Tel Aviv is a city devoted to health and fitness. Whether it’s the climate, energetic vibe or simply just down to the culture, the magnitude of workout opportunities on offer is impressive. The Recently launched FITaviv portal offers a solution to help Tel Aviv’s inhabitants navigate their way through all fitness options in Tel Aviv with an interactive map and tailored search.
The directory was created by Leoni Jesner, a 25 year old Olah Chadasha from Scotland, whose interest in sports began with figure skating lessons in her home town of Glasgow. “I used to go ice skating with friends as a kid and started taking classes at age 14, progressing into private lessons as my skills improved. Core strength is a necessity in this sport and I supplemented classes with pilates and weight training at the gym”.
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As her passion for fitness grew, so did her interest in clean and proper eating. Last year, she gained her diploma in fitness nutrition and turned her attention to writing for the lifestyle market. After working within fashion PR and digital media in London for three years, Leoni was ready for a change of pace.
“Making Aliyah wasn’t a decision that entertained much thought. I was seeking a calmer lifestyle and I have a very strong connection with Israel, so it seemed like a sensible fit and the right time”.
Starting out in Tel Aviv as a freelance writer, the concept of FITaviv wasn’t initially on the cards. “My goal upon immigrating here was to build my writing portfolio and expand into new subject territories. Alongside this, finding a new workout routine was essential.” She Encountered difficulty in sourcing reputable intel on gyms and fitness classes and therefore compiled her own list based on extensive research.
She soon realised many others were experiencing the same frustration and it was from here the idea of FITaviv stemmed. Leoni has spent the last three months tirelessly creating the comprehensive fitness directory. With advice from mentors and developers at Google Campus Tel Aviv and sister founders of Gossip Media, Melanie and Stefanie Amini, she advanced her understanding of the fitness market in Israel and hastily learned her way around WordPress.
“Setting up a business is a progression of steps, with various obstacles given along the way. I’m so thankful for the support I’ve received during the pre-launch phase”.
FITaviv also offers a blog dedicated to producing articles on nutrition, fitness trends and interviews with local businesses. “Writing is my other passion and I’m very fortunate to have the opportunity to create content for our audience in addition to running my own business. It’s something I didn’t think would happen for a number of years”.
Leoni encourages local fitness businesses and trainers to get themselves listed within the directory. “As our audience continues to grow, the exposure is invaluable”.
The portal will eventually expand into the health food and fashion apparel markets, thereby creating a 360 degree offering for all things fitness and health in Tel Aviv.
