Austin software firm teams with pet food company

Sep 30, 2013
Austin Business Journal

Software maker MapMyFitness Inc. is going to the dogs. The Austin-based company is teaming with pet food maker Purina on a program built around an online community of MapMyFitness users and their canine pals


MapMyFitness Inc., which was founded in 2007 in Denver, develops location-based applications for users to track and share exercise plans. The company moved to Austin in 2010 after receiving a $5 million investment from Austin Ventures LP, and it disclosed plans to seek $3 million in financing from North Carolina-based Square 1 Bank


Nestlé Purina PetCare Co. is the pet food division of Swiss-based Nestlé SA


The Purina Pro Plan includes an online community in which active pet owners can show daily pet activity, get training tips, and view a virtual “Leader of the Pack.” There’s also a “Leash On” challenge, which is a 45-day virtual competition among thousands of MapMyFitness participants and their pets, all competing for a spot on the leaderboard


In June, MapMyFitness completed a $5 million financing from a lone investor, according to a filing with the U.S. Securities and Exchange Commission


MapMyFitness closed a $9 million Series B round of funding in June 2012. Investors included the San Diego-based Competitor Group Inc., Indianapolis-based Running Specialty Group LLC, New York-based Milestone Venture Partners and Austin Ventures


The company claims 20 million members and employs 97 workers


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