Roadman Cycling: How Anthony Walsh Sells Cycling Coaching for $195/Month

Roadman Cycling charges $195 a month, roughly four times the Skool Sports category norm, and still ranks in the top ten of that category with about 130 members. It is the clearest example on the leaderboard of the small-and-expensive model: fewer members, each buying something close to real coaching. Anthony Walsh built it on the back of a cycling podcast with over 100 million downloads, and here is how the audience gets converted into a subscription.

The founder does the selling

Anthony Walsh

Host of the Roadman Cycling Podcast and founder of the "Not Done Yet" Skool community, for cyclists whose best chapter is still ahead.

The community's name is the positioning. "Not Done Yet" speaks to the rider in his forties or fifties who suspects his fastest years are behind him and would very much like to be told otherwise. That is an emotionally loaded buyer, and it is a considerably better one than a generic "get faster" audience, because the motivation is identity rather than a race result.

What Roadman Cycling sells

The about page reads like a coaching intake form. Below is the about page word for word, with the key parts numbered. Hover a number to see what each line is doing.

Read as a builder, the day-by-day trial schedule is the piece most communities are missing. A free trial normally means seven days of the member wandering around a Skool group wondering where to start. Here the trial is a scripted onboarding, which means by the time the card is charged the member already has a plan, has done strength work, and has been checked on twice.

How they sell

This is a podcast-first funnel. A show with that download volume produces a steady stream of warm listeners who already trust the host's voice, and the community exists to convert a small fraction of them at a high price rather than a large fraction at a low one.

Note the annual price: $1,950 is exactly ten months for twelve, a standard two-months-free structure. At this price point the annual plan matters more than it does at $19, because one annual member is worth fifteen monthly members at the category average.

Comparison: how cyclists buy structure

The pricing sits just under a personal coach and far above an app, and the offer is assembled to justify that spot: a human on a weekly call, a plan built around your available hours, and strength plus nutrition folded in rather than sold separately.

The builder takeaway

The formula you can copy

Convert an audience at a high price, not a large one. 130 members at $195 outperforms 600 at $39, with a fraction of the support load. See how to price a Skool community.

Put your authority asset in line two. "100M+ downloads" is a single parenthesis that removes the need for a testimonial wall and explains the price gap in one move.

Sell an identity, not a metric. "Not Done Yet" reaches a rider that "increase your FTP" never would. More patterns in the top 100 Skool about pages, and if you want to build something similar, start with how to start a Skool community.

Frequently asked questions

What is Roadman Cycling (Not Done Yet)?

Roadman Cycling is a Skool community for cyclists run by Anthony Walsh, priced at $195/month or $1,950/year plus local taxes, with a 7 day free trial and a 30 day money-back guarantee. Members get weekly live Q&A coaching, a custom weekly training plan, a strength plan for cyclists, a race-weight roadmap and full community access. It has roughly 130 members.

Who is Anthony Walsh?

Anthony Walsh hosts the Roadman Cycling Podcast, which the community's about page credits with over 100 million downloads, and founded the "Not Done Yet" Skool community for cyclists whose best chapter is still ahead.

How much does a cycling coach cost compared to a community?

One to one cycling coaching typically runs from around $200 to $500 a month, while app based training plans sit between $15 and $30. Roadman Cycling is priced at $195 a month, just below the coaching band, and includes a weekly live call rather than one to one contact.

Is $195 a month expensive for a Skool community?

It is well above the Skool norm, where most communities charge between $9 and $49. It works here because the offer includes personalised weekly planning and live coaching access, which puts it in the coaching market rather than the content market.

What is the lesson for other community builders?

Build the community on an authority asset you already own, target fewer members at a coaching-level price, and script the free trial day by day so the member is already inside a plan before the first payment lands.