Board of Directors

Diana Cardenas is the Program Coordinator and Match Advisor for English in Action, a local non-profit whose mission is to strengthen the quality of life for everyone in the Roaring Fork Valley community by helping adults learn to read, write and speak English and by building cross-cultural relationships. Diana is dedicated to supporting the tutoring experiences of both students and tutors. She is a native Spanish speaker from Colombia, with a background in business and customer service. Diana also works part-time for WE-cycle as the Program Lead for Movimiento en Bici, our Latino outreach program. 

Rebecca Cole has over a decade of experience in marketing, PR and communications and was most recently a publicist for Wagstaff Worldwide’s Aspen office serving clients across the restaurant, hotel and travel industry. In prior roles, Rebecca was the Director of Communications for Rocky Mountain Institute where she led the nonprofit’s communications and PR strategy. An avid road cyclist, Rebecca loves to explore new cities or countrysides by bike wherever she travels around the world--but she can be found most often riding Ashcroft or Maroon Bells in Aspen.

Julie Hardman is the Special Events Manager for Snowmass Tourism.  With over 17 years of event marketing experience, Julie has been involved with a variety of local events such as Winterskol and world class events such as the FOOD & WINE Classic in Aspen.  Julie has lived in Aspen for over 20 years and remains passionate about a healthy lifestyle and enjoying everything the outdoors can offer.  She is an avid mountain biker and is passionate about her commute to work on two wheels.   Julie is a big fan of Aspen’s WE-Cycle and has used other bike share systems in Miami, New York, San Francisco, and Ecuador

Christy Mahon is the Development Director for Aspen Center for Environmental Studies. She moved to Aspen fifteen years ago after earning a Bachelor of Arts degree from Denver University with a double major in Cultural and Critical Studies and Communications, and a minor in Art History.  A Colorado native, Christy spends a lot of time in the mountainous backcountry; skiing, mountaineering, biking and running with her husband, Ted. One of her passions is to give back to the environment and participate in protecting our natural resources. She is also involved with nonprofits such as the Colorado Fourteeners Initiative and Vail Valley Foundation’s Girl PowHER program for young girls.

Michael Miracle is the Director for Community Engagement for the Aspen Skiing Company. 

Jesse Morris is a consultant at the Rocky Mountain Institute (RMI). At RMI, Jesse co-authored Reinventing Fire, a roadmap for getting the U.S. off of coal, oil, and nuclear energy by 2050. A major piece of this work analyzed the potential for strategies like bike sharing to help reduce the carbon intensity of the U.S. transport system. Prior to RMI, Jesse worked for PVPowered, a solar inverter manufacturer, and the Aspen Institute. Jesse hopes WE-cycle will serve as a successful model for rural bike share programs across the world in years to come. Jesse is an avid skier, climber of mountains, and—most importantly—cyclist.

Richard Rosenfeld, the founder of Two Leaves Tea Company, describes himself as a "serial entrepreneur." A long-time resident of the valley, he and his wife Pamela travel frequently for both business and pleasure. His luggage would always include his trusty "Brompton" folding bike until a few years ago in Paris when he became instantly hooked on Paris's "Velib" bike-sharing program. Richard is now an enthusiastic supporter and user of bike share programs all over the world and looks forward to WE-cycling in Aspen.

Advisory Board

After spending his early years in Norway, Ernie Fyrwald and his family relocated to the U.S. Ernie's passion for the outdoors led him to spend 28 years in the retail field of sporting goods, during which time he both owned and operated a chain of stores in the majority of major ski areas in Colorado and Utah. After selling his retail operation in the late nineties, Ernie entered into the real estate business full time, focusing on both development and sales. With his partner and friend, Craig Morris, together they created Morris & Fyrwald Real Estate in October of 2000, now Aspen | Snowamss Sotheby's. In addition to serving on WE-cycle’s board, Ernie does additional charity work involving children's programs in various venues and remains involved in the foundation he founded in 1984, which involves up to 400 children in golf and other recreational programs.


A co-founder of WE-cycle, Philip Jeffreys works at Spear Point Energy where his role includes project management of both solar and hydro projects as well as project analysis, due diligence, financial assessment and investor relations. He brings 
to the WE-cycle team his experience from 10-years of consulting, an MBA from 
Thunderbird, and a BA in Economics from Middlebury
 College. Philip is LEED accredited and serves 
on the City of Aspen Open Space and Trails Board. Philip 
is passionate about bike cultures and exploring cultures 
by bike, he led bike tours in Europe and enjoys building 
bicycles when he is not out riding.