What happens with your fitness data?

I just read an article from The Wall Street Journal called The States Where Fitness Is King which talked about logged fitness minutes from different sports apps.  The article was pretty boring, considering that most of the places they said that logged high fitness minutes were the ususal suspects.

I'm not one to hide my activities online, the question I had though, in this tech age, is... Were you aware that companies like Under Armor (who owns Map My Fitness & Map My Run) uses your data to 

Figure out numbers like these?  I assume they use them to figure out where to concentrate sales of certain sports items they sell, but do you care that they are using your info this way?