The app, which enables users to track their. The two technology companies are also building their own software and services for the health and fitness-conscious. US sportswear brand Under Armour has announced it will sell the MyFitnessPal platform to private equity firm Francisco Partners for US345 million. Under Armour, which said in a statement that it’s trying to create the world’s largest digital health and fitness community, may soon compete with Apple Inc and Google Inc. In November 2013, UnderArmour acquired MapMyFitness, an app to virtually track fitness workouts. The MyFitnessPal service from Under Armour has suffered a data breach that affects about 150 million users. This isn’t the first mobile acquisition for the sports retailer. Get personalized workout routines written by the Under Armour Training Team. That data is an attractive prospect for Under Armour, which is increasingly looking to use insights about consumers’ health and fitness to sell more apparel. MyFitnessPal, which claims to have over 80 million registered users, has developed one of the largest nutrition and calorie databases. The free app, MyFitnessPal, which has a paid option, lets users track the foods they eat over time, with features to log calories and different types of nutrients. It will also fork over $85 million for Danish firm Endomondo, which describes itself as a personal trainer in your pocket. The company said on Wednesday it will pay $475 million for MyFitnessPal, a free app for tracking food habits and caloric-intake. SAN FRANCISCO, Feb 4 (Reuters) - Under Armour Inc, which provides sports clothing and accessories, has acquired two mobile apps for about $560 million, moving deeper into the trendy “connected fitness” and wearable devices sphere.
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