Instead, everything is about platform and data. What’s really astounding is that none of the companies acquired make actual devices. A number quickly closing in on a billion dollars. Thus bringing the entire acquisition total to $710M (USD). That initial acquisition cost the company $150M back in November of 2013. He went on to say that the seeds for acquiring these companies were really planted before Under Armour even bought MapMyFitness. To begin he noted that Kevin Plank, the CEO of Under Armour has a vision to “turn Under Armour into a technology company”. In talking with Chris Glodé this afternoon, General Manager of MapMyFitness, they see the move as a way to further cement Under Armour’s position in the market. Giant MyFitnessPal was the pricier of the two, at a mind-boggling $475M (USD), while Endomondo ‘only’ cost $85M (USD). This follows on last year’s purchase of MapMyFitness (home of MapMyRun, MapMyRide, etc…).

Today, they bought not just MyFitnessPal, but also Endomondo. Apparently someone at Under Armour had a bit of spare cash lying around today, and decided to go on a bit of a pre-Valentine’s Day spending spree.

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