![]() ![]() Mike grew up programming and knew there had to be a more efficient way to count calories and track your health and fitness goals. Their trainer gave them a book of over 3,000 food items and pad of paper so they could calculate their caloric intake. Mike first got the idea when he and his soon to be wife were trying to get into shape for their beach wedding. ![]() ![]() What first started out as a fun idea and side business turned into one of the most used and respected fitness websites and mobile applications of all time. With 80 million users today, this company is only getting better. One is that Apple has been more aggressive about targeting entry-level fitness users, through both its expanded Apple Watch hardware and Apple Health software offerings, and through its forthcoming Apple Fitness+ service, which launches later this year.Mike Lee started MyFitnessPal, and it was launched in September of 2005. What’s more likely going on here is that Under Armour sees diminishing value in this segment over the long term, and there are a number of possible reasons about why that might be. Under Armour’s overall brand image is more associated with professional athletics, and with an enthusiast/semi-pro clientele (or those aspiring to that designation). It’s definitely true that both MyFitnessPal (which claimed 80 million users in 2015 at the time of acquisition, and has more than 200 million users according to today’s press release) and Endomondo were aimed at more casual and entry-level fitness users, who might be working out for the first time, or looking to improve their daily health, but aren’t likely training for endurance-sport competitions. Under Armour Snatches Up Health And Fitness Trackers Endomondo And MyFitnessPal ![]()
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