I was intrigued to learn of the beginnings of Kayla’s social presence. In the world of social media and self-promotion, it seems counterintuitive (albeit refreshing) that she would grow a following by pointing the camera on people other than herself. In this way, as you say, she was able to build a community. I wonder if as her brand grows (in users and across platforms, e.g., apple watch, tv) that the value of her community and the tight-knit nature of its participants dissipates. That is, as the community grows, can it still be as strong?
This is such a unique product, and I am excited to learn it’s founded by an HBS grad! I like your point about how this hardware (unlike stationary bikes, treadmills, etc.) is more flexible and capable of adapting to changes in fitness trends. I wonder if growth can be fueled through partnerships, say, with independent fitness instructors. While gyms may not want to contract with mirror (why would 24hr fitness want people to workout at home), individuals looking to profit from additional training hours might contract with mirror. The proliferation of instructors, as well as mirror users, highlights that the mirror is in itself a platform, with two sides who benefit from growing the other (i.e., there are network effects in play here).
Very cool – this is still an evolving market and it will be exciting to see if NFLX maintains its position, fending off competitors who are also throwing money at their own platforms. It will also be interesting to see how, if at all, native advertising (e.g., NFLX partnerships embedded in Stranger Things) might impact creatives/content development.