Biomonitoring Is The New Black

With Apple Inc.'s (NASDAQ: AAPL) highly anticipated smart watch due out in the coming weeks, the buzz around wearable technology is at an all time high.

Smart watches are quickly becoming 2015's must have gadget, so companies are looking for ways to capitalize on the wearables market and no one is doing that better than fitness-based firms.

Excitement Grows Around Biomonitoring Apps

Apple's smart watch is expected to introduce a variety of features designed to seamlessly connect the wearer to the world around them. However one of the most talked about functions that the watch will provide is biomonitoring.

Apple is set to introduce its own line of feature rich apps that will help users track their health and fitness data, but developers have also begun to unveil their own offerings that will track everything from blood sugar to calories burned.

Nike A Smartphone Veteran

The biomonitoring revolution has created an interesting market for athletic apparel companies as they can now engage with fitness enthusiasts who are likely to jump on board the wearables train.

Nike Inc.'s (NYSE: NKE) Nike+ Fuel smartphone app is a great example of how an apparel company is making the most of a growing demand for fitness tracking.

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Under Armour Says Apps Are Just The Beginning

Under Armour (NYSE: UA) is working to similarly establish a digital relationship with its customers in the coming year as wearables grow in popularity.

The company recently spent $710 million to purchase the MapMyFitness, MyFitnessPal and Endomondo apps in order to better connect with its target audience.

Under Armour Chief Executive Kevin Plank claims that a presence on customers' smartphones is only the beginning.

He says the company is working to develop biomonitoring clothing that will be able to do everything from analyzing a wearer's yoga positions to measuring their heart rate.