In mid 2012, Nautilus (manufactures and markets exercise equipment) was seeing sales of its Schwinn Upright Bikes decline. A 6 person team was tasked with turning this around. Instead of continuing to interface with buyers at Dick's Sporting Goods and Sports Authority the team focused on their Most Important Customer, the consumer. As a result of uncovering the consumer's unmet needs, the team was able to make some key changes to their Upright Bikes. Three new versions of the A10, 170 and 130 Bikes were introduced in September, 2013 and sales are already up 2X. See what the team did, what they found out and what changes they made.