"Branding Israel is on My Mind"

One of Israel's greatest challenges is raising awareness and branding the country as an attractive place to visit. Rachelle Bronfman decided to take action. She visited Israel many times, joining and initiating numerous philanthropic endeavours, including her recently launched fitness tours to Israel – IDF Style. She is passionate in everything she does for the community from the trips to Israel to bringing Krav Maga training (Israeli self-defence) to all Jewish students through their schools.


Krav Maga for Jewish students

Rachelle is married to David Bronfman, son of Edward Bronfman, the nephew of Samuel (founder of Seagram, one of the world’s leading alcoholic beverage companies). Edward and his brother founded Edper Enterprises. Rachelle and David have three kids.

She opened a new elite personal training club a year ago. Power Club is situated in the heart of Forest Hill and is focused on personal training. The building that hosts the upscale workout club was renovated from top to bottom. The club is stunning with a fireplace lounge and a rooftop patio, complete with trees and umbrellas for clients. The walls are covered with special concrete the floors and other décor are influenced by New York and California's leading fitness facilities.

Erez Cohen, an Israeli Judo champion, was hired to be one of the personal trainers in the club. He was one of the top fitness trainers from Israel and trained in the Wingate Institute – a high level training centre for athletes. Bronfman says that everything was selected for comfort: “We always think, ‘What else can we do to help people feel great and reach their specific fitness goals?’ We train a number of top athletes and other TV stars and they all want to get results, so we make sure the most experienced trainers and the highest quality facility is maintained.”

Adults are not the only members of the club. Another part of the club activities is focused on teaching Jewish students the Krav Maga self-defence system as a tribute to the community.

“We have taught hundreds of students and are in contact with dozens of schools to continue to teach their students Krav Maga, the Israeli self-defence martial arts," says Bronfman.

The lessons are provided to high school students in order to build their confidence and provide them with basic tools of self-defence. Instructors from the club go to the school and teach the students. She emphasizes that especially these days when we hear about events happening on university campuses, students need to have the ability to protect themselves and we are fully engaged in doing this now. This activity has already been launched at Associated, Forest Hill Collegiate and other schools. Bronfman points out, “I am making sure that students get this training from the most qualified trainers in the country and the students love and appreciate it.”

The fitness trip to Israel

"Branding Israel was always on my mind," says Bronfman, explaining that the club has a lot of members who have never visited the holy land. She wanted to get people to Israel, ensuring they get fit as well and worked with many people to make this trip unique. Bronfman believes that you cannot imagine or understand Israel unless you visit.

“My goal is to bring them to Israel and bring them back fit, healthy and in awe of what they experienced. We have people going with us from all over North America.”

She decided to make this dream happen. Powerclub's special trip, endorsed by the Israeli Consulate in Toronto and the Israeli Government Tourist office, consists of a unique program. For nine days, a group of 30 will visit Israel on this fitness oriented program, led by Erez Cohen who is not only a top trainer but a special elite unit soldier that served four years in the IDF.

"We built a special program, a breathtaking experience with memories that will last a lifetime,” she says.

The trip includes rock climbing, workouts every day – some with Israeli IDF trainers – driving in the Judean desert, shooting range experiences and even abseiling into the Bar Kokhba caves.

“I just came back and ensured that every detail there was covered and all the places and things we are doing are going to be meaningful and fully balanced with interesting and fantastic workouts. I have been on 11 missions and group trips over the years and even I was completely in awe of the activities and what we are going to be doing,” mentions Bronfman.

She is especially proud of the special Shabbat dinner with 100 soldiers that will be held in Jerusalem along with a visit to the Western Wall.

“For those who have been to Israel, I want them to connect and see Israel from a different perspective and for those who have never been, I want their first experience there to be the most memorable, exciting and healthy trip of their life.”

She points out that people are going on the trip for a multitude of reasons parents who want to bond with their older kids others are going to quit smoking, lose weight and get fit and strong.

“Bottom line, I want to bring people to experience the undiscovered Israel, the one that is the most exciting,” Bronfman concludes.

To learn more about this unique fitness club and trip to Israel, go to
www.powerclubtoronto.comor call (416) 780-0078

Any school that is interested in joining the Krav Maga self-defence program is invited to email Power Club and get more information at info@powerclubtoronto.com