Under Armour acquires 2 more fitness apps - Technical.ly Baltimore


Feb. 4, 2015 5:00 pm

Under Armour acquires 2 more fitness apps

The apparel giant is expanding its digital offerings, adding MyFitnessPal and Endomondo. Total price tag: $560 million.

Under Armour headquarters in Baltimore.

(Photo by Flickr user University of Delaware Alumni Relations, used under a Creative Commons license)

Under Armour is throwing down more cash as it looks to increase its digital fitness network.

The Tide Point-based apparel giant is purchasing fitness-tracking app MyFitnessPal and open fitness-tracking platform, Endomondo. The MyFitnessPal deal is worth $475 million, while the Endomondo acquisition is worth $85 million, according to a company revenue statement.

Putting the new acquisitions alongside last year’s acquisition of MapMyFitness and the company’s UA Record platform that was released at CES, Under Armour is poised to create a massive digital health and fitness network with data, workout planning, fitness tracking and social capabilities.

MyFitnessPal, which currently has 80 million users, provides a resource for achieving fitness goals. In its announcement, Under Armour highlighted the addition of the app’s existing store of nutritional information for five million foods.

For its part, Endomondo brings 20 million users, and capability to map, record and share workouts on its social network for fitness enthusiasts.

With the acquisitions, Under Armour estimates its total reach at 120 million users.

“Similar to MapMyFitness, Endomondo and MyFitnessPal have established track records of unmatched equity, expertise and passion in the fitness and nutrition space, and they are ideal partners to enable Under Armour to provide data-driven, proactive solutions to help athletes of all levels lead healthier and more active lifestyles,” Under Armour CEO Kevin Plank said in a statement.

Companies: Under Armour
People: Kevin Plank
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