Our Approach

We work with government, industry and community members to advocate for everyone to be able to enjoy safe and convenient access to bike riding and all the benefits that come with it.

Advocacy for bike riding

More people riding bikes benefits the whole community. Individuals benefit from better physical and mental health, increased opportunities for social connection, and saving money (and often time) when using a bike for transport. These individual benefits in turn create stronger, more resilient communities. When the built environment is developed to support people to use bikes for transport, everyone benefits from cleaner air, safer streets and a more vibrant and inclusive society.

To advocate for more people to be able to enjoy the benefits of riding bikes, WestCycle:

  • Regularly meets with elected members and stakeholders within state and local government, including through membership of several advisory groups, to provide advice on infrastructure and policy impacting bike riding and foster positive working relationships amongst all parties.
  • Provides feedback and submissions to government on proposed infrastructure and policy changes.
  • Attends stakeholder engagement for various projects across WA to represent people using bikes.

  • Collaborates with other non-governmental organisations to magnify the impact of our work to support bike riding.
  • Develops evidence based position statements and other policy documents to articulate a positive vision for bike riding in WA.
  • Engages with our members and the broader community of bike riders through regular newsletters, social media and events.
  • Hosts participation events for recreational riders

Tim Roach

Elected Director – Off Road

Tim has been in senior leadership and strategic development roles for more than twenty years. He is currently Director of Executive Education in the School of Business and Law at Edith Cowan University and is a past Assistant Commissioner and General Manager in the public service. He is an Accountant (FCPA) and sits on the Divisional Council of CPA Australia.

Tim has been involved in racing mountain bikes, BMX and triathlon for many years, both as a father of two children who race and as a past and current bike racer. Tim is the current over-50 State Champion in downhill mountain biking. He is also a very regular and enthusiastic transport cyclist; frequently seen in a suit and tie riding to meetings in the city on a mountain bike.

Denise Sullivan

Chair - Governance and Risk Committee

Denise Sullivan has a career spanning over twenty years in senior management and executive roles in the state public and not-for-profit health sectors.

In her usual role of Director Chronic Disease Prevention with the Western Australian Department of Health, she leads the development of state chronic disease and injury prevention policy and planning frameworks and contributes to the shaping of the national preventive health policy agenda.

Her professional interests cover many aspects of chronic disease and injury prevention encompassing health communications, health promotion and research, public policy on health and workforce planning and development.

She has a particular interest in furthering collaborations with other sectors with a mutual interest in promoting a more active and healthier WA community, and creating and sustaining environments that support this. Denise is a graduate of the Australian Institute of Company Directors and the Leadership WA Signature Program, and an Associate Fellow of the Australian Institute of Management and the Australian College of Health Service Managers.

Denise is a recreational cyclist and recent convert to mountain biking (although trainer wheels still on!).