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The Rise and Fall of Endomondo: A Fitness Tracking Legacy

Introduction to Endomondo

In todays world, staying fit and healthy has become a top priority for many. Whether it’s to lose weight, build muscle, or simply stay in shape, people are constantly looking for new and effective ways to achieve their fitness goals.

This is where Endomondo comes in. It is a fitness-based platform that allows users to track their workouts, monitor their progress, and connect with others who share similar interests.

Features of Endomondo

The primary feature of Endomondo is its GPS tracking system. It uses your smartphone’s GPS to track your workout and record your route, distance, speed, and time.

All you need to do is press the start button, and Endomondo will do the rest. Endomondo also has a dashboard that displays all of your workout data in one place.

This includes your average speed, calories burned, and distance covered. You can use this data to track your progress over time and set new goals for yourself.

Another great feature of Endomondo is its performance tracking system. It allows you to compare your current workout with your previous ones and see how you are improving over time.

You can also set personal records and compete with others on the platform. Finally, Endomondo also has a social aspect.

You can connect with friends and other users, join groups, and participate in challenges. It’s a great way to stay motivated and keep yourself accountable.

History of Endomondo

Founding of Endomondo

Endomondo was founded in 2007 by three McKinsey consultants, Mette Lykke, Christian Birk, and Jakob Jnck. They saw a gap in the fitness market and realized that with the rise of smartphone adoption, they could create an app that would allow people to track their workouts and connect with others who share similar interests.

Early challenges and growth of Endomondo

When Endomondo first launched, it faced stiff competition from companies like Garmin and Nike who were already established in the GPS tracking market. However, Endomondo was able to differentiate itself by focusing on the social aspect of fitness tracking.

They added features like the ability to follow and compete with friends, which quickly became one of its key selling points. As smartphone adoption grew, so did Endomondo’s user base.

The company also continued to develop its app, adding new features like heart rate monitoring and support for different types of workouts. In 2010, Endomondo secured seed funding of $2.3 million, which helped to fuel its growth.

The following year, they added Facebook integration, which further boosted their user base.

Expansion and profitability of Endomondo

In 2012, Endomondo launched a premium version of its app, which gave users access to additional features like real-time audio coaching and personalized training plans. The premium version helped to generate revenue, which helped the company become profitable.

Over the years, Endomondo continued to expand its offerings, adding features like route planning, nutrition tracking, and more. They also made several acquisitions, including the Finnish company Sports Tracker in 2015.

In 2015, Endomondo was acquired by athletic apparel company Under Armour for $85 million. They continued to operate as a standalone brand within Under Armour, but in 2018, the decision was made to shutter the Endomondo app and move its features into Under Armour’s own app.


Endomondo was a groundbreaking app that revolutionized the GPS tracking market. Its focus on the social aspect of fitness tracking helped to differentiate it from its competitors and make it a popular choice for users.

While the app may no longer be available, its legacy lives on through the features now integrated into Under Armour’s app.

Acquisition by Under Armour

In 2015, Endomondo was acquired by athletic apparel company Under Armour for $85 million. This acquisition was a part of Under Armour’s broader strategy to build out its Connected Fitness platform, which also includes popular apps like MyFitnessPal.

Under Armour saw the acquisition of Endomondo as an opportunity to expand their data collection capabilities and gather insights that would inform product creation decisions. The company also aimed to use the app to promote its sportswear products to its users.

Endomondo Post-Acquisition

After the acquisition, there were some changes at Endomondo. Co-founders Mette Lykke and Jakob Jnck both left the company, which left some uncertainty about the future direction of the app.

There were also struggles with integrating Endomondo into Under Armour’s larger Connected Fitness platform.

In 2017, Under Armour announced layoffs across their Connected Fitness division, which affected Endomondo.

This was a result of the company’s financial struggles, which included significant losses in their fitness tracking business.

Shutdown of Endomondo

In September 2020, Under Armour announced that it would be shutting down the Endomondo app. This decision came as a surprise to many users, who had relied on the app for years to track their workouts and connect with other fitness enthusiasts.

There were several reasons behind the decision to shut down Endomondo. One factor was the declining user base, as the app struggled to compete with other popular fitness tracking apps like Strava.

Under Armour also wanted to focus its efforts on its other Connected Fitness app, MapMyRun. MapMyRun has been a key product for Under Armour, and the company has invested heavily in its development.

The app has a strong branding and has helped Under Armour to expand its reach into the fitness tracking market. By focusing on MapMyRun, Under Armour hopes to better compete with other popular apps like Strava.

In conclusion, while the shutdown of Endomondo was a disappointing development for its dedicated users, it was a necessary decision for Under Armour. The company’s shift in focus to MapMyRun is a strategic move that will help to better position them in the competitive fitness tracking market.

While Endomondo may be gone, its legacy will live on through the integration of its features into MapMyRun and other Connected Fitness products. In conclusion, the acquisition of Endomondo by Under Armour was a strategic move that aimed to bolster the company’s Connected Fitness platform.

However, challenges with integrating the two companies and declining user numbers ultimately led to the shutdown of the Endomondo app in 2020. Under Armour’s focus on MapMyRun is a strategic move that will help the company to remain competitive in the fitness tracking market.

This article highlights the importance of adapting to changing market conditions and the challenges that come with merging companies from different industries.

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