Under Armour acquires MapMyFitness to boost its exercise tracking arsenal

One of our main gripes with the Armour39 fitness tracker was the lack of polish on its iOS app and inability to access stats via web. Well, it seems Under Armour is getting serious about improving in those areas as the outfit has acquired MapMyFitness. With over 20 million users, the software currently gathers data for a large collection of wearables that includes both the Jawbone UP and the Nike FuleBand alongside MapMyRide for those who prefer pedal power. "We will build on the community of over 20 million registered users that MapMyFitness has cultivated in the connected fitness space, and together we will serve as a destination for the measurement and analytics needs of all athletes" UA CEO Kevin Plank said. The company will continue to operate out of its Austin, Texas offices after the $150 million deal which is set to be completed by the end of the year. Who knows, maybe we'll see Under Armour tackle in-game tracking on top of consumer options like Adidas has. Only time will tell.