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I hadn’t heard of Mirror prior to this acquisition but I’m a big Peloton fan. I used to do a lot of YouTube fitness videos but the Peloton classes are better.

I hadn’t heard of Mirror prior to this acquisition but I’m a big Peloton fan. I used to do a lot of YouTube fitness videos but the Peloton classes are better. Full Netflix quality HD, no preroll commercials, constant stream of new workouts that I don’t have to search around for, etc. I assume Mirror offers something similar. If $40/month sounds expensive keep in mind many of us compare fitness expenses to the $300/month gym memberships we were paying for prior to Covid.

WanderPanda 6y ago
Whaat kind of gym membership would that be? Here in Germany, I paid 20€ (< $22) and felt it was too much. Some friends pay 15€ a month. $300 is just wow
- winslow 6y ago
  Elite gyms specifically like Equinox charge $300/month. Yes they are nicer gyms with more/better amenities such as a spa (massage), juice bar, etc. IMO it's mostly a status thing.
  - parthdesai 6y ago
    I got a visitor pass for Equinox and honestly the gym itself was underwhelming. It was similar to good life here in Canada, the differentiator was the locker room, which indeed was luxurious. But I'm never paying $225/month for that gym.
    - novok 6y ago
      You go to an expensive gym so it's not as busy as the cheap gym. Even then that is not guaranteed. Sad reality of life in a dense city.
  - smabie 6y ago
    I feel like almost everyone that uses Equinox gets it free from their job. Which is precisely why the prices are so high. I got free Equinox with one of my previous jobs, but honestly, the gym wasn't that great. Maybe the luxury of the locations vary, though.
- tootie 6y ago
  Cheap gyms exist in the US and I bet $300 gyms exist in Germany and you're just nowhere near their demographic.
amiga_500 6y ago
$300 a month? Was it also a country club? That is so expensive.
- Sodman 6y ago
  The kinds of people this luxury fitness equipment is targeting are the same folks that will go to luxury gyms, which generally are around that price point. The big one I'm aware of is https://www.equinox.com https://www.equinox.com Sometimes you can justify the prices to people who would pay $30 per spin class and go to 10+ spin classes a month. They also tend to be located down town right next to big work hubs so they're easy to get to. Finally, they usually don't participate in the shady budget-gym "you can never cancel" dark patterns.
- patrickserrano 6y ago
  Sounds like an Equinox membership. I'm in NYC and could never justify an Equinox membership, but $75-$125/mo is pretty standard if you want to join a gym with classes and not be tied to a single location. I had a New York Sports Club membership with access to all NYC locations and classes for ~$75/mo after a discount offered by my company. Being able to go meet a friend for a class at their location or be able to pick a gym near home or work was convenient.
- aczerepinski 6y ago
  That’s for 3 of us and yes it’s sort of like a country club. Looks like a high end hotel, has towel service, quality kids supervision with their own workout classes, outdoor pool with water slides, etc. I’m referring to LifeTime but Equinox and others target this price point. It’s very successful in my high cost of living area, and they’ve been expanding quickly. I hope they survive Covid though I’ll admittedly have my membership on hold until a vaccine arrives.
  - amiga_500 6y ago
    Okay I thought that was per person. $100 is still expensive, however it's less jarring. Basically this is another thing to take into account when considering moving to SV, I suspect.
quineoa 6y ago
If the $300/mo surprises you, you might not the target audience for this. Most people that would buy this would also take a class at Flywheel/Barry’s Bootcamp/Rumble/Soulcycle/F45 which come out to $25-$35 per class depending on package and region. If you want to work out 2x per week you’re at $200-$300 per month. (I know folks in SF for example that take more than 2 classes per week and sometimes more than 2 classes in a single day.) Compared to that a peloton is really cheap. And you don’t have to deal with going to the studio and finding a time slot that isn’t booked and works with your schedule. I know quite a few coastal elites that definitely pay the premium for these group workout classes. Anecdotal, but that is the target audience.
- nmfisher 6y ago
  There's also the ~$1500 upfront cost for the hardware, which is nothing to sneeze at. I can definitely see upper-middle class consumers buying something like this, but I'd have thought it's slightly out of reach for "Average Joe and Jane".

WanderPanda 6y ago

Whaat kind of gym membership would that be? Here in Germany, I paid 20€ (< $22) and felt it was too much. Some friends pay 15€ a month. $300 is just wow

winslow 6y ago
Elite gyms specifically like Equinox charge $300/month. Yes they are nicer gyms with more/better amenities such as a spa (massage), juice bar, etc. IMO it's mostly a status thing.
- parthdesai 6y ago
  I got a visitor pass for Equinox and honestly the gym itself was underwhelming. It was similar to good life here in Canada, the differentiator was the locker room, which indeed was luxurious. But I'm never paying $225/month for that gym.
  - novok 6y ago
    You go to an expensive gym so it's not as busy as the cheap gym. Even then that is not guaranteed. Sad reality of life in a dense city.
- smabie 6y ago
  I feel like almost everyone that uses Equinox gets it free from their job. Which is precisely why the prices are so high. I got free Equinox with one of my previous jobs, but honestly, the gym wasn't that great. Maybe the luxury of the locations vary, though.
tootie 6y ago
Cheap gyms exist in the US and I bet $300 gyms exist in Germany and you're just nowhere near their demographic.

amiga_500 6y ago

$300 a month? Was it also a country club? That is so expensive.

Sodman 6y ago
The kinds of people this luxury fitness equipment is targeting are the same folks that will go to luxury gyms, which generally are around that price point. The big one I'm aware of is https://www.equinox.com https://www.equinox.com Sometimes you can justify the prices to people who would pay $30 per spin class and go to 10+ spin classes a month. They also tend to be located down town right next to big work hubs so they're easy to get to. Finally, they usually don't participate in the shady budget-gym "you can never cancel" dark patterns.
patrickserrano 6y ago
Sounds like an Equinox membership. I'm in NYC and could never justify an Equinox membership, but $75-$125/mo is pretty standard if you want to join a gym with classes and not be tied to a single location. I had a New York Sports Club membership with access to all NYC locations and classes for ~$75/mo after a discount offered by my company. Being able to go meet a friend for a class at their location or be able to pick a gym near home or work was convenient.
aczerepinski 6y ago
That’s for 3 of us and yes it’s sort of like a country club. Looks like a high end hotel, has towel service, quality kids supervision with their own workout classes, outdoor pool with water slides, etc. I’m referring to LifeTime but Equinox and others target this price point. It’s very successful in my high cost of living area, and they’ve been expanding quickly. I hope they survive Covid though I’ll admittedly have my membership on hold until a vaccine arrives.
- amiga_500 6y ago
  Okay I thought that was per person. $100 is still expensive, however it's less jarring. Basically this is another thing to take into account when considering moving to SV, I suspect.

quineoa 6y ago

If the $300/mo surprises you, you might not the target audience for this. Most people that would buy this would also take a class at Flywheel/Barry’s Bootcamp/Rumble/Soulcycle/F45 which come out to $25-$35 per class depending on package and region. If you want to work out 2x per week you’re at $200-$300 per month. (I know folks in SF for example that take more than 2 classes per week and sometimes more than 2 classes in a single day.) Compared to that a peloton is really cheap. And you don’t have to deal with going to the studio and finding a time slot that isn’t booked and works with your schedule. I know quite a few coastal elites that definitely pay the premium for these group workout classes. Anecdotal, but that is the target audience.

nmfisher 6y ago
There's also the ~$1500 upfront cost for the hardware, which is nothing to sneeze at. I can definitely see upper-middle class consumers buying something like this, but I'd have thought it's slightly out of reach for "Average Joe and Jane".