Under Armour’s current goal is to create a single, aggregated view of the user
health and fi tness platform and very little overlap among users.
What do you like most about each of these apps? It doesn’t do MapMyFitness justice to say it’s simple and easy, because behind that is a lot of complex work – but it’s true that our teams really have made it very simple and easy. Meanwhile our members are
fanatical about MyFitnessPal, which they’re using to accomplish their goals – a lot of them weight loss. There aren’t many opportunities in life to be part of something where you’re changing people for the better, so that’s really, really exciting. And fi nally, Endomondo has
sophisticated training programmes that are self-calibrating, based on the individual’s activity. As the team is based in Copenhagen, they’ve done a lot of globalisation and have a very passionate following.
August 2015 © Cybertrek 2015 I don’t think we could have found
better partners to bring into the Under Armour family, to help us build this path as a connected business.
How are you integrating the apps into your business? These three platforms create an ecosystem and sit under the umbrella of Under Armour Record, which is really the dashboard for the connected user. The user today could be using MapMyRun and MyFitnessPal for different reasons, and get an aggregated view through Record.
Will you be upgrading the platforms? The goal is to make living healthy as cohesive as possible, with single user sign-in. We’re always trying to provide best-in-class experiences, improving functionality and user experience. Users demand high levels of reliability and validity, so sometimes the changes we make are not the sexiest, but we
know they’re important in terms of the user experience.
How are you planning to use the data you’ve acquired? Ultimately it has to serve the end user experience: it’s their data, so the goal is to provide them with as much of it as possible, to inform their actions and get the best out of what they’re doing, whether that’s workouts or nutrition. I think one of the best opportunities
with connected fi tness is self- actualisation and being able to measure progress. It’s a continuation of the quantifi ed self and is paramount to the core experience.
How soon do you hope for a return on these apps? What we’re really moving for is a bigger experience around the consumer. Digital will complement our core revenue streams in every way possible and will drive the brand as a whole.
Read Health Club Management online at
healthclubmanagement.co.uk/digital 59
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