• Loading stock data...
Monday, August 25, 2025
The biggest names in sports media. All in one room. Buy tickets now!

Under Armour Sells MapMyFitness Back to Founders 11 Years Later

  • MapMyRun is one of several fitness tracking apps bought back from Under Armour.
  • The founders are now higher-ups at Outside, a group including Outside Magazine.
Lubbock Avalanche-Journal

The founders of the fitness tracking apps MapMyRun and MapMyRide bought back their company from Under Armour after 11 years on Friday. The full suite of MapMyFitness apps, which also includes MapMyWalk, will now fall under the Outside media umbrella.

Outside CEO Robin Thurston and VP of product Kevin Callahan founded MapMyFitness in 2007, and sold it to Under Armour for $150 million in 2013. Terms of last week’s deal are not publicly available. Outside was formed in 2021 as a combination of several outdoor sports companies including Outdoor Magazine.

Outside’s products currently have more than 20 million registered users and 830,000 paid subscribers, while MapMyFitness has more than 80 million registered users, and will bring Outside to “well over 1 million” paid subscribers, Thurston told Axios. Outside announced a social feature last week where users can connect with one another and post about their adventures.

“MapMyFitness’s connected fitness technology perfectly complements Outside’s leading mapping and tracking tools like GaiaGPS and Trailforks. Partners can leverage these tools to offer more seamless outdoor experiences for users across a wider range of activities. Outside will be building more shared services and shared infrastructure to jointly support all the mapping applications at scale.” Thurston tells Front Office Sports by email. He gave elevation service and map tile service, which helps maps zoom in and out, as examples of those shared services.

The acquisition will also boost the company’s membership program, Outside+, with premium content already available on MapMyFitness. Thurston told Axios the company expects to make a profit for the first time this year, aided by more than $100 million in top-line revenue.

Dennis Young contributed reporting to this story.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Skechers store opening in April at Cross Pointe Centre on Morganton Road.

Shareholder Drops Lawsuit Over $9.4B Skechers Go-Private Deal

The judge recently rejected the shareholder’s request for “immediate action.”

Judge Rules for NFL, Fanatics Against Small Apparel Seller

The lawsuit argued the NFL “aids and abets” Fanatics with its strategy.
Jun 20, 2024; Eugene, OR, USA; Detailed view of Nike Alphafly 3 racing flat at the Nike by Eugene store.

Investors Hunt for Signs Nike Has Regained Its Footing

Nike’s fundamentals are “still challenged.”

Featured Today

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.
August 23, 2025

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Oct 2, 2024; Rosemont, IL, USA; Big Ten commissioner Tony Petitti speaks with the media during the 2024 Big Ten Women’s Basketball media day at Donald E. Stephens Convention Center.
August 22, 2025

‘Not Ready to Jump In’: Power 4 Commissioners Aren’t Sold on PE

Top leaders in college sports have yet to see a satisfactory proposal.
Nov 23, 2024; Minneapolis, Minnesota, USA; Penn State Nittany Lions head coach James Franklin looks at quarterback Drew Allar (15) during the first quarter against the Minnesota Golden Gophers at Huntington Bank Stadium.
August 22, 2025

Private Equity Enters College Sports—Without the Equity

As college football starts, lending agreements have become PE’s best way in.
Sponsored

‘Run With the Competition’: Ultra Trail Runner Lotti Brinks Is Back With..

Ultrarunner Lotti Brinks is ready to make her first Courmayeur-Champex-Chamonix podium in her HOKA Mafate 5s.
The 2018 Ragin' Crossfit Games are held at Blackham Coliseum in Lafayette.
March 14, 2025

CrossFit for Sale After Years of Drama and Attrition

The intense fitness workout got popular in the early 2000s.
Sponsored

Win. Advance. Repeat: The Professional Fighters League’s Rise to Prominence 

As of 2025, PFL has introduced a World Tournament format, where every fighter must battle through a high-stakes bracket to reach a championship.
Sponsored

Building A Pro League From Scratch

Front Office Sports and Gainbridge® spotlight what it takes to build a professional women’s soccer league.
Sponsored

How On Location is Redefining the Olympic Winter Games Hospitality Experience

As the Olympic Winter Games Milano Cortina 2026 approaches, On Location—the Official Hospitality Provider—is redefining luxury hospitality.
Sponsored

How On Location is Redefining the Olympic Winter Games Hospitality Experience

As the Olympic Winter Games Milano Cortina 2026 approaches, On Location—the Official Hospitality Provider—is redefining luxury hospitality.
Sponsored

The Surprising Ingredient That Can Improve Your VO2 Max

In the high-stakes world of sports, VO2 max—or maximum oxygen consumption—has emerged as a critical marker of endurance and performance.
Peloton Bike
October 31, 2024

Peloton Earnings Beat Expectations As It Still Loses Subscribers

Peloton tapped Peter Stern, former Ford executive and cofounder of Apple Fitness+, to be its new CEO.