Under Armour currently sells a range of its own and third-party fitness trackers and activity sensors, including heart rate monitors. Endomodo will continue to be run from Copenhagen as a wholly-owned subsidiary. MyFitnessPal will be run directly by Under Armour from its San Francisco head quarters, integrating with the company’s MapMyFitness service. Kevin Plank, chairman and chief executive of Under Armour said the acquisitions of MyFitnessPal and Endomondo would help it “continue to redefine and elevate the connected fitness experience for millions of people around the world”. It works with the Samsung’s Gear, the Pebble and Android Wear smartwatches and has 20 million registered users. Danish company Endomodo, for which Under Amour has paid $85m, makes fitness tracking apps that use sensors within smartphones and wearables to measure activity.
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