Under Armour may be rethinking its fitness app strategy. After purchasing MyFitnessPal for $475 million in 2015, the company announced today that it has started a “definitive agreement to sell the MyFitnessPal platform to Francisco Partners.” It’s also discontinuing the Endomondo personal trainer app it bought at the same time as MyFitnessPal for $85 million. According to the company, the sale announced today is valued at $345 million and is expected to close in the fourth quarter of 2020.
In a statement, Under Armour CEO Patrik Frisk said the move “reduces the complexity of our consumer's brand journey by empowering sharper
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