Growing our impact to further fuel shared mobility solutions

A look back: Shift Transit’s 2023 Year In Review

What a year! It is clear that the future of urban mobility relies deeply on innovating shared solutions to optimize current and future city landscapes. Shift Transit’s continued commitment to its clients and cities in providing adaptable, resilient and results-driven operational solutions is unwavering. Our local teams across North America dedicate themselves to operating shared mobility solutions that make an impact on how people choose and experience transportation options as we all re-imagine how cities move people. Today, Shift powers 10 mobility programs across North America, managing over 60,000 assets on a daily basis (as of Feb 1!), while delivering close to 8 million trips in 2023 alone. Many of our mobility program partners experienced record ridership, membership as well as system expansions. As mobility operations partners, our job is clear – work hand-in-hand with each client partner to devise strategies and executional plans that will meet the customer demands to help grow and scale the programs. We’re excited to share how 2023 was a pivotal year for us and our public, private and non-profit sector partners!

Welcoming three more shared mobility programs

In Spring of 2023, we transitioned two micromobility programs in Portland and Chicago. Working with Lyft, we welcomed Chicago’s Divvy scooter fleet and the BIKETOWN bike share program in Portland to our roster. Seamless operator transitions are vital and extremely important as to not disrupt the customer experience and level of service, while ramping up all operational aspects of the program. After navigating multiple mobility operation transitions, we know that working closely with client partners and developing detailed project plans are key to a successful launch.

In addition, Shift Transit transitioned operations for Via’s largest paratransit program in Hampton Roads, Virginia. With a large focus on increasing fleet availability, our team went straight to work implementing and executing a vigorous preventative maintenance program that resulted in achieving 100% vehicle availability within 3 months. This means more vehicles available for critical customer groups that rely on paratransit services to get to and from medical appointments and other daily life needs.

Best operational year in Toronto

What is abundantly clear is that Torontonians embrace bikesharing as a desired way to commute and move around the city. Whether it’s a first mile or last mile solution, the fast and efficient way to get to and from work or riding to brunch, running errands or a leisure ride along the waterfront, Bike Share Toronto has become part of the city’s identity. In 2023, the system saw a record-breaking 5.7 million trips, up 24% from 2022 (4.6M rides). 

Alongside record-breaking ridership, the membership base also grew by double digits as well as the system footprint. The Bike Share Toronto system has been growing every year since 2017, with last year’s expansion seeing 160 additional stations and 1,800 more bikes, including 1,300 e-bikes. The operational lift to support such large-scale expansions is massive, which also shifts the usage patterns and therefore the operational approach. Being agile and able to pivot using historical trends against real-time data is a key tool that helps drive our success in Toronto. 

Our team was also proud to support the Toronto Parking Authority (TPA) in two other program milestones: 1. Launching the exclusive partnership with Tangerine Bank and 2. Launching the Reduced Fare Pass Program.

Our first multi-model docked program!

Dock-based micromobility systems stand the test of time. Over the last decade, the Bike Chattanooga bikesharing program has had great adoption. Since Shift Transit assumed system management in 2017, the yearly ridership has almost doubled. In partnership with Lyft, we successfully launched the first PBSC Urban Solutions and Shift Transit docked scooter program, fully integrated into the existing bikesharing system. Within the first 4 weeks, the scooters represented 20% of usage, positively impacting the mobility options available to residents and visitors alike. 

Continuing to electrify

One global trend in the micromobility space is the movement towards growing electrification. E-bikes and e-scooters expand the reach, attracting new rider audiences. We have seen the great impact e-bikes have made in various Shift operated markets. Last year in Toronto, the e-fleet grew by 1,300 pedal assist e-bikes, continuing the path to reach the goal of 20% fleet electrification via TPA’s four-year growth plan. Across the border in Detroit, another 50 e-bikes were added. E-bike trips represented a whopping 21% of total ridership, while only representing 16% of the total fleet. A perfect example of the power of electrification. 

In Chattanooga, Tennessee, Mayor Tim Kelly supported the announcement of more e-bikes and station electrification to the growing shared mobility program. 

“Bike Chattanooga is an important part of what it means to experience Chattanooga for so many of our residents and visitors,” said Mayor Tim Kelly. “Everyday, their fleet of bikes help folks commute, run errands, and sightsee in a cost-effective, fun, and flexible way. Expanding programs like these help us meet our transportation and mobility goals, and I look forward to seeing this resource continue to grow in the years ahead.”

Hosting NABSA Conference at our Toronto HQ

Before we capped off a wildly successful 2023 with our partners, Shift Transit was honored to co-host the Toronto leg of the North American Bikeshare and Scootershare Association (NABSA) conference. We welcomed industry colleagues from across the continent to tour and learn about our operational strategies and tactics, operating one of the largest and most successful bikesharing systems in North America.

Working with our partners at Lyft, we are thrilled to have transitioned the Divvy Bike Share program on February 1, 2024. Shift Transit will lead the day-to-day operations of both the scooter share and bike share programs in Chicago.

The bar was set high in 2023 – our team could not be more excited to take on 2024 and continue to adapt and change the way people choose and experience shared mobility options in cities. Let’s ride!

Shift Transit Employee Spotlight – Ashar Ibrahim

Diving into operating a large urban bikesharing system

Delivering shared mobility services is a complex operation. From mechanics and station technicians to in-field mobility staff and more, micromobility operations is a multifaceted exercise. Shift Transit is proud to power multiple mobility programs across North America, including 7 bike share programs. We have been working alongside the Bike Share Toronto program since 2017 and seen the growth from 1.5M trips in 2017 to 5.7M rides in 2023 – a whopping 280% increase in usage! Behind the operational curtains are some key leaders that focus on building, developing and fine-tuning how day-to-day operations are run. Today we spotlight Ashar Ibrahim, who recently was promoted from the Head of Operations and Excellence to Director of Operations in Toronto. Ashar’s unwavering commitment and core understanding of how to navigate the ups and downs of team management within the bikesharing world has greatly contributed to the Bike Share Toronto operations.

Q: Ashar, can you tell us a bit about yourself?

I am committed and meticulous in envisioning the successful completion of anything that is entrusted to me. My past experiences in the service industry, love for the city, and interest in sustainable modes of transportation led me to take up the exciting opportunity of working with Shift Transit and the Bike Share Toronto program in 2020. It was the same year when the whole world was brought to a standstill due to Covid-19. The crisis opened avenues for me to reflect on how I could use my skills towards innovative operational approaches in support of urban living and mobility. This period of global pause allowed our city and communities to reflect on and reimagine the essence of urban transportation. While bicycles continued to remain a symbol of sustainable travel, I recognized that my strength in people management paired with technological skills could be applied to continue to move the needle in urban development.

Over time, I continue to hone my experience and skills in building high-performance teams that thrive on the evolving demands of our growing city. I take pride in sharing the wealth of knowledge I’ve accumulated across various roles, continuously striving to foster a culture of positive collaboration and innovation.

I didn’t get an initial “Yes, you’re hired!” when I first applied for a position – but that didn’t stop me. My fundamental belief in working towards success turned an unfavorable situation into an opportunity for growth. The initial setbacks were critical learning curves and my resolve never wavered. They served as catalysts, driving me to push the boundaries, to achieve both my personal ambitions and professional aspirations of enhancing urban life. This strengthened my focus and reinforced my drive to make a meaningful impact on city life, which landed me an operations job working to deliver Bike Share Toronto.

Outside of work, I hold a personal commitment to serving the community and helping to enrich the fabric of our city. I find joy in exploring diverse cuisines as well as exploring and learning new technological advancement techniques. These pursuits are more than hobbies, they are channels through which I bring fresh perspectives and innovative ideas to my team, constantly aiming to elevate the collective contribution to our city.

Q: You have been working with the Bike Share Toronto program for over 3 years now. How have you seen the system and operational approach transform over the years?

A: The last 3 years have seen tremendous growth in many respects. An area of the business that I have seen develop leaps and bounds is leading our day-to-day operations through a data-driven approach, which enables real-time decision-making. By leveraging data, we have been able to make informed and timely choices to positively impact our operations.

We have demonstrated openness and adaptability, especially in challenging environments, like through the COVID-19 pandemic and severe winter months. By being receptive to pivoting operational strategies to meet environmental and customer demands, we have been able to navigate obstacles that arose during operations, and at the same time expanded our reach by increasing the number of stations available to our customers.

In parallel, we have focused on fostering a culture among the staff, who value continuous improvement and professional development. This was possible through great lateral and vertical communication and relentless training of individuals, that kept the team aligned with the vision of growth and operational excellence.

Q: The Bike Share Toronto system footprint has grown from 200 stations and 2,000 pedal bikes in 2017 to 700+ stations and 9,000+ bikes (including 1,850 e-bikes) in 2023. As the system continues to expand, how do you ensure the team is ready to operationally deliver a growing market?

A: We believe our team is the core ingredient to our strength in execution. Clear and effective communication ensures the team is aligned with Bike Share Toronto’s overarching yearly targets, which then filters through the day-to-day operational objectives and expectations. We have regular one-on-one meetings between senior management and staff, in-person feedback sessions, and anonymous eNPS surveys to assist in keeping up with best practices. It also helps us to brainstorm ideas and pivot practices that are no longer practical for us.

Another aspect that we have been able to tap into is individual skill development. Employees who have shown potential to take the program to the next level have been given opportunities to enhance their skills and responsibilities; their growth is targeted through training programs, coaching from senior management, and most importantly through encouraging individuals to continuously learn and keep up with the trends and best practices in the industry.

As the program expands, the team is prepared to adapt and be flexible in response to unforeseen challenges. Maintaining best practices along with research promotes problem-solving skills among the team members and helps them to navigate through evolving situations. The managers and teams continuously collaborate to foster a positive culture for the team, sharing skill sets, leveraging each team member’s strengths, and tracking key performance indicators will remain key contributors to successful program delivery.

Q: Rebalancing is one of the most complex tasks in shared mobility. How do you manage the right balance of supply and demand to meet customer needs?

Over the years, we have tested several strategies to find the right balance of supply and demand to meet customer needs. We have found that real-time data analysis matched with historical data points plays an important role in predicting customer demand, anticipating peak usage hours, and highlighting popular, busy locations so that we can schedule and allocate our resources effectively.

Our operations team coordinates with each other to deploy and redistribute bikes within the areas of high demand, to service all pockets of the system or bring them back to our facility for repair.

With the growth of the program, Bike Share Toronto’s popularity has grown beyond the peak summer season, especially as a mode of transportation to and from work and through daily life. Last year alone, we executed hundreds of valet service locations that helped empower users to use bike share to reliably get to and from work in the downtown core, as well as provide unlimited bike and dock availability at major events and popular weekend leisure routes. 

Training the mobile in-field team to service valet locations has positively affected how we ensure bikes and docks are available to riders across the city, where stations or the number of docking points may be limited.

Q: As Director of Operations, you have a crucial role to play leading high-performing teams in field operations, bike repair, technicians and operational associates. How do you approach balancing building great teams with ensuring these teams deliver on operational targets?

A: Building high-performance teams that gain experience, possess the necessary skills, fit the team culture, and are willing to learn is an ongoing process. A thorough recruitment process ensures that we evaluate both technical competence and ability to work as a team. The foundation of every team is further strengthened with continuous training and development efforts.

I believe in defining operational targets with each team to ensure everyone understands their responsibilities and the outcomes we are collectively working towards. The trust in everyone’s capabilities to be a true team player has been the cornerstone of our success. We provide opportunities for professional development and foster a learning experience and culture that has driven positive results for operational targets.

Q: What are you most excited about for 2024?

A: Productivity and innovation. I am excited to leverage the full potential of our mobility operations service with the right talent and through upskilling members on the team. This will drive the success we are reaching for and help us contribute to another record-breaking year for Bike Share Toronto.

I am also keen to work with our current vendors and build these vendor business relationships to reinforce our objectives that positively impact our operations.

Apart from the operational aspect of the business, I know that the Bike Share Toronto program has contributed to reducing the carbon footprint as well as helping to alleviate the City’s traffic during peak hours. Thanks to the growth of technological innovation, we can revolutionize various aspects of our operations to continue to make a broader impact.

Meeting The Operational Demands Of A Growing Bike Share System

In September, the cities of Toronto and Hamilton had the pleasure of co-hosting hundreds of industry colleagues to the North American Bikeshare and Scootershare Association annual conference.  Together with Bike Share Toronto, we welcomed many participants to our operational headquarters in Toronto, Canada. Lively conversations spurred with other Cities, operators, micromobility program owners and advocates. Important topics were discussed around fleet rebalancing, customer satisfaction, operationalization of e-bikes, capacity and resource planning for an ever-changing landscape and much more.

There was healthy curiosity around the strong relationship Toronto Parking Authority and Shift Transit have fostered to manage and grow the Bike Share Toronto program to where it is today. That relationship is founded on a shared vision of building and operating a world class bikesharing system that serves Toronto residents and its visitors. Last year, the system saw 4.6 million trips, a 29% year-over-year increase in usage, which translated to 8.5 million pounds of carbon emissions saved from Toronto’s pedal power. How do we continue to support the demand for sustainable mobility solutions as a way of commuting and traveling the city?

Growth: 2017 to 2023

In April 2017, when Shift Transit was awarded the operator contract of the Bike Share Toronto program, the system was 2,000 bikes and 200 stations large. Fast forward to October 2023, Bike Share Toronto currently has over 9,000 bikes (1,825 of which are e-bikes) and more than 800 stations, with further expansion taking place through the end of the year. Expanding the system more than 240% in six years has been a big lift for both Bike Share Toronto and Shift Transit as we worked jointly on the on-the-ground planning and execution.

As the fleet and system footprint expands, operational challenges come with this growth. We need to service more neighborhoods, more riders and travel further distances to opposite ends of the system, while battling Toronto’s traffic, a city ranking 3rd for most congested city in North America. Ensuring the right mix of expertise and resource allocation is essential to operating one of North America’s largest bikesharing systems.

“As the Bike Share Toronto network expands from the city’s core further into the suburbs, we need an operator who can take on challenges and effectively help us create a great customer experience for riders. Shift Transit shares our commitment in achieving those” remarks Justin Hanna, Director, Bike Share Toronto at the Toronto Parking Authority.

We share two (of many!) key strategic approaches the Shift Transit team prioritizes to support success:

Daily operational excellence

Within the micromobility world, rebalancing is often referred to as the “unicorn” of our industry. Where are bikes needed and when? The art of rebalancing is a complex canvas and in Toronto, our team has focused on a winning approach:

Coupling ‘the predictable’ – leading with AI that studies historical trends to “predict” the future – with ‘the art’ which is the human input to evaluate what will deviate from the historical (such as events, closures). This allows us to adjust where we put our resources to have the biggest impact on usage needs. During the course of the year, the Shift team runs approximately 1,500 valet service locations to support bike demand and supply. Valet locations are staffed to help commuters during peak commuting periods, recreational riders on weekends and provide reliable service at high-attendance events, such as concerts and professional sports games. The goal of providing valet service is to increase capacity and drive consistent demand, for an overall positive customer experience. On any given day in peak season, there is a robust rebalancing fleet hitting the streets to move bikes and a dedicated staff working the many facets of the operation.

Develop team morale

Running a micromobility system is a complex operation. Recognizing the most amazing team on the ground delivering the system and driving an exceptional customer experience every single day is a high priority at Shift Transit. Because without the entire team, success would not be possible. A key component within our organization is to foster personal and professional development opportunities. Offering new challenges or prioritizing real-time performance check-ins to foster growth are essential. 

Every couple of months, we conduct an eNPS (employee Net Promoter Score) survey to measure how team members feel about the organization. It’s an opportunity to share valuable and anonymous feedback. Together, we take every occasion to celebrate wins and be social with colleagues across departments with regular food truck and lunch events. #Oneteam

As a front-line operator for a growing micromobility program, we must continue to drive better productivity and efficiencies in our operations to support an expanding system, while still being able to pivot to meet challenges and customer needs. Operating a micromobility system is a complex task, however, with skilled expertise behind each function, we can deliver the results needed to power a successful active transportation solution.