Under Armour snaps up MyFitnessPal to become largest health tracker - lawsontheast

Under Armour is shelling tabu $560 million to buy two good condition apps, giving it access to a mountain of data about health enthusiasts that it hopes will help IT to sell more athletic wear.

The Maker of hoodies, pouring shorts and different mesomorphic wear wish pay $475 1000000 to buy MyFitnessPal, a HealthKit-integrated app that helps people melt off by letting them record what they eat and count calories. It's also paying $85 million for Endomondo, an app from Kingdom of Denmark that lets people lead their bodily process, whether that's lengthways operating theater doing gymnastics.

Combined with the fitness services it already owns, Under Armour says the deals give it access to "the world's largest digital health and fitness community," with 120 zillion registered users. And the more people log and percentage what they do, the more Below Armour will learn about them.

"It's a piece in the puzzle toward having a total envision of the jock," said Kevin Plump down, Under Armour's CEO, in a group discussion promise Wed. That includes how much they sleep and exercise, what they insert their body and their nutrition needs, he said.

In today's information-unvoluntary thriftiness that could be some very valuable data, and IT stairs up the competition with rivals such arsenic Nike, as well A a myriad of engineering firms tackling extremity health.

Under Armor hopes to usage the information to expand sales of its habiliment, hike shoes and other products. It "provides an opportunity to build long-full term relationships with consumers, and ultimately we think we're going to sell a lot more shirts and place," Plank said.

Endomondo could help it turn its sales overseas, too, where more than three-quarters of the app's 20 million users reside.

Under Armour already operates an online wellness and fitness mesh called Disk, where multitude can store data from popular devices like the Fitbit and Jawbone. It also owns the workout app MapMyFitness, which information technology bought in 2022. Those existent offerings have 31 million registered users, so the acquisitions will increase the number multiple.

Information technology wasn't innocent how many of those are active, symmetrical users, and the company didn't immediately respond to a quest for comment.

Under Armour will make to be careful how IT makes use of all that data. Government regulators have already signaled that they have concerns all but how health data is old and shared with third parties for selling purposes.

Under Armor completed its learning of Endomondo in January, and the MyFitnessPal deal is expected to close at hand aside the destruction of March, IT said. The deals were declared with the party's fourth quarter profit Wednesday, in which sales grew past 31 percent to $895 million.

Source: https://www.pcworld.com/article/431697/under-armour-buys-two-fitness-apps-builds-trove-of-health-data.html

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