Roughly three months ago Under Armour snatched up Endomondo and MyFitnessPal for about half a billion bucks. Now the sports apparel company is looking for a return on its investment by rolling out the first paid-for premium version of MyFitnessPal. This is no casual tracking service, to be clear — this is meant for serious fitness buffs. For either $10 a month or $50 a year users can build custom nutrition reports and dig through the minutia of their health data without being bothered by ads.
MyFitnessPal Premium, tempts you with access to priority customer support, exclusive content like recipes design by dietitians, and the lack of ads, but it’s really the granular data tracking thats the draw. Your calorie and nutrition goals can differ based on the day of the week. There’s also custom homescreens that put things like carb or salt intake right up front if you’re have a specific goal like lowering your blood pressure or carbo loading ahead of a big race. You can even quickly see which foods are contributing the most sugar to your diet in case you need to cut back.
The move from helping people lose weight and count calories, to helping people cut that last ounce of body fat off their emerging six-pack is an important and obvious one. Under Armour isn’t interested in tracking what antibiotics you’re allergic to or how much sleep you’re getting (or not getting). This is a company built on high-performance and high-endurance athletics and its moves into the tech space need to reflect that. So, while Endomondo and MyFitnessPal will probably maintain their appeal to the casual runner and health nut, expect them to also roll out features in the next couple of months that will help people train for their next big fight or ultra marathon as well.
Filed under: Software, Mobile
Comments
Via: The Verge
Source: MyFitnessPal