The Cebu media community is mourning the loss of former SunStar Cebu editor Max Limpag, whose passing has sparked reflections on his significant role in establishing the running culture that swept through the city years ago.
The Running Revolution in Cebu
When news broke about Limpag's passing on November 24, 2025, it immediately brought back memories of the running craze that transformed Cebu's fitness landscape. Max Limpag and fellow enthusiast Raffy Uytiepo were at the forefront of this movement, according to a former SunStar Cebu colleague who shared personal recollections.
During the peak of running's popularity, Limpag served as an editor at SunStar Cebu, while Uytiepo frequently visited Cebu newsrooms to submit press releases for the races he organized. Uytiepo, known for his constant wearing of running gear and apparent fitness, also operated a batchoy restaurant near Fuente Osmeña.
Unexpected Losses and Changing Passions
The reflection took an unexpected turn when the author recalled that Uytiepo had actually passed away years before Limpag's heart attack. This revelation came as a surprise given Uytiepo's visible dedication to fitness and healthy living.
Uytiepo's interests underwent a significant transformation before his death, shifting from being a running man to becoming an Elvis Presley impersonator known as Raffy Elvisaya Uytiepo. His new obsession took him to Elvis shows across the nation, though it remains unclear whether his commitment to fitness diminished alongside this career change.
Legacy and Unresolved Conflicts
Limpag's enthusiasm for running was described as fanatical, with the editor organizing regular night runs every Friday that attracted running enthusiasts to the SunStar newsroom. While Limpag embraced intense running, his colleague preferred a more moderate approach of run-walks, focusing on completion rather than competition.
The relationship between the two journalists experienced tension after the author's retirement in 2019, when Limpag criticized his former colleague's involvement in Edgardo Labella's successful Cebu mayoral campaign. The author clarified that he only joined the campaign after retirement and with prior approval from the editor-in-chief, having been instructed to avoid writing about Cebu City politics in his columns.
Despite their professional disagreement, the two never met in person after the conflict, leaving their differences unresolved. Nevertheless, the author emphasizes that Limpag will forever remain a respected colleague, and his passing is deeply felt throughout the Cebu journalism community.
