So how do we come to this decision to invest in these communities and strategically add another tool and how we interact with our consumer?" And for the month of January, the four sites in our Connected Fitness platform, MapMyFitness, Endomondo, MyFitnessPal and UA Record, recorded more than 100 million workouts and added 4.2 million new unique users. "The more active someone is, the more likely they are to buy athletic apparel and footwear.
"At the end of the day, the math is pretty simple," he said, according to a transcript in Seeking Alpha. Plank explained the reasoning behind this week's acquisition at length in a recent call with investors. Why did Under Armour buy MyFitnessPal and Endomondo? While one acquisition is always big news, a company spending that sort of money to snap up three of the biggest names in fitness tracking apps is more than that: it's a serious market consolidation that will change the nascent fitness tracking market. This week, Under Armour changed that tune when it spent an additional $560 million to buy MyFitnessPal and Endomondo, giving the company a major foothold in food, nutrition, and fitness tracking as well as in the European fitness app market. When Under Armour bought MapMyFitnessfor $150 million in November 2013, Under Armour CEO Kevin Plank specifically told the Wall Street Journalit was not the start of an acquisition spree.
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