Under Armour is using neuroscience to shape its Nike-crushing fitness app plans

Under Amour has made no secret of its desire to take on market-leader Nike as well as the likes of Apple with the creation of a digital fitness hub. In a bid to better shape the strategy it has turned to neuroscience in order to segment and serve the potential pool of 150 million people using its apps.The move began in earnest after it ploughed an estimated $700m into acquiring two apps; MyFitnessPal, a free app for tracking food habits and calorie intake and Endomondo, a Danish pocket-sized personal trainer. It adds to a collection which already includes wearable fitness trackers, the MapMyFitness workout app and a network called Record, where people can store data from devices like Fitbit and Jawbone. It had already used neuroscience techniques – including in-depth…


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