MyFitnessPal, an OG in the food-tracking app space, has released preliminary data revealing that nearly 50% of its app subscribers who use the app daily achieved their weight loss goal (5%) within 16 weeks, with premium users logging a higher success rate (49.3%) than non-premium users (46.9%).

“Those who actively logged food in MyFitnessPal and engaged more frequently with the app were statistically more likely to reach their weight loss goal within four months,” said Dr. Zhaoping Li, professor of medicine and chief of the division of clinical nutrition at the University of California, Los Angeles. “This finding underscores the role of consistent food tracking as a cornerstone of progress towards weight loss goals.”

As MyFitnessPal points out, committing in the early stages appears to pay off. According to the nutrition app’s internal data, MyFitnessPal found that those who logged their food at least four days within their first week were seven times more likely to make measurable progress toward their weight loss goals.

“Whether you’re just starting out or navigating a medically-supported program, MyFitnessPal offers the tools and insights to support you every step of the way,” MyFitnessPal CEO Mike Fisher said. “While weight loss can seem daunting, just logging one meal can be the start of success.”

Fisher was appointed CEO of the popular nutrition-tracking app last year.

The platform has also been shown to be effective in medical weight management programs, such as Australia’s Medmate, a telehealth company that integrates GLP-1 medication with a premium MyFitnessPal subscription. Those who tracked their food intake with the app were 32% more likely to stick to their GLP-1 treatment than those who did not track foods, and by the eighth week, 37% who tracked their meals remained engaged in the weight management program.

“These results underscore the importance of food tracking in enhancing adherence to complex medical treatments and fostering long-term behavior change,” Medmate CEO and medical director Dr. Ganesh Naidoo said.

MyFitnessPal recently released a new voice-to-text feature for premium members this month, making tracking nutrition intake even easier. The latest offering follows MyFitnessPal’s other tools, such as barcode and image-based meal scanning.

“At MyFitnessPal, we’re always looking for new ways to make nutrition tracking easier and less time-consuming for our members,” MyFitnessPal chief product officer Tim Holley said. “Voice Log is a big step forward in simplifying the experience. By making logging more intuitive, we’re helping our members stay focused on reaching their goals.”

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Experiencing complex emotions can trigger a tendency to reach for less nutrient-dense foods, according to a new white paper, “Food + Mood,” authored by MyFitnessPal and Dr. Jenny L. Taitz, Psy.D. 

The global nutrition and food tracking app, along with Dr. Taitz—assistant clinical professor in psychiatry at the University of California, Los Angeles, and author of “Stress Resets: How to Soothe Your Body and Mind in Minutes” and “End Emotional Eating: Using Dialectical Behavior Therapy to Cope with Difficult Emotions and Develop a Healthy Relationship with Food” — set out to explore the science behind how nutrition affects mood and coping strategies.

“In analyzing the results of nutritional research tied to mood, it’s clear that our mood drives our eating, and our eating drives our mood,” Dr. Taitz said. “Many people turn to highly palatable foods for a quick fix, only to face long-term repercussions on their emotional well-being.”

One valuable technique to help support emotional well-being, Dr. Taitz advises, is food tracking.

“Using a food and nutrition tracking tool like MyFitnessPal may help empower a shift from mindless eating to mindful choices that support our health goals,” she continued.

While many people have drowned their sorrows in a pint of ice cream, the white paper reveals the long-term effects of such choices on mood and emotional well-being.

The paper also aims at the average American diet, which MyFitnessPal and Dr. Taitz note may not support holistic wellness goals, as it often contains nearly double the recommended daily limit of added sugar. A study published earlier this year found that a diet high in sugar is linked to a higher prevalence of depression, while a Mediterranean diet may lower the risk of depression.

Although some people cope with stress by overeating, others may eat less, resulting in increased feelings of tension, anger, and fatigue. The white paper highlights that nutrients such as B12, folate, and zinc play crucial roles in maintaining emotional balance, while deficiencies in these nutrients may increase irritability and depression. 

Dr. Taitz and MyFitnessPal suggest viewing food choices as opportunities for long-term well-being instead of immediate comfort can be helpful. Other strategies – such as meal prepping, resisting the urge to eat “comfort foods” and allowing the feeling to pass, practicing meditation and positive self-talk, and identifying triggers to chart a better course, can also be solutions that support health and well-being.

“At MyFitnessPal, we’ve always seen tracking as a tool for gaining insight on overall nutrition intake and for supporting small behavioral shifts that can add up to big, more sustainable change,” said Melissa Jaeger, head of nutrition for MyFitnessPal and registered dietician. “In reviewing the analysis, the connection between food and mood is clear, and it’s our priority to support members with their health through nutrition tracking to bring awareness to the foods impacting their overall goals.”

In September, MyFitnessPal became the nutrition tracking app of the Philadelphia Eagles — a multi-year collaboration that will serve as a tool for the NFL players. 

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MyFitnessPal has named Mike Fisher as its new CEO, a move that comes after the global nutrition and food tracking app recently announced a new partnership with Kate Hudson.

Fisher, who has previously served at Etsy, Quigo, AKF Partners and PayPal, succeeds Dinesh Lathi, who will remain involved with MyFitnessPal and serve on the company’s board of directors.

“I’m thrilled to join the MyFitnessPal team,” Fisher said. “As CEO, I’m excited to pair my passion for consumer-facing technologies with MyFitnessPal’s commitment to improving human wellness. MyFitnessPal’s mission to empower its users to achieve their weight management and broader health goals resonates with my own aspirations to live a healthier life and my desire to help others do the same.”

In addition to his corporate leadership experience, Fisher is a U.S. Army veteran. He’s also served on the board of the Juvenile Diabetes Research Foundation and currently serves on the board of the West Point Association of Graduates.

Private equity firm Francisco Partners acquired MyFitnessPal in 2020 from Under Armour. The leading nutrition and food tracking app has garnered over 200 million users in 120-plus countries since launching in 2005.

Christine Wang, partner at Francisco Partners, noted the “tremendous growth” in the health and wellness technology sector and that Fisher’s experience will enhance the user experience and assist “millions more” in achieving their goals.

Earlier this month, MyFitnessPal teamed up with celebrity and Fabletics co-founder Kate Hudson (and her personal trainer) for its “Small Steps, Big Wins” initiative, where users can join a free one-week plan to build healthy habits. 

“I’m excited to partner with MyFitnessPal because we share a vision to help inspire people to get healthy and just take those small steps to get them started,” Hudson said. “This is something I’ve been passionate about for years so developing the Small Steps, Big Wins Plan with them was a natural next step after using the app for years to track my nutrition.”

The seven-day program includes Hudson’s tricks for staying inspired and her favorite affirmations for hitting health goals. It also encourages users to lower sugar intake and boost their hydration levels.

Corporate wellness platform Gympass added the popular nutrition app as one of its offerings due to a high number of requests from users and clients last year. The MyFitnessPal app also introduced sleeping tracking insights in recent months, integrating sleep data from Apple Health and Health Connect by Android to show how certain food choices can impact the length and quality of sleep. 

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Many pregnant women focus their energy on how to provide nutrition and sustenance for their growing babies, often forgetting to take care of themselves. To combat such behavior and promote a more holistic approach to pregnancy, MyFitnessPal has launched a weeklong program in partnership with fitness expert Deja Riley called “Eating for Pregnancy.” The program offers daily tips, food ideas and recipe recommendations from the company’s registered dietitians and mothers. 

Deja Riley, a former professional dancer and a current inclusion, diversity, equity and action (IDEA) representative for Lululemon, is committed to reframing the focus on mothers.

“Throughout pregnancy, it’s important to track and follow the baby’s progress but it’s also important to put some of the focus back on mom – making sure we’re taking care of ourselves properly, from nutrition to simply carving out time for self-care,” Riley said. “MyFitnessPal makes it easy to track food choices, water intake and movement and doing so has helped me identify choices that directly impact my mood and energy.”

Eating for Pregnancy helps users navigate common issues during pregnancy, like morning sickness, heartburn, constipation, exercise, fatigue and cravings. Changing hormones can influence energy, mood, and symptoms, while iron-packed prenatal vitamins can slow down digestion.

Riley also shares many of her favorite modified fitness movements as part of the program so women can stay active and healthy during pregnancy. 

“This isn’t an eating program. It’s a plan that offers real-life strategies to help navigate a time that can feel both overwhelming and exciting, not only for those who are pregnant for the first time, but even experienced moms, because every pregnancy is unique,” said Stephanie Nelson, a MyFitnessPal in-house registered dietitian.

The Eating for Pregnancy plan is now available on MyFitnessPal and can be downloaded for free via the Apple App Store and Google Play Store.

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While there has been a sharp decline in health and fitness app downloads post-pandemic, retention rates and revenue have increased, providing strong reasons for optimism, according to a recently released report.

With a return to normalcy following the rise of at-home fitness during the pandemic, a new report by AdQuantum has revealed key findings regarding the health and fitness app industry during and after COVID.

Here are some highlights from “The State of the Health & Fitness App Market 2023,'” which examined download, usage and consumer spending trends from Q1 2020 through Q4 2022. 

A Decline in Downloads but Resiliency in Terms of Revenue

In Q4 of 2022, health and fitness app downloads surpassed 290 million across App Store and Google Play, which the report points out is the worst quarter since Q1 2020, with 417 million downloads. 

However, while the pandemic led to unprecedented growth for the fitness app vertical, that momentum didn’t fizzle out as much as it did for at-home connected fitness companies like Tonal and Peloton. 

The report reveals that the health and fitness app market generated $1.7 billion in revenue during 2022, an increase of $300 million from the previous year and $600 million from 2020.

During the pandemic lockdown, apps that provided customized workout routines, meditation, and diet and nutrition plans accelerated as far as downloads. 

Since then, certain apps have remained popular, despite a return to normalcy. In 2022, there were 1.4 billion health and fitness app downloads, showing consumers are still willing to integrate an app into their wellness journey.

However, the number of app installs in 2022 slowly dwindled after 2020, which AdQuantum says can be attributed to the return of in-person activities. 

It could also mean that while the pandemic may have meant fertile ground for the growing health and fitness app industry, it wasn’t necessarily an organic demand. Because consumers were stranded at home and their fitness facilities were closed, they were forced to rely on apps or at-home hardware. They also had extra cash on hand because gym memberships had been canceled or placed on pause.

Increased Consumer Retention & Stickiness

While app installations may have decreased, retention rates and stickiness increased. 

For example, sessions increased by around 1% and are currently up another 1% this year compared to Q4 2022. The report demonstrates that consumers who downloaded apps during the “install boom” have been retained.

Retention rates in Q3 of 2021 were 25% for Day 1, with Q3 of 2022 at 35%. Additionally, Q4 2021 had a 21% retention rate, and by Q4 2022 that number had hit 38%. 

As for the median stickiness for health and fitness apps, in Q3 and Q4 of 2021, rates were 15% and 14%, respectively, and have increased over time. Stickiness rose to 20% for Q3 2022 and 21% for Q4 2022.

Consumers Embrace Meditation & The Great Outdoors 

The surge in health and fitness apps has led some companies to emerge as market leaders as consumers are increasingly concerned with their health and wellness. 

Taking in the #1 spot for highest revenue is MyFitnessPal: Calorie Counter, with Fitbit: Health & Fitness coming in second. 

However, it’s the third ranking that may indicate where the wellness industry is headed.

The report reveals that meditation apps, such as Calm (#3 in revenue) and Headspace (#7), are gaining traction globally as consumers seek to de-stress and practice mindfulness throughout their busy days. Aside from stress-reducing activities, the apps also provide sleep aid features in a non-pill form.

Mental wellness and meditation apps are expected to continue to grow in the coming years, according to AdQuantum. 

The pandemic put a much-needed spotlight on the importance of mental health and has since had long-lasting effects. As AI and machine learning make continued advancements, consumers will likely find meditation (as well as health and fitness apps) becoming more fine-tuned and tailored to their needs and preferences.

The great outdoors has also seen a resurgence in light of the pandemic. While many hikes were crowded during the lockdown and cycling shops couldn’t keep up with inventory, apps continue to play a major role in the lives of fitness and wellness enthusiasts. 

The report reveals two apps have gained significant popularity post-lockdown: Strava: Run, Ride, Hike and AllTrails: Hike, Bike & Run. 

As consumers continue to engage in outdoor activities, Strava and AllTrails are along for the ride, offering databases of trails and routes, as well as progress tracking. Outdoor-themed apps are likely to see further enhancements due to their popularity. 

The Latest Trends in Mobile Fitness Apps 

Virtual coaches are an emerging trend in health and fitness apps, where consumers can receive guidance and support from virtual trainers. It should also come as no surprise that wearable tech has enhanced apps, motivating users to hit mile markers in their wellness journey. 

Because of consumers’ connection with their fitness wearable, they’re likely to search for a health and fitness app that supports their chosen device. 

The report also finds that by adding the element of gamification, such as rewards and challenges, consumers are more likely to engage with the app and stick with it for the long haul. 

AdQuantum’s The State of the Health & Fitness App Market 2023 report can be viewed here.

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MyFitnessPal, the global nutrition and food-tracking app founded in 2005, has launched a customizable dashboard that allows users to personalize their tracking experience by offering easier goal-setting and new nutrient-specific options.

The update represents a shift away from calorie counting being the sole focus for all members, as MyFitnessPal now allows individuals to add and emphasize two custom goals. 

“MyFitnessPal continuously aims to empower individuals to take control of their nutrition – and to be a daily companion in their health and wellness journey. Our members told us that they wanted to be able to easily edit goals and customize the dashboard,” said Tricia Han, CEO of MyFitnessPal. “With our newest feature, members will be able to track the factors of nutrition that have the biggest impact on their personal goals and what will ultimately help them succeed.”

The new customizable dashboard is exclusively available for MyFitnessPal Premium members. By selecting the ‘edit’ button in the top right corner of the dashboard screen, users can review 16 nutrient goal card options, including carbohydrates, fats, potassium, protein, monounsaturated fat, saturated fat, and trans fat. Users can thus tailor their tracking experience to their specific needs and preferences.

MyFitnessPal boasts one of the largest food databases globally, featuring over 14 million food items, along with access to 500 recipes, 50 workout routines, 80 exercise demonstrations and 35 connected fitness partners.

This recent product innovation provides users with a deeper understanding of the nutrients required to make healthier food choices and supports those at risk of diet-related illnesses.

The update also reinforces MyFitnessPal’s ongoing collaboration with the White House Conference on Hunger, Nutrition and Health, part of a shared mission to make Americans healthier by 2030.

“Equipping members with the tools and knowledge to make more informed and personalized decisions is a key goal for MyFitnessPal,” said the company’s chief marketing officer Katie Keil. “Continuing to innovate and personalize tracking options sets our members up for success and offers them a path forward to pursue healthier lifestyles.”

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Personalization and customization are two buzzwords that most health and wellness companies use to describe their services, apps and platforms as they strive to cater to their users’ specific and unique needs. 

However, fitness consumers are wary and riddled with privacy concerns, according to a recent study, a finding which could be eye-opening for companies looking to target consumers with hyper-personalization. 

It’s a discovery that may come as a surprise, given that many users overshare on social media platforms, whether posting an image of their dinner or providing a play-by-play of a trip to the emergency room. 

According to researchers, recommender systems have become the standard for guiding health actions, replacing traditional approaches based on demographics, activity history and preferences of other users. Instead, platforms use social media data to personalize recommendations based on a user’s activities or those of their friends. 

For example, some popular health and wellness apps, such as MyFitnessPal, allow users to link the app to their social media accounts.

The authors of the study “When Recommender Systems Snoop into Social Media, Users Trust Them Less for Health Advice” used a fitness plan recommender system to discover how users react to recommendations based on social media activity and their social media friends.  

In the study, performed by researchers from Penn State University and the University of Southern California, participants were randomly assigned to one of six personalization approaches, with half allowed to switch to a different approach. 

According to the findings, social media-based personalizations threaten users’ identities and raise privacy concerns. Participants demonstrated a preference for personalized fitness recommendations based on their self-reported preferences, and they also preferred apps that allowed them to choose between different recommendation approaches. 

Ultimately, the researchers concluded that options enhance trust by giving users some control and help alleviate privacy concerns. 

The researchers also revealed that participants particularly loathed the approaches requiring social media access.

When participants were allowed to choose other filtering approaches, over 96% switched out of the method that provided fitness content they had viewed or liked on social media. Additionally, other approaches based on activities and demographics of friends on social media were also highly unfavorable.

So, what can fitness and health-focused companies that design recommendation systems do?

The researchers suggest that developers and designers be mindful that despite the tendency to overshare on social media, consumers aren’t keen on online apps using such posts for recommendations. 

Instead, developers should consider using identity-protective information and allow users to choose their preferred method of recommendation.

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Corporate wellness unicorn Gympass has added MyFitnessPal as one of its 50,000 partners after receiving numerous requests from users and clients to collaborate with the popular nutrition and food-tracking app.

MyFitnessPal, which has empowered 200 million users since launching in 2005, will bring its capabilities to the Gympass platform. As a result of the collaboration, over 20 million employees at over 10,000 organizations across the globe will now have access to MyFitnessPal’s food-logging tools, exercise activity tracker and wellness habits log.

As Gympass points out, wellness initiatives have become essential for employees, putting pressure on employers to provide their staff with access to physical fitness, mental health and nutritional resources. 

Gympass has been fulfilling a need, reporting that its wellness platform has grown ten times faster than it did in its first nine years. The Brazilian company recently announced it received over 250 million check-ins to its network of partners, who provide physical and mental health resources. It was valued at $2.2 billion in 2021.

The rise in employee demand for well-being puts pressure on employers to prove they are just as committed to overall wellness as their employees.  

According to Gympass’s 2022 State of Work-Life Wellness Report, 83% of employees believe that their well-being is just as important as their salary, with 77% saying they would consider leaving a job that didn’t prioritize health and wellness.

Employees having access to well-being programs impacts more than just retention, productivity and happiness, says Gympass. It also aids in the reduction of absenteeism and healthcare costs. Gympass points to a Harvard study on the ROI of wellness programs that found businesses save $3.27 for every dollar spent on healthcare costs.

Organizations that use Gympass can achieve 43% higher retention rates and up to 25% lower annual employee healthcare costs than those that do not, the platform says.

The addition of MyFitnessPal comes as Gympass previously announced key partnerships with other organizations such as Thrive Global, Headspace, Sleep Cycle, 24 Hour Fitness, Orangetheory Fitness and CorePower Yoga, which it says helps keep the platform as flexible and adaptable for all employees as possible.

“We’re in a crisis of well-being, and it’s crucial for employers to take proactive steps to address this issue – bare minimum health benefits will no longer cut it,” said Cesar Carvalho, CEO and co-founder of Gympass. 

“At Gympass, we believe in providing employees with the necessary resources to enhance all aspects of their health in a way that suits their individual needs,” Carvalho continued. “This approach not only creates a healthier and happier workforce but also reduces healthcare costs by prioritizing preventative health measures. Our goal is to develop the world’s most comprehensive well-being platform, and we’re thrilled to introduce MyFitnessPal.” 

Gympass emerged strong from the pandemic,  receiving $220 million in funding in 2021 from Softbank, General Atlantic, Moore Strategic Ventures, Kaszek and Valor Capital Group. The funding was intended to support the platform’s expansion in the U.S. and reach new categories. 

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According to Fabrizio Cecchinelli, Format Manager at Technogym, there’s no doubt strength training is one of the hottest trends in fitness. In a presentation at last month’s IHRSA 2023 Convention in San Diego, he observed: “No matter what report or source you look at, whether MyFitnessPal, Class Pass or ACSM, from 2020 until 2023, strength training is listed as one of the first three or four big trends, and seems to keep increasing. Since the pandemic, everybody has discovered strength training, even though it never really went away. And we see this in our daily life. In the big box, in performance, in at-home, everywhere, consumers are now much more knowledgeable, much more aware, and much more interested in trying out this type of training.” 

What’s behind this surge in interest and participation? Cecchinelli sees two root causes: social media and science. 

Strength training is supremely Instagrammable

Beginning in 2010, when Pinterest and Instagram arrived on the scene, many fitness influencers and trainers starting posting, and everyone starting looking at the social media platforms to get workout inspiration. Strength training become an aspirational type of training because people were following their favorite athletes and their favorite influencers doing extremely photogenic strength training workouts. 

Cecchinelli pointed out, “I rarely find Instagram posts that say ‘Oh, I did an amazing elliptical training today.’ If you scroll down your feed, every day there is someone lifting weights, thrusting and squatting, because it’s related to physique, to appearance, and this is the era that we are living in today. So we need to face the fact that social media impacted significantly the way people perceive fitness, their goals, and what they want to achieve.” 

He sees three main communities of consumers driving the strength training trend: weightlifters, bodybuilders and those regular folks seeking functional strength training. A quick search of strength training keywords reveals that #strengthtraining has 12 million posts, #weightlifting has 22 million posts and #ellipticalworkout has only 50k.

“Weightlifting became incredibly popular in the last 10 years due mainly to these social media phenomena, and due to CrossFit. What CrossFit did to our industry was huge, it changed completely the way people train. High intensity became very popular, weights became very popular, and it raised everyone’s awareness and interest in strength training. It impacted positively and significantly the way people train.”

To put it in perspective, #CrossFit has 68 million posts.

Bodybuilding, whose #bodybuilding has 131 million posts as of this writing, is enjoying a second wave of popularity, completely different from the ones it enjoyed in the 1970s and then in the 1990s.

“If you look at social media, it’s clear that this new type of bodybuilding physique content is targeted specifically toward the youngest population, and that Gen Z is more and more looking into this type of workout,” Cecchinelli said. “As coaches and operators, we need to know and understand how to address this new population and what they are looking for. 

The science behind strength training

The second factor driving the popularity of strength training is the scientific community. A search on PubMed, the National Institute of Health’s database of biotechnology information, revealed that in the last decade, the number of searches for scientific evidence related to the benefit of strength training has increased almost fourfold. 

Cecchinelli observed: “The scientific and medical communities are now much more knowledgeable, which has improved the reputation of strength training. In the past, when someone had a chronic health condition, strength training was never, never prescribed. It was actually considered dangerous. Today, however, we have tons of evidence showing the benefit of this training methodology for different pathologies and for increasing health and performance benefits.”

It’s generally acknowledged that it’s not only the increase in scientific knowledge that’s driving an interest in strength training, but also its accessibility. Stanford neuroscientist and professor Dr. Andrew Huberman has produced a popular podcast series with millions of listeners in which he talks about health-related topics, one of which delves into the benefits of strength training. Joe Rogan talked on his show with Dr. Peter Attia, a well-known doctor whose specialty is longevity, about the importance of strength training. In addition, there have been numerous blogs and other content from some more practical experts such as influencers and trainers Jeff Cavaliere (former Head Physical Therapist for the New York Mets), and bodybuilder and CrossFit trainer Marcus Filly, both of whom use a scientific approach to create content and programming for strength training. 

The rise of female participation

Out of this focus on strength training has also emerged the attitude that “strong is the new beautiful,” attracting many more females to participate in strength training.

“Today we see many more girls and women approaching a barbell than ever before, seeking not only the physical and health benefits, but also the change in physique,” Cecchinelli noted. “No longer are they saying ‘Oh, no, I’m not going to do the squat because I don’t want my legs to get too big.’ That was a stereotype of the past.”

How gyms are responding to the trend

Trainer and consultant Vernon Griffith, who in addition to being a strength training specialist is also a former gym owner, has noticed that in response to this spike in demand for strength training, a huge number of big box gyms and general fitness centers all over the world have been adding racks, platforms, free weights and other equipment to their strength training areas as people have returned post pandemic.

“This increase in awareness and access has had a dramatic impact. People know the benefits, and they want more options for strength training.” 

Many new offerings from Technogym meet this growing need. Universe, a modular functional strength platform showcased at IHRSA 2023, was developed to the direct specifications of top strength and conditioning coaches including Griffith. It offers users an unprecedented variety of exercise possibilities, resistance and digital training content, allowing them to train their bodies in the most complete and integrated way.

Griffith feels that Universe, made up of many different “stations” that can be configured and customized depending on the space available, type of training, member demographics and other factors, is “going to change the way people strength train, and make it more accessible to everyone.” 

Another exciting offering from Technogym is its Biostrength line that adapts to the user, thanks to a patented technology that relies on artificial intelligence and scientific research to ensure a result that is about 30 percent better than classic training with tools or free weights. Underlying Biostrength is the patented Biodrive system, an electric motor developed with two NASA engineers using aerospace technology that offers six types of resistance. Biostrength enhances neuromuscular activation and provides biofeedback, guiding the user through every aspect of the workout to achieve maximum results in a safe and fun way.  

Technogym’s popular Pure line of innovative plate-loaded equipment has been expanded with the addition of belt Squat and deadlift machines, addressing two very popular exercise needs within the strength training methodology in a new, safer, more accessible way. 

Enhanced training capabilities

Many people believe they know how to train properly based on content they follow on social media, but according to Cecchinelli and Griffith, many of them need guidance. Technogym’s new strength training content portfolio uses AI to create a proper workout program. The digital component is particularly valuable for gyms that don’t always have coaches available for functional training. It can guide the user through the workout using an embedded platform with trainer-led content. 

“So if you want to you get bigger arms or bigger legs, or if you just need a timer on a big screen to run your workout, you can do it,” Cecchinelli said. “The digital component is relevant for every type of product we do.”

Technogym R&D has social media roots

Technogym is so convinced of the importance of social media in strength training that it actually uses the platforms to inform its research and development efforts. An example of this, according to Cecchinelli, is the Pure Hip Thrust machine introduced a couple of years ago that delivers a laser-focused glute workout.

“It became Technogym’s best-selling new piece ever. Why? Because it’s On Trend. Another is the Pure Standing Abductor, which is a plate-loaded machine targeting the outside hip muscle. The company’s R&D team noticed that a lot of people on Instagram were working out their abductors with weights while standing up. And this machine became a huge success as well.” 

Will cardio become less important? 

The overall feeling of attendees at Cecchinelli’s presentation was that cardio is indeed losing ground to strength training. They admitted seeing their gym members returning to cardio more slowly than to other modalities like weight training and conditioning. One gym owner commented that the 100 pieces of cardio equipment in his club, which as recently as a year ago were at 90% utilization on a prime weekday evening, are now only at about 30%, leaving him little choice but to move some out to make room for strength training. 

One explanation for the decline in in-club cardio may be that many people are continuing their COVID habit of doing their cardio workout outdoors on the running trails or at home on a treadmill, reserving their time in the gym for the modalities that need more specialized and specific equipment. 

Cecchinelli stressed that cardio will always be important, especially given the fact that heart disease is such a major problem, and that there are many decades of science supporting the importance of getting heart rates up that predates the research on strength training’s benefits. 

Another trainer who attended the session commented: “Social media is helping people spread the word about their doctor’s results, sharing what strength training is doing for them. But forgoing cardio in favor of strength training is not advisable. Cardio and strength training complement each other. You don’t fight against heart disease by just walking. You have to elevate your heart rate. You need to do both.”

Cecchinelli agreed, adding that Technogym is encouraging gyms to make sure they have up-to-date treadmills and ellipticals on the floor. 

It’s pretty clear not only that strength training is indeed here to stay, but that it’s evolving to expand the number of people who have access to it.

“There are no longer barriers around strength training. We have tons of scientific evidence,” Cecchinelli said. “And it’s no longer just for the performance athlete. It’s for everyone. It’s for my grandmother, for my dad who wants to live longer.  But we as an industry need to be ready.” 

Griffith added the perspective of one who has spent his career helping people strength train.

“For many years my focus was always on mobility, on improving range of motion,” he said. “But I’ve realized that strength training builds more than just muscles. It builds confidence and competence, and it makes people feel better. People never forget how they feel. A stretched mind can never go back to its original size. And that’s how you keep them coming back.” 

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Under Armour is selling MyFitnessPal, a calorie-calculating app with 200 million users, for $345 million, five years after acquiring the app for $475 million. The Baltimore-based apparel company also announced it is phasing out Endomondo, another app used to track fitness progress by the end of 2020. It bought that app the same time as MyFitnessPal for $85 million.

Though it is keeping MapMyRun and MapMyRide, two apps that plan jogging and biking routines, respectively, the changes leaves Under Armour bereft of a central platform in the online marketplace.

Under Armour President and CEO Patrik Frisk said the sell-off and phase-out were moves to optimize and streamline the brand’s offerings, stating, “This announcement reduces the complexity of our consumer’s brand journey by empowering sharper alignment with our long-term digital strategy as we work towards a singular, cohesive UA ecosystem.”

However, the sale, to the investment firm Francisco Partners, will cost the company $130 million and the $85 million spent on Endomondo will apparently go up in smoke.

In February of 2015, Under Armour’s digital ambition seemed to be as grand as an emperor’s when it acquired both apps. “Under Armour Acquires Endomondo and MyFitnessPal to Establish the World’s Largest Digital Health and Fitness Community,” read a press release, which noted the two brands combined then had 100 million users. MyFitnessPal was established in 2005, practically the dawn of apps and Endomondo in 2007. Both had built up followings and name recognition, the Danish-born Endomondo had a particularly global following, making them ripe for acquisition.

Under Armour may sense a lack of value in apps that appeal to the casual exerciser/dieter and note that competition for that market is coming from several corners and from contenders as fierce as the Nike and Apple.

“Under Armour’s overall brand image is more associated with professional athletics, and with an enthusiast/semi-pro clientele (or those aspiring to that designation),” wrote Darrell Etherington of Tech Crunch. “What’s more likely going on here is that Under Armour sees diminishing value in this segment over the long term, and there are a number of possible reasons about why that might be. One is that Apple has been more aggressive about targeting entry-level fitness users, through both its expanded Apple Watch hardware and Apple Health software offerings, and through its forthcoming service, which launches later this year.”

Under Armour had a surprisingly strong third quarter, with revenue from footwear sales up 19 percent. Some analysts expected the brand to falter because it depended on sales from brick-and-mortar retail and commerce had moved increasingly online during the pandemic. The company is currently planning to channel less inventory to stores (less trafficked in the age of covid-19) and sell more online. 

Others opined that Under Armour, founded just 24 years ago, had missed out on the trend of more casual-looking athletic wear that blended into everyday apparel — its unmistakable logo still mostly adorned to tracksuits — jeopardizing its growth.

The sale of the two apps, long available in free, ad-supported versions, will free up some cash for Under Armour and allow it to remold its digital portfolio with a sleeker offering for intense fitness buffs or in some way that more caters to its niche.

The post Why Under Armour is Selling MyFitnessPal at a Loss after Buying it 5 years ago for $475 million appeared first on Athletech News.

Under Armour is looking to sell the app, which it bought in 2015 for around $475 million, according to The Information, which cited two people familiar with the matter. 

Founded in 2005, MyFitnessPal had 80 million users at the time it was purchased. The app uses gamification elements to motivate users, and in 2015 it introduced a premium subscription tier for its applications.

In March 2018, Under Armour disclosed a data breach of 150 million accounts at MyFitnessPal. The compromised data consisted of… READ MORE @ The Street

The post Under Armour Looking to Sell MyFitnessPal App appeared first on Athletech News.