Case Study: Under Armour achieves 30% increase in day 7 retention and 3x engagement with Amplitude

How Under Armour Uses Data Insights to Drive Innovation

Under Armour Connected Fitness — the digital arm behind MapMyRun, MyFitnessPal and other apps — needed faster, clearer insight into how its mobile products were helping users. Before Amplitude they relied on product analysts writing SQL in third‑party BI tools, a slow process that created a decision‑making bottleneck and limited their ability to iterate quickly.

Switching to Amplitude’s product‑intelligence platform (Segmentation, Funnels, Retention, AB Test View, Cohorts) gave product teams self‑service access to data, cut experiment time from three months to one, and freed analysts for advanced modeling. The results included a 30% lift in day‑7 retention from Form Coaching Tips, a 10‑second gain in time spent with the Target Zone Calculator, and a 3x increase in paying users engaging with redesigned training plans — driving higher engagement and revenue.

Under Armour

Kaiti Carpenter

Senior Product Manager