Under Armour Lays Off 2 Dozen in Connected Fitness Unit
Under Armour is laying off about two dozen employees in its Connected Fitness unit. Most of the affected employees are based in Copenhagen, where Under Armour purchased the Endomondo fitness app in 2015. The Connected Fitness unit offers consumers four apps — MapMyRun, MapMyRide, MyFitnessPal and Endomondo — that track users’ sleep, fitness and diet by connecting to mobile or wearable devices.
Total Retail’s Take: In the past year or so, athletic brands have been refining their approach to fitness apps. Nike revamped and relaunched it Nike+ app, and Adidas debuted its All Day mobile app that will be available in the coming months. Under Armour's job cuts in its Connected Fitness unit may allude to a coming shift in the company’s app and mobile strategy. Athletic brands are trying to engage more with mobile users to collect data and better personalize the shopping experience, whether it be in-store or online.