MustardSMS
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For race directors

AI SMS Platform for Sports Events & Races

Print one number on the bib. Athletes text it about bib pickup, wave times, parking and reroutes. The AI answers from your race brief in under 5 seconds while you run the event.

Text me a link From $39 an event

By texting "Text me a link," you agree to receive SMS messages from Hexoglyph Holdings LLC dba MustardSMS. Msg & data rates apply. Reply STOP to opt out. Reply HELP for help. We will not share mobile information with third parties for marketing purposes. See our Privacy Policy and Terms for details.

Race day, 06:31

The 200 texts problem

You already know the questions. So does the AI.

Four questions are 80% of your inbound, every year, at every distance. Answering them one at a time from the start line is not event management, it is data entry with a whistle.

  • Bib pickup
  • Wave times
  • Parking
  • The rain plan
Where do I pick up my bib? I missed the expo.
AI · 3.1s · from race brief Race day pickup is the Registration Tent by Transition A, 5:30 to 7:15 AM. Bring photo ID.
¿Hay estacionamiento cerca de T1?
AI · 2.8s · translated Sí. Lote norte en Harbor St, gratis desde las 5:00 AM. Cinco minutos a pie hasta T1.
Can I switch from Olympic to Sprint?
Held for staff · outside the brief Passed to you. Learning Mode will remember the answer for next year.

Every mile of the event

  • M1 Week before
    • Race brief loaded once, answers from it all week
    • Roster import from RunSignup or CSV
    • Welcome text with your number and the QR code
    • Learning Mode asks you when it hits a gap
  • M2 Race day
    • Under 5 seconds at any volume, all morning
    • Wave, weather and reroute broadcasts
    • Emergency Brake halts the AI and sends your alert
    • One inbox for every marshal and volunteer
  • M3 Finish
    • Results and photo links by text
    • Next year's registration to the same list
    • Hotspot report: what 847 people asked, and when
    • Consent log kept 4 years for TCPA

Built for the way races run

Wave logic, not a generic chat bot.

  • Wave and distance aware

    A Sprint athlete asking about start time gets the Sprint answer. Waves, distances and relay teams are separate audiences you can message alone.

  • Broadcast in 41 seconds

    Full-list sends clear 847 recipients in well under a minute, so a weather hold reaches everyone before they are in the water.

  • Emergency Brake

    One tap pauses the AI so nothing contradicts you, pushes your alert, then hands questions back when you release it.

  • Answers in their language

    The reply comes back in whatever language the question arrived in. 40+ supported, no setup, no separate list.

  • Learning Mode

    Anything outside the brief is held for a person. Answer it once and the assistant owns it for every future event.

  • Same number every year

    The number and the opt-in list stay with your account, so last season's athletes are already reachable when registration opens.

Your stack

Roster in, two minutes.

Pull registrants straight from your platform or drop a CSV. Names, distances, waves and phone numbers map automatically, and late signups sync until the gun.

  • RunSignup

    Live roster sync

    Native

  • CSV upload

    Any platform, mapped on import

    Native

  • Race Roster

    Live roster sync

    Native

  • Eventbrite

    Attendee import

    Native

  • ChronoTrack

    Results by text

    Beta

  • Zapier + API

    Anything else you run

    Open
"Events that leverage AI to communicate with attendees will drive higher satisfaction by delivering a seamless, personalized experience. At the same time, this automation frees Event Managers from the endless loop of repetitive FAQs, allowing them to focus on high-impact experiences and participant engagement."
Founder, MustardSMS

Publish the number before the expo opens.

Roster in. Brief in. Mode picked. Five minutes, timed.

Text me a link Talk to a race director

By texting "Text me a link," you agree to receive SMS messages from Hexoglyph Holdings LLC dba MustardSMS. Msg & data rates apply. Reply STOP to opt out. Reply HELP for help. We will not share mobile information with third parties for marketing purposes. See our Privacy Policy and Terms for details.