Keith Noyes is the managing director of Seyon Asia Limted and (through Seyon Asia Limited) has led trekking groups of 70-100 people to Guilin, as well as other locations in China and Taiwan since 1994. In each case he has personally found and established all of the routes and been responsible for all aspects of the organization including flights, accommodation, food, transportation, and safety. Through Seyon Asia, Keith established the King of the Hills (KOTH) mountain marathon series in Hong Kong in 1998, and was the first to organise adventure races in several places in China (Guilin, Yangshuo, Ziyuan, Moganshan), Taiwan (Kenting) and India (Manali). Seyon Asia also organised the first off road triathlons in Hong Kong and is currently developing a The North Face 100 Asia Series maiden event in Hong Kong.

Mr. Noyes is also a regular participant in endurance and adventure races himself. He is a former member of the US National Ski Patrol, currently skis for Hong Kong in international mogul skiing competitions and was the Trips Director for his university's outing club. Based in Hong Kong since 1992, he has lived in both China and Taiwan and speaks fluent Mandarin Chinese.