Under Armour buys MapMyFitness

The Wall Street Journal reported that Under Armour acquired MapMyFitness – the brand best known in the running, cycling and triathlon world for the popular MapMyRun and MapMyRide applications.

According to WSJ the purchase amount is $150 million and that will give Under Armour not only a workout application platform but also access to the 20,000,000 registered users of Austin, Texas based MapMyFitness. And that is likely what the Baltimore, Maryland based Under Armour company is after.

"I wouldn’t consider this an app company rather than a community first and foremost," said Under Armour CEO Kevin Plank in the WSJ article.

Some other numbers listed in the article - the open MapMyFitness platform works with over 400 devices, of the 20 million users, about 9 million use it monthly and 700,000 daily. Plus it was reported that 200,000 new customers sign up for the various application each week.

In triathlon the poster child for Under Armour has been 2-time Ironman World Champion Chris Macca McCormack. The affable Aussie has been with the brand that had been mostly know for moisture wicking gym and football clothing and more recently the soft goods brand also added endurance tech clothing and running shoes to their quiver. With the new acquisition they now have even further broadened their world.

The news was quickly all over Twitter with some just sharing the WSJ article and others giving their opinion.

"Wow, interesting news announcement of the day: Under Armour acquires MapMyFitness (everything from MapMyRide to MapMyRun: 20m user platform)” came from Ray Maker's @dcrainmakerblog Twitter.

"Buying data and contacts is the next big thing? Forget retail and just go direct?" tweeted industry veteran Steve Fleck.