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It started in an apartment in downtown Portland, with a conversation between some triathletes and non-triathletes. The topic was how triathlons seemed to cater mostly to athletes who were already a part of the competitive world. Events were intimidating and unappealing to people who didn't like "that scene", so they were unlikely to sign up. Plus there was very little being done to include the spectators into the action, so people didn't have interest in watching. After an hour or so of throwing around ideas and drinking a bunch of beers, the Zone Urban Epic was born.

The basic concept is to bring together a wide variety of folks in a population center in a celebration of health, excitement, creativity, and sustainability. The triathlon is the centerpiece for the event, but it features many unique elements - DJs and Breakdancers in the TA, live music, awesome venues - so that athletes are constantly suprised by what's happening around them. The race itself is designed to be user-friendly, challenging, and inviting for a wide-range of athletes (not just the folks who have been competing for years). At the same time, there are things going on for the spectators - climbing wall, martial arts demos, sculptures and artwork, vendors, beer gardens, and more. By showcasing a wide array of talents, activities, and interests, the event becomes the manifestation of a particular lifestyle - an Epic lifestyle.

In early 2007, Zone Labs signed on as the Title Sponsor for the event, making it officially the Zone Urban Epic and paving the way for a successful debut year. Other major sponsors, including Whole Foods Market, Orthopaedic Associates, Peak Performance, and Merrill Lynch Boyne Jordan Group, joined as well. The first Zone Urban Epic took place in Portland, ME with 400 competitors and an awesome event. By all accounts it was a major success and became a launching point for the Epic brand to forge a new kind of triathlon.