Breaking the Ice – Designing the Future of Wellness

In an era where the boundaries between work and personal life are increasingly blurred, health, balance, and resilience are becoming strategic assets—no less valuable than financial capital or technology.

The Fit&Spa Division of Ariel Properties, part of Electra FM, has led a powerful transformation in the field of organizational wellness in recent years, positioning Israel on the global map of innovation.

The division is headed by Eyal Bruchim, who drives a strategic vision that treats well-being as a significant investment in employees. His vision is clear: to expand the field, make wellness more accessible to employees, and enhance differentiation by improving the employee experience in the properties managed by Ariel Properties.

This vision has been translated into groundbreaking projects. The most prominent pilot was launched last August: the installation of ice baths in a dedicated space on the campus of a major international high-tech company, where employees receive professional guidance from the division’s instructors before immersing themselves in the ice. This unique global pilot has already engaged hundreds of employees—some experiencing it for the first time, others incorporating it into their routine.

“It’s another way to differentiate ourselves, to offer our clients unique and advanced added value, and to provide them with an innovative wellness experience,” explains Ilay Arbas, Head of Corporate Wellness at the division.
Arbas brings both professional expertise and a personal passion to his role. “I’m a firm believer in the power of the wellness movement to bring healing and balance to the world. Wellness is no longer a luxury; it’s an inseparable part of daily life, both at work and at home. The results speak for themselves—improved vitality and energy, stress relief, and strengthened mental resilience, all of which are so needed in today’s reality in Israel.”

His deep expertise in cold exposure and its effects on body and mind has led him to understand that cold exposure can serve as a therapeutic and strengthening tool with a lasting impact on quality of life. “For me, ice has become a powerful tool for enhancing quality of life and building personal resilience. It helps me cope with stress, stay focused, and perform better at work.”

Beyond his cold exposure expertise and the operation of permanent ice baths, the division offers a wide variety of activities: breathing and mindfulness workshops in workplaces, world-class fitness centers located in commercial complexes and office towers, community wellness events, experiential executive workshops, lectures, employee health surveys, and more. Each activity is carefully designed to create a meaningful and lasting impact. “The wellness events we organize generate far more than temporary hype,” emphasizes Arbas. “They build community, a sense of belonging, and pride among participants״.

The division emphasizes integrating a deep human and social dimension into its activities. This was evident in one of the most moving events held at a prestigious mixed-use complex in Tel Aviv. The event included a healthy shake bar, ice baths, and a breathing workshop, alongside the story of Ilai Baram z”l, an ice-bath instructor and Wim Hof Method expert who was murdered on October 7th in the Nova festival terror attack. His father, Amos Baram, shared his son’s story with participants, creating a powerful and emotional moment. “The duck became Ilai’s symbol in the workshops he led, and certainly in his memory as well,” explains Arbas. “The event was very successful—the participants enjoyed it, were moved, connected to Ilai’s story, and experienced an activity that combined body, breath, meaning, and spirit.”

This unique combination of professional wellness activities with a profound human message created an emotional experience that touched participants’ hearts, demonstrating how wellness activities can strengthen not only body and mind but also community and mutual responsibility.

In the current challenging period, with the ongoing war and its psychological impacts on Israeli society, wellness activities are taking on a new and urgent significance. “In a reality where people face anxiety, stress, and uncertainty, the need for tools that strengthen mental and physical resilience has grown significantly.”
Bruchim’s vision is to expand the professional infrastructure so that unique wellness services can be implemented in fitness clubs, commercial centers, office towers, and organizations—not necessarily tied to a specific property. The program includes broadening the range of wellness services to additional locations, developing digital applications for personal support, establishing more training centers, and creating partnerships with academic institutions to research the impact of wellness on productivity and organizational well-being. “We are working to create new industry standards, with the goal not only of providing a service but of driving cultural change,” adds Bruchim.

“Well-being is not only health and personal wholeness,” Bruchim concludes. “It is a driver that strengthens people, organizations, and society as a whole. Our future is to bring this everywhere we operate and to demonstrate that investment in human capital is the smartest and most profitable investment any organization can make.”
In a world where competition for talent is intensifying and the need to retain quality employees is increasing, the Fit&Spa Division of Ariel Properties offers a model that proves business success can go hand in hand with creating real value for society.