Via Mashable

Athletic clothing brand Under Armour is buying workout app MapMyFitness for $150 million.


The company plans to use the purchase to “broaden its existing digital offerings,” according to The Wall Street Journal. “Athlete biometric measurement is a new business we’re just getting behind,” Kevin Plank, Under Armour’s CEO, told the publication.


Under Armour competitors have already capitalized on the popularity of tracking data for workouts. In particular, Nike has signed up more than 20 million users for its Nike+ monitoring system, and expanded upon that with its Nike’s FuelBand, released last year.


Other competitors in the space include Jawbone Up and FitBit Flex. MapMyFitness has 20 million registered users, 9 million of which use it on a monthly basis. Some 700,000 people use it daily.


Under Armour has its own tracking system called Armour39 that works with a chest strap that monitors heart rate, calories burned and other workout details.


Founded in 2007, the Austin, Texas-based MapMyFitness has about 100 employees.