Under Armour's Shift in Focus: Selling MyFitnessPal and Ending Endomondo

Under Armour has made significant changes to its business strategy, announcing the sale of diet- and exercise-tracking app MyFitnessPal to Francisco Partners for $345 million. This move comes as a surprise, given that the company acquired MyFitnessPal just five years ago for $475 million. The decision is likely part of Under Armour's effort to focus on its core target consumer, the Focused Performer.

The sale of MyFitnessPal is not the only significant change Under Armour has made. The company will also continue operating the MapMyFitness platform, which includes MapMyRun and MapMyRide, but it will be shutting down the Endomondo platform. This move suggests that Under Armour may be scaling back its digital offerings to focus on its core business.

The shift in strategy could be due to increased competition in the casual fitness category. Companies like Peloton and Apple (with its upcoming Fitness+ service) have been gaining popularity, leaving Under Armour struggling to keep pace. The reduced price of MyFitnessPal, from $475 million to $345 million, suggests that the business may not be performing as well as expected.

Under Armour's decision to sell MyFitnessPal is a significant departure from its previous strategy. However, it remains committed to operating MapMyFitness and serving its target consumer. As the company continues to evolve, it will be interesting to see how this shift in focus affects its overall performance and competitiveness in the market.

'myfitnesspal and under armour'

Myfitnesspal and under armour