Apple Watch will offer support for the iOS 8's HealthKit fitness and health tracking platform, much like Fitbit and MyFitnessPal. The MyFitnessPal and Endomondo purchases come only a couple months ahead of Apple's planned launch of the Apple Watch, too. That would put the company in head-to-head competition with Fitbit for both service and device users. The deal probably won't include Under Armour-branded devices, but instead will give us HTC-branded devices targeted for UA customers.Īssuming UA's partnership with HTC works out, the next step would be to make self-branded gear. Just what those devices may include hasn't been announced yet. The company has a partnership with HTC to bring its customers a range of connected health and fitness devices. That lack of Under Armour trackers may, however, change. Instead, Under Armour lists specific products from other companies that work with the apps it owns. The purchases make it clear Under Armour wants to be a serious player in the fitness tracking market, but so far the company doesn't offer any tracker hardware of its own. UA plans to feed all of the data collected from the collection of apps it owns into UA RECORD, which it sees as a sort of fitness status dashboard. MyFitnessPal has 80 million users, and Endomondo has 20 million users. MyFitnessPal is a highly popular iOS app for tracking your fitness activity, and Endomondo is a fitness tracking platform that links users together so they can log and share workout data. Under Armour, or UA, is known for its fitness and sports clothing, but also has its own MapMyFitness and UA RECORD apps. Under Armour buys a place in the fitness tracker market The purchases give Under Armour 120 million users for its combined fitness platform-a number it says makes it the world's largest fitness and wellness community. Under Armour has its sites on topping Fitbit to be the biggest name in the fitness tracker market and is spending US$560 million to buy MyFitnessPal along with Endomondo to make that happen.
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