Citi Bike, New York City’s only bike-sharing system, had become an integral part of the city’s mobility since its launch in 2013. Developed as a public-private partnership and privately funded through sponsorships, Citi Bike began as a solution to urban transportation challenges, offering affordable and sustainable options for short trips and connecting commuters to buses and trains. Over the years, it had expanded significantly under Lyft’s ownership, integrating electric bikes (e-bikes) and extending its service areas. Despite these achievements, Citi Bike now faces critical financial, operational, and strategic challenges, particularly in balancing its mission of sustainability and equity with financial sustainability.
Students look at the case through the eyes of fictional protagonist Nicole Jones, who in May 2023 has been promoted to chief of staff for Lyft’s Bikes & Scooters team during a turbulent period of leadership turnover. She reports directly to a new team boss and a new head of strategy and growth. Meanwhile, Lyft’s CEO has signaled shifting corporate priorities by laying off the chief sustainability officer and indicating he might sell off Citi Bike.
Jones faces critical questions: Can Citi Bike achieve its goals of expansion without compromising its mission of providing sustainable and equitable transport? How can it balance stakeholders’ expectations, including public officials, underserved communities, and investors, while remaining a cornerstone of New York City’s urban mobility? The decisions made at this juncture will shape Citi Bike’s future as a sustainable and accessible transportation solution.