Outside is charting new territory.
What’s happening: The outdoor media and technology platform acquired MapMyFitness, a suite of activity tracking apps, from sportswear company Under Armour.
Welcoming 80M registered users, Outside Interactive will integrate MapMyRun, MapMyRide, and MapMyWalk platforms into its growing mapping and discovery ecosystem.
Inside the deal. Of note, current Outside CEO Robin Thurston co-founded the MapMy platform in 2005 before selling to Under Armour in 2013 for $150M.
Failing to unify its digital strategy with the acquisitions of MyFitnessPal and Endomondo, UA is offloading amid other struggles.
Conversely, Outside believes it has picked up its missing piece.
Trail mix. The brand formerly known as Pocket Outdoor Media wants to be adventure HQ.
- In ’21, it acquired Outside magazine, related digital sites, and backcountry app Gaia GPS.
- The same year, it bought MTB platform Pinkbike and its mapping app Trailforks.
- In 2022, it took over Fastest Known Time, a speed-record database for endurance sports.
- In April, it debuted a bespoke running newsletter with Brooks, recommending local trails.
Tying together content and services, its Outside+ membership grants access to its sites, apps, and utilities, while its new social feed will sync users’ activities and events.
Takeaway: Taking aim at Strava and AllTrails, Outside is combining curated content with helpful tools to fuel adventure for all.
