Our Story

Brynn Putnam

CEO and Founder,  Elderhood

(Founder and former CEO, MIRROR)

Brynn Putnam is the founder and former CEO of MIRROR. MIRROR is the revolutionary nearly invisible home gym launched in 2018 and acquired in 2020 for $500 million by lululemon, representing its first acquisition. Prior to MIRROR, Brynn was a dancer at The NewYork City Ballet and the founder of Refine Method, a boutique fitness chain. Brynn has been recognized by Inc’s 30 under 30, Crain's 40 under 40, and EY's Entrepreneur of the Year Award. Brynn is a graduate of Harvard College.

Our Story

The birth of my second child, Agnes Grey, has come with a set of powerful moments. Over the past week, I watched as my baby girl met her big brother George. Then she met her grandparents -- two people who have provided me with a guiding light, particularly in recent years as my father stepped back from a law career to devote more daily support to my mother as she encounters the challenges presented by MS.

These moments remind me that life is staged in three acts: the beginning, middle, and conclusion. Caregiving is an essential thread hemming these acts together. At certain points, we provide care; at others we are the recipient.

Elderhood exists because caregiving needs to be redefined, specifically for those looking to thrive in the third chapter. A new kind of social club, Elderhood exceeds the expectations set by adult daycares or senior centers. Our  meaningful programming, spaces, and community support a life of joy and fulfillment.

What’s broken when it comes to caregiving? The approach.

Google “care” and you’ll find rather clinical definitions. Consider the suggestion that care is simply “provision of what is necessary for the health, welfare, maintenance, and protection of someone.” Or, that  care is merely “consideration applied to doing something correctly or to avoid damage or risk.”

Let’s stop playing not to lose. A passive mindset in caregiving leads us to a defensive crouch.Fists clenched and eyes closed, we just hope nothing goes seriously wrong. This is not how life was intended to be lived.

Elderhood exists so our loved ones can play to win, shifting the obsession with extending our lifespan to a focus on extending our healthspan. This is done systematically, with people consistently gaining the medicinal benefits of quality time spent together doing things that stimulate mind, body, and spirit.

Elderhood is built from experience. A few years ago, I became more involved in the caregiving needs of my mother. Like millions of Americans, she continues to live independently. Modern medicine helps enable this decision. But this isn’t enough to address the entirety of her needs.

She remains a social being, happiest and most engaged when enjoying dinner at a favorite restaurant or spending time with friends and family. I want my mom – and millions like her -- to remain as strong and engaged as she has always been.

Elderhood is built to combat isolation. More than 40% of those over 60 years old feel lonely at least some of the time. Loneliness increases our mortality risk. Social connection, meanwhile, dramatically slows cognitive decline. These facts should be at the center of any caregiving model we set out to design.

Finally, Elderhood is built to sweat the details.  We do not follow a cookie cutter approach. Every activity, be it a game, catered lunch at the communal table, discussion, workshop, or something entirely new, is aimed at deepening engagement.

Anyone who knows my story knows wellness and fitness are hallmarks of any experience I create.  As a former ballerina for the New York City Ballet, a longtime fitness studio operator, and the founder of MIRROR, I have an embedded appreciation for how movement is instrumental  in keeping the mind and body healthy.

Over decades of training, I have developed a range of techniques that support strength, mobility, and stability for every age. And I’ve called on geriatric physical therapists and fitness experts to help design the Elderhood movement program.

Elderhood’s success doesn’t only lie in what people do. It also hinges on where we gather.

Beautifully designed spaces can have a big positive impact on our mood. We hire world class designers to create custom flagships that are as cozy, inviting, and distinctive as our own homes. This attention to our environment is on display at our first flagship clubhouse in Greenwich, Connecticut.

Clubhouses are one piece of the equation. Elderhood’s network can also be joined in a fellow member’s home, providing a warm stay-all-day vibe with the same blend of socialization and enriching activities led by a vetted and trained facilitator. These homes serve as a consistent base for care – designed to be visited several times a week and offer familiarity, consistency, and security.

I’ve learned in business that you can develop compelling technology and powerful tools to help people pursue a better life. Ultimately, however, brands end up reflecting the community they build. I’m excited to see where the Elderhood community takes us.

Sincerely,