Sources checked October 9, 2026: Reuters reporting on the current sale process, Under Armour's SEC filings, MyFitnessPal's own checkout page, and the law firm that advised the Cal AI deal.
Quick Verdict
MyFitnessPal does not publish its revenue, and it is not required to. It is a private company owned by the buyout firm Francisco Partners, so there is no annual report, no filing, and no revenue line anywhere. The revenue figures you will find quoted around the web are third-party estimates, not disclosures. The one financial number that comes from reporting is an earnings number: Reuters reported in April 2026 that the app generates close to $150 million in annual EBITDA, attributed to three of its four sources.
The catch is that the most quoted number of all, the "$1 billion valuation", is not a valuation anyone paid. It is the price Francisco Partners is reported to be seeking in a sale process it started in April 2026. As of October 9, 2026, no sale has been announced. An asking price is not a transaction, and exploratory processes often end without one.
MyFitnessPal's Money Numbers at a Glance
| Question | What is actually on the record (October 9, 2026) |
|---|---|
| Who owns it | Francisco Partners, a private equity firm, since the Under Armour sale announced October 30, 2020 |
| Published annual revenue | None. The company is private and discloses no revenue figure |
| Reported annual EBITDA | Close to $150 million, per three of the four sources in Reuters' April 9, 2026 report |
| Valuation being sought | Over $1 billion, in a sale process run with JPMorgan |
| Sale status | Exploring. No deal announced as of October 9, 2026 |
| Price Under Armour paid, 2015 | $475 million |
| Price Francisco Partners paid, 2020 | $345 million, "inclusive of the achievement of potential earn-out payments" |
| Members | Over 280 million, in over 120 countries, per the company |
| Premium price today | $19.99 a month or $79.99 a year on the US web checkout |
What MyFitnessPal Actually Earns
Start with what EBITDA is, because the $150 million figure is routinely repeated as if it were revenue. EBITDA is earnings before interest, taxes, depreciation, and amortization. It is a profitability measure, and for a software business it usually sits well below total revenue. So the Reuters figure tells you MyFitnessPal is comfortably profitable. It does not tell you what the app takes in.
Nobody outside the company and its bankers knows the revenue line. Under Armour used to fold MyFitnessPal into a Connected Fitness segment, so even that era gives no clean number, and since the 2020 sale there has been no public reporting obligation at all. If a page quotes you a precise revenue figure for MyFitnessPal, it is modelling from app-store estimates, not reading a disclosure.
What you can reason about is the shape of the business. Reuters put membership at over 280 million across more than 120 countries. The app is free with a paid tier, so revenue comes from subscriptions plus advertising against the free tier. At roughly $150 million of annual EBITDA, the subscription base is clearly large enough to matter, which is also the most plausible explanation for why the free tier keeps getting tighter.
Is MyFitnessPal for Sale Again?
Yes, as far as anyone has reported, and that is the live story behind the valuation questions. On April 9, 2026, Reuters reported that Francisco Partners was exploring a sale of the app at a price that "could value it at over $1 billion", citing four sources familiar with the matter, and said the firm was working with JPMorgan on the process. Both Francisco Partners and JPMorgan declined to comment.
Two things are worth holding onto. First, the figure is a target, not a completed deal: a sale process that opens at over $1 billion can close lower, or not close at all. Second, as of October 9, 2026 there has been no announcement of a buyer, six months after the process was first reported. Treat "MyFitnessPal is worth $1 billion" as an asking price with no bid attached to it yet.
If a deal does land, it would be the app's third sale in eleven years, and the pattern below is the reason that matters to anyone with years of food logs in the app.
The App That Changed Nutrition Tracking, and the Company That Kept Selling It
Mike Lee began building MyFitnessPal in 2004, and it launched in September 2005: a large, crowdsourced food database that made calorie tracking practical for everyday people. By the time Under Armour bought it in February 2015, the app had 80 million users and had become the default nutrition tracker for a generation of fitness enthusiasts.
Then came the acquisitions, and with each one, the app's direction shifted in ways that users noticed.
Under Armour Buys In: 2015
In February 2015, Under Armour acquired MyFitnessPal for $475 million, when the app had 80 million users. The vision was ambitious: combine MyFitnessPal's food database with Endomondo, a GPS fitness tracker Under Armour also bought, and MapMyFitness, to build a digital health platform called Under Armour Connected Fitness.
It did not hold. Five years later Under Armour was selling the app for less than it paid, and that sale is the clearest evidence of how the strategy worked out.
For users, this era brought both improvements and early signs of what was to come. Under Armour learned on March 25, 2018 that an unauthorized third party had taken MyFitnessPal account data the previous month, and disclosed it on March 29. An estimated 150 million accounts were affected, and the exposed data was usernames, email addresses, and hashed passwords, most of them protected with bcrypt. Payment card details were handled by a separate system and were not involved, and the app does not collect government ID numbers. Under Armour's own SEC filing for the quarter confirms the incident, says a consumer class action followed, and notes that government regulators made inquiries.
Francisco Partners Takes Over: 2020
On October 30, 2020, Under Armour announced a definitive agreement to sell MyFitnessPal to Francisco Partners. The press release puts the transaction value at $345 million, "inclusive of the achievement of potential earn-out payments", which is worth noting: the headline price was not all guaranteed cash up front. Either way it was roughly $130 million below what Under Armour paid five years earlier. The deal was framed as Under Armour refocusing on its core business.
Private equity ownership brings different incentives than a strategic acquisition. Where Under Armour wanted MyFitnessPal as part of a connected health ecosystem, a buyout firm's goal is a financial return, through improved profitability and an eventual exit. The April 2026 sale report, combined with roughly $150 million of annual EBITDA, is what that playbook looks like when it works.
The visible result for users is the paywall. Features that make logging fast, barcode scanning among them, now sit on the Premium side of MyFitnessPal's own plan comparison, and free accounts keep nutrition, weight, and exercise tracking. Whether that counts as the app getting worse or simply charging for its best parts depends on how you used it.
2025-2026: Francisco Partners Doubles Down on AI
After years of cost-cutting and free-tier restrictions, Francisco Partners shifted strategy in 2025. MFP acquired Intent, a meal planning startup, integrating its recipe and grocery list features into the platform. In January 2026, MFP launched a ChatGPT Health integration, allowing users to ask conversational questions about their nutrition data.
The biggest move was announced on March 2, 2026: MyFitnessPal acquired Cal AI, the viral photo food logging app that had popularized AI-based calorie estimation. Financial terms were not disclosed. Benesch, the law firm that advised MyFitnessPal on the deal, describes Cal AI as having amassed more than 15 million downloads and generating over $30 million in annual revenue in less than two years, and puts MyFitnessPal's own food database at 20 million foods. Buying a competitor that reached $30 million a year in under two years, right before opening a sale process, is a reasonable way to take a fast-growing rival off the board and add its growth to your own story. Whether it produces a meaningfully better product for existing users is a separate question, and one the deal terms do not answer.
For users, these moves are cautiously positive. Active investment in the product is better than the maintenance-mode trajectory of 2021-2024. But the underlying ownership structure has not changed, Francisco Partners is still a buyout firm, and with a sale process reported a month after the Cal AI announcement, the simplest reading is that these acquisitions were positioning the asset for sale rather than signalling a long-term commitment to the product.
What MyFitnessPal Costs Now, and What Changed
Pricing is the part of this story that reaches your bank account, and it moved during the sale process. Reuters' April 2026 report described the premium tier as "$24.99 per month, or an upfront $99.99 annual payment". Checked on October 9, 2026, MyFitnessPal's own US web checkout lists the Monthly Plan at "$19.99/ month" and the Annual Plan at "$79.99/ year", with a 7-day free trial for people who have never upgraded or trialled Premium before.
So the headline prices are lower than they were six months ago. Before reading that as a win, look at what sits behind the paywall. MyFitnessPal's premium page lists barcode scanning and meal scan, voice logging, macro tracking with custom goals, ad-free logging, intermittent fasting, and food insights as Premium only. Nutrition, weight, and exercise tracking stay on the free account. Barcode scanning is the one to check before you subscribe or walk away, because it is what makes logging packaged food fast, and on MyFitnessPal it now requires Premium.
That is the honest trade in 2026: a cheaper subscription, with more of the fast logging behind it.
What This Means for Your Health Data
Every acquisition raises a legitimate question: what happens to your data when the ownership changes? In MFP's case, your years of food logs, weight history, macro targets, and eating patterns have transferred between corporate owners twice - each with their own privacy policies, data practices, and commercial incentives.
Key considerations for current MFP users:
- Data portability: You can export your MFP data at any time. If you're concerned about ownership changes, do this regularly and store it somewhere you control.
- Privacy policy changes: Each ownership transition typically comes with updated privacy terms. Review them carefully, particularly around third-party data sharing.
- Feature trajectory: Private equity ownership prioritizes profitability over feature development. Expect continued pressure on the free tier and premium pricing.
- The 2018 breach: If you used MFP before 2018, your username, email address, and hashed password were exposed. If you reused that password anywhere, change it.
The Broader Pattern: What Happens When Fitness Apps Get Acquired
MFP's story isn't unique. The fitness app industry has seen a wave of acquisitions - many following the same pattern. A beloved, user-focused product gets acquired by a larger company or PE firm. Initial investment follows. Then monetization pressure sets in, free features get restricted, and the product gradually drifts from the mission that made it popular.
This pattern reflects a structural tension: consumer health apps generate enormous amounts of valuable behavioral data, but turning that data into sustainable revenue is hard without either compromising user privacy or charging premium prices most users won't pay.
The apps that avoid this fate tend to be ones built from the ground up around a clear monetization model - typically a straightforward subscription - rather than ones trying to retrofit a revenue strategy onto a free-to-use product with massive user scale.
Alternatives Worth Considering in 2026
If MyFitnessPal's ownership history gives you pause, the obvious place to start is the independent tracker that competes with it most directly:
- Cronometer: deep micronutrient tracking. Checked October 9, 2026, its Basic plan covers up to 84 nutrients and other compounds, and Gold costs $10.99 a month billed monthly or $59.99 a year. It is independently operated, so there is no buyout process hanging over it.
- MyFitnessPal vs Cronometer: if those two are your shortlist, this is the feature-by-feature version of the decision.
For a dated, side-by-side comparison of 11 apps, including which free plans still include a barcode scanner, see our guide to the best MyFitnessPal alternatives.
Whatever tool you choose, the lesson from MyFitnessPal's journey is worth internalizing: the app you trust with years of your health data should be one whose business model you understand, not one whose ownership trajectory is uncertain.
Where Vora Fits
Vora is our app, so take this as disclosure rather than a recommendation, and we are not going to rank ourselves against the apps above.
The part of this story Vora is directly relevant to is the paywall. Food and workout logging in Vora is free on every plan on iPhone and Android, and barcode is one of the ways you can log. Health data connections, including the direct device connections, are free too. The free plan includes 10 AI chat messages a day; Vora Pro is $12.99 a month or $89.99 a year and raises that to 100 a day, and adds AI-generated workouts, more workout suggestions, choosing which device powers each metric, and Deep Health Reports. Pro is not unlimited AI, it is a higher daily allowance.
On the data side, Vora connects directly to Oura, Garmin, Fitbit and WHOOP (in beta) on iPhone and Android, and to Samsung Health on Android. The Fitbit and WHOOP connections have limited spots. Anything else reaches Vora through Apple Health on iPhone or Health Connect on Android. The integrations page lists the current status of each one.
MyFitnessPal itself is in that second group, and the limits are worth stating plainly. There is no direct MyFitnessPal account connection in Vora and no full diary import. Calories, macros, water and weight can reach Vora when MyFitnessPal shares them through Apple Health on iPhone or Health Connect on Android, but saved meals, recipes and individual diary entries do not come across and need manual setup. Our MyFitnessPal integration page and switching guide cover what transfers and what does not.
