ACTIVITY TRACKING
THE GLOBAL NETWORK
Earlier this year, Under Armour – the sportswear giant and owner of MapMyFitness – made a major play to dominate the fitness tracking sector by acquiring the MyFitnessPal and Endomondo apps, for US$475m and US$85m respectively. Doug Ziewacz explains why
U
nder Armour is a clothing company. Why did you decide to acquire these fitness tracking apps?
Clearly we’ve made some big moves for a brand that’s primarily known for its shirts and shoes! Our CEO Kevin Plank says: “Moving
forward, the world’s fi rst handshake with Under Armour will be digital.” This move towards digital is in keeping with our core mission to empower athletes through passion, design and the relentless pursuit of innovation. In this day and age, data is the big topic. We want to provide athletes with the best sporting apparel, and with access to the data that’s going to help inform their decision-making. Expanding our digital footprint is about
enabling our customers to accomplish their goals, whatever they are. Goals are the reason why people are gravitating
Doug Ziewacz, Under Armour’s head of North America digital media and advertising
towards tracking their fi tness. We want to be the world’s largest brand at the forefront of that enablement. Facebook is the king of social media,
but we’ve made a big bet and believe Under Armour can be the brand that owns health and fi tness.
Why did you choose to acquire those specific apps? With 30 million users, MapMyFitness was the largest and most comprehensive fitness tracking app in the US. It was an open platform, which was important for us to achieve the scale we’re looking for. We currently have 130 million users, but want to get beyond 500 million, so we need to be able to connect to all wearables. Meanwhile MyFitnessPal is the
world’s leading nutrition and health tracker, with 80 million users. And in Europe, we wanted to fi nd
the best in class and a company that was aligned with our core philosophy of open integration and broad usage. Endomondo has done an incredible job of getting market share and penetration, with around 20 million users. When you put the three apps
together, you get the world’s largest
The apps allow everyone to track their activity, from elite athletes to enthusiastic amateurs
58 Read Health Club Management online at
healthclubmanagement.co.uk/digital
August 2015 ©
Cybertrek 2015
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