Under Armour is on a mission to take over the fitness industry. The company announced last week that it was buying fitness-tacking apps MyFitnessPal and Endomondo. “Similar to MapMyFitness, Endomondo and MyFitnessPal have established track records of unmatched equity, expertise and passion in the fitness and nutrition space, and they are ideal partners to enable Under Armour to provide data-driven, proactive solutions to help athletes of all levels lead healthier and more active lifestyles,” company CEO Kevin Plank said in an official statement.
MyFitnessPal allows users to track their diet; offers caloric data associated with hundreds of exercise and workouts, and serves as a nutritional information database of over five million foods. Endomondo, a Danish start-up, is a virtual fitness coach and social network for athletes. Keep in mind that Under Armour also owns MapMyFitness, which logs routes and workouts for users. "At MyFitnessPal, user success is our true North," said Mike Lee, Co-founder and CEO of MyFitnessPal. "Under Armour will bring vast health and fitness expertise and resources to our 80 million users to help guide them as they work to achieve their health goals."
Under Armour’s presence in the online fitness industry isn’t the only thing that is growing—so is their Alter Ego gear line—which includes The Flash, Spider Man, and Captain America logo compression shirts. The superhero-themed line has expanded to now include Batman and Superman gear. So you can represent your comic book favorites in the gym while you work on your own version of super strength.