When Alana’s alarm goes off at 6:15 a.m., she yearns to hit the snooze button, but her day is jam-packed. She glances at the Under Armour (UA) Band on her wrist, which captures her heart rate along with sleep and fitness activity. She knows she needs to walk to work to hit her 10,000-steps-a-day exercise goal. Later she’ll check her progress using the UA app on her smartphone.
UA’s mission is to make all athletes better. That’s why the company acquired the popular apps MapMyRide, MyFitnessPal, and Endomondo in 2013, and then combined them to create UA Record, which had a user base of 175 million by Q2 2016.1 This platform for listening to and learning from athletes provides insights that no other fitness company has. By synchronizing all apps under one account for each user, the company was able to create an ultimate personalized experience for each customer, pulling data from purchases, demographics, and unique streams—such as activities and pro athletes followed.2