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The Future of Fitness is Technology

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The Future of Fitness is Technology

Technology is changing everything, even the way we workout. Today, a good sweat is no longer enough for casual and professional athletes. Most of them want to not only see the physical results, but the data that measures the efficiency of their workouts. One of the companies in the US embracing the fitness-tech trend is Under Armour, makers of performance sporting apparel. Last week, Under Armour acquired MapMyFitness, the creator of popular apps MapMyRun and MapMyRide, for $150 million. The acquisition signals the transition of Under Armour from a sports clothing company, to a fitness-tech company. The deal also gave Under Armour ammunition to compete head-on with Nike as they continue to invest in innovating consumer fitness-tech.