Brynn Putnam's 'Board' Gaming Console Emphasizes Hardware-Software Integration for Competitive Edge

Brynn Putnam, the visionary entrepreneur behind the successful fitness company Mirror, recently unveiled her latest venture, "Board," a new gaming hardware startup designed to foster in-person connections. Introduced at TechCrunch Disrupt 2025 in October, Board aims to revolutionize social interaction by blending physical and digital gaming experiences. Putnam articulated her strategic approach on social media, stating, "> Hardware/software maxxing = moatmaxxing," highlighting the critical role of integrated design in securing market advantage.

Putnam's return to the tech scene follows her significant achievement with Mirror, an interactive fitness device acquired by Lululemon for $500 million in 2020. Her previous success established her as a prominent figure capable of identifying and capitalizing on evolving consumer trends. This background provides a strong foundation for her ambitious new foray into the gaming sector.

Board represents a pivot from individual performance to shared experiences, utilizing technology to bring people together rather than isolate them. The console combines elements of traditional board games with immersive video game features, aiming to make screen time a social activity. Putnam believes in a "golden age of hardware," where mature display technologies and affordable components, combined with AI capabilities, enable new forms of interactive devices.

The "hardware/software maxxing" philosophy underscores Board's competitive strategy, focusing on deeply integrated physical and digital components to create a unique user experience. This approach, drawing inspiration from Nintendo's "withered technology with lateral thinking," prioritizes compelling user engagement over pushing technological boundaries. Early investor Lerer Hippeau, which also backed Mirror's seed round, has participated in a competitive funding round for Board, signaling strong confidence in Putnam's vision.

Putnam's new company seeks to address a growing desire for authentic human connection in an increasingly digital world. Initial tests of Board have shown families engaging for extended periods, suggesting its potential to redefine family game nights. Her venture aims to leverage technology as an enabler for better human connections, positioning Board as a significant player in the evolving landscape of interactive entertainment.