Fitness app maker Fitness Blender, which sells a line of fitness products for women, is in talks with Amazon about a possible sale, according to a person familiar with the matter.
The company, which has more than 20 million users, is interested in a possible acquisition of the fitness market, the person said, asking not to be identified discussing confidential matters.
Amazon is also looking at the company for a possible partnership, the source said.
Fitness Blender sells fitness apps and fitness equipment.
It is owned by the fitness software company Nitecore, which is also seeking to buy Fitness Blenders.
The company’s founders, who are female, were recently featured on the cover of Time magazine.
The person said the company has not made a final decision.
It could not immediately be reached for comment.
In a recent earnings call, NiteCore said that the company is in advanced discussions with several companies about potential acquisition and strategic partnerships.
“As we look to expand our reach in the fitness space, we are evaluating the potential acquisition of Fitness Blending,” the company said.
“We believe that the core strength of our product and ecosystem, which we are focused on, is the fitness experience.”
It is unclear whether the company could take a stake in Amazon.
In March, Amazon and Nitecode signed a memorandum of understanding that will give the tech company access to its content and data.