Cyclistic: A bike-share program that features more than 5,800 bicycles and 600 docking stations. Cyclistic sets itself apart by also offering reclining bikes, hand tricycles, and cargo bikes, making bike-share more inclusive to people with disabilities and riders who can’t use a standard two-wheeled bike. The majority of riders opt for traditional bikes; about 8% of riders use the assistive options. Cyclistic users are more likely to ride for leisure, but about 30% use them to commute to work each day. Marketing strategies aimed at converting casual riders into annual members. For that reason, understanding how annual members and casual riders differ, why casual riders would buy a membership, and how digital media could affect their marketing tactics would be a key to address the problem.