Garmin buys TrainingPeaks and TrainHeroic in fitness software push

Garmin Ltd. acquired TrainingPeaks and TrainHeroic, two digital coaching platforms for endurance and strength athletes, the company said Wednesday, adding software capabilities to its fitness hardware ecosystem in a deal that brings 120 employees from Louisville, Colorado.

"TrainingPeaks and TrainHeroic share Garmin's passion for empowering athletes and coaches around the world with world-class training tools, performance metrics and actionable insights," Brad Trenkle, Garmin's co-chief operating officer, said in a statement. The addition of the platforms will expand access to coaching experiences that connect athletes with professional coaches, he said.

Financial terms were not disclosed. The Schaffhausen, Switzerland-based company, which trades on the New York Stock Exchange under the ticker GRMN, said the combined workforce from both platforms will join its global operations. TrainingPeaks and TrainHeroic are owned by Peaksware Holdings, whose chief executive Andy Stephens said the companies have worked together for more than a decade to "democratize coaching and performance insights."

The acquisition marks Garmin's latest push into software and services, a strategic shift for a company best known for its GPS-enabled watches and cycling computers. By owning the coaching platforms that athletes use to plan workouts and analyze performance, Garmin can offer a more integrated experience — from device to dashboard — potentially increasing user retention and attracting new customers who rely on structured training plans. The deal also pits Garmin more directly against Apple Inc., whose Watch has added training features, and Whoop, the subscription-based fitness band maker that has built a strong following among endurance athletes.

Garmin's fitness segment has been a growth driver for the company, which also sells products for aviation, automotive, marine and outdoor markets. The addition of TrainingPeaks, which serves endurance athletes in cycling, running and triathlon, and TrainHeroic, which focuses on strength and conditioning, gives Garmin access to millions of athletes who already use the platforms to track workouts and communicate with coaches. The deal is expected to close in the coming months, subject to customary conditions.

This article is for informational purposes only and does not constitute investment advice.