The founder who sold Mirror to Lululemon for $500 million is back with another connected hardware play. Brynn Putnam just unveiled Board at TechCrunch Disrupt - a $500 gaming console that turns traditional board games digital. The startup has already raised $15 million and is targeting Series A funding as it prepares to challenge the home gaming market with a unique social gaming experience.
The entrepreneur who turned home fitness into a $500 million exit is betting big on family game night. Brynn Putnam, who sold Mirror to Lululemon in 2020, just pulled back the curtain on her next venture at TechCrunch Disrupt 2025 - and it's not what anyone expected.
Board isn't your typical gaming console. The device marries the social dynamics of traditional board games with the infinite possibilities of digital gaming, creating what Putnam calls a "place for creative self-expression." The 24-inch touchscreen, housed in an elegant wood frame, recognizes touches, gestures, and physical game pieces - essentially turning your dining room table into an interactive gaming arena.
"Play is just universal," Putnam told the Disrupt audience when asked about pivoting from fitness to gaming. "With fitness, not everyone loves working out at home, but play really unites us. It's sort of this universal language that connects us and brings us together."
The timing feels deliberate. While the gaming industry has increasingly pushed toward online multiplayer experiences and virtual reality, Board is betting on the opposite trend - bringing families back to the same physical space. The $500 device launches with 12 games and 50 physical pieces, designed for four to six players gathered around the screen.
But this isn't just nostalgia-driven hardware. Board's real ambition lies in its software platform and AI integration. "We're really excited about the long-term power of AI to personalize the experiences on the device," Putnam explained. The company envisions vision and voice inputs, adaptive storylines, dynamic environments, and accessibility features like real-time translation and voice-to-text conversion.
The funding tells a compelling story about investor confidence in Putnam's track record. Lerer Hippeau, the same VC firm that led Mirror's $3 million seed round, is backing Board alongside First Round and Box Group. The startup has already secured $15 million and is actively raising its Series A round.
Board's development strategy mirrors successful gaming platforms. The company built its initial game library through an internal studio partnering with external developers, but the long-term vision includes opening the platform to third-party creators. Plans for a dedicated app store could transform Board from a gaming device into a broader interactive platform, potentially capturing revenue from both hardware sales and software licensing.
The hardware specifications suggest serious engineering investment. The 24-inch display needs to handle multiple simultaneous touch inputs while tracking physical objects in real-time. The wood frame design indicates Board is targeting premium positioning - this isn't a toy, but a piece of furniture families will want prominently displayed.
Putnam's track record with Mirror provides a blueprint for Board's potential trajectory. Mirror started as a simple concept - bringing boutique fitness classes into homes through a connected mirror - and grew into a platform that attracted millions of users before Lululemon's acquisition. Board follows similar principles: take an established social activity, add smart technology, and create a platform for ongoing engagement.
The gaming market Board is entering looks vastly different from Mirror's fitness space. Nintendo has dominated family gaming with the Switch, while mobile gaming has captured casual players. Board's hybrid approach - physical presence with digital experiences - could carve out a unique niche, especially as families seek more face-to-face interaction after years of screen isolation.
Early market testing will be crucial. At $500, Board sits in premium territory, competing with gaming consoles and high-end board game collections. Success will depend on whether families see value in digital board gaming experiences that can't be replicated on tablets or traditional game boards.
Board represents Putnam's bet that the future of gaming isn't just virtual, but a blend of physical and digital experiences. With $15 million already raised and strong VC backing, the startup has the resources to challenge established gaming platforms. The real test will be whether families embrace a $500 device that promises to revolutionize game night. If Board can capture even a fraction of the social gaming market while building a robust developer ecosystem, Putnam might have another major exit on her hands.
