![]() ![]() ![]() “We believe this divestiture sharpens our long term digital strategy by simplifying our consumer’s brand journey,” CEO Patrik Frisk said last week during a call with investors, about the decision to sell off MyFitnessPal. “I feel like Under Armor is going to be left out in the cold in this future, where Nike and Peloton and Lululemon and Apple become the key players,” said Andrew Lipsman, e-commerce analyst at eMarketer.īy selling MyFitnessPal and winding down Endomondo, Under Armour can divert some of its resources that focused on growing those apps to instead focus on driving customers to its branded website and app. And, these apps started to grow more slowly as more companies like Nike and Peloton started to market their own apps. However, this thesis didn’t pan out as each app targeted slightly different sets of users, some of whom weren’t similar enough to the Under Armour core customers. When Under Armour acquired MyFitnessPal, Endomondo and MapMyFitness several years ago, the company hoped that by owning a variety of digital fitness apps, it could get the tens of millions of people who used these apps to subsequently buy their workout gear from Under Armour.
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