Free Your Endorphins

Are you a hardcore runner, walker, cyclist or kayaker?  If so, you'll definitely think this latest start up is cool. The company is called Endomondo, and they offer free GPS tracking and social networking tools for athletes.  Functionality basically boils down to several key areas: workouts, stats, friends, challenges, maps and routes (all rolled into a nice GUI).

Here's how it works. You sign up online (for free) and can then download the software (for free) onto your phone (Nokia, HTC, iPhone, Android, Samsung, Sony Ericsson, LG, HP, Garmin, you get the picture). The phone's GPS capabilities map and track your progress, route, speed, etc.  This allows you to keep a running (no pun intended) diary online and communicate progress and goals with friends, track routes you love and compete in community challenges -- all in the name of killing calories.

As far as niche products go, this might be right on target.  Whatcha think?  Successful Launch, or Mission Scrub for this start-up?