In 2016, Cyclistic launched a successful bike sharing offering. Bikes can be accessed from one station and returned to another at any time in the system. Until now, Cyclistic's marketing strategy relied on building general awareness and appealing to a broad consumer segment. One approach that helps make this happen is price flexibility: one-way tickets, full-day passes, and annual memberships. Customers who buy a one way ticket or a full day ticket are referred to as casual riders. Customers who purchase an annual membership are members of Cyclistic. The marketing director believed that the company's future success depended on maximizing the number of annual memberships. Therefore, Our team have been asked to analyze How do annual members and regular riders use bicycles differently? From this insight, our team will design a new marketing strategy to convert regular riders into annual members.