A number of fitness-oriented apps popped up over the past few years and attracted users with ways to track their workouts. Whether it's counting calories or mapping out runs, people have embraced the concept by the millions.
Athletic companies have picked up on this. Last year we watched Under Armour purchase MyFitnessPal and Endomondo. Months later, Adidas scooped up Runtastic. Now ASICS is buying FitnessKeeper, the company behind Runkeeper, for an as of yet undisclosed amount.
ASICS makes sports equipment and footwear. The latter is what you may strap on as you grab the Runkeeper app and go out for a jog. And ASICS isn't just hoping you will buy its shoes based on newfound name recognition. The company intends to use the data acquired from Runkeeper users to bolster marketing and increase sales, as you can read in the full press release below. As for any changes to the product, those remain to be seen.
Runkeeper on Android underwent a massive visual redesign at the end of last year, and an update since has added support for Marshmallow's new permission model. If the acquisition hasn't put you off, you can try them out by hitting up the link below.
Notification of Acquisition of Shares in FitnessKeeper, Inc. (U.S.) by ASICS Corporation and Conversion into a Subsidiary
ASICS Corporation is pleased to announce that it has entered into an agreement to acquire 100% of the shares in FitnessKeeper, Inc. on February 12, 2016.
Established in 2008, FitnessKeeper is the operator of fitness tracking app "Runkeeper", an application that can track and record fitness activities such as running, walking and cycling through GPS on smartphone devices. "Runkeeper" is a world-class leader in the fitness tracking app category and has over 33 million registered users in the U.S. and worldwide. It provides users with notifications of running distance and pace during exercise, as well as functions to record, manage and analyze activities which help users visualize and achieve their fitness goals, and ultimately make sports more fun for the users.
The fitness tracking app market is expected to expand with the increased health-awareness from consumers, growth of the smartphone market worldwide and advancement of wearable technologies. ASICS reached a decision on this Acquisition as we believe that the integration of "Runkeeper’s" globally recognized brand and worldwide user base with ASICS’ technological competence in manufacturing will lead to continued enhancement of our corporate value. Through this Acquisition ASICS will be able to establish a one-to-one marketing channel utilizing user data including fitness information and obtain a digital technology development platform that is led by a management team with extensive experiences in this field.
With the Founding Philosophy to contribute to the healthy growth of young people through sport, ASICS Group has upheld its philosophy to “provide valuable products and services through sport to all our customers”; and kept its passion for technology and craftsmanship and pursued customers’ needs in order to serve athletes, sports lovers, and people who deeply care about good health worldwide.
With the addition of FitnessKeeper into the ASICS Group, we expect to further support customers' fun and healthy experiences and lifestyle through sports by providing new contents and cutting edge services utilizing advanced digital technology. We aim to fully utilize the resources of both ASICS and FitnessKeeper to provide high value added products, services and contents to even more customers.