In February this year it was announced that Under Armour had created ‘the world’s largest digital health and fitness community’, integrating food and fitness tracking apps, MyFitnessPal and Endomondo.
The $560 million agreement means that users are now able to access MyFitnessPal without leaving the Endomondo app. The partnership combines MyFitnessPal’s 90 million user base with Endomondo’s 20 million.
Under Armour now rises to the top of the digital fitness industry, rivaling Nike and Adidas. The MyFitnessPal blog announced that “Exercises logged on the Endomondo app will sync to your MyFitnessPal account so the calories you burn and the duration of the activity will automatically be logged to your Exercise Diary”, according to Venture Capital Post.
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MyFitnessPal is an app focused on tracking diet behavior in order to lose weight and stay fit. “We believe — and medical studies prove — that the best way to lose weight and keep it off is to simply keep track of the foods you eat”. The San Francisco-based company allows Under Armour to reach a nutritional platform to complement its fitness tracking apps.
Endomondo acts as personal trainer in a smartphone as it is designed to track workouts, provide audio feedback and offer guidance on how to best reach an individual’s goals. The company – which is based in Copenhagen, Denmark – offers an opportunity for Under Armour to expand geographically. Although the app only had 20 million users when it was bought, these users were primarily concentrated in Europe, which complements Under Armour’s strategic plan to combat rival companies.
Under Armour’s digital platform is known as the Connected Fitness division. In addition to the new inclusions, MapMyFitness is an app already owned by the company that also tracks activity and diet.
MyFitnessPal, Endomondo and MapMyFitness all combine to form the UA Record app. It aims at not only connecting a number of fitness components together to form a dashboard, but also connecting fellow users in a social capacity. This allows users to either connect with their friends or follow high-profile athletes to track and learn from their activity. It poses as a personal network of trainers, nutritionists and coaches all focused on the individual.
Now that Under Armour has merged three highly successful apps into one easy-to-use platform, as well as expanded their reach into Europe, the company has established itself globally as a powerhouse in the digital fitness industry.