Under Armour has announced it bought Endomondo and MyFitnessPal. These acquisitions are occuring just one month after Under Armour partnered with HTC to develop products that integrate directly with its UA Record platform.
Endomondo is a 8-year-old social fitness network and sports-tracking mobile app with more than 20 million registered users across the world, while MyFitnessPal is a popular food database and diet-tracking mobile app with more than 80 million users. Both apps are designed to help you achieve and maintain healthy fitness goals.
According to the company’s latest quarterly results, Endomondo was acquired for $85 million and MyFitnessPal was acquired for $475 million. Under Armour said they will supplement its existing MapMyFitness and UA Record apps, though the company likely also bought Endomondo and MyFitnessPal for their combined user base of 100 million.
"Endomondo and MyFitnessPal have established track records of unmatched equity, expertise and passion in the fitness and nutrition space, and they are ideal partners to enable Under Armour to provide data-driven, proactive solutions to help athletes of all levels lead healthier and more active lifestyles," said Kevin Plank, CEO of Under Armour.
Sources talking to Pocket-lint recently confirmed that Under Armour is also tied into the HTC smartwatch that will be unveiled at Mobile World Congress. Under Armour partnered with HTC following the unveiling of its UA Record app and fitness platform last month, and it opened UA Record's API to allow third-party support.
In other words: Under Armour likely wants its UA Record app and fitness platform to become a one-stop-shop for rival fitness trackers, including Withings, Fitbit, and Garmin, and its acquisition of Endomondo and MyFitnessPal prove that it is also trying to bolster the platform not only by bringing in users but also adding attractive features.
Under Armour, for instance, said it wants to build out its UA Connected Fitness suite with features from both apps, such as adding the ability to track nutrition and exercise. Jeff Gordon, HTC's global senior press manager, also hinted via Twitter that Under Armour plans to somehow join its HTC partnership with MyFitnessPal and MapMyFitness.
Under Armour is expected to close the MyFitnessPal acquisition in the first quarter of 2015. It appears the app, along with Endomondo, will continue in their standalone forms for now.