Half a billion for a sports app

American sportswear brand Under Armour is buying Endomondo, the personal coach and training partner all in one

Danish IT company Endomondo has sold its flagship mobile phone sports app to American sportswear manufacturer Under Armour for 575 million kroner.

The free personal trainer app, which is called 'Endomondo' like the company, is designed to track workouts, provide guidance and give audio feedback along the way.  

30 million downloads
Thirty million people from all over the world have downloaded Endomondo since it was launched in 2008. 

Some 20 million people are also registered as users on the company's site.

"It's amazing that what we have been working on for so many years has just been bought by a large American player," Christian Birk, the company's co-founder, told DR News.

"It shows that the vision we had seven to eight years ago was right." 

Difficulties making profit
Although users have enthusiastically embraced the sports app, the company has had great difficulties making a profit.

Since the start, Endomondo has ended almost every year in the red. 

In the fiscal year of 2013-2014, the company sustained a 1.3 million kroner loss.

Possibly thanks to the large number of users, the US sportswear brand sees great potential in Endomondo, in spite of the financial issues. 

 

TOP STORIES

  • The international who shaped Copenhagen

    The international who shaped Copenhagen

    Anna Maria Indrio is one of the most important architects in Denmark, having contributed to shaping Copenhagen into what it is today. Among her best-known projects are the extension of SMK and Arken, as well as the Natural History Museum and the Darwin Centre in London. She moved here 60 years ago, when “Copenhagen was gray and dormant. Predictions suggested it would become depopulated. But putting people at the center changed everything,” she said

  • Danish government passes amendment to increase citizenship fee by 50%

    Danish government passes amendment to increase citizenship fee by 50%

    Fees were raised to reflect processing costs and curb repeat applications, creating debate over whether the new charges erect barriers to political participation for internationals.

  • Internationals’ labour contributes 361 billion DKK to Denmark’s GDP, and it is growing strongly every year

    Internationals’ labour contributes 361 billion DKK to Denmark’s GDP, and it is growing strongly every year

    According to a report by the Danish Chamber of Commerce, internationals’ contribution is 12% of the country’s GDP. In 2023, it was 322 billion DKK, and in 2008, it was 136 billion DKK. “Internationals make a gigantic difference in our prosperity and welfare,” comments Morten Langager, the Director of Dansk Erhverv.

  • Inside Denmark’s innovation engine

    Inside Denmark’s innovation engine

    With half of its staff being international, the BioInnovation Institute reflects Denmark’s broader transformation into a global innovation hub. But can the country—and Europe—keep up the pace? “If reforms are made now, we can close the gap in ten years,” explains BII’s CEO

  • Denmark launches massive investment in the navy

    Denmark launches massive investment in the navy

    Two months ago, the Danish PM announced that military equipment should be purchased in a hurry. The first plans for the sea are now ready. Additional plans for warships will follow this summer.

  • International designers struggle to find jobs in Denmark

    International designers struggle to find jobs in Denmark

    Many internationals come to Denmark to work as designers, but the field appears to be one of the hardest to break into. The Copenhagen Post spoke with two internationals struggling to find their way into the industry.

Connect club

Connect Club is your gateway to a vibrant programme of events and an international community in Denmark.

Sign up here

Career

Want to advertise your job with CPH Post?

Contact us

Jobs