In 2016, Cyclistic launched a bike-share program that has since expanded to 5,824 geotracked bicycles across 692 stations in Chicago. While the company has attracted a broad customer base through flexible pricing options, Cyclistic's finance analysts have determined that annual members are significantly more profitable than casual riders. This project analyzes rider behaviors to identify opportunities for converting casual riders into annual members, ultimately supporting the marketing team in developing strategies to drive membership growth and enhance long-term profitability.