MyFitnessPal, an app that tracks diet and exercise, was geared towards people who were trying to lose weight, and had varying athletic abilities. “The more active someone is, the more likely they are to buy athletic apparel and footwear,” then-CEO Kevin Plank said at the time.īut the three apps that Under Armour acquired each targeted slightly different users. That signaled to the company’s executives that the users of these apps were all fitness fanatics who were ready to buy more Under Armour gear. In January 2015, when Under Armour kicked off its family of apps strategy, users recorded 100 million workouts across all four apps - Endomondo, MyFitnessPal, MapMyFitness and Under Armour’s other fitness tracking app, UA Record. “We believe this divestiture sharpens our long term digital strategy by simplifying our consumer’s brand journey,” CEO Patrik Frisk said last week during a call with investors, about the decision to sell off MyFitnessPal. “I feel like Under Armor is going to be left out in the cold in this future, where Nike and Peloton and Lululemon and Apple become the key players,” said Andrew Lipsman, e-commerce analyst at eMarketer.īy selling MyFitnessPal and winding down Endomondo, Under Armour can divert some of its resources that focused on growing those apps to instead focus on driving customers to its branded website and app. And, these apps started to grow more slowly as more companies like Nike and Peloton started to market their own apps. However, this thesis didn’t pan out as each app targeted slightly different sets of users, some of whom weren’t similar enough to the Under Armour core customers.

When Under Armour acquired MyFitnessPal, Endomondo and MapMyFitness several years ago, the company hoped that by owning a variety of digital fitness apps, it could get the tens of millions of people who used these apps to subsequently buy their workout gear from Under Armour.

Under armour food tracker app