Brynn Putnam, founder of connected fitness startup Mirror, is back with a new startup called Board, a gaming console that leverages technology that combines the best of board games and video games.
After selling Miller to Lululemon in 2020 for $500 million, Putnam returned to entrepreneurship and developed an entirely new product, which he unveiled for the first time at the TechCrunch Disrupt 2025 conference in San Francisco on Tuesday.
Like Mirror, Board utilizes elements from the real and digital worlds.
The device offers a gaming platform designed to bring friends and family together, much like a board game. However, the game board itself is a screen that recognizes not only physical objects, but also touch and gestures.
This 24-inch screen is housed in a wooden finish frame. The size allows four to six people to sit and play the game, the founders said.
At launch, the $500 product will come with 12 launch games and 50 game pieces.
Over time, Putnam said, AI will be used to customize devices for users.
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“We’re really excited about AI’s long-term ability to personalize experiences on devices, so you can imagine visual and audio input, Storylines, which is an adaptive and dynamic environment, and accessibility features like translation and speech-to-text,” she said. “Over time, AI will allow anyone to create on the board. So the Board becomes more than a gaming console. It becomes a place for creative self-expression.”
To create its first game, the startup’s in-house game studio partnered with an outside developer. However, the long-term plan is that more developers will build for this platform in the future. The company also plans to offer an app store where others can bring their experiences to the Board.
The board is backed by Lerer Hippeau, the VC firm that led Mirror’s $3 million seed round, as well as First Round and Box Group. To date, the company has raised $15 million and is in the process of raising Series A funding.
When asked how he came up with his next idea for a game, Putnam said: “I think play is just such a universal thing…When it comes to fitness, not everyone loves working out, not everyone loves working out at home, but play really unites us. It’s like a universal language that connects us and unites us,” she said.
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