SPORTS PROMOTER HELPS ATHLETES HELP CHARITIES.

Byline: David Greenberg Staff Writer

Michael Epstein knew he wanted to promote triathlons for a living when organizers of a Boston event he competed in lost his running shoes, forcing him to sprint six miles on blistering hot concrete.

He finished the race with feet full of calluses, minor stress fractures and an ear-to-ear grin.

``That experience really inspired me to get involved,'' Epstein said. ``It felt awesome. There were 2,000 people in the race. I got comments from fellow racers along the way. They thought I was some kook from California.''

Now the 39-year-old president of Agoura Hills-based Michael Epstein Sports Productions Inc. promotes triathlon and similar events across the nation, including an annual star-studded race in Malibu this fall to benefit AIDS research.

``What's amazing to see is the struggle while they are racing, to the elation once they cross the finish line,'' Epstein said. ``They are impressed that they finished. I get satisfaction out of helping people achieve their goals.''

Born and raised in Philadelphia, Epstein shunned organized competitive sports in favor of neighborhood pickup games until he found his passion in motocross racing in his late teens.

He earned a bachelor's degree in operations management from Drexel University in Philadelphia in 1983, and immediately moved to the Los Angeles area.

For the next six years, he worked a range of jobs - off-shore drilling, record company work and electronics - while formulating the vision of his own sports production company.

``All the time, I was working out a lot and competing in triathlons,'' said Epstein, who took up the sport with his move out West. ``I was trying to figure out a way to turn my hobby into a career.''

In the year following the Boston triathlon in August 1986, he volunteered to help organize about 20 triathlons in the Los Angeles area, to learn the production side of the business.

He put on his first event in Malibu in 1987, followed by two more there in 1988, and five in Malibu and Canoga Park in 1989, when he left his last outside job to concentrate full-time on his company.

The organizer has come a long way since he produced his first triathlon in 1987 - when only 300 athletes entered.

This fall, the third annual Nautica Malibu Triathlon is expected to attract 1,800 athletes to the Zuma Beach course, in hopes of surpassing last year's total of $50,000 for the Elizabeth Glaser Pediatric AIDS Foundation.

Some 40 celebrities, including Robin Williams and numerous television stars, took part in portions of last year's event - the celebs often competed in one of the three legs while friends or trainers handled the rest.

Competitors take three to seven hours to complete the triathlon, which entails swimming a half-mile in the Pacific Ocean, an 18-mile bicycle ride along Pacific Coast Highway and running four miles on the Zuma Beach walkway.

``I want to do something to give more back to the community,'' Epstein said. ``Obviously, AIDS is a very predominant issue. This is a great event in terms of the location, the quality of the course and how scenic and safe it is.''

The foundation, named after its founder, who died of AIDS in 1994, has raised $75 million since its inception a decade ago. Each year it awards grants to approximately 200 organizations conducting research into treatment and cure of pediatric AIDS.

``We're always pleased when people involve us,'' said Kelli O'Reilly, foundation spokeswoman. ``These events really make a difference in what we're able to fund each year. And this event also generates a lot of awareness. . . . That is as important as the money the event raises.''

This year, the six-employee company will also put on:

Five California State Cross Country Series mountain bike races, including two at Castaic Lake.

Day at the Beach Triathlon Series events at Huntington Beach and Hermosa Beach.

Ten Hi-Tec Adventure Racing Series events across the nation, where athletes run five to eight miles, kayak one or two miles and mountain bike 10 to 15 miles. The courses also include as many as 10 ``mystery tests'' that range from mud pits and obstacle courses to climbing walls greased with vegetable oil or made from cargo nets.

``It's growing quickly,'' Adam Fell, the company's publicity director, said of the Hi-Tec events. ``They're having a blast doing this. It's the sense of adventure that they have. It only takes a day at a time to do our events. They don't have to give up their jobs and bank accounts to compete.''

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PHOTO (Color) Michael Epstein, center, and employees Jonathan Denison, left, Tracey Croughwell, Joel Griesbach, Tiffani Thorpe and Adam Fell promote adventure races.

Eric Grigorian/Special to the Daily News