MyFitnessPal

Corporate brand

A global nutrition and fitness-tracking platform centered on food logging, calorie management, exercise tracking, and personalized meal planning.

Last updated October 6, 2026

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Overview

MyFitnessPal is a digital nutrition and fitness platform whose principal product is a mobile application and website for recording food, calories, macronutrients, exercise, weight, and other health-related goals. Founded in 2005 by brothers Mike Lee and Albert Lee, the service helped make calorie tracking more practical by combining a large food database with personal logging tools. Users can search for foods, scan product barcodes, create recipes and meals, set calorie or macronutrient targets, and connect activity information from compatible devices and services. The brand’s core proposition is behavioral visibility: by recording meals and exercise over time, users can compare intake with goals and identify patterns that may support weight management or broader nutrition objectives. The platform has served both free and paid users, with premium features historically adding expanded planning, analysis, and customization capabilities. Its food database, recipe tools, exercise records, weight charts, and integrations with fitness trackers have made it a prominent consumer health application rather than a traditional diet-product brand. MyFitnessPal’s ownership has changed as the digital fitness market consolidated. Under Armour acquired the company in 2015 and placed it within its Connected Fitness portfolio alongside other digital fitness properties. Under Armour later sold the platform to private-equity firm Francisco Partners in a transaction announced in 2020, making MyFitnessPal a standalone business. The service continues to operate under the MyFitnessPal name and has increasingly emphasized subscription products, personalized planning, data-informed experiences, and commercial partnerships. In 2025, MyFitnessPal announced the acquisition of Intent, a personalized meal-planning application, with the stated aim of incorporating more individualized meal-planning capabilities into its platform. In 2026, the company announced MyFitnessPal Ads, a dedicated advertising network intended to connect health, food, and wellness brands with users while they plan meals, log products, track workouts, and pursue health goals. The advertising offering extends beyond conventional display inventory to formats such as video, interstitials, sponsored content, newsletters, social integrations, and branded recipe experiences. The brand operates at the intersection of consumer software, digital health, nutrition information, and connected fitness. Its scale and user-contributed food records are important competitive assets, while its principal challenges include maintaining database quality, protecting sensitive health and behavior data, balancing free access with subscription monetization, and presenting weight-management information responsibly. MyFitnessPal is an active, privately owned platform; no public stock ticker applies to the brand.

History

MyFitnessPal began in 2005 as a consumer-oriented effort to simplify calorie and nutrition tracking. Its founders, Mike Lee and Albert Lee, developed a service built around searchable food records and personal daily logging. This approach addressed a practical problem in traditional dieting: users often knew that tracking could be useful but found printed tables, manual calculations, and fragmented exercise records inconvenient. By putting food entries, calorie targets, exercise, and weight information into one digital account, MyFitnessPal made repeated self-monitoring easier. The service expanded from a website into mobile applications and developed a substantial food database, including user-entered and packaged-food information. Barcode scanning, recipe creation, meal duplication, macro tracking, progress charts, and connections to activity platforms strengthened the product’s usefulness for routine tracking. The brand became associated with calorie counting, but its scope broadened to include nutrition quality, dietary preferences, exercise expenditure, weight goals, and planning tools. Growth in smartphones and the wider connected-fitness movement increased the strategic value of the platform. In February 2015, Under Armour acquired MyFitnessPal for $475 million and incorporated it into the company’s Connected Fitness strategy. The intended ecosystem combined nutrition records with fitness and activity products, including MapMyFitness and Endomondo. MyFitnessPal therefore moved from an independent nutrition application into a broader athletic-technology portfolio. Under Armour ultimately discontinued Endomondo and reassessed its digital-business holdings. In 2020, Under Armour announced an agreement to sell MyFitnessPal to Francisco Partners. The transaction was valued at $345 million, including potential earn-out payments and customary adjustments, according to the buyer’s announcement. The deal separated MyFitnessPal from Under Armour’s Connected Fitness operations and established it as a standalone private-equity-owned business. Under Francisco Partners, the brand continued operating its consumer application while emphasizing recurring subscription revenue, product development, platform integrations, and monetization of its engaged audience. The company’s later product direction has focused on reducing the friction involved in planning and recording meals. In February 2025, MyFitnessPal announced that it had acquired Intent, a personalized meal-planning application. The stated rationale was to combine Intent’s planning technology with MyFitnessPal’s larger nutrition platform, enabling meal recommendations and plans tailored to goals and preferences. Reporting subsequently described integration of Intent-related features into the MyFitnessPal experience. MyFitnessPal also expanded its commercial model in 2026. Through MyFitnessPal Ads, the company created a managed advertising and media offering for brands seeking to reach people during meal planning, product research, food logging, exercise tracking, and other health-related decisions. The network was described as including native display, video, interstitial placements, newsletters, blogs, social channels, sponsored content, and branded recipe integrations. This marked a more deliberate development of advertising as a business line rather than reliance primarily on conventional third-party display inventory. Today, MyFitnessPal remains an active digital health and consumer-software brand. Its competitive position rests on habitual engagement, a broad food database, cross-device availability, integrations, and accumulated user-entered nutrition information. At the same time, the business must manage the sensitivity of health and behavioral data, the accuracy of food entries, the boundaries between general wellness information and medical advice, and user expectations regarding free versus paid functionality. Its history reflects the broader evolution of fitness technology from simple logging utilities toward connected, personalized, subscription-supported, and advertising-enabled platforms.

2026
MyFitnessPal Ads launches
[4]MyFitnessPal launches advertising media networkglobenewswire.com
The company launches a dedicated health and wellness advertising network across its application and related media properties.
2025
Intent acquisition
[3]MyFitnessPal announces acquisition of Intentprnewswire.com
MyFitnessPal acquires Intent to add personalized meal-planning capabilities to its nutrition platform.
2020
Sale to Francisco Partners
[2]Francisco Partners announces acquisition of MyFitnessPal from Under Armourfranciscopartners.com
Under Armour agrees to sell MyFitnessPal to Francisco Partners in a transaction valued at $345 million including potential earn-outs.
2015
Under Armour acquisition
[2]Francisco Partners announces acquisition of MyFitnessPal from Under Armourfranciscopartners.com
Under Armour acquires MyFitnessPal for $475 million and places it in its Connected Fitness portfolio.
2005
MyFitnessPal is founded
[1]MyFitnessPal official websitemyfitnesspal.com
Mike Lee and Albert Lee establish MyFitnessPal as a digital calorie and nutrition-tracking service.

Products and positioning

A large-scale consumer nutrition and fitness platform that turns everyday food, exercise, and health-goal data into tracking, planning, and personalized wellness tools.

Nutrition and fitness tracking · 2005
MyFitnessPal mobile app
The flagship mobile experience lets users record meals, calories, nutrients, exercise, body measurements, and progress toward personal goals. It supports food search, barcode scanning, saved meals, recipes, goal setting, and integrations with compatible fitness and health services. The product is offered through free and paid tiers, with premium functionality providing additional planning, analysis, or customization features.
Web application · 2005
MyFitnessPal website
The web platform provides account-based access to food and exercise records, nutritional analysis, recipes, progress information, and related planning tools. It complements the mobile application and supports users who prefer entering or reviewing health data in a browser.
Digital advertising and media network · 2026
MyFitnessPal Ads
MyFitnessPal Ads is the brand’s advertising business, offering marketers access to placements associated with meal planning, product research, nutrition logging, and fitness activity. Announced formats include display, video, interstitials, sponsored content, email, social integrations, and branded recipe experiences.

Marketing campaigns

2026MyFitnessPal Ads launch
Global
MyFitnessPal launched a dedicated media network positioning the application as a context-rich environment for food, nutrition, and wellness marketing. The proposition focuses on reaching users while they are actively planning meals, researching products, logging food, or pursuing fitness goals.
Outcome. The launch created a broader managed-service advertising offering, with plans described for additional targeting, shoppable experiences, and immersive formats.
Source
MyFitnessPal television advertising
United States
Commercial listings document MyFitnessPal television spots using concepts and titles including “Fries or Salad,” “Day Trip,” “Detour,” “Baby Weight,” and “Game Changer.” The spots present the application in the weight-management and active-lifestyle advertising category.
Source

Brand decisions

2026
Build a dedicated advertising networkStrategy
Background
The company identified meal planning and nutrition logging as high-intent moments in which users make repeated food and wellness decisions.
Action taken
MyFitnessPal launched MyFitnessPal Ads with direct-sold and managed-service formats alongside existing exchange-based inventory.
Aftermath
The brand expanded beyond subscription and conventional advertising into a broader health and wellness media proposition.
Source
2025
Acquire Intent for personalized meal planningM&A
Background
MyFitnessPal aimed to make meal planning more individualized and reduce the effort required to turn nutrition goals into practical plans.
Action taken
The company acquired Intent and began integrating its personalized meal-planning technology.
Aftermath
Intent’s team joined MyFitnessPal and its technology was incorporated into the platform’s planning direction.
Source
2020
Separate MyFitnessPal from Under ArmourM&A
Background
Under Armour reassessed its Connected Fitness portfolio and sought to focus more closely on its core business.
Action taken
The company agreed to sell MyFitnessPal to Francisco Partners.
Aftermath
MyFitnessPal became a standalone, privately owned business under Francisco Partners.
Transaction value. Under Armour ownership → $345 million including potential earn-out payments (2020)
Source
2015
Join Under Armour’s Connected Fitness portfolioM&A
Background
Under Armour sought to build a connected digital health ecosystem combining nutrition, exercise, and activity data.
Action taken
Under Armour acquired MyFitnessPal for $475 million and incorporated it into Connected Fitness.
Aftermath
MyFitnessPal operated alongside Under Armour’s other digital fitness properties until it was later divested.
Acquisition value. Independent company → $475 million transaction (2015)
Source

Recent events

2026
MyFitnessPal launches MyFitnessPal Ads[4]MyFitnessPal launches advertising media networkglobenewswire.com
Campaign
The company introduced a dedicated advertising network with display, video, interstitial, sponsored-content, newsletter, social, and recipe-integration formats.
2026
MyFitnessPal explores a possible sale[5]MyFitnessPal explores sale, Reutersreuters.com
M&A · Other
Reuters reported that Francisco Partners was working with JPMorgan on a potential sale process. The report described the process as private and not necessarily completed.
2025
MyFitnessPal announces acquisition of Intent[3]MyFitnessPal announces acquisition of Intentprnewswire.com
M&A · Product launch
The acquisition brought personalized meal-planning technology and the Intent team into MyFitnessPal, supporting a more individualized planning experience.
2020
Under Armour agrees to sell MyFitnessPal to Francisco Partners[2]Francisco Partners announces acquisition of MyFitnessPal from Under Armourfranciscopartners.com
M&A
Under Armour announced the sale of the MyFitnessPal platform to Francisco Partners as part of a shift away from parts of its Connected Fitness portfolio.

Sources7 sources

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