Single origin · roasted by a marathon world champion

One coffee. The whole distance.

One Kenyan single-origin lot, one roast — the only cup Yuri Strofilov reaches for before every run. The man who left the boardroom at a major bank, started running at 50, and became a two-time marathon World Champion built it the way he trains: nothing extra.

Order now — €30 Yuri's story →
[ Photo of Yuri Strofilov with the bag / at the finish line — to add ]
2×World Champion · 55+ & 60+
50age of his first marathon
2×World Champion — 55+ & 60+
2:38:16personal best · Valencia 2024
1coffee. That's the whole line.
[ Portrait of Yuri / finish-line photo — placeholder ]
Who roasts your coffee

First marathon at 50.
World Champion at 55+.

For most of his life Yuri Strofilov was a top manager at a major bank. He ran his first marathon at 50 — and never stopped. Within a few years he had become World Champion in the 55+ category in London, set his personal best of 2:38:16 at the Valencia Marathon in 2024, and just took the world title again in the 60+ category in Cape Town.

Today he coaches champions of his own and runs the s10.run training platform. His one real secret: he never misses a session — and never starts one without a coffee first.

World Champion · London 55+ World Champion · Cape Town 60+ PB · 2:38:16 · Valencia 2024 Coach to champions Founder, s10.run
The one

The coffee for doing the impossible. Or almost impossible.

Running is there to change your life. So is this coffee.

The strength to do the impossible

A roast profile dialed for a long, even lift instead of a spike and a crash — the steady drive you want at kilometre 35, not just kilometre 1.

The right cup. Every day.

Low-acid and smooth, so it sits light and you can head straight out the door. Built to be the coffee you drink before you train, every single time.

Kenyan — and that's no accident

Grown above 1,900 m in the same highlands that raise the world's greatest distance runners. Dense, high-grown Kenyan beans, naturally rich in caffeine — endurance is in the soil.

Clean fuel, nothing extra

Just single-origin Kenyan coffee — no additives, no fillers. The same no-shortcuts approach Yuri used to win without supplements.

How it works

The science of the second wind

Why a cup before the run actually changes how the run feels.

It blocks adenosine

All day, adenosine builds up and signals your brain that you're tired. Caffeine slots into the very same receptors and blocks it — fatigue is turned down, and the same pace simply feels easier.

Steady, not spiky

What makes STRO different is the secret recipe — the lift in endurance comes on gently and holds for a long time.

Right on time

Taken ~30–45 minutes before you head out, it's working its hardest exactly when the run gets hard — sharper focus, lower perceived effort, more left in the tank.

STRO SINGLE ORIGIN KENYA AA · 1,900 m+ MEDIUM ROAST · ENDURANCE Blackcurrant · Citrus · Brown sugar ROASTED TO ORDER · SHIPPED EU-WIDE NET 250 g
The coffee

STRO Single Origin

Whole bean · 250 g · roasted to order

The only coffee in the lineup, because it's the only one we'd put our name on. Built to go the distance — the cup before the run, and the run after.

OriginKenya AA · 1,900 m+
ProcessWashed
RoastMedium · endurance profile
NotesBlackcurrant · citrus · brown sugar
€30 / 250 g Order now
Ships across the EU — to any country.
Included with every bag · free

A month of training,
on the house.

Buy a bag, get the plan. Every pack of STRO comes with a full month of training on s10.run — Yuri's own platform. It adapts to your current fitness and your goal race, and tells you exactly what to run each day. The coffee gets you out the door; the plan gives the run a purpose.

Order & get the plan
A champion's habit

A coffee before every run.

Easy day or hard session, Yuri starts the same way — a cup of STRO. It's not a treat, it's part of the warm-up: the switch that turns a grey morning into a run.

That's the whole idea behind STRO — the coffee that gets you out the door and carries you to the finish.

"Fifty is your prime. You finally have the resources, the wisdom — and, most of all, the goals." — Yuri Strofilov, two-time marathon World Champion
Now shipping across Europe

Reserve your STRO

One Kenyan single-origin coffee — €30, shipped across the EU, with a free month of s10.run training in every bag. Leave your email to claim a bag from the very first roast.

First batch · limited · EU-wide delivery · a month of training in every pack
No payment now — you're reserving a bag from the very first roast.