What Epic Rides does

Epic Rides, operating as Mountain Bike America, LLC, is a privately held event management company founded in 1999 by Todd Sadow in Tucson, Arizona. The company produces three annual endurance mountain bike events in Arizona: Tour of the White Mountains (October, Pinetop-Lakeside), 24 Hours in the Old Pueblo (February, Tucson), and Whiskey Off-Road (April, Prescott). These events serve a participant base of 5,500+ registrants and 35,000+ total attendees annually, ranging from junior riders to professional athletes, with multi-distance categories (9 to 50+ miles), team relay formats, and solo options. The events combine racing with a festival atmosphere including live music, bike and gear expos, camping, and community gatherings.

The business model is built on three revenue streams: event registration fees (the primary stream, with tiered pricing by distance, team size, and timing), sponsorship and expo vendor fees (starting at $500 per booth, with title sponsors like TMC Health), and merchandise sales (jerseys, shirts, hats, socks). Distribution is direct-to-consumer through the Epic Rides e-commerce website, with no third-party resellers. The company operates with extreme capital efficiency at 1-10 employees, leveraging a network of volunteer partners (SARA providing free medical support, local trail organizations like SDMB and TRACKS) and a marketing infrastructure of 50,000+ social media followers and a 20,000-recipient newsletter.

The technology platform is a standard event management e-commerce system with website-based registration, merchandise sales, and a Strava Training Club integration for participant preparation. The company has no disclosed AI capabilities, patents, or proprietary technology beyond its accumulated brand equity, community relationships, and operational expertise built over 25+ years. Epic Rides is bootstrapped, founder-owned, and has not pursued institutional funding or geographic expansion beyond Arizona.

Name

Epic Rides

Legal name

Mountain Bike America, LLC

Website

https://epicrides.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Epic Rides, founded in 1999 in Tucson, Arizona, produces three annual endurance mountain bike events (24 Hours in the Old Pueblo, Whiskey Off-Road, Tour of the White Mountains) serving 5,500+ registrants and 35,000+ attendees annually across recreational and competitive mountain biking communities.

Ownership category

akta.pro rank

Product category

Endurance Mountain Bike Event Production

NAICS

Tour Operators (561520), All Other Amusement and Recreation Industries (713990)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

akta.pro secondary industries

Cycling, Mountain Biking & E-Bike Adventure Tour Operators (THAAADAE), Cycling, Mountain Biking & E-bike Adventures (THAJABAF)

Keywords

• Mountain bike events
• Endurance cycling festivals
• Bike race events
• Event merchandise sales
• Sports event production

Headquarters

HQ city

Tucson

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Event Registration Fees: Primary revenue stream from registration fees for three annual mountain bike events: Tour of the White Mountains, 24 Hours in the Old Pueblo, and Whiskey Off-Road. Fees vary by event distance, team size, and registration timing (early bird vs. standard). Junior pricing at $25 flat rate.
2. Merchandise Sales: Sale of event-branded merchandise including jerseys, active shirts, socks, and hats through the online shop. Pre-order discounts offered to registrants.
3. Sponsorship and Expo Vendor Fees: Revenue from brand sponsors and expo vendor booth fees starting at $500. Sponsors gain access to Epic Rides' marketing assets including events, newsletter, and social media audience.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Epic Rides produces and operates three annual endurance mountain bike events in Arizona — the Tour of the White Mountains (October, Pinetop-Lakeside), 24 Hours in the Old Pueblo (February, Tucson), and Whiskey Off-Road (April, Prescott) — selling ride registrations across multiple distance categories (9 to 50+ miles), team relay and solo formats, with on-site support including aid stations, timing, camping, live music, and bike & gear expos. The company also sells event-branded merchandise, camping passes, and B2B sponsorship/expo vendor packages.

Product overview

Epic Rides operates a platform of three annual mountain bike endurance events: the Tour of the White Mountains (October, Pinetop-Lakeside AZ), 24 Hours in the Old Pueblo (February, Tucson AZ), and Whiskey Off-Road (April, Prescott AZ). These events offer multiple distance categories ranging from 9 to 50+ miles, team relay formats, and solo riding options. The portfolio includes a Strava Training Club for participant preparation, event-specific merchandise (shirts, jerseys, hats, socks), camping passes, and Expo Vendor booth opportunities. The events feature live music, bike & gear expos, and community gatherings alongside the racing.

Differentiator

Problem solved

Functional benefit

Products and services

• Tour of the White Mountains
• 24 Hours in the Old Pueblo
• Whiskey Off-Road
• Event Merchandise (Jerseys, Active Shirts, Casual Jerseys, Hats, Socks)
• Camping Passes
• Expo Vendor Booths

Quantifiable outcome

• 94% finish rate at Whiskey Off-Road events
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

24 partnerships are on record, tiered title sponsor, sponsor, fueling partner, beverage partner, beneficiary partner, beneficiary, safety partner, trail partner, apparel sponsor, media sponsor, bike shop partner, lighting partner, tourism partner, community partner and host community.

• TMC Healthtitle sponsorGTM or Marketing PartnerTitle sponsor of 24 Hours in the Old Pueblo event, providing healthcare partnership and brand visibility at one of Epic Rides' largest events.
• Experience PrescottsponsorGTM or Marketing PartnerRegional tourism sponsor promoting Prescott as a destination for the Whiskey Off-Road event.
• Granite ConstructionsponsorGTM or Marketing PartnerCorporate sponsor of Epic Rides events, supporting the outdoor recreation community.
• Neversecondfueling partnerGTM or Marketing PartnerOfficial fueling and hydration partner providing energy gels, fuel bars, and sports drinks at aid stations and expo for Tour of the White Mountains and 24 Hours in the Old Pueblo.
• Orange SealsponsorGTM or Marketing PartnerTire sealant sponsor providing complimentary sealant refresh services at events and brand presence at bike & gear expos.
• Dragoon Brewing Companybeverage partnerGTM or Marketing PartnerOfficial beer sponsor at events, operating beer gardens at event weekends. Post-ride celebrations feature Dragoon Brewing beverages at Tour of the White Mountains.
• TRACKS (Trails Remembered And Conserved Keeping Snowflake Safe)beneficiary partnerStrategic or Co-development PartnerLocal trails organization benefiting from Tour of the White Mountains. TRACKS promotes, preserves, and protects multi-use trails throughout Pinetop-Lakeside and the White Mountains, growing from 130 to 550+ members under leadership involvement.
• Bag It!beneficiaryStrategic or Co-development PartnerCancer support nonprofit benefiting from 24 Hours in the Old Pueblo. Founded in Tucson, provides information and education to newly diagnosed cancer patients and their families.
• Southern Arizona Rescue Association (SARA)safety partnerStrategic or Co-development PartnerAll-volunteer search and rescue organization providing free medical support at Epic Rides events since 2008. Responds to 100+ missions annually with 4,400+ volunteer hours at no cost to the public.
• Arizona Trail AssociationbeneficiaryStrategic or Co-development PartnerNon-profit protecting, maintaining, and promoting the 800-mile Arizona Trail. Dedicated beneficiary of 24 Hours in the Old Pueblo 2024.
• Arizona Cycling AssociationbeneficiaryStrategic or Co-development PartnerNon-profit youth development organization promoting interscholastic mountain bike racing in Arizona. Beneficiary of Tour of the White Mountains.
• Sonoran Desert Mountain Bicyclists (SDMB)trail partnerStrategic or Co-development PartnerAll-volunteer non-profit mountain biking advocacy group that designed the original 24 Hours in the Old Pueblo course. Dedicated beneficiary in 2019.
• Primal Wearapparel sponsorGTM or Marketing PartnerOfficial event apparel partner providing branded merchandise including jerseys, active shirts, socks, and casual wear for all Epic Rides events.
• Findlay SubarusponsorGTM or Marketing PartnerPresenting sponsor of Pro Fat Tire Criterium at Whiskey Off-Road event.
• SHIMANOsponsorGTM or Marketing PartnerTitle sponsor of Kids' Fun Ride at Whiskey Off-Road, supporting youth participation in mountain biking.
• KXCI Community Radiomedia sponsorGTM or Marketing PartnerCommunity radio station providing 24 hours of music at 24 Hours in the Old Pueblo event.
• Bicycle Ranch Tucsonbike shop partnerGTM or Marketing PartnerOfficial bike shop of 24 Hours in the Old Pueblo, providing on-site bike service and support during the event.
• Maxxis TiressponsorGTM or Marketing PartnerTire sponsor providing product support and expo presence at 24 Hours in the Old Pueblo.
• Outbound Lightinglighting partnerGTM or Marketing PartnerOfficial lighting partner providing neutral charging station and product support for night riding at 24 Hours in the Old Pueblo.
• Visit Tucsontourism partnerGTM or Marketing PartnerTucson tourism organization promoting the destination for 24 Hours in the Old Pueblo event attendees.
• Mother Road Brewingbeverage partnerGTM or Marketing PartnerLocal brewery operating beer gardens at Whiskey Off-Road, providing beverages during criterium races and main stage events.
• 3 Amigos TequilasponsorGTM or Marketing PartnerTequila brand providing tastings and expo presence at Whiskey Off-Road events.
• High Country Adaptive Sportscommunity partnerStrategic or Co-development PartnerAdaptive recreation organization enabling participation for riders with disabilities. Community sponsor at Tour of the White Mountains.
• Visit Pinetop Lakesidehost communityGTM or Marketing PartnerLocal tourism organization and host community partner for Tour of the White Mountains in Pinetop-Lakeside.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Outerbike: Outerbike runs cycling demo and expo events that overlap with Epic Rides' expo/vendor model and sponsor-facing format, comparable as an adjacent cycling event organizer with overlapping bike-industry sponsor relationships.

Broad incumbents

• Tough Mudder: Tough Mudder is a mass-participation endurance event brand with comparable event-festival positioning, multi-distance formats, heavy sponsorship, and merchandise attach — though obstacle-based rather than cycling-based.
• Spartan Race: Spartan is a mass-participation endurance/obstacle event operator with multi-distance formats, strong sponsor relationships, and lifestyle-brand merchandise — overlapping with Epic Rides in event-driven revenue model, B2B sponsor monetization, and merchandise attach.
• IRONMAN Group: The IRONMAN Group operates a global mass-participation endurance event portfolio (triathlons, marathons, cycling). It is comparable as a larger, more diversified mass-endurance event organizer with analogous sponsor and participant economics, though broader in sport coverage.

Others

• Visit Tucson / Experience Prescott (DMOs): Destination marketing organizations that are existing Epic Rides partners and serve as comparable ecosystem participants — they co-promote destination endurance events and could partner with or be adjacent to similar event businesses, but are not direct competitors.

Direct peers

• Lifetime (Leadville Trail 100): Lifetime owns and operates the Leadville Trail 100 MTB and a portfolio of endurance mountain bike races in Colorado, directly comparable as a multi-event endurance MTB organizer with similar distance formats, sponsor ecosystems, and mountain-community positioning.
• Hoodoo 500 / 250: Self-supported ultra-endurance cycling events comparable to Epic Rides' longer-format offerings in scale, audience (experienced endurance cyclists), and event-driven revenue model.
• Barry-Roubaix: Barry-Roubaix is a long-running Michigan gravel/road endurance cycling event with multiple distance categories, very similar to Epic Rides' Tour of the White Mountains and Whiskey Off-Road in tiered pricing, community ride culture, and grassroots organizer profile.
• Crusher in the Tushar: A Utah-based endurance gravel/MTB race that, like Epic Rides' Whiskey Off-Road and Tour of the White Mountains, combines a single high-profile event with strong sponsor activation and a destination-style rider experience in a mountain town.
• Pisgah Productions: Pisgah Productions operates mountain bike and gravel endurance events in the Southeastern US (e.g., Pisgah Mountain Bike Stage Race). Directly comparable as a regional endurance MTB event organizer with similar distance tiers and amateur-to-pro participant mix.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/epicrides
• Instagraminstagram.com/epicrides
• Xx.com/epicrides
• LinkedInlinkedin.com/company/epic-rides

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Epic Rides