About Us

Shelley is highly motivated to contribute to a liveable, enjoyable, and future-proof world. She believes active and environmentally friendly modes of transport are essential to creating an inclusive society for all. She fully embraces the mission of the Dutch Cycling Embassy: Cycling for Everyone, Everywhere.

As Knowledge & Partnerships Manager, she ensures the quality of knowledge exchange and strengthens international partnerships, working closely with cities, regions, and organisations around the world. Shelley has a background in Human Geography and Urban Planning and holds a teacher’s degree.

She is culturally sensitive, open-minded, and always ready to think along or engage in conversations about concrete steps that can positively impact our surroundings.

As International Relations Manager, Chris brings a diverse set of skills to his role at the Dutch Cycling Embassy, including writing, photography, filmmaking, podcasting, public speaking, and digital media management.

He first visited the Netherlands in the summer of 2016, and quickly fell in love with its seemingly effortless bicycle culture, and unique approach to transport planning. This cross-country tour inspired him to co-author the book, “Building the Cycling City: The Dutch Blueprint for Urban Vitality”, which shines a spotlight on the incredible (and often underappreciated) achievements of the Netherlands as the world’s foremost cycling nation.

Chris uses his knowledge and passion to share practical lessons for global cities wishing to follow in their tracks, and become better places to live, work, play, and—of course—cycle.

Michela is driven by the desire to show how active mobility can shape the cities of tomorrow. She strongly believes cycling to be more than a simple means of transport between A and B, but a tool to transform perspective and daily lives for the better. She has experience in media and journalism, academic research and activism, and a background in urban sociology and planning. At the Dutch Cycling Embassy she helps manage media and communication channels to bring Dutch cycling practices to diverse audiences across different platforms. Her biggest passion is to write and tell compelling stories. Outside of work she spends her time reading, stamp collecting and cycling across Amsterdam and beyond.

As Project and Network Assistant at the Dutch Cycling Embassy, Jorma supports the project team in their daily work and helps maintain and activate the organisation’s public-private network. With a background in Tourism Management, Jorma focused the final year of his studies on the intersection of urban development and tourism mobility.

He sees cycling not just as a mode of transport, but as a key factor in making urban life more liveable, healthy, and engaging. Having lived in five countries, he has experienced a wide range of mobility cultures, experiences that deepened his appreciation for the role of well-designed cycling infrastructure in creating vibrant, people-centred cities.

His enthusiasm for cycling goes beyond commuting; he’s also a fan of long-distance bike tours, from crossing the Alps to riding along the Danube.

Oskar is passionate about making cities more liveable through cycling. As Project Coordinator at the Dutch Cycling Embassy, he works on the DACH region (Germany, Austria and Switzerland) and France, connecting the growing demand for cycle-inclusive mobility with Dutch knowledge and experience.

His current focus is leading the final phase of the Germany Strategy, concluding this summer and laying the foundation for continued collaboration. He has lived in Berlin, Rotterdam and Amsterdam, and recently completed a Master’s in Urban Human Geography at the University of Amsterdam. Fluent in German and English, and proficient in Dutch and French, Oskar brings strong international experience and cultural insight.

Outside of work, he enjoys long-distance bike packing tours and believes there is no better way to discover a city than by bike.

As Network Coordinator, Nicole ensures our team stays closely connected with the Dutch Cycling Embassy’s public-private network. She oversees the structure and vitality of the network, including on-boarding, retention, and key moments of engagement such as our quarterly network meetings and the Dutch Cycling Embassy’s presence at Velo-city.

Nicole has extensive experience in organising international congresses and events. Having spent years abroad in places where cycling was not the most obvious means of transport, she realised how much cycling contributes to a happy and free life, and what it means to her personally.

As such, Nicole likes to contribute to the mission of making cities and places around the world greener and more liveable.

Jeska combines sustainable mobility expertise with a passion for understanding human behavior across cultures. With a background in Social Urban Planning and Social Psychology, she enjoys turning creative ideas into practical solutions. At the Dutch Cycling Embassy, she coordinates international study visits and workshops, working with experts from our network to share Dutch cycling knowledge worldwide.

She also manages marketing coordination, ensuring materials remain relevant and up to date. Jeska brings experience from projects ranging from cycling promotion to sustainable urban logistics and has previously contributed as an expert in our Capacity Building Workshop in Dubai.

She is energized by international collaboration, knowledge sharing, and helping make cities more vibrant and liveable through active travel.

As Managing Director of the Dutch Cycling Embassy, Skadi leads the organisation, sets its strategic direction and oversees its day-to-day operations. She works closely with the team, Board and the DCE’s public-private network to strengthen the organisation, its international partnerships and its impact.

Skadi brings more than 25 years of experience across government, the private sector and nonprofit organisations in Europe, the United States and Australia. Throughout her career, she has brought people and organisations together across disciplines and cultures, translating shared ambitions into practical action. With a degree background in Environmental Geochemistry and Environmental Management, she is motivated by solutions that contribute to healthier, greener and more liveable places with cycling accessible to everyone.