Under Armour is now able to elastically scale its Connected Fitness apps up or down based on user demand. “Moving to the AWS Cloud has enabled us to optimize all our apps for our global user base,” says Demmel. “We can scale dynamically and automatically provision new instances to support traffic spikes on weekends for some apps and early in the work week for others. We weren’t able to do that previously.”

The company’s platform also has more reliability and high availability now. “Using AWS we have access to multiple Regions and Availability Zones, which ensures high availability for our millions of global users,” Demmel says. “That means we can enhance our brand by giving our digital community a fantastic experience.”

As a result of using AWS, Under Armour can quickly build out new product offerings. “The sports apparel and connected fitness industries are very competitive, and we need to innovate to stay ahead,” says Demmel. “By relying on AWS, we can innovate faster and deliver the features our users are asking for.” As an example, Under Armour can support its continuous-delivery model of software deployment. “We deploy new code to production multiple times a day, and the AWS Cloud helps us do that more easily,” Demmel says.

In addition, Under Armour is better prepared to expand the Connected Fitness platform. “We now have the ability to spread all across the globe on the back of the AWS Cloud,” says Demmel. “That’s a phenomenal asset for us as we start looking more seriously at international growth strategies. As we grow our Connected Fitness platform running on AWS, we will be able to do it in a way that improves the user experience and provides lower latency for our users in new regions.”

During this expansion, the company also expects to lean more on AWS Enterprise Support. “We weren’t expecting AWS to be so good at enterprise-level account management,” says Demmel. “That will really benefit us in the long term as we continue to ramp up our use of AWS.”