Beacon allows users to send their real-time, on-map location to a handful of friends via text message, even if those friends don't have Strava or a premium membership. Strava already tracks users and sells the anonymized data to planning groups and governments interested in improving biking, walking and running in cities and towns. Users can opt-out of the tracking, of course.

One of the Garmin devices that now has direct access to Beacon is the Forerunner 235, which just so happens to be on Engadget's holiday gift guide this year.