Can’t Stop, Won’t Stop – How those in the watch industry come together once a year to help the fight against cancer

1,422 words
Time of writing: Thursday, August 27th, 2026
Words and photographs by Babak Motamedi

As the sunrise’s intense glow cut through the city’s dancing leaves and echoed off Toronto’s pavement, nearly five thousand cyclists arose to meet on a Saturday morning for a common cause. In their small hotel, team Can’t Stop, Won’t Stop met in the lobby for a quick breakfast before heading to the start line. Already comforted by the previous night’s dinner, they were focused on the task ahead.

For the eleventh straight year, team leader and watch designer Matt Smith-Johnson put on his uniform bearing the sponsors who have joined him in the Princess Margaret Cancer Foundation charity ride. This year, he was joined by Craig Tough, a local chef, watch industry legend Atom Moore and his wife, Brea Taylor-Munro, who were one of five couples to ride on a tandem bike across the entire two-day 100-kilometre route, and Worn and Wound’s own Blake Malin, who could not make it this year due to last-minute matters keeping him at home in New York.

 

Having already checked in the previous evening, the team easily settled in and waited for the start as many thousands of cyclists, volunteers, workers, and supporters swarmed the area. Emotions were starting to swell, even well before the opening ceremonies. Coworkers from various corporate teams took a certain delight in seeing their peers outside their work attire, while employees in siloed-off departments embraced in hugs as they met in person for the first time, even though they had conversed over email for over a decade. Then there were the many who were there riding and volunteering in honour of those whom they lost to cancer. Throughout the weekend, with every push of the pedal, joy and grief resonated across the pavement beneath everyone, but a shared sense of resilience beamed through everyone’s eyes, even those filled with tears as they passed the many pit stops. It was not lost on anyone that their efforts had a direct impact on cancer research and yielded tangible results, with countless lives saved through advances in cancer treatments and early detection methods.

The first day’s mood, however, was one of celebration. The perfect cloudless sky blanketed the entire route with warmth and optimism as smiles beamed, and cyclists even held hands as they tried to keep pace with their group.

 

Can’t Stop, Won’t Stop and its riders exemplified this mindset with their uniforms, which were made complete with a bespoke watch strap by StrapHabit and a watch made in collaboration by Boldr Supply Co. and Worn and Wound, all in the team’s vibrant pink and blue colourway. With Mr. Smith-Johnson’s powerful strides accompanied by his stentorian smile, and Mr. Moore and Mrs. Taylor’s distinctive tandem bike, the team immediately became a favourite for the volunteers who were following the riders closely all weekend.

As the first day came to a close, all the riders loaded up on calories in the beautiful confines of the campus grounds of McMaster University in the city of Hamilton. However, whispers of the weather turning for the following day started filling the air.

 

The crisp rays of the sun were replaced by the diffused lighting of darkening clouds on the following morning, yet the spirits of the riders did not wane. If anything, as the skies grew darker and the gentle rains turned into the year’s heaviest downpour, the resolve of the cyclists cemented, and their pace quickened. The same smiles were present, but they were now hardened with a determination to see the weekend through on a strong footing. The resilience of the riders emboldened as the temperature plummeted, and the reduced visibility had muddled everyone’s path forward. Volunteers, photographers and even wildlife ran for cover as the riders rode on, with a few brave members of the supporting crew continuing to work unfazed, happy to lean on their weather-sealed cameras and equipment.

Tears of joy and grief alike were masked by the downpour, and as every rider turned the corner and passed the finish line, they were greeted and embraced by family, friends, coworkers, and supporters. Applauses abruptly crescendoed from the crowds as cancer survivors, distinguished by their yellow flags, came into view, undeterred by the ever-worsening weather, which would not relent until after the event drew to a close. After all, they had been through much worse and were beacons of strength throughout the entire weekend.

Our beloved team comfortably finished in the middle of the pack, even though the event was clearly not a race. Mr. Smith-Johnson was swarmed by his family as soon as he dismounted, as was Mrs. Taylor Munro, as her family from nearby made the trip to congratulate her and her husband on their second completion of The Ride.

 

Throughout the weekend, this team proved incredibly special and unique among the corporate teams and those riding for deeply personal reasons. Can’t Stop, Won’t Stop’s Matt Smith-Johnson, whose infectious leadership and dedication bolstered every rider he passed, left every sector stronger than he found it. Atom Moore and Brea Taylor-Munro’s joy was incredibly infectious as children on the sidelines cheered at the odd sight of the wizardly pilot at the front of the tandem bicycle, as the stout kitchen heat tested Craig Tough strode in effortlessly with the grace of a racehorse who was just getting warmed up.

As the event came to a close, and the chaos of more than 4,700 riders trying to get home during a storm took over, the sense of community and accomplishment grew in strength, as it was announced that more than $23,300,000 was raised on that day, and that more donations were being tallied.

Every year, Mr. Smith-Johnson’s efforts towards this charity event grow, as do the contributions from his sponsors. Along with the aforementioned work of StrapHabit and Boldr Supply Co., this publication has stood beside Can’t Stop, Won’t Stop not only through their wallets but through sweat as well, having participated in years past. Brew Watch Co and NYC Velo also stepped up to the starting line this year, ensuring another strong outing for the team.

The team’s name is more than just a slogan, for even before everyone’s clothes had dried, plans were being confirmed for the following year, and the next Princess Margaret Cancer Foundation Ride in August, called “Ride North.”

 

 

More than a few weeks later, I would once again join the riders and the staff covering The RIDE: North. The small and picturesque town of Bracebridge, located in the gorgeous Muskoka, hosted the event. Matt Smith-Johnson rode solo for The North and completed the 160 km circuit with relative ease, given that the weather once again would not cooperate. The morning and afternoon were strewn with storm cells which would announce themselves with sudden thunder before a solid wall of water would fall from the darkened sky. The riders all had to compete with high winds and occasionally take shelter from the severe thunder and lightning storms. After completing the circuit, Matt took a brief reprieve at the tailgate of his car and was proud of feeling stronger than in years past. This 160-kilometre route had intense elevation changes that were made extra difficult with the slippery road conditions, limited visibility, and winds that made even standing difficult. Though the mood at the end of this event did not match the peak crescendo of joy of the year’s larger ride, there was a quiet sense of pride as all the riders gathered and took shelter in the tent. The sense of community is unmistakable, and this is no doubt one of the reasons why so many come out repeatedly every year for this gruelling course.

Covering the event gave me insight into those who devote their time to such charities, which demand so much from their participants. Actions resoundingly speak louder than words and off-handed donations that come with tax receipts. Every single cyclist who took off at the starting line on that pristine Saturday morning carried with them a weight that words could never do justice. I, for one, cannot wait to cover next year’s event and to do my minuscule part in honouring the efforts of everyone involved.

If you would like to support team Can’t Stop, Won’t Stop, you can still purchase the Ride to Conquer Cancer x StrapHabit 2026 Watch Straps here, and the Worn and Wound x Boldr Conquer 2026 timepiece here.