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Friday Highlights: Endomondo closed and MyFitnessPal closed



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Today is Friday, which means this is the time for the company to discard bad news before the weekend. There is no better weekend than holding elections on Halloween or early next week. In this case, Under Armour provided two very important news on this premise.

MyFitnessPal for sale:

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Today, Under Armour announced the dumping of MyFitnessPal, which was acquired by the company for $475 million in 2015 5 years ago when they had 80 million users. You may remember that during this time, Under Armour basically purchased all possible digital sports platforms. Around the same time, it also purchased the MapMyFitness Empire, which included MapMyRun and MapMyRide as well as MapMyDogWalk and many other sites you never knew.

However, the MapMyFitness world has not been sold. Under Armour said: ” MapMyFitness Platform, including MapMyRun with MapMyRide, And the related footwear business, are still key elements of Under Armour’s digital strategy. “-This is probably because it now sells shoes that are directly integrated into the MapMyRun application. They can certainly solve this problem, but I suspect they have found value there. In addition, I suspect that MapMyStuff cannot have large buyers these days .

However, MyFitnessPal has a potential buyer who claims to have 200 million users (of which how many active users are is another matter entirely). Under Armour has sold MyFitnessPal to Francisco Partners for $375 million. In fact, they lost $100 million from the purchase. Although it is troublesome, I don’t think they will find a buyer at this price, so if I were Under Armour, I think this is a huge victory.

As for Francisco Partners, they are an investment company with a large amount of investment, although according to their public investment portfolio, there is no obvious suitable investor. Of course, this does not mean that they have not invested in this field. However, they have indeed made multiple healthcare investments, and since MyFitnessPal relies heavily on food tracking and healthcare, there may be some potential IP or platform combinations that are valuable to them.

In the end, Francisco Partners did not provide too many clues, because their statement is completely uncertain:

“MyFitnessPal supports the continued health and fitness journey of more than 200 million users, and we are pleased to work with this business to become an independent company and continue its long history of sustained revenue growth, organic user acquisition and unique consumer propositions,” -Christine Wang, head of Francisco Partners.

I believe we will find out in time what they plan to do.

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End of Endomondo:

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Now, because Under Armour is busy cleaning the house, they decide to put the Halloween knife in Endomondo. This is not surprising. Endomondo has basically been in decline for a few years, although ironically, in the past few years, I have actually used it during Samsung Gear fitness watch reviews because it is the easiest app to get correct data. .

In any case, the details of Under Armour are very slim here, and there is only one line in the entire release that just notices the disappearance of the platform, he said:

“At the same time as this announcement, the company also announced that it will cease its business. Endo Temple Operation of the platform at the end of 2020. “

As early as 2015, Under Armour bought this website in Denmark for $85 million. At the time they had 20 million registered users.

Since the acquisition of Under Armour, we have not really seen any major changes in the platform, and in the end, if there is no news, the platform will often slowly disappear. Obviously, Under Armour did not see any reason to sell it, or maybe they tried and could not find a buyer.

In many ways, fitness websites are a dime these days. For comparison, when Under Armour first purchased MyFitnessPal and Endomondo, the following are the fees they paid and the fees paid per user:

MyFitnessPal: 80 million users purchased in 2015 at $5.94 per user ($475M)
Endomondo: $4.25/user, 20 million users in 2015 ($85 million)
MapMyFitness: There were 20 million users at the time of purchase in 2013, at $7.50 per user ($150 million)

Compare with now:

MyFitnessPal: Sold at a price of $1.88 per user in 2020, 200 million users (US$375 million)
Endomondo: Killed an unknown number of users at a price of $0.00 per user in 2020 ($0.00M)
MapMyFitness: Unknown number of current users

Now remember that all these user numbers are registered accounts. It is not actually an active user account. Active user accounts are usually only a small part of it. Take Endomondo as an example-my guess is that this is only a small part of it.

Nevertheless, Endomondo will still miss. According to Sensor Tower data, even if these apps do not really compete in the grand plan of wearable devices these days, it can still attract about 100-200K Google Play store downloads per month (please note that the ratings are actually from The site, not my score anymore).

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For random comparison points based on September 2020, Garmin Connect on Android shows 300,000 downloads per month, MyFitnessPal shows 800,000 downloads per month, Polar Flow shows 40,000 per month, Whoop shows 6,000 downloads per month ( 6,000 times).

Therefore, there are obviously users, but it is clearly not enough to make it worthwhile for Under Armour to spend time dealing with its breakdown and trying to sell. Hope all these employees can stay in the larger Under Armour field. If not, then there are many sports technology companies hiring, which is one of the few bright spots in the world.

Finally, it is very interesting when Endomondo will tell users its news. The announcement was made during today’s earnings conference call, and the company usually super-coordinates this. But I didn’t mention it on the website, social media, or any emails sent to users (because I was there). [Update: Endomondo has now posted an FAQ of sorts on their support site, including data porting instructions.]

In this way, thank you for reading!


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