Move over, Nike -- Under Armour is building its own fitness technology empire. The company announced today that it has purchased MyFitnessPal and Endomondo in an effort to both sell you clothes to work out in and track those workouts, too.
According to the company's fourth-quarter earnings report, Under Armour paid $475 million for MyFitnessPal, a food-tracking app with a massive community of people that helps manage a database of nutritional information on almost every food item you can find. MyFitnessPal has apps for Android, iOS and Windows Phone that record every calorie you eat and help you stick to dietary goals, such as losing weight or eating more protein. The company has more than 80 million users.
Endomondo, an exercise activity-tracking app for iOS, Android, Windows Phone and BlackBerry, was acquired for $85 million. A competitor to RunKeeper and Strava, the app can record your runs, walks, bicycle rides and other activities. The company had 20 million registered users.
Those combined 100 million users from both apps will help grow Under Armour's existing Connected Fitness community, which already includes a fitness-tracking app called Under Armour Record. That app keeps tabs on your overall health by recording your workouts, daily step counts, sleep and more.
It's unclear if the two apps will be folded into Record or another app, and given MyFitnessPal's immense popularity, there would be significant outcry if the app completely disappeared. However, Under Armour acquired fitness-tracking company MapMyFitness in 2013, and its apps are still alive and well in Google Play and the Apple App Store, so there may not be any reason to worry yet.