MyFitnessPal has raised at least 18 million in funding and Endomondo has raised around 8 million, according to TechCrunch. One is that Apple has been more aggressive about targeting entry-level fitness users, through both its expanded Apple Watch hardware and Apple Health software offerings, and through its forthcoming Apple Fitness+ service, which launches later this year. Top Ventas: Under Armour Endomondo Under armour La tendencia es algo con lo que lidiamos todos y cada uno de los días. Endomondo, which makes free GPS-based tracking apps, went for for 85 million and MyFitnessPal, which offers apps that track fitness and diet, was acquired for 475 million. What’s more likely going on here is that Under Armour sees diminishing value in this segment over the long term, and there are a number of possible reasons about why that might be. Under Armour’s overall brand image is more associated with professional athletics, and with an enthusiast/semi-pro clientele (or those aspiring to that designation).

It’s definitely true that both MyFitnessPal (which claimed 80 million users in 2015 at the time of acquisition, and has more than 200 million users according to today’s press release) and Endomondo were aimed at more casual and entry-level fitness users, who might be working out for the first time, or looking to improve their daily health, but aren’t likely training for endurance-sport competitions. Under Armour Snatches Up Health And Fitness Trackers Endomondo And MyFitnessPal Under Armour will remove Endomondo from all app stores and will no longer provide bug fixes or customer support for any version of the Endomondo app that remains on your device.

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