This type of digital community-building should perk up marketers' ears because this responsibility will naturally fall to many marketers' plates. Now, I expect we'll see a community-centric approach take center stage within these services. MyFitnessPal and Endomondo both have dedicated daily users who rely on the app to keep them accountable for their health. These people aren't limited to customers they're also prospects, fans of competitive products, and everyone in between.
Nowadays, successful businesses are building and growing proprietary communities that allow people to connect over shared interests and passions. Community building is now a core business responsibility.īuying MyFitnessPal wasn't just about buying a tool that counts calories -it's much bigger than that. Here are a few reasons marketers should care about the acquisition. While we don't yet know exactly what UA will do with this new connected community, it's clear that the pursuit of better health has never been so technologically empowered.
With Under Armour's acquisition of health app MyFitnessPal ($475 million) and social fitness network Endomondo ($85 million), the apparel company is now sitting on a massive audience of connected health enthusiasts. Under Armour now owns the world's largest digital health and fitness community.
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