In today’s “digital health” news we have learned that Under Armour is now the largest digital health and fitness company on earth. In this Forbes interview, Under Armour's Chief Technology Officer, Paul Fipps, discusses why the company has spent recent years focusing on the acquisition of digital health companies: to better understand their customer.

Many people in the healthcare industry might scoff at the idea that Under Armour are the “biggest digital health company.” How can a company with little to no history working in the complex patient, payer and healthcare ecosystem be considered the biggest player here? Could it be because the walls that surround our industry are breaking? Patients are taking a much more active role in their own health at the exact time technology companies, who are experts in customer experience, are stepping into the healthcare space. What does this mean for our traditional definitions of customer, competition and client? What will this mean for the future of our industry? Change is certain, but what else? I suppose we will just have to wait and see…