Under Armour’s stated mission is “to make all athletes better through passion, design, and the relentless pursuit of innovation.” Recently, the company has been in the news for its digital acquisitions rather than its traditional apparel advancements. With a new technology division, Connected Fitness, based in Austin, Texas, UA claims to offer “the largest connected fitness platform in the world,” and Gritness is the newest addition to this rapidly growing division.
What is Gritness?
Gritness is a search engine for athletes. It was created in 2012 by Tommy Fad and Jason Whitson, two guys who are self-proclaimed ‘fitness gurus’ and who wanted a more effective way of organizing training sessions with like-minded people.