It plans to integrate its fitness apparel with MyFitnessPal, letting the app reflect data captured by sensors embedded in future shirts, shoes, and other wearables.īeyond the technical, though, Lee believes the app’s biggest advantage over the competition is its discussion platform. Under Armour has more ambitious plans for tracking. The data is user-submitted, which put much of its accuracy into question. Paying subscribers will get access to recipes, nutrition tips, and meal plans, and both paid and free users will see a “verified foods” label next entries in the app’s food database that’ve had their nutritional information verified. The macronutrients profile, for example, drills down to carbs, fat, and protein while the carb profile shows sugars and fibers.īut numbers and charts are nothing without context, which is why MyFitnessPal is gaining “exclusive content” to help align diet and exercise with goals. New users are prompted to choose from one of four profiles - a macronutrients profile, a heart-healthy profile, a carb conscious profile, or a custom profile - and are presented with graphs morphed to the chosen focus. The premium experience starts with a redesigned dashboard. That’s hardly a unique aspiration among fitness trackers, but Lee believes the granularity of the service’s tracking, plus its large and active community, are big differentiators. The service, priced at $10 per month or $50 per year, is aimed at helping people “go beyond the calorie count,” founder Mike Lee told the Verge. It’s been a few months since Under Armour bought free cross-platform activity tracker MyFitnessPal, and it was widely speculated at the time that the company would search for a new source of revenue from the app’s more than 85 million users. Today’s announcement proved those predictions spot-on: Under Armour revealed an ad-free subscription for MyFitnessPal “power users” that’s now available on Android, iOS, and Windows Phone.

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