“Under Armour was founded on a simple idea: Make athletes better. To do that, it’s turning human performance into a big data problem,” David Pierce reports for Wired. “The company is betting on the notion that the right hardware, the biggest dataset, a lot of machine learning, and powerful motivational tools can make everyone better, faster, and stronger.”
“The centerpiece of that bet is a $400 kit, announced today, called Healthbox, that provides a scale, an activity tracker wearable, and a chest strap for measuring heart rate,” Pierce reports. “The company also is updating Record, its mobile app, making it a 24/7 real-time barometer of your fitness and health. These tools, combined with three apps Under Armour has purchased in recent years, provide the most comprehensive ecosystem of fitness products yet made.”
“Make no mistake: Under Armour is a tech company. That’s where this entire industry is headed,” Pierce reports. “The days of dongles and wristbands and straps are numbered. It won’t be long before our fitness trackers are built into our shoes, our shirts, our headphones. Everything will be a fitness tracker, and every fitness company will be a tech company.”
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