This afternoon, Under Armour announced that it has acquired both Endomondo and MyFitnessPal for a combined $560 million, broken out as $85 million and $475 million, respectively. These purchases give them the right to say that they own the “world’s largest digital health and fitness community,” thanks to around 80 million MyFitnessPal users, 20 million Endomondo users, and 20 million or so MapMyFitness users (a company they already own).
My adding on all of these fitness communities, Under Armour “continues to strengthen its position at the forefront of the connected fitness space and advances its goal of delivering game-changing solutions to how athletes and fitness-minded individuals train, perform and live.” And let’s not forget that they announced a partnership with HTC at CES, which likely means phone integration or integration with a wearable of some sort down the line. It’s safe to say that Under Armour is serious about fitness and health tracking.
According to the press release, each service will continue to operate out of its current headquarters.