching closely. With her track record of blending hardware, software, and consumer insights, Putnam is once again positioning herself at the forefront of technological disruption.
For now, the anticipation continues, but one thing is clear: Brynn Putnam is back in the innovation spotlight, and this time she’s playing the game on an even bigger stage.
I am an entrepreneur, marketer, and mentor with a certification in entrepreneurship from IIT Delhi, one of the most prestigious institutions in India. I have a passion for connecting businesses with their ideal customers, solving real-world problems, and inspiring the next generation of founders.I founded and lead DevoByte, a digital marketing agency that provides a range of services, from SEO a
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