Our People


Jaison Hoernel | CEO

Jaison Hoernel has over 20 years of professional experience in the bicycle industry in Australia and internationally. With influential roles in across the bicycle industry – Jaison’s depth of expertise is highly regarded. He has enjoyed success in establishing one of Australia’s most successful and highly regarded commuter and specialty bicycle retail shops, holds an MBA (Executive) from RMIT and has a highly developed financial acumen. Jaison has held management positions in both Australia and Asia, and been actively involved in developing sponsorship and funding models for public transport projects internationally. Jaison is committed to social equity.

Liam Crowley | General Manager

As the General Manager, Liam brings over 20 years of business experience to Good Cycles – 10 of those in the bicycle industry, including as 2iC for one of Australia’s largest bicycle part distributors. Transitioning from a Transport and Logistics Degree (Honours) to a senior business development role in a global freight carrier, it was the humble bike and love of cycling that drew Liam into the bicycle industry. Liam has a strong interest in efficient transport networks and believes in the positive social impact the bicycle can play on individuals and the community at large.

Kasey Holyman | Community Programs Manager

Kasey has worked within the not-for-profit sector eight years. Her previous experience includes positions at St Kilda Gatehouse, Anglicare Victoria, and OzChild. She has recently completed her Juris Doctor at the University of Melbourne. While she rides horses, not bikes, she has become convinced of their effectiveness in changing peoples’ lives.

Kelly Latham | Street Operations Supervisor

Originally from Macedon, Kelly has a variety of experiences in many industries including as an ambulance paramedic and leading hand electrician in the construction industry. Her mechanical aptitude and people skills enable her to supervise and maintain the Melbourne Bike Share system while ensuring that our program participants get maximum exposure to positive work situations. She is a committed road cyclist who recently discovered the thrill of track cycling. Goals in cycling include annual participation in both the 7 Peaks Challenge and the Around the Bay 250km ride.

Belinda Woodruff | Transitional Employment Manager

Belinda brings to Good Cycles 8 years of experience in the employment service industry having worked in positions servicing Disability Employment Services and Job Services Australia with roles based in Melbourne, regional Victoria and Western Australia. Her passion for making a positive impact in the community is evident through action based engagement and influential goal oriented realization, where opportunities lead to successful and sustainable outcomes assisting people to develop and embrace their own personal potential.

Donovan Roberts | Good Cycles Trainer

Cycling Claim to Fame: I have three young children and still manage to get out on my bike.

Favourite place to cycle: Mount Bullers’ Stonefly, Epic and Delatite River trails and where I grew up in the Dandenong Ranges.

Interesting fact about Donovan: One day I’d love to retire to the French Pyrenees and spend all day riding in the mountains.

I’m a mechanic/trainer because: I enjoy working with my hands and love to modify bikes, especially mountain bikes to get that perfect ride.

Michael Dann | Good Cycles Mechanic

Cycling Claim to Fame: Been touring over the highest road in Japan (2700m). I just completed the Kiwi Brevet 2015 – 1100kms in a little over 5 days (mostly off road). Ridden across Germany and France.

Favourite Bike Part: Nice set of square taper MTB cranks.

Interesting fact about Mike: I’m also a scientist. Spent two years measuring native forest in NZ. Currently researching plant/insect interactions at La Trobe.

I’m a mechanic because: Hands on work, not too much time in front of a computer.

Eric Madden | Good Cycles Mechanic


Sam Kilner | Good Cycles Mechanic

Cycling Claim to Fame: Toured solo through Hokkaido in Japan.

Favourite place to cycle: Japan, but locally the Goldfields Track in Victoria.

Interesting fact about Sam: I live in Castlemaine and commute into the city by bike and train.

I’m a mechanic because: It is highly engaging and satisfying hands on work.


Paul Bird | Chair

Paul has a track record of professional experience that is innovative, consultative, and successful.

Prior to becoming CEO of AVI, Paul was CEO of Youth Support and Advocacy Service (YSAS), an organisation that works with young people experiencing alcohol and substance abuse. Paul has also held leadership roles with the Brotherhood of St Laurence, Australian Red Cross Blood Service, Very Special Kids, The Body Shop, Mission Australia and World Vision.

Darrell Wade

Darrell Wade is the co-founder of Intrepid Travel and CEO of Intrepid Group, the world’s largest provider of adventure travel experiences.
Over the course of his career Darrell has been widely recognised as a leader in conservation and sustainability, as well as in entrepreneurship and social enterprise. He is a member of the World Travel and Tourism Council, a judge of the prestigious Tourism for Tomorrow Awards, and a director of Parks Victoria. A previous winner of the NAB Smart Company Award (along with Geoff Manchester), Darrell is now a director of the University of Melbourne’s Accelerators Programme and a previous winner, and now judge, of Ernst and Young’s Entrepreneur of the Year Award.

Andrew Barlow

Andrew is a Fellow of the institute of Chartered Accountants and a Partner at PwC Melbourne. He has over 23 years experience in financial and risk assurance focusing on accounting, due diligence, IPO’s, systems, controls and process assurance. His client base includes well known large listed and non listed Australian and overseas entities. Andrew has a strong network of Asian and Global contacts having being previously based in the UK, Middle east and Asia. He is a passionate cyclist, regularly training for cycling endurance events. 

Jac Phillips

Jac Phillips joined Visa in March 2017 as Head of Marketing for the Australia, New Zealand and South Pacific region. She leads a team responsible for championing the Visa brand and driving deeper partnerships with clients, consumers and stakeholders across the region. Jac is a highly experienced marketer with more than 20 years of marketing and communications expertise in both traditional and online environments.

She joined Visa from the Bank of Melbourne (part of the Westpac Group), where she led the brand and marketing team. Prior to that, Jac also spent many years with ANZ and started her career with IBM. She brings extensive international experience across wealth management, banking, technology, FMCG and retail industries, as well as an intimate knowledge of the payments ecosystem to Visa.

Jac is a board member of Good Cycles and an ambassador for the Skin & Cancer Foundation Inc.

Emily Synnott

Emily has a passion for amplifying social innovation into real system change. At FYA, Emily is a Project Director, heading up key strategic projects that transform the way government, industry and community sectors view and engage with young people to rethink systems that shape the world. Over her 6 years at FYA, Emily has brought to life projects that offer young people opportunities to succeed in life that aren’t traditionally offered through Education.

Before joining FYA in 2010, Emily spent some time in Victorian Government and 11 years in the UK working in Policy and Strategy in Government and consultancy. Key areas of work included extensive evaluation of government employment initiatives, the redesign of civil legal aid delivery across the UK and working with the judiciary to transition Social, Health and Welfare appeals policy into the new Tribunals Service.