Under Armour buys MapMyFitness in $150M deal

Under Armour has acquired MapMyFitness, an Austin, Texas-based company that uses a phone’s GPS to let people map their runs, bike rides and other workouts and share them among a community for $150 million. It’s akin to the RunKeeper app. Is this the beginning of consolidation in the quantified self arena? Will the market split along sporty and medical lines — leaving room for authentication, provable algorithms and other elements a diagnostic style app or activity tracker might need?

Updated to reflect that RunKeeper is not owned by Nike.