Staying fit and healthy pays off…literally and metaphorically, just ask MyFitnessPal, a mobile phone app that has taken the world by storm for its nutrition and physical activity monitoring platform. The app is ideal for people wanting to plan their meals and eating habits, and keep a track of their physical activity levels. Under Armour recognised this, and the small matter of their multi- million user base, and decided to go ahead and place a $475 million offer on the table.
It makes perfect sense, Under Armour see this acquisition as an opportunity to expand their digital platform by using MyFitnessPals online fitness community to boost sales of their athletic gear.
Let’s see if it pays off!
The Wall Street Journal, (2015). Under Armour Acquires MyFitnessPal for $475 Million. Retrieved 5th February, 2015, from http://www.wsj.com/articles/under-armour-to-acquire-myfitnesspal-for-475-million-1423086478