Under Armour buys Endomondo and MyFitnessPal

[PotomacCyclist]

Baltimore-based Under Armour already bought MapMyFitness in 2013. That subsidiary includes MapMyRide, MapMyRun and MapMyWalk.

http://techcrunch.com/2015/02/04/athletic-apparel-company-under-armour-snatches-up-health-and-fitness-trackers-endomondo-and-myfitnesspal/

DC Rainmaker offers some thoughts about the deals. While he doesn’t have inside info, he is an IT professional, an avid triathlete/cyclist/runner and a popular blogger who reviews fitness-related gadgets and software, so he should have some good insights on what Under Armour is trying to do.

http://www.dcrainmaker.com/2015/02/mapmyfitness-myfitnesspal-endomondo.html

***
I tried MapMyRun a few times before I bought my first Garmin GPS unit. I found it to be a bit clunky but I haven’t looked at the website or apps lately. I only tried Endomondo as part of the National Bike Challenge a couple years ago, when the online contest was run through Endomondo. I’m not familiar with MyFitnessPal. Apparently it is more focused on nutrition than the other sites and apps. It has many more users than the other two, but how many of those are active users?

Some observers are speculating about what this foray into fitness tech could mean for Under Armour’s future plans. More precise sizing for their fitness apparel? Embedded sensors in some of their apparel? Cross-marketing (especially in Europe where UA is less prominent while Copenhagen-based Endomondo has more visibility there)?

Could UA buy SportTracks at some point? That software program is sold by Zone Five Software in Durham, NC. I use that program to log workouts.

Strava?

Would UA move further into the device market? If so, would this change the open nature of the UA fitness sites and apps?

Topic

[hozn]

Wow, they bought a whole pile of crap. (Actually, of those listed myfitnesspal isn’t useless.) I should probably go sell my UA stock …

[Terpfan]

I smell opportunity. Maybe they could underwrite BAFS and make it official. The UA BAFS. We all get free gear, free upgraded apps, etc. Kevin Plank does live in Georgetown and is a local through and through.

[Greenbelt]

@Terpfan 107902 wrote:

I smell opportunity. Maybe they could underwrite BAFS and make it official. The UA BAFS. We all get free gear, free upgraded apps, etc. Kevin Plank does live in Georgetown and is a local through and through.

I need new underwear.

[Powerful Pete]

“Winter cycling silliness brought to you by UA!”

[Author]

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