How Roofing & Solar Reform Alliance built a relationship-driven business on Circle
Overview
Adam Bensman became one of the roofing industry's most trusted voices, with thousands enrolling in his training programs. But in 2024, after seeing his methods misused, he scrapped it all and launched an entirely new business on Circle — transforming 2,800+ roofing and solar professionals into a peer-led movement for better business practices.
The product itself is the community. People come for the training, but they stay for the collaboration — and that's where the real transformation happens, both for their businesses and the industry as a whole.
Adam Bensman, Founder, Roofing & Solar Reform Alliance
Before
One of roofing’s most trusted training programs
For nearly a decade, Adam Bensman ran The Roof Strategist, one of the roofing industry’s most recognized sales training programs. Contractors across all 50 states and multiple countries used his courses and tools to close more deals and grow their teams. But the model was transactional — sell a course, deliver a system, move on. When a few customers began using his methods unethically, Adam realized the industry needed more than better training — it needed better values.
We made a fundamental shift — from a transaction business to a relationship business, from anyone can join to application-only membership.
That realization led to the launch of the Roofing & Solar Reform Alliance (RSRA) in 2024 — a selective, values-led community built on shared accountability and peer learning rather than one-off transactions.
Challenge
When courses stop being enough
Even with a loyal following, Adam began to see cracks in the old model. Members were buying courses but rarely finishing them. Engagement was flat and the sense of community he wanted simply didn’t exist. Hosting the community on Thinkific — and later on Facebook — made things worse. Conversations were fragmented, engagement was subject to algorithms, and the overall experience didn’t reflect RSRA’s premium brand.
The amount of people that actually got through a course was dismal.
While RSRA did have a vetting process for new members in place, many early-stage or under-resourced companies came in looking for quick wins. Without a structured onboarding experience or dedicated community leadership, some struggled to fully engage—and eventually churned within 12–15 months. Adam realized he needed a platform—and a model—that built habits, deepened trust, and better set members up for success from day one.
Solution
Building a relationship-first community on Circle
In early 2024, Adam and his team rebuilt their entire business on Circle, transforming from a course library into a high-trust, relationship-driven community. They launched as an application-only network anchored by a code of conduct and member pledge. Only companies who aligned with the mission could join — and those who didn’t could be removed.
We made a fundamental shift — from a transaction business to a relationship business, from anyone can join to application-only membership.
In just 90 days, RSRA went live with a fully branded mobile app on iOS and Android, giving members seamless access to content, conversations, and live sessions. The app immediately elevated RSRA’s credibility and built daily engagement habits.
The beauty of Circle's branded app is that it doesn't look white-labeled. It looks like we built it from scratch — completely our brand.
Inside, RSRA’s Circle setup mirrors how roofing companies operate:
Dedicated spaces for owners, managers, and sales teams keep conversations focused and relevant to each role.
A guided onboarding course loads automatically the first time members open the app — no buried posts, no confusion.
Personal video welcomes from Adam and curated resources from RSRA's community success manager greet each new member.
From there, engagement compounds. Weekly live sessions — many now member-led — connect members in real time. A crowdsourced library of templates and contracts gives everyone access to proven resources. And a Zapier-powered recruiting feed automatically posts job applicants for member companies. Together, these systems turned RSRA into what Adam calls a relationship business powered by technology — a place where the product is no longer content, but connection.
Transformation
Community turned his business into a movement
Within a year, RSRA grew to 350 companies across 44 states and Canada, supporting over 2,800 individual members. What began as a sales training company is now a thriving, peer-led network built on trust and accountability. Members don't just consume content — they support peers and build networks through dedicated discussion spaces where contractors help each other in real time. Some have merged companies or formed seven-figure partnerships, proving that relationships — not content — drive results. After tightening their ideal customer profile and revamping onboarding, churn dropped to its lowest level in eight months. Even with a price increase from $12K to $15K, close rates stayed steady — evidence that qualified members value the experience.
Last month was the lowest churn has been in the last eight months.
Members now proudly display RSRA’s badge of credibility on their trucks, websites, and sales materials — helping them win more deals and attract stronger peers.
Traditional courses are dying. AI can deliver information, but it will never replace the human-to-human connection that drives real accountability and results.
For Adam, Circle turned his business into a movement — and his community into the business itself.
