Following on the news of their partnership with HTC for a lineup of wearable products(or at least one wearable product)later on in the year, Under Armour has just announced that they have purchased MyFitnessPal for $475 million. This no doubt helps to further their efforts to expand into the mobile fitness space, as MyFitnessPal is already a well known and popular mobile application which can be used to track your daily calorie intake, track your exercise and track the food you eat, while also giving you a personalized meal and exercise plan and attempting to give you tips on how to make healthier choices. In addition to purchasing MyFitnessPal Under Armour has also purchased Endomondo for $85 million, which is a fitness app that focuses on tracking your exercise and calories burned through a wide variety of different exercises, while also tracking your running and cycling routes using your smartphones GPS.
This is a big investment for Under Armour as MyFitnessPal has a wide compatibility list with various different fitness related apps and smart devices like the Jawbone UP, Fitbit trackers, Garmin, and more. Not only will Under Armour be able to integrate their own upcoming wearable products with MyFitnessPal and Endomondo, but now that they own them they can also possibly pool the data collected from other apps and devices that are integrated with MyFitnessPal and Endomondo to help improve their own offerings.
Under Armour is attempting to create the largest digital health and fitness community and we wouldn't be surprised to see both MyFitnessPal and Endomondo integrated into whatever products Under Armour may be pushing out in the future. While Under Armour likely has a clear focus on athletes with where ever the plan to take the technology of these apps, there is a large user base of people who simply want to engage in a healthier lifestyle that Under Armour will be able to tap into, as both MyFitnessPal and Endomondo both have anywhere between 10 million and 50 million installs each. It isn't clear exactly what Under Armour plans to do with their newly acquired services, but you can be sure we'll be learning more about it in the near future.