Under Armour extends digital offer with Mindbody partnership
Under Armour is linking up with tech firm Mindbody to allow millions of US users of UA’s MyFitnessPal app to find, book and pay for a spot in group classes at thousands of fitness studios in Mindbody’s network. They include yoga, boxing, martial arts and indoor cycling.
Mindbody, which describes itself as the leading global online marketplace for wellness services, develops software to link health and wellness professionals with customers.
The deal is a win-win for both firms and helps Under Armour extend its digital reach. In recent years the company has spent over $700m (including $450m on MyFitnessPal last year) acquiring fitness apps as it seeks to boost its digital revenues. Meanwhile Mindbody fills fitness classes that often have plenty of empty spaces and takes a commission on each booking.
Under Armour boasts over 180m users across its app suite and is seeing strong growth as each quarter goes by. Chief digital officer Mike Lee said it’s important for the firm to play a role in helping its consumers to increase activity and overall health.
The company has also been using apps to boost sales and this summer launched mobile shopping app UA Shop that takes individuals’ data from other UA apps to offer personalised sales recommendations and offers.