Athletic clothing brand Under Armour is buying workout app MapMyFitness for $150 million.
The company plans to use the purchase to "broaden its existing digital offerings," according to The Wall Street Journal. “Athlete biometric measurement is a new business we’re just getting behind,” Kevin Plank, Under Armour’s CEO, told the publication.
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Under Armour competitors have already capitalized on the popularity of tracking data for workouts. In particular, Nike has signed up more than 20 million users for its Nike+ monitoring system, and expanded upon that with its Nike's FuelBand, released last year.
Other competitors in the space include Jawbone Up and FitBit Flex. MapMyFitness has 20 million registered users, 9 million of which use it on a monthly basis. Some 700,000 people use it daily.
Under Armour has its own tracking system called Armour39 that works with a chest strap that monitors heart rate, calories burned and other workout details.
Founded in 2007, the Austin, Texas-based MapMyFitness has about 100 employees.