In the run up to the marathon, lots of people were very keen to find out how to track runners via text. Plainly they'd heard about the service through some channel or another. The trouble was that Adidas hadn't made the service easy to find on the web. I'm pleased that hundreds of people were able to find it via links from this site as evidenced by the top few searches in the week before the marathon. There were many dozens more searches with lower volume counts:
It seems to me that, next year, Adidas could go a long way to making the service much easier to find. My services as an SEO lightweight could be made available at very good rates.