Sport Rider Coaching

What Sport Rider Coaching does

Sport Rider Coaching (legal entity SportRiderCoaching, LLC) is a Texas-based private motorcycle coaching business founded by Jim Dugger and operating exclusively from Eagles Canyon Raceway in Decatur, Texas. The company delivers on-track sport bike coaching in small-group formats (2-on-1 and 1-on-1) at $405-$549 per person per day, with a premium Pro Coaching tier at $975 per day featuring USMCA-certified coaches with national-level racing pedigree. Its coaching methodology centers on video capture and review using drone, on-bike, and pro-coach footage, supported by a Corner-by-Corner YouTube content library of annotated track walkthroughs.

The business operates three sub-brands: SportRiderCoaching (SRC) for on-track sport bike coaching and specialized modules (The Perfect Day, Perfect Line, Perfect Pass, Perfect Race, Skills & Drills), AdventureRiderCoaching (ARC) launched in 2025 for off-road adventure riding instruction in 2-4 rider preview groups, and SportRiderRacing (SRR) launched in 2026 as a competition brand offering a 3-round endurance series, 2-round time trial series, and CMRA race licensing pathway. Operations run 5-6 days per month, approximately 50 days annually, with coaching days bookable through the TrackRabbit online registration portal.

Revenue is generated across multiple streams: core coaching services, racing event registration ($150-$300 per team), KTM RC390/Duke 390 track bike and KTM Adventure 390 rental ($300/day), on-site dealer sales of parts and tires (Pirelli, Woodcraft, Vortex, Moto-D, Motul), AMB MyLaps transponder rentals ($25/day) and purchases ($675-$725), and minor equipment rentals such as generators ($40). Marketing relies on YouTube educational content, a monthly Mailchimp newsletter, Facebook, LinkedIn, and the TrackRabbit booking portal, with no external funding disclosed and ownership concentrated with founder Jim Dugger.

Name

Sport Rider Coaching

Legal name

SportRiderCoaching, LLC

Website

https://sportridercoaching.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Sport Rider Coaching is a Texas-based private motorcycle coaching business operating at Eagles Canyon Raceway in Decatur, delivering small-group on-track sport bike coaching, adventure riding instruction, and entry-level racing programs for individual riders.

Ownership category

akta.pro rank

Product category

Motorcycle Coaching and Training Services

NAICS

Fitness and Recreational Sports Centers (71394), Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Endurance & Conditioning Coaching (running, cycling, triathlon) (HSADAEAD)

akta.pro secondary industries

Motorsports Driver & Rider Management / Representation (MPAKAGAG), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Motorcycle track coaching
• Adventure riding instruction
• Motorsport racing programs
• Bike track day services
• Race licensing training

Headquarters

HQ city

Decatur

HQ country

United States

HQ region

North America

Offices2 records

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. Coaching Services: On-track motorcycle coaching in multiple formats including 2-on-1, 1-on-1, and Pro Coaching. Runs 5-6 days per month at Eagles Canyon Raceway. Prices include coaching and track access fees.
2. Racing Programs: SportRiderRacing endurance series and time trial events. Annual race license $25, race registration $300 for teams (non-members), $150 for all-member teams. Transponder rentals $25/day.
3. Race Licensing: CMRA Race Licensing program - best way to get CMRA license for new racers planning first season of sanctioned road racing.
4. Bike Rentals: KTM RC390 and Duke 390 track bikes for $300/day including fuel. Adventure bikes (KTM Adventure 390) available for ARC program.
5. Parts and Accessories Sales: Dealer for Motion Pro, Moto-D Racing, Motul, Pirelli, Vortex and Woodcraft. Sells Pirelli tires, brake pads, fluids, kneepucks, tire warmers, transponders.
6. Generator and Equipment Rental: Honda 2000 or Yamaha 2000 generator rentals for $40.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

SportRiderCoaching delivers personalized on-track motorcycle coaching for sport bike riders at Eagles Canyon Raceway in Decatur, Texas, operating 5-6 days per month through formats including 2-on-1 coaching ($405), 1-on-1 coaching ($549), and 1-on-1 Pro Coaching with national-pedigree instructors ($975). Through sub-brands AdventureRiderCoaching and SportRiderRacing the company extends into off-road adventure riding instruction and competition racing programs (endurance series, time trials, CMRA race licensing), with on-site bike rentals, parts, and tire sales as ancillary offerings.

Product overview

Sport Rider Coaching operates three sub-brands: SportRiderCoaching (SRC) for on-track sport bike coaching and track days, AdventureRiderCoaching (ARC) for off-road and adventure riding instruction, and SportRiderRacing (SRR) for competition racing programs. SRC's core coaching products include 2-on-1 and 1-on-1 private coaching, Pro Coaching (national-pedigree instructors), and specialized Perfect Day/Line/Pass/Race modules, alongside an annual Skills & Drills event and the comprehensive The Perfect Year ride-to-race program. ARC provides off-road instruction in small groups. SRR offers a 3-round lightweight endurance series, a 2-round timetrial series, and CMRA race licensing. Equipment rental (KTM RC390/Duke 390 for track; KTM Adventure 390 for dirt) is offered as an add-on service. All programs operate at Eagles Canyon Raceway, Decatur, Texas.

Differentiator

Problem solved

Functional benefit

Brands

• AdventureRiderCoaching (ARC): Off-road adventure riding coaching program for riders learning to tackle toughest terrain from basic gravel roads to rocky climbs.
• SportRiderRacing (SRR)

Products and services

• SportRiderCoaching (SRC) Track Days Core on-track motorcycle coaching product offering 2-on-1 and 1-on-1 coaching formats for sport bike riders at Eagles Canyon Raceway, Texas, including Pro Coaching with national-pedigree coaches, The Perfect Line/Pass/Race modules, annual Skills & Drills event, and the comprehensive The Perfect Year ride-to-race program.
• AdventureRiderCoaching (ARC) Off-road and adventure-style riding coaching program covering dirt, gravel, rocky terrain, climbs, and technical challenges, operating in small (2-4 rider) preview groups at Eagles Canyon Raceway.
• SportRiderRacing (SRR) Endurance and Time Trial Series Competition racing brand offering a 3-round lightweight endurance series (sub-60hp machines, single-bike team and individual relay-style) and a 2-round qualifying-style time trial series for riders transitioning from coaching to sanctioned competition.
• CMRA Race License School Race licensing program qualifying riders for CMRA Provisional Novice status through instruction, track time, and a mock race, offered as a pathway to sanctioned road racing.
• Track Bike Rental Rental of KTM RC390 and Duke 390 track bikes at $300/day, equipped with suspension upgrades and Pirelli SC3 tires, including fuel in the rental rate, allowing riders without their own track bike to participate in SRC coaching days.
• Adventure Bike Rental Rental of KTM Adventure 390 bikes for the AdventureRiderCoaching program, allowing riders without their own adventure bikes to participate in ARC coaching days.
• The Perfect Year (Ride-to-Race Program) Comprehensive annual ride-to-race program combining SRC coaching days, skills development, personal practice, and competition license schooling, offered in Silver and Gold tiers, designed to take riders from their current level to race-ready.

Quantifiable outcome

• Riders report learning more in one day with SRC than all other track days combined
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Eagles Canyon RacewaycoreStrategic or Co-development Partner · 14 December 2025Long-standing partnership with Eagles Canyon Raceway for venue access. SRC operates coaching programs on private member days at ECR. Partnership expanded in 2026 to include SportRiderRacing brand with 2-round timetrial and 3-round endurance racing series. Brad Flack, ECR General Manager, cited productive partnership developing riders, new members, and vibrant motorcycle community at the track.
• USMCA (United States Motorcycle Coaching Association)coreStrategic or Co-development PartnerUSMCA is the certifying body for motorcycle coaching professionals. SRC coaches are encouraged to become USMCA certified, which requires national background check, CPR and First Aid certification, SSI safety training, and adherence to Code of Conduct. USMCA coaches value safety, responsibility, integrity, and excellence in mentoring.
• PirellicoreChannel Partner/ Reseller/ DistributorOfficial tire sponsor providing Pirelli Race and Trackday tire support. 4 pallets of Pirelli go-fast in stock including SC1, SC2 & SC3 slicks. SRC fits and services Pirelli tires for customers. Tire support provided until 2:30p each race day.
• WoodcraftminorChannel Partner/ Reseller/ DistributorOfficial sponsor providing tire warmers and other equipment. New sets of warmers in stock. SRC is a dealer for Woodcraft products.
• Vortex RacingminorChannel Partner/ Reseller/ DistributorOfficial sponsor. SRC is a dealer for Vortex products including wheels and components.
• Moto-D RacingminorChannel Partner/ Reseller/ DistributorOfficial sponsor. SRC is a dealer for Moto-D Racing parts and components for bike prep.
• CMRA (Central Motorcycle Road Racing Association)coreStrategic or Co-development PartnerPartnership for race licensing program. SRC offers CMRA License Schools that meet requirements for Provisional Novice status. First licensing class for 2026 on Sunday March 15. Class includes instruction, track time, and mock race.
• Woodcraft-CFMminorChannel Partner/ Reseller/ DistributorOfficial sponsor displayed on website.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Riders Share: Peer-to-peer motorcycle rental platform offering track and adventure bike rentals; partial overlap with SRC's KTM RC390/Duke 390 and KTM Adventure 390 rental business.
• Twisted Road: Motorcycle rental marketplace focused on adventure, touring, and sport bikes; comparable to SRC's track and adventure bike rental products as a parallel rental access channel.

Broad incumbents

• EagleRider: Established nationwide motorcycle rental and tour operator; broader incumbent in the powersports rental and experience space overlapping with SRC's bike rentals and adventure coaching offerings.

Direct peers

• California Superbike School: Traveling motorcycle coaching school with level-based curriculum (Level 1-4) for sport bike riders; competes head-to-head with SRC for premium rider-coaching customers across US tracks.
• N2 Track Days: Multi-region track-day operator offering coaching and instruction to sport bike riders across several US venues; overlaps with SRC's coaching-plus-track-day business model.
• Trackmasters Riding Academy: Track day and coaching provider running events at multiple circuits; directly comparable to SRC's combination of on-track instruction, racing school, and club-racing development.
• Sport Bike Track Time: Track-day organizer with coaching tiers running at multiple US racetracks; comparable to SRC's structure of paid track days with optional coaching at a single home circuit.
• Penguin Racing School: Northeast US track-day and coaching school offering on-bike instruction at NJMP and other circuits; closely comparable business model to SRC for private coaching at a fixed venue.
• Yamaha Champions Riding School: National premier sport bike coaching school offering on-track instruction at multiple US venues; directly comparable to SRC's on-track coaching and Perfect Line/Pass/Race modules, with a stronger national brand.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@SportRiderCoaching
• Facebookfacebook.com/sportridercoaching
• LinkedInlinkedin.com/company/sportridercoaching

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 Sport Rider Coaching