A masterclass in fake personalisation
Trigger Warning: This article talks about calorie counting and weight loss, which may be triggering for some people. Please take care while reading.
There is a very small number of big B2C mobile apps out there 🤏🤏
MyFitnessPal is one of them.
With 250 million users across 120 countries and 4.7 million reviews across the Play Store and App Store combined, MyFitnessPal is the biggest health app in the world.
To put it into perspective: that’s 41 times more users than Peloton and 12 times more than Nike Training Club.
Launched in 2005, the company received very little investment it’s early life. Largely bootstrapped and profitable for certain periods, MyFitnessPal had it’s first funding round in 2013 for $18 million.
Then in 2015 Under Armour acquired the company for $475 million.
But not for long 🎻
Under Armour sold the app five years later for $345 million, $120 million less than it bought it for. Under Armour said they wanted to focus their brand on their core consumer ‘the Focused Performer’ to build “a singular, cohesive UA ecosystem.”
