By acquiring MapMyFitness, a leader in fitness and activity tracking for mobile devices, Under Armour now has the foundation on which in plans to build a new, digital training experience and mobile fitness platform. While Under Armour has one of the more recognizable brands in the athletic apparel world, the company was slow out of the gates in the race to digitize and, consequently, is on a mission to modernize and maintain its relevance in an increasingly mobile world. This morning, Under Armour, the Baltimore-based sports clothing giant whose sweat-wicking, synthetic fabrics made it the poster child for next-gen performance apparel, announced today that it will be acquiring MapMyFitness in a deal worth up to $150 million. Apparently, this was a footprint in the fitness world that proved too enticing to ignore for one of the biggest names in athletic apparel. Today, MapMyFitness owns one of the largest mobile fitness communities out there, with 20 million registered users, tens of millions of downloads across its mobile devices and 9 million monthly active users. Over the years, the startup has rounded out its expanding fitness platform with a bevy of complementary services like route planning, nutrition tracking, fitness calculators, event planning and by integrating with over 400 trackers, devices and wearables. With origins dating back to 2005, MapMyFitness has become a veteran of the online health and fitness space, having built a suite of websites and apps (like, ,, et al) that allow fitness novices and enthusiasts alike to track and store their running, cycling, walking and hiking activity.
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