October and the High Holiday season in Israel is a time when families and kids spend a lot of time outdoors. In fact, while Yom Kippur for adults is all about fasting, for kids it's "Bike Holiday". Why? Because there are no cars on the road and so they can ride distances freely with no fear of accidents. And they do. All day long. Unfortunately, the same cannot be said for adults. That's why in anticipation of Elite Coffee's "Sovev Turki" annual event taking place in October, we decided to give adults a second shot at learning how to ride a bike. Collaborating with the Association of IDF Casualties we invited people to sign up for one-on-one classes and taught them how to ride!
Problem
We all know the expression 'it's just like riding a bike', but for some of us it doesn't apply. For the past 5 years Elite Turkish Coffee, Israel's leading coffee brand, has sponsored the country's biggest cycling event: "Sovev Turki". An annual affair that has cycling lovers, professionals and families alike, making the rounds of Tel Aviv by bike. But this year they decided to invite the unlikely of guests; the people who don’t know how to ride a bike.