Under Armour has acquired Endomondo and MyFitnessPal, establishing ownership of the world’s largest digital health and fitness community. These acquisitions, which supplement UA’s existing MapMyFitness and UA RECORD suite of applications, will further enable the brand to provide “unparalleled health and fitness data and insight, in support of its universal mission to make all athletes better.”
MyFitnessPal is the leading free resource for achieving and maintaining health and fitness goals, providing nutritional information for over five million foods and offering caloric data associated with hundreds of exercises. The service has more than 80 million users.
These acquisitions will further enable the brand to provide unparalleled health and fitness data and insight.On the other hand, Endomondo is an open fitness tracking platform and social fitness network connecting athletes throughout the world. The accompanying app provides users with the ability to map, record and share their workouts. The service currently hosts 20 million registered users, approximately 80% of which are located outside of the U.S.
“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,” said Kevin Plank, Chairman and CEO of Under Armour.
Combined with the growth of MapMyFitness, these acquisitions will expand Under Armour’s Connected Fitness community to include more than 120 million registered users.
As a wholly-owned subsidiary of Under Armour, Endomondo will continue to operate out of its headquarters in Copenhagen, Denmark. Following the anticipated closing of the acquisition in the first quarter of 2015, MyFitnessPal will continue to operate out of its headquarters in San Francisco, CA.
Under Armour was advised by Goldman, Sachs & Co. and the law firm King & Spalding LLP in connection with both acquisitions, as well as the law firm Kromann Reumert in connection with the acquisition of Endomondo. Endomondo was advised by the investment banking firm Mooreland Partners and the law firm Mazanti-Andersen Korso Jensen. MyFitnessPal was advised by the investment banking firm Qatalyst Partners and the law firm Fenwick & West LLP.
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