• Loading stock data...
Wednesday, October 8, 2025

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

The South Milwaukee Planet Fitness at 2901 S. Chicago Ave. will relocate to Oak Creek in summer.

‘People Want to Go to the Gym’: Why Fitness M&A Is Surging..

The fitness and gym industry has had strong deal activity in the first half of the year.
Puma headquarters in Herzogenaurach, Germany

Puma Up for Grabs As Largest Shareholder Considers Exit

Reports say the company could be up for sale. Experts aren’t surprised.
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.

Featured Today

Paul Cartier

Sports Organists Are Still Thriving in the Era of Raucous Arena Music

“When they walk out and they see a real organ guy, it’s like, ‘Wow.’”
Sep 27, 2025; Milwaukee, Wisconsin, USA; Milwaukee Brewers center fielder Jackson Chourio (11) rounds the bases after hitting a home run during the sixth inning against the Cincinnati Reds at American Family Field.
October 4, 2025

Milwaukee Moneyball: Brewers Are Beating MLB’s Deeper Pockets

Milwaukee is holding its own against big-budget competitors.
Kōloa Rum Company Rum Rusher
September 27, 2025

Panthers Bubbly, Jets Wine, Manning Whiskey: The Sports Booze Boom

A sommelier dives into the sports booze trend—and tries Jets wine.
Nov 17, 2024; Pittsburgh, Pennsylvania, USA; Pittsburgh Steelers fans wave Terrible Towels against the Baltimore Ravens during the fourth quarter at Acrisure Stadium
September 26, 2025

Steelers’ Irish Roots Are Deeper Than NFL Dublin Game

The Steelers have history and the foundation for a future in Ireland.
Sponsored

Trailblazer Cal Calamia Is Racing for ‘Advocacy, Storytelling, and Performance’

The marathoner wants excellence—not just inclusion—to be the goal for non-binary athletes.
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.
Sponsored

Top Esports Athletes Will Compete for National Glory in the Esports Nations..

The new biennial event, starting in 2026, kicks off a monumental next era for esports.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
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.
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

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.