But Under Armour says that isn’t the core focus.

Of course, some of these suggestions could result in apparel and shoe purchases. “That sort of coaching is exciting and an example of something we would like to do in the future,” Lee says. He also envisions MapMyRun data being used to help runners find popular courses in their neighborhood–or even setting up competition among local users. For example, after tracking a run on MapMyRun, MyFitnessPal could suggest local spots where other runners enjoy a post-workout snack. Lee envisions ways to further integrate the apps so that the data can be more closely linked than it is today. He says consumers are more likely to succeed when recommendations are tailored closely to their lifestyle and health and fitness goals. And he points to individual goals–like his own wedding–as an important component of the connected fitness revolution. He now steers Under Armour’s broader digital fitness division.

“And that’s the mission at Under Armour.” “Technology will play a bigger and bigger role in helping athletes get better,” Mike Lee, SVP of Connected Fitness at Under Armour told Fortune. Some apps can track the amount of miles that a runner logs–and tell the user when it might be time to toss the shoes in the trash and replace them to avoid injury. If you are tracking sleep over time, for example, a clearer picture can develop about how much sleep is ideally needed to maintain top performance while out on a run or some other physical activity. How can data help an athlete’s performance? That’s still a development with a lot of potential. Under Armour says it wants to build a complete ecosystem to manage health and fitness with data insights, and it is doing that through software investments and physical gear that can track performance.

Business is booming for this segment, which recorded $53.4 million in sales last year, up 177.8% from 2014.īut Under Armour (UA) executives say what’s most alluring is the potential these apps present to track nutrition, fitness, activity, and sleep data–and over time make helpful suggestions that can make a difference in people’s lives. It does that through a suite of apps-MapMyFitness, MyFitnessPal, Endomondo, and UA Record–three of which were acquired for $710 million in deals that propelled Under Armour to oversee the world’s largest digital health and fitness community.

Under armour nutrition app