AsafB. Goldfrid


Tel Aviv-born Asaf B. Goldfrid is a multi-talented stage and screen actor, entrepreneur and innovative cyclist. Asaf brings over 20 years of hands-on experience to the fitness industry, specific to programme development and implementation, brand development, member experience and running successful group fitness departments.

Asaf is the co-founder and president of Aspen-based boutique cycling company, MOi Cycle , LLC.

Asaf gave some hundred talks, trainings and courses at over 50 different fitness conferences. Between his cycling life in Aspen and his growing acting career in London, he earned the reputation as a go-to professional for instructors, coaches and trainers as well as club owners and fitness program-developers looking to become leading professionals in their fields. Mirroring Asaf’s personality, his presentation style is energetic, stimulating, and educational leaving his audience full of new ideas, training tools and proven guidelines for running successful group fitness departments and motivating staff and instructors alike.

He also teaches successful strategies for club management, marketing and creating outstanding member experience practices. His breadth of experience in brand development gives his audience unique and innovative tools to reach new markets, promote new fitness products, build fitness buzz, generate PR and re-engage existing members.

Recognising a gap in current cycle programmes, Asaf co-founded MOi Cycle, LLC in 2012. Based in Aspen, Colorado, the company’s focus is the development of an intelligent, creative and innovative indoor cycling sessions for gyms and fitness studios, a training program for outdoor cyclists and the creation of high-quality, sophisticated cycling gear.

Asaf is an avid pescetarian, cares about animals, the environment and street photography.