Under Armour Acquires MyFitness Pal for $475 Milllion

Under Armour has announced they have acquired  MyFitnessPal, the nutrition and calorie counting app that claims more than 80 million users, for $475 million dollars.

The athletic apparel company has also acquired fitness tracking social app Endomondo, which boasts 20 million users, for $85 million.

Eighty percent of Endomondo’s 20 million users are outside the US, which will help in expanding Under Armour’s presence internationally.

“Under Armour’s demonstrated global leadership in health and fitness innovation is greatly enhanced with the addition of Endomondo and MyFitnessPal, as we continue to redefine and elevate the Connected Fitness experience for millions of people around the world,” said Kevin Plank, Chairman and CEO of Under Armour. “Similar to MapMyFitness, 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.”

Both companies will continue to operate at their headquarters in San Francisco and Copenhagen, Denmark, respectively.

Under Armour previously acquired MapMyFitness, a leader in the exercise tracking app market, in 2013. This series of acquisitions now allows Under Armour to claim they have “the world’s largest digital health and fitness community” with more than 120 combined users, which is about six times more than the Nike+ fitness community’s 18 million users.

(Image via Wikimedia)

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Michael Tunney is a managing editor at Contently. He has also worked on marketing campaigns for bestselling authors like Robert Greene, Ryan Holiday, and James Altucher. Follow him on Twitter @mike_tunney.

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When I first saw the headline, I was thinking “Armor All Buys MyFitness Pal”. Why would a car products company buy a fitness tech firm lol?