Mooreland Partners Advises Endomondo on Sale to Under Armour

Acquisition enhances European digital fitness presence of global performance sports leader

LONDON — 4 FEBRUARY 2015 – Mooreland Partners, the leading independent investment bank providing M&A and private capital advisory services to the global technology industry, today announced that it acted as the exclusive financial advisor to Endomondo on its sale to Under Armour (NYSE:UA).

Based in Copenhagen, Denmark, Endomondo is a leading connected digital fitness platform that boasts a global social fitness network of 20 million registered users. The company’s software tracks users’ fitness activities, and motivates its community with world-leading social networking features as well as personalised training programs. Endomondo has built one of the largest, most active and engaged online fitness communities in the world.

The acquisition of Endomondo further solidifies Mooreland Partners’ position among the most active advisors to the digital media sector. “We are pleased to have played a role in this groundbreaking transaction in the digital fitness space. The acquisition of Endomondo bolsters Under Armour’s digital presence, significantly grows its digital community and strengthens its foothold in the European connected fitness market,” said Victor Garcia, Managing Director, Mooreland Partners.

Based in Baltimore, Maryland, Under Armour is a leading provider of performance sports footwear, apparel and accessories, revolutionizing how athletes across the world dress. Designed to make all athletes better, the brand’s innovative products are sold worldwide to athletes at all levels. The acquisition of Endomondo is Under Armour’s second in the digital fitness space, having acquired MapMyFitness in November 2013.