The People Behind the Wheel

We are here to reinvent the wheel.

Our vision is to put a dent in the universe by developing the most energy-efficient and energy-absorbing wheel system in the world. Our mission is to craft a smart wheel that helps people create a smarter planet. Our team of engineers and designers are passionate and dedicated to improving mobility & energy-efficiency for all industries relying on wheels for transportation.
SoftWheel’s patented technology replaces the traditional spoke-and-rim wheel with an innovative suspension system moved inside of a rigid rim and centered around the wheel hub. Using “in-wheel” shock absorbers that automatically switch between providing rigidity or cushioning – and lowering the unsprung mass in electric vehicles – SoftWheels achieve unparalleled comfort and energy-efficiency.
Global Headquarters:
SoftWheel LTD
10 Aharon Maskin St.
Tel Aviv 6901860

Visits by appointment only


Hanit Marinov

Orit Rosenthal
Head of Finance

Ahishay Sardes

Talia Winokur Elizov
Head of Partnerships Smart Transportation

Michael Shtinmitz
Production Engineering

Michal Neiman
Head of Strategy

Shahar Avni
Head of Partnership, EU

Eyal Kaplan
Head of Marketing

Daniel Barel

Michal Domnich

Ran Dekel
R&D Engineer

Tomer Segev
R&D Engineer

Shir Arbitman
Operations & Business Analyst

Hila Yaakovan
Marketing & HR

kety Breydo
Chaos Manager

Yoav Schatz
Product Engineer

Yaron Cohen
Workshop Manager

Eran Starik

Michael Oysgeld
Quality Assurance

Ifat Halevi

Dror Cohen
Product Specialist

Abraham Luria
Quality Control Director

Nataly Boruchov

Tal Nitzan
Production QC

Itamar Mayer
Production QC

Imri Tsidon

Shachar Rubin

Board of Directors

Daniel Barel

Ari Raved

Yaron Binyamin

David Zigdon

David Oren

Yuval Tal

Gilad Wolf


Crawford High-Performance Composites, Ltd ( is a consortium of three US-based technology companies that are industry leaders in the composites field. Crawford ever-expanding high-tech design, engineering, and manufacturing competencies enable their customers to dominate US and international markets setting the standard in industries as diverse as aerospace, biomedical, motorsports, rowing, and countless others.

BIRD is an acronym for Israel-U.S. Binational Industrial Research and Development ( The BIRD Foundation's mission is to stimulate, promote and support industrial R&D of mutual benefit to the U.S. and Israel. Our activities include matchmaking services between Israeli and American companies in the field of Research and Development.

Delfi REHA ( specializes in the research, development & production of complete performance wheels for wheelchairs.

The Innovation Institute is the University's ( hub for activities that promote and foster innovation and entrepreneurship on campus and throughout the Pittsburgh region. The Institute is built on a foundation supported by education, collaboration, communication, and economic development.

The Walter Reed National Military Medical Center ( is a tri-service military medical center located in the community of Bethesda, Maryland, near the headquarters of the National Institutes of Health. It is one of the most prominent U.S. military medical centers in the Washington, D.C. metropolitan area and the United States, having served numerous U.S. presidents since the 20th century.

Spaulding Rehabilitation Hospital ( is one of the largest inpatient rehabilitation facilities in the United States and has been consistently ranked in U.S. News & World Report’s Best Hospitals Issue each year since 1995 – the only rehabilitation hospital in New England to do so. Spaulding was ranked at #6 in the nation in the 2013/2014 rankings.

The Independence Fund ( was founded in 2007 to provide tools, therapies, and resources to America’s combat wounded veterans. Our mission quickly expanded to serve all disabled veterans with service connected disabilities, not only from the Global War on Terror, but all injuries that stemmed from military service.

RAD BioMed ( a success driven accelerator for Israeli life science startups and part of the RAD Group of companies, one of Israel’s leading high tech and life sciences groups. RAD BioMed incubates startups at various stages in the areas of medical devices, biopharma and diagnostics. RAD Biomed is owned by Mr. Yehuda Zisapel and Professor Nava Zisapel, who are among Israel’s most successful start-up investors.

Milbat is an Israeli non-profit operates since 1981 whos goals are to increase the level of independence, improve the quality of life, and facilitate integration into the community for disabled children and adults, and the elderly, by means of an accessible technological environment. The unique contribution of Milbat has been recognized by the medical, welfare, and education establishments, and by the thousands of people who have benefited from its services. MILBAT was awarded the Israeli President’s award for voluntarism, the Minister of Elderly affairs award for voluntarism, the Israel Knesset Chairperson’s quality of life award, the Minister of Health Honorary Shield and more.

A leading maker of premium magnesium bikes with an impressive track record in developing, designing and producing magnesium bike frames, for both road & mountain terrains. Segal Bikes ( is part of S.H.L-Alubin Group the largest aluminium profile manufacturer in Israel. The enterprise, which produces about a thousand tons of profiles per month.

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