Click clack

Under Armour buys MyFitnessPal for $475M

Under Armour, a Baltimore-based performance apparel brand, has been making aggressive investments in mobile fitness technology recently, and its latest purchase is a big one: The sportswear company announced on Wednesday that it had purchased MyFitnessPal for $475 million.

MyFitnessPal is a popular free app for tracking food intake and calories, and is widely used by personal trainers and other fitness professionals. MyFitnessPal reportedly has 45 million active users. It works with a large number of the most popular health apps and trackers, including those from Fitbit, Jawbone and Garmin. In fact, its greatest strength as a service aside from its dedicated fans and users is that its API is so widely used that even minor health apps or accessories often have built a direct connection to pipe data into MyFitnessPal.

Under Armour also mentioned that it has purchased Endomondo, an older fitness app. It includes interval training for running and biking combined with social capabilities. Under Armour said it paid $85 million for Copenhagen-based Endomondo. Earlier, Under Armour acquired MapMyFitness in 2013 for $150 million.

Under Armour wants to compete with rival Nike to create a digital platform for serious athletes. It launched an app called UA Record for iOS and Android earlier this month, which tracks sleep, weight, as well as steps and workouts from fitness trackers. In 2013, Under Armour released the Armour39 fitness tracker, which was generally seen as inferior to Nike’s FuelBand.

The sportswear company also entered into an agreement earlier this month with smartphone maker HTC to “provide consumers with a range of connected health and fitness products,” although no products were announced. Still, expect HTC’s forthcoming smartwatch or wearable tracker to work with Under Armour’s software.

To date, MyFitnessPal had only publicly announced a single funding round, an $18 million round led by Kleiner Perkins Caufield & Byers in 2013.

This post was updated several times Wednesday afternoon as more information became available.