The management shakeup at Under Armour is continuing.
The Baltimore-based activewear brand said Monday that it was realigning its digital business and has named Michael La Guardia senior vice president of digital product. Most recently head of product for Yahoo Finance and Sports, La Guardia will start on Jan. 8 and be based in the company’s San Francisco office. He will report to chief technology officerPaul Fipps.
At the same time, MyFitnessPal cofounders Mike Lee and Albert Lee will exit Under Armour in January.
“As part of the restructuring we initiated this summer that integrates technology across our core business — connected fitness digital product, digital engineering and digital media will now all report directly to me,” Fipps said. “This integration significantly enhances our ability to engage consumers with elevated experiences, premium products and personalized services.”
La Guardia will have responsibility for leading the strategy for all digital product development including executive management, category leadership, marketing, creative/design and development and will work with external partners as well.
Prior to Yahoo, La Guardia worked with AOL/Netscape on Mozilla, the Netscape Browser and AIM, among other products. After Time Warner Cable bought the merged AOL/Netscape, he worked as vice president of product management at LiveOps.
Turning to MyFitnessPal, Fipps said the company was “appreciative of the nearly three years that Mike and Al have fully and generously served at Under Armour following the acquisition in early 2015. During this time, their leadership, partnership and vision have made a significant contribution to ensuring that Under Armour’s digital business is in the best position for success.”
Under Armour bought MyFitnessPal, a health tracking app, for $475 million in February 2015.
Unrelated to digital, Under Armour said David Bergman, who had been acting chief financial officer since February of this year, will now take the job permanently. He will report to chief executive officer Kevin Plank and will be responsible for accounting, finance, internal audit and insurance, investor relations, tax and treasury.
Bergman joined Under Armour in 2004 and has held several senior management roles within the company’s finance and accounting organization, including corporate controller and most recently senior vice president of corporate finance.
Under Armour has been struggling with growth the past few quarters and in the third quarter said said revenue fell 5 percent year-over-year to $1.4 billion. This includes a 13 percent drop in wholesale sales and a 15 percent increase in direct-to-consumer sales. Profits took a hit as well during the quarter, with net income totaling $54.2 million, compared with $128.2 million a year ago. Profits were partially impacted by $89 million in costs related to Under Armour’s restructuring plan. In June, the company said former Aldo Group ceo Patrik Frisk would join the company as president and chief operating officer.