PILLAR I
Training and recovering
12 reformers · strength rig · cardio · recovery room. Programmed for the athlete who trains 1 to 5+ days a week and needs all in one place. After training cold plunges at the rooftop and quiet rooms for meditation.
PACE / 2026STRICTLY CONFIDENTIAL
Investor Narrative · Tel Aviv
PACE-
The Social Sport Club.
Not another studio. A sport-culture institution for the people who run, lift, breathe and live Tel Aviv.
A 13-chapter narrative. Read top to bottom. Numbers are illustrative pending model lock.
SCROLL
03 / 13The Shift
A category in motion
People aren't looking for a place to sweat anymore. They're looking for a place to belong - with energy, with culture, with the people they'd want to train next to.
Source: Lululemon Global Wellbeing Report 2025 · Strava 2026 Trends · Global Wellness Institute
04 / 13The Problem
The Tel Aviv athlete has four bad options.
01PAIN
The corporate gym
Endless equipment, zero soul. You show up, you leave. No one knows your name.
02PAIN
The niche studio
One discipline, one tribe. Pilates OR strength OR yoga. Never the full life of an athlete.
03PAIN
The closed members' club
Curated to feel exclusive. Priced to keep you out. Community as gate, not as glue.
04PAIN
The forced community
Hashtagged 'family.' Manufactured belonging. Reads loud, feels hollow.
05 / 13The Solution
PACE — The Social Sport Club
One roof.
Three disciplines.
A real community.
PILLAR I
Training
Strength · Movement · Gym · Boxing · Recovery - the full athletic life under one roof, programmed by working coaches.
PILLAR II
Belonging
A founders' membership. Open by the community. Selection is on energy, not status. For the people
PILLAR III
Culture
Music, food, art, longevity - The rituals Tel Aviv already runs on, hosted from our space.
Retention thesis
An all-in-one membership doesn't just add convenience > it locks in retention. The average Tel Aviv sport center bleeds 2.5% of members monthly. By weaving training, recovery, coffee, community runs, and culture nights into one rhythm, PACE targets monthly churn under 1%. Members don't just come to work out. They come to belong.
06 / 13Founder · Gal Rubin
Founder portrait — pending shoot
Gal Rubin
CO-FOUNDER · CEO · BRAND
Combat veteran (Major, Armored Corps). Built a personal practice through recovery - sport as a way back, not a hobby.
Operator background across events and culture in Tel Aviv. Knows what makes a room feel right at 7am and at 11pm.
Leads brand, partnerships, and the day-to-day soul of the club.
07 / 13Founder · Jacky Fields
Founder portrait — pending shoot
Jacky Fields
Co-founder · head coach · programming
Coaching since 2010. Pilates instructor since 2012. Former co-owner of Vertical Studio TLV.
Has built two communities from scratch in this city. Knows every coach, every athlete, every room worth being in.
Leads programming, coach development, and member experience.
08 / 13The Space
A factory-era loft in the heart of Tel Aviv.
~800 M² · FULL BUILDING
Former CNC factory and carpentry.
Original wood floors, exposed brick, factory windows, brass pendants. We're not building a gym. We're restoring a building and letting the city's best community move through it.
Neighborhood
The area is developing fast. From the rooftop, new residential towers are rising on every side. And the neighborhood's coffee scene is thin to non existing. Which means PACE fills a third-space gap, not just a fitness one. People who come in for a latte stay for a class. Members who come to train stay to talk.
Talent
We set aside 5% ESOP for key trainers - almost unheard of in this industry - to keep the coaching roster at the highest level. In a market where great coaches are the product, retention of talent is retention of members.
09 / 13The Three Pillars
Training, Belonging, and Culture - engineered as one product, not three departments.
PILLAR II
Belonging
Open by application, not only location. Outdoor runs, founders' evenings, recovery socials. Belonging by frequency and community, not by gate.
PILLAR III
Culture
Cafe and working space, resident DJ nights, longevity talks, chef takeovers, art on the walls. The third space Tel Aviv keeps trying to build. We host it weekly.
10 / 13Market & Why Now
Every tailwind is at our back - and nobody in Tel Aviv has stitched them together yet.
$8.4T
Global wellness economy by 2027
+$2.1T in 4 years · 7.8% CAGR — Global Wellness Institute
70%
of consumers are proactive about their health
55% spend $100+/mo on wellness — Gallup, NIQ
$5.46B
Movement-training market by 2034
From $2.64B in 2025 — Exactitude Consultancy
$9.05B
Recovery lounges market by 2035
From $5.0B in 2025 — Coherent Market Insight
The biggest signal · Lululemon Global Wellbeing Report 2025
When community and movement meet, wellbeing compounds.
+15%
higher wellbeing
for people in group fitness classes
+17%
higher wellbeing
for those who join workouts to meet others
+21%
higher wellbeing
for those who feel they belong
11 / 13THE MODEL
Key metrics of the investment.
Built on a single-site base case
Breakeven members
~470
Month 11 of operations
Monthly churn
2.5%
~26.0% annualised
IRR — Year 5 exit
52.3%
42% In dividend only scenario
MOIC — Year 5 exit
5.25×
3.53x In dividend only scenario
Combined net revenue & EBITDA — Years 1–5 (₪M)
Net revenue (excl. VAT)
Combined EBITDA (positive)
Combined EBITDA (negative)
Y1
Y2
Y3
Y4 *
Y5 *
Y4–Y5 revenue reflects moderate slowdown (approx. +8% and +7% YoY due to capacity). EBITDA from model's own linear extrapolation. Lighter bars = extrapolated.
| Metric | Y1 | Y2 | Y3 | Y4 * | Y5 * |
|---|---|---|---|---|---|
| Net revenue (₪M) | 2.8 | 7.2 | 10.7 | 11.6 | 12.5 |
| YoY growth | — | +157% | +48% | +8% | +7% |
| Combined EBITDA (₪M) | (1.0) | 2.4 | 5.6 | 5.8 | 6.1 |
| EBITDA margin | 33% | 52% | 50% | 49% |
12 / 13Year One Plan
Twelve months from key in hand to a full house.
Q1
Ambassadors onboarding
First believers: 200 member founding cohort. Pillars of our community.
Q2
Operation stabilizing
programming reviews and member voice in the build. Soft launch.
Q3
Brand Empowering
Cafe fully running, Beach runs, rooftop yoga, monthly culture nights. Brand partnerships activate.
Q4
Rubicon Crossing
End of founding era. Break-even. Strong community built around PACE.
13 / 13The Ask
We're raising
₪4M
seed round.
Capex, working capital through month 12 from launch, and a small founding team. Lead investors get a board seat and a founders' membership for life.