Assertion Not publicly verifiable AI assessment confidence: 85% certainty 3/5 debate potential 1/5

MapMyFitness generated $17M in trailing revenue when acquired by Under Armour

Robin Thurston · From 0 to 20,000,000 Users and a $150,000,000 Exit to Under Armour, EP 261: Robin Thurston · Jun 6, 2016 · at 6:38

Robin Thurston, founder of MapMyFitness, shares the company's financial figures leading up to its 2013 acquisition by Under Armour.

0:00 / 0:05exact quote · 5.7s

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“We had an advertising business when Under Armour bought us, I think it's public. We were about seventeen million in revenue.”

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The claim, plainly

MapMyFitness was generating about $17 million in trailing 12-month revenue when acquired by Under Armour.

a quote alone can be ambiguous, so this restates it with the references and context of the conversation around it resolved. AI-written; the tape below the player is the source.

Assessment

The claim refers to the pre-acquisition trailing 12-month revenue of MapMyFitness, Inc. prior to its December 2013 acquisition by Under Armour, Inc. Because MapMyFitness was a privately held venture-backed company, its historical standalone financials were not publicly reported prior to the deal. Furthermore, Under Armour explicitly omitted pro forma financial disclosures for MapMyFitness in its 2013 Form 10-K on the grounds that the acquisition was not material to the consolidated company. As no audited standalone revenue disclosures or SEC pro forma filings exist in public records to independently confirm or refute the ~$17 million figure, the claim cannot be resolved using public information.

Under Armour completed the acquisition of MapMyFitness on December 6, 2013, for $150.0 million.
In its 2013 Form 10-K, Under Armour stated that pro forma results were not presented because the acquisition was not considered material to the consolidated company.
No standalone trailing 12-month revenue figure for MapMyFitness was disclosed in Under Armour SEC filings (Form 10-K, 10-Q, or 8-K) or audited third-party deal disclosures.

Checked against

[1] sec.gov [2] sec.gov [3] zdnet.com [4] sec.gov [5] sec.gov [6] sec.gov [7] sec.gov [8] sec.gov

site:sec.gov "Under Armour" "MapMyFitness" "pro forma" "MapMyFitness" "$17" OR "17" million revenue OR sales 2013 OR 2014 "MapMyFitness" "Under Armour" "10-K" revenue 2013 OR 2014 OR 2015 OR 17 million "MapMyFitness" revenue "150 million" 2013 OR 2014 "MapMyFitness" "pro forma" site:sec.gov "MapMyFitness" "revenue" "2013" "Under Armour" SEC OR filing OR disclosure site:sec.gov "MapMyFitness" "2013 Form 10-K" OR "2014 Form 10-K" "Note" "MapMyFitness" "17 million" revenue "MapMyFitness" "revenue" "2012" OR "2013"

assessed as of 2026-09-02

This assessment is an AI reading of a public statement, made against the cited references with the confidence shown. It can be wrong. The quote, the tape and the references are all on this page; if something is off, use report an error below. full disclaimer →

Mentioned

MapMyFitness Under Armour

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Assertion Not checkable as stated

MapMyFitness acquired 100% of its users organically without paid ad spend

“So, you know, we never really spent any money on acquisition. So we were very, very lucky to acquire, you know, really a hundred percent of our user base through organic, you know, sort of connections.”

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Under Armour ignored MapMyFitness revenue, buying it purely for the user community

“It wasn't, they didn't even care about the revenue. Under Armour was like, we don't really care about any of those businesses. Like, we want to build a community. We have a vision around health and fitness.”

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Under Armour CEO Kevin Plank initiated acquisition talks as an active user

“Kevin Plank called me in the middle of the whole thing. He called me. He was a user of map my run using it three days a week. And he basically originally just called, he was like, what are you doing with the business?”

Robin Thurston Jun 6, 2016 ▶ 9:29 From 0 to 20,000,000 Users and a $150,000,000 Exit to Under Armour, EP 261: Robin Thurston

Assertion Not publicly verifiable

MapMyFitness apps were numbers 97 and 101 in the Apple App Store

“We actually had about a million users on the web even before the iPhone launched, but map my run and map my ride were app number 97 in the store and number one oh one.”

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Assertion Not publicly verifiable

MapMyFitness generated $5M in SaaS API licensing revenue before exiting

“So we also had a SaaS business when Under Armour bought us that was, you know, it was significant. It was, you know, five plus million dollars in SaaS revenue that we had built off the top of the platform.”

Robin Thurston Jun 6, 2016 ▶ 6:23 From 0 to 20,000,000 Users and a $150,000,000 Exit to Under Armour, EP 261: Robin Thurston

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MapMyFitness generated $5 US monthly ARPU versus under $0.30 internationally

“We were doing, I think we were roughly about five bucks per user in the U.S. And less than 30 cents outside the U.S.”

Robin Thurston Jun 6, 2016 ▶ 7:34 From 0 to 20,000,000 Users and a $150,000,000 Exit to Under Armour, EP 261: Robin Thurston

MapMyFitness generated $17M in trailing revenue when acquired by Under Armour

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