Background

Cyclistic is a Chicago-based bike-share program with over 5,800 bicycles and 600 docking stations across the city.
The company offers reclining bikes, hand tricycles, and cargo bikes to make cycling more inclusive for people with disabilities and riders who cannot use standard bikes.
Cyclistic customers fall into two main categories:
- Casual riders – users who purchase single-ride or day passes.
- Annual members – subscribers with yearly memberships.

Key Questions

What are the differences in usage patterns between casual riders and annual members?
How can these insights help convert casual riders into annual members?
What marketing strategies can we design to encourage this conversion and support Cyclistic’s growth?

We analyzed ride length data for both member types from October 2024 to September 2025.
The yellow bar represents the total ride length, the blue line represents annual members, and the green line represents casual members.
Overall, the ride length of annual members consistently surpasses that of casual members throughout the year.
Both groups show a noticeable decline starting in October, with a recovery beginning around March of the following year.
The gap between annual and casual members remains fairly steady over time.
Peak activity occurs in October, July, and August, while the lowest activity is seen between January and March.