Mapped user journeys for each persona.
Created personas based on ICA membership and multiple mailing lists. Identified low-hanging fruit as Mindy Mom and Joe Pro. Focus on new target: Bella Beginner. Also defined persona that ICA will not be persuing (No Wayne) to eliminate unproductive markets and channels.
Conducted research of 8 Facebook groups focused on indoor cycling and indoor cycling instructors. An initial 3 months of posts were captured including topic, pain point, keywords, drills, bike manufacturer, certification, organization, and facility.