Muskegon, MI – The Muskegon Lakeshore Chamber of Commerce and The Chamber – Grand Haven, Spring Lake, Ferrysburg has announced Jeanette Hoyer, President and CEO of Goodwill Industries of West Michigan, as the recipient of the 2026 ATHENA on the Lakeshore Award, recognizing her outstanding leadership, community service, and commitment to empowering others.

For more than three decades, Hoyer has dedicated her career to creating opportunities that strengthen individuals, organizations, and communities. Her leadership is grounded in the belief that every person deserves the opportunity to reach their fullest potential.

As President and CEO of Goodwill Industries of West Michigan, Hoyer combines visionary leadership and operational excellence with a deep commitment to mission. Throughout her career, she has successfully grown and strengthened organizations, guided nonprofit mergers, forged strategic partnerships, championed innovative solutions to pressing community challenges, and mentored emerging leaders.

Under Hoyer’s leadership, Goodwill Industries of West Michigan has expanded its reach and impact, connecting individuals with employment opportunities and developing programs that address barriers including childcare, housing, transportation, and access to education. Her ability to combine sound business strategy with meaningful community impact has become a hallmark of her leadership.

Beyond organizational accomplishments, Hoyer has made investing in people a central part of her career. She has championed women leaders, helping them navigate career decisions, leadership challenges, and opportunities for advancement.

As a mentor, advisor, coach, and advocate, she is known for recognizing potential in others and helping emerging leaders pursue their goals. Her commitment to community extends throughout West Michigan and beyond. Hoyer has helped launch and strengthen organizations supporting children, families, and future leaders and has served on local, regional, state, and national boards and committees. Her work in education, workforce development, nonprofit collaboration, and economic mobility has consistently focused on expanding opportunity and removing barriers.

When asked about Jeanette Hoyer, Mark Allen, President and CEO of The Chamber of Commerce – Grand Haven, Spring Lake, Ferrysburg had this to say, “Jeanette Hoyer represents the very best of ATHENA leadership. For more than three decades, she has dedicated herself to strengthening organizations and expanding opportunities for others. Her impact is reflected in the many leaders she has mentored and communities she has served. We are incredibly proud to recognize Jeanette and celebrate a career defined by service, courage, and a commitment to lifting others.”

The ATHENA Leadership Model® calls on leaders to Live Authentically, Learn Constantly, Build Relationships, Foster Collaboration, Act Courageously, Advocate Fiercely, Give Back and Celebrate. Hoyer has demonstrated these principles throughout her career by leading through change, fostering collaboration, investing in others, and helping build stronger, more connected communities.

This year’s celebration also featured Shelby Bytwerk, Senior Director of Operations at Mainsite for MillerKnoll and recipient of the 2024 ATHENA on the Lakeshore Award, as the keynote speaker. Her keynote, “Influence by Design,” explored intentional leadership and the ability to create meaningful influence through the way leaders show up, support others, and advocate for change.

Bytwerk’s career has centered on developing people across the nonprofit and manufacturing sectors. In addition to her leadership at MillerKnoll, she serves as a member of the Women’s Equity Group and as a Global Ambassador for the MillerKnoll Foundation. She also sits on the ManufacturingNEXT steering committee for Inforum’s Industry Group, where she founded and serves as a mentor in a program focused on advancing the careers of female managers.

The mentoring team has worked with more than 100 women employed at more than 20 manufacturing companies across West Michigan. The ATHENA principle Bytwerk resonates with most is Advocate Fiercely.

The Chambers would also like to congratulate Carla Flanders, Brenda K. Jacobs, CPA, Jennifer Johnson, Tamica Savage, and Jamie Sowa as the 2026 ATHENA on the Lakeshore finalists. Each finalist demonstrates leadership, professional excellence, community involvement, and commitment to advancing others that are at the heart of ATHENA.

The ATHENA on the Lakeshore Award is presented annually to a woman who demonstrates professional excellence, community service, and active assistance to other women in their attainment of leadership skills.

For more information about ATHENA on the Lakeshore, visit the Muskegon Lakeshore Chamber of Commerce website.