One of the things I wanted to do was understand who our customer was. They had really no idea. Waivers are all digitalized and ask for the basics: name, date of birth, where you're from, emergency contact. I use a "gender API" to get the gender of the rider the best we can, and from there we have learned a lot about who our typical customer is.

Some fun factoids:

* typical rider is 35-44. Less than 10% of riders are under the age of 24,

* about half of people book when they're in Mexico

* average lead time is 7 days

* about 66% of riders have riding exp; about 33% consider themselves "novice" or "expert" riders

* 45% of riders are male, 55% are female

* 1 rider reported they are from Antartica