Mr Macdonald is an ex-professional AFL athlete with extensive commercial experience in product, growth and marketing. Joel has an extensive track record of innovating and disrupting the market with other distinguished companies. He co-founded alcohol e-commerce platforms, Liquorun.com, and was also a founder with on-demand logistics company Distributed Logistics Pty Limited and hospitality payment platform Zwype. com. Joel's other entrepreneurial initiatives included managing the US real estate investment company American Real Estate Investments.