Under Armour is preparing to do more for fitness and gym enthusiasts than just producing fitting attire. The company acquired Endomondo and MyFitnessPal, and now claims that it has the biggest digital health and fitness community in the world.
In total, Under Armour estimates that it has 120 million registered users in its community. MyFitnessPal helps users to achieve their weight loss goals thanks to its calorie counter and food journal. It was acquired for $475 million. Endomondo, which was acquired for $85 million, gives users a personal trainer in their pocket and lets them track workouts.
Under Armour previously acquired the MapMyFitness app network in 2013. It’s clear that Under Armour has big plans.
The company recently partnered with HTC to produce a fitness tracker. It’s unclear how this wearable will differentiate itself from others on the market, but all will be revealed at Mobile World Congress in March.
And to think, Under Armour’s big break came because its founder, Kevin Plank, was tired of having to change out of sweat-soaked T-shirts worn under his jersey. It should be interesting to see what the company will be able to produce for fitness enthusiasts in the digital and wearable sectors.