Plus, I suspect there’s not likely a big buyer for MapMyStuff these days.

Certainly they could carve it out, but I suspect they’re finding value there. Under Armour says that “The MapMyFitness platform, which includes MapMyRun and MapMyRide, remains a crucial element of Under Armour’s digital strategy, as does its connected footwear business.” – that’s likely because it now sells shoes which integrate directly into the MapMyRun app. However, the MapMyFitness world isn’t being sold off. Around the same time, it also bought the MapMyFitness empire, which included MapMyRun and MapMyRide, as well as MapMyDogWalk and numerous other sites you never knew existed. You might remember that was during the timeframe that Under Armour was basically buying every digital sports platform it could.

Today Under Armour announced the sell-off of MyFitnessPal, which it acquired 5 years ago in 2015 for $475 million USD at the time they had 80 million users. In this case, Under Armour delivers on that premise with two pretty significant bits of news.

And no better weekend to do that than leading into Halloween or an election early next week. It’s Friday, and that means it’s the time when companies dump bad news before the weekend.

Under armour fitness pal