Burrito running league startup comes to Alberta and Ontario
Two ultrarunners have stepped up to keep the Strava challenge alive, bringing it to Toronto, Calgary and Blairmore, Alta.
Nick Iwanyshyn
With the Chipotle x Strava challenge missing in 2026, two well-known ultrarunners have stepped up in an effort to keep the burrito-fuelled competition alive, this time in Alberta and Ontario.
Earlier this week, Jamil Coury, the American force behind iconic ultrarunning events like Javelina Jundred and Cocodona 250, launched the Burrito League, a grassroots running competition that mirrors the previous competition. The challenge? Rack up as many miles as possible on a short Strava segment before the end of January for 52 free burritos. He started the league in Tempe, Ariz., and within 24 hours, had expanded it to six North American cities, including Calgary and Toronto.
Bringing the challenge north of the border was Matthew Shepard, who told Canadian Running he couldn’t resist the idea once he saw Coury’s post. “It was for the love of exercise… and burritos,” Shepard said.
The format closely mirrors the former Chipotle x Strava challenge, with one major rule change: all runs must be uploaded publicly to Strava in real time, not added retroactively. At the end of the month, the local legend atop each segment leaderboard wins burritos for a year, plus a $350 voucher to Sinister Sports races.
In Canada, the specific segments have been set up in Calgary’s Tomkins Park (17th Ave), Toronto’s Liberty Village, and on the community path in Blairmore, Alta. Shepard says more Canadian locations could be added in the coming days. “If anyone knows some burrito sponsors, please reach out,” he laughed. “It’s a simple, accessible, community-driven challenge.”
In Toronto, the Burrito League has found a willing partner, Josh Ruff, who closely followed last year’s Chipotle x Strava showdown. Ruff connected with Shepard and Wilbur Mexicana to award 52 free burrito coupons to the runner who logs the most attempts on Toronto’s 390-metre Liberty Village segment between Jan. 7 and 31.
Wilbur Mexicana currently operates a location on King Street West and is set to open at this new location in February. Ruff says the owners saw the Burrito League challenge as a perfect way to generate buzz ahead of the opening.
Ruff kicked off the competition himself, heading out at midnight on Jan. 7 to log the first attempt. Now, he says, he’s anxiously waiting for the inevitable Strava notification telling him his local legend crown has been taken.
The DIY Burrito League is a perfect example of how easy it is to recreate a beloved Strava challenge. All you need is a segment, a bit of competitive pride, and an incentive to get runners out the door.
