Finding Fitness in the Holy Land: How Miami Olah Shana Saka Built a Boutique Studio in Tel Aviv

Meet Shana Saka, the Olah who turned her passion for fitness into a thriving boutique studio on Tel Aviv's Sheinkin Street. From managing memberships during military call-ups to adapting to Israeli workout culture, discover how she's building community one class at a time.

SSWEAT

Who are you and what's your business?

My name is Shana Saka. I’m originally from Miami and made Aliyah two years ago, right before the war. I worked in fitness in Miami for about 13 years, including at Equinox and as an instructor for Echelon, where I live-streamed classes for their at-home bike system. I’m a health coach, a trainer—really, all things fitness.

I come from a big family - I’m one of 11 — born and raised in Miami. When I moved to Israel, it was just me and my dog, and I knew I wanted to build something here. I created a boutique fitness studio that focuses only on group classes, catering to all fitness levels—beginners, intermediates, and even advanced athletes. While my classes are in English, I wouldn’t say I only serve Olim. My community is open to everyone.

My music is universal, we have a little of bit everything for everyone. I built this brand to help support anyone and everyone to become the best versions of themselves.

What inspired you to make Aliyah and did you always know you wanted to start a business in Israel?

Straight-up Zionism. I grew up with a mother who always said, “You need to have your passport ready. God forbid something happens, we go to Israel.” To me, it felt like such a privilege that, as an American, I could just come here—do Birthright, have a two-week party, go on the trip, and then head back—while people have literally died for me to have that right. I felt like I needed to come, plant my own roots, and build my foundation here because, at the end of the day, as a Jew, this is where we’re meant to be.

I didn’t always plan to start a business in Israel—it just happened. One of the best pieces of advice I’ve ever received was, “Find a hole and punch through it.” I started here as a spin instructor and wanted to take spin classes, but I found there were very few options, and something was missing. That’s when I thought, Why not do it myself? I started with a spin studio, and now it’s grown into a full boutique fitness space with spin, strength, and yoga classes.

What were the biggest cultural or logistical challenges you faced as an Oleh starting a business in Israel?

I think I’m still facing cultural and logistical challenges. My Hebrew isn’t great—I can read and write because I went to Jewish day school, but I don’t really speak it. That was one of the hardest parts of opening a business. I had to lean heavily on hiring an English-Hebrew speaking lawyer and accountant, but at the same time, I was trying to do everything myself—setting up the gym, handling construction—while working with people who only spoke Hebrew. Thankfully, we live in a time where Google Translate exists, but if I were fluent, I know things would have been a little easier. I’m working on it, but it takes time.

Another challenge was understanding the fitness culture here. In the U.S., especially in Miami, fitness is intense—people wake up early, work out before heading to the office, and have a very structured routine. In Israel, it’s much more relaxed. People work from cafes, they’re not necessarily hitting the gym at 5 AM, and workouts tend to happen in the evening or midday. Adapting to that cultural difference took a minute.

Beyond that, I had to figure out what fitness actually means here. Everyone works out, but is everyone fit? Are the classes and programs truly effective in helping people reach their goals? That was something I had to navigate. When I first moved here, I thought I’d make friends at the gym, but I’d take classes that didn’t really make sense to me. People would finish exhausted and sweaty, but I’d wonder—was that actually effective? So, in a way, my studio isn’t just about working out; it’s also about educating people on what good training looks like.

Did your background or previous experience help you, or did you have to reinvent yourself in a new industry?

I definitely think my background and experience have helped me. I’ve been doing this for 13 years, and when people come to the studio and take a class with me, they see the value in it. Almost everyone who’s come in for a drop-in has ended up signing up for a membership, which is amazing. I try to make the experience as relatable as possible, and I think that connection really resonates with people.

That said, I never had my own studio in the States — I was always an independent contractor working with different gyms. So, running my own space here has been a learning experience. But I see that as a good thing because I’m growing alongside my clients.

How did you get your first customers? Was there a moment when you realized, 'This is really working'?

I got my first clients by leaning into marketing — my degree is in marketing, and I knew that in Tel Aviv, a lot of it is about hype. My studio is in a prime location on Sheinkin, which gets a ton of foot traffic, so I decided to create buzz before even opening. The weekend before launch, I threw two big parties, each with a different DJ. I ran free mini-classes every 15 minutes so people could pop in, try it out, and get a feel for the space. That felt very Tel Aviv, and it worked—people got excited, and it created momentum before we even officially opened.

At first, I kept things super flexible—offering class packages and drop-ins so people could ease into it without a big commitment. Then, in January, once people were already hooked and had built their routine, I transitioned everything to a membership model. That shift made a huge difference because by then, they had experienced the impact on their fitness journey and were ready to commit long-term. That’s when I realized - this is really working.

How did Israel's unique business environment—its startup culture, bureaucracy, or community—impact your journey?

This is an interesting question because there are both positives and challenges to doing business in Israel. On the challenging side, you have to be extremely adaptable. Israel is a small country, and when something happens—whether it’s a war, a military call-up, or even just sirens—your business feels it immediately. For example, when we went into Lebanon, a huge number of people were called into miluim (reserve duty), and I had to freeze all their memberships overnight. Any time there’s a security situation, people hesitate to come in, routines change, and I have to constantly adjust.

But at the same time, that’s also a positive—because it creates such a strong sense of community. There’s this mentality of we’re all in this together, and people genuinely want to support each other. That’s something I love about running a business here.

On the startup side, I actually think Israel could be more advanced, at least in the fitness industry. A lot of gyms here use the same management app, but compared to American platforms, it feels like it's missing some key features and polish. That said, it’s convenient and gets the job done. My focus has always been to make things as easy and seamless as possible for my clients, so I work with what’s available.

At the end of the day, running a business here means being flexible, rolling with the changes, and embracing the strength of the community. And that’s what makes it all worth it.

How is your business doing?

My business is actually doing really well—I’m covering all my costs 100%, which is amazing. Of course, I’d love to be busier. My space is big enough to accommodate more people, and for example, in my cycling classes, I have 18 bikes, but unless I’m running a special themed class, I’ll usually get around 10 people. Ideally, I’d love to see every class sold out—not just from a financial standpoint, but also because there’s something really energizing about a packed room.

What’s one mistake or tough lesson you learned along the way that you’d warn other Olim entrepreneurs about?

I don’t see anything as a mistake—everything is a learning experience. But one tough lesson I’d share with other Olim entrepreneurs is that as an American who primarily speaks English, I was definitely an easy target at times. There were moments where I knew I was being hustled, but without an Israeli counterpart to navigate those situations, there wasn’t much I could do.

If I could go back, I’d be much more cautious about who I trust and take the time to vet people more thoroughly. If possible, having an Israeli business partner or advisor—someone who really understands the local business culture—can be a huge advantage. That said, every challenge I faced made me more resilient, and I didn’t let any of it stop me from pushing forward and building my business.

What role has the Olim community or Israeli networking culture played in your success?

The Olim community has been incredible. There’s this shared experience—almost like trauma bonding—of moving to Israel, navigating a new culture, struggling with the language, and searching for things that meet the American standard we’re used to. That connection creates a natural support system.

Many of my clients are Olim who were already familiar with the brands I worked with in the U.S. So when I opened my studio, their reaction was, “Oh my God, we needed this in Israel!” They told their friends, spread the word, and kept showing up. Word-of-mouth within the Olim community has been one of my biggest drivers of success.

Beyond that, a lot of my clientele includes out-of-towners who come in looking for that high-end, American-style fitness boutique experience, which is exactly what I built. The Olim network and culture of supporting one another have played a huge role in making that possible.

What's next for your business, and what's your long-term vision for its growth?

My next step is definitely focused on growth, especially hitting that higher volume of clients I mentioned earlier. Long-term, I envision creating a network of fitness boutiques, each specializing in different areas. Imagine having one studio dedicated to strength training, another for yoga and Pilates, and one more for cardio. The idea is to create a consistent experience under one brand umbrella—where every visit guarantees a high-quality workout, excellent customer service, and attention to detail like clean facilities, towels, and premium amenities.

The goal is to scale this single studio into multiple locations and possibly expand to other cities. Down the road, I’d love to even explore franchising. But, of course, this comes with its own challenges and growing pains, and I’m approaching it one step at a time. Patience and hard work are key. I’m committed to putting in the effort to grow steadily, and I’m excited for what’s ahead!

What advice would you give an Oleh/Olah thinking about starting a business here?

My advice would be simple: work hard. If you show up and put in the effort, you'll get what you want. I think we live in a time where too many people expect things to come easy, especially in a new country like Israel. But success here, like anywhere, requires rolling up your sleeves and doing the hard work. It's not going to be easy, but if you're committed to it, you'll succeed.

And even if you face setbacks, remember that every experience is a lesson, and that’s still a form of success. The valuable things in life are the ones you work hard for, and once you achieve them, no one can take that away from you. So, my advice is to be prepared to work, be resilient, and trust that the effort will pay off in the long run.

To learn more about SSWEAT, please visit https://www.ssweatstudio.com/

Built by Olim