Fitbit is apparently looking to acquire FitStar, TechCrunch is reporting. The company that pioneered the modern fitness tracking market may be looking to expand its reach by including FitStar’s coaching service to the mix, increasing ARPU along the way. In addition, Fitbit may also be looking to keep its users more engaged and stuck to the platform as it’s facing the “Apple threat.” As we know, the Cupertino giant will start selling its smart watch in April and could easily affect the sales of other fitness tracking devices.

According to TechCrunch’s “source close to the matter,” Fitbit may end up paying anywhere between $25 and $40 million in a mix of cash and stock for the privilege.

FitStar makes a series of fitness and yoga apps that provide personalized workout programs for users.Fitbit’s product line-up includes a variety of wristbands, clip-on activity trackers, and a connected scale. It also offers mobile apps and an online dashboard through which customers can log their steps, weight, food intake, and other workout activities.

On the other hand, FitStar makes a series of fitness and yoga apps that provide personalized workout programs for users. Those apps include high-quality video workouts led by celebrity fitness trainers to help motivate users to get in shape.

It remains to be seen whether FitStar will help Fitbit keep its market share. The company has famously declined to integrate with Apple’s HealthKit prompting users’ (negative) reaction. It’s only obvious that Fitbit doesn’t want to share its data and would rather see its users sticking to Fitbit’s dashboard.