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Under Armour lays off about two dozen in Connected Fitness unit

The Baltimore Sun

Under Armour is laying off about two dozen employees in its Connected Fitness unit. The affected employees are located mostly in Copenhagen, where the Baltimore-based company purchased the fitness app Endomondo in 2015.

The company confirmed the moves in an email reply to a Baltimore Sun query.

“Under Armour has made adjustments to the Connected Fitness business to leverage operational efficiencies,” the statement said. “This realignment is part of an ongoing strategic alignment to position the business for more consistent long-term growth.”

Under Armour's Connected Fitness unit offers four different apps that allow users to measure and improve health and fitness with mobile or wearable devices.

Under Armour entered the space in 2013 when it agreed to buy MapMyFitness, the parent of the MapMyRun and MapMyRide apps, for $150 million. In 2015, the company invested $560 million to acquire the creators of MyFitnessPal and Endomondo, and released its own app, UA Record, which can aggregate users' data from a variety of devices.

Under Armour has Connected Fitness positions in various locations, including Copenhagen; Austin, Texas, the home of MapMyFitness; and San Francisco, where MyFitnessPal is based.

Under Armour has about 15,000 employees worldwide and has hired about 150 people since January, a company spokesperson said.

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