• by Sarah Mahoney  @mahoney_sarah, February 5, 2015

Under Armour may still be primarily a sports apparel company, but with its acquisition of MyFitnessPal, it has also become digital health’s Bigfoot, with an online fitness and nutrition community of 120 million people. 

In a move likely to increase its engagement with active women, the company is paying $475 million for the San Francisco-based MyFitnessPal, a free nutrition app with 80 million users. Last month, it spent $85 million to scoop up Endomondo, a Danish-based app popular in Europe, with 20 million users. It has owned MapMyFitness, with 31 million users, since 2013. And at last month’s Consumer Electronics Show, it took the wraps off UA Record, a suite of apps that are designed to combine data from different devices and platforms.

Clearly, it’s all part of Under Armour’s plan to dominate the connected fitness market. “We continue to redefine and elevate the Connected Fitness experience for millions of people around the world," says CEO Kevin Plank, in the company’s announcement, describing the new acquisitions as “ideal partners to enable Under Armour to provide data-driven, proactive solutions to help athletes of all levels lead healthier and more active lifestyles."

It also fuels another plan: The company’s major play for women. Last year, it launched its intensive “I Will What I Want” campaign, a move the company says “underscored our long-term commitment to both female athletes and athletic females.” And digital channels may well be the way to her (very healthy) heart. “The acquisitions of new digital platforms and ongoing innovation will continue to enhance the Under Armour brand's relationship with athletes and soon to be athletes,” writes Sam Poser, an analyst who follows the company for Sterne Agee. “The investments in the digital platforms will particularly help drive growth in the women's businesses, which currently represent just under 30% of total sales.”

Poser says that the three apps’ user base is growing between 30% and 50% per year, and currently has 72 million women registered. 

“UA expects these platforms to help to build brand loyalty and allow them to anticipate consumers’ needs,” he adds. He also predicts the company will soon enter the wearables market, “not necessarily with the popular trackers on the market today, but rather via technology embedded in footwear and apparel products.”

Under Armour first tested the digital waters with Armour39, a biometric measurement technology used at the NFL Combine back in 2011. “We quickly understood that the power was in the community and an open platform and that these were far more valuable than the hardware tracking device,” Plank says in the announcement, which led to the MapMyFitness deal. “By combining a community of 120 million unique registered users, we are developing a digital ecosystem that provides us with unparalleled data and insight into making every athlete better. Understanding the evolving needs of our athletes -- how they interact, how they consume, and ultimately how they strive to live healthier lifestyles -- will be key inputs to forging deeper relationships and becoming more relevant to how the consumer shops.”

Under Armour also announced strong fourth quarter results, with net revenues climbing 31% to $895 million; net income rose 37% to $88 million, compared with $64 million in the year-ago period. Apparel sales climbed 30%, while footwear revenues jumped 55%.