Under Armour buys MyFitnessPal and Endomondo
Under Armour has taken a strong step forward in its digital health capabilities with the announcement that it has purchased both MyFitnessPal and Endomondo. Popular diet tracking app, and Pixel Health favourite, set the sports giant back $475m with running app Endomondo cost $85m.
Kevin Plank, chairman and CEO of Under Armour, commented: “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.”
The acquisitions also grow Under Armour’s digital userbase to over 120m, but we’ll have to wait and see what the sports brand has planned for its new collection of digital health services.