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Daniel Barel, CEO 

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Our Team
  • Daniel Barel CEO
    Daniel is a highly experienced executive with a diverse track record in international business and operations.
    Previously, Daniel founded and headed an international consulting firm, headed cross-company projects with a cellular carrier and served as M&A analyst. Daniel is a Captain (res.) in the Israeli Defense Force.
    Daniel has a BSc in Economics and Business from the Hebrew University in Jerusalem
  • Ronny Winshtein Innovation & IP
    Ronny is a co-founder, inventor and former CEO of SoftWheel, and now manages innovation and intellectual property for the company. Ronny has over 10 years in management positions; a certified patent attorney and an expert advisor of innovation and IP to medical device companies.
  • Amichay H. Gross COO
    Amichay served in various managerial positions and is experienced in lean operations and management in high-pulsed atmosphere.
    Previously, Amichay founded and headed an highly innovative line of products at Rafael and served as Captain (res.) in the Israeli Air Force.
    Amichay has BSc & MSc in Aerospace Engineering from the Technion, and a MBA from the Interdisciplinary Center (IDC).
  • Dror Cohen Product Specialist
    Dror is an accomplished lecturer and speaker in the field of making the impossible. Dror’s career as an ex-combat pilot in the Israeli Air Force ended after being involved in a car crash that left him confined to a wheelchair. His successful business career shaded only by his athletic achievements among which being a gold medallist and world champion in the Paralympics for sailing. Dror is also the co-founder of a non-profit organisation that promotes various outdoor sports for the disabled.
  • Ahishay Sardes R&D
    Ahishay is part of Ziv Av Engineering, SoftWheel’s R&D partner. Established in 1990, ZAE is the largest and one of the most reputable outsourced product development groups in Israel. Ahisahy brings years of multidisciplinary engineering experience.
  • David Yakin
    David is an experienced young director with a diverse portfolio of commercial and documentary films, and also full features, some aired on TV and others participated in competitions and festivals (e.g. Sacramento Film and Music Festival).
    David graduated both the Hebrew University in Jerusalem (BA) and the Camera Obscura school of arts, and is a member of the Israeli screenwriters and directors guild and the Israeli academy of cinema.
  • Amir Zaid Chief Designer
    Amir is a ifted Automotive designer and 3D Modeler with vast experience at Lamborghini, Idea Institute, Fiat Centro Stile, Pininfarina and Ferrari Design.
  • Neil O`Brian Product Specialist
    Over 40 local & international competition wins (elite cat.).
    Lectures & riding workshops at Wingate bicycle instructor’s coarse.
    6 years working as lead instructor with Ez Harim technical riding school.
    Technical riding coach & mechanic for National MTB Team.
    Founder of Neil’s Wheels, the first independent bicycle wheel building & bicycle service business in Israel.
    Coach for Eshkolot riding club.
    Member of Professional & Selection Committee of Israeli Cycling
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