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Every innovation begins with a spark of inspiration. For apa, that spark was deeply personal. Our journey started when Asaf, one of our co-founders, sustained an injury during combat. His road to recovery revealed a critical gap in fitness solutions that could merge effective rehabilitation with enjoyable training. Water, with its low-impact, therapeutic properties, became the foundation for his recovery—and the inspiration for apa.

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Visionaries and Innovators

Our leadership team is driven by a shared goal: to transform aquatic fitness into a smarter, more accessible, and life-changing experience. Co-founded by Asaf, whose personal journey of recovery inspired apa, and a group of industry pioneers, we are redefining how people train and recover in water.

Experts in Engineering and AI

With a talented group of engineers, product designers, and AI specialists, we ensure that every aspect of our system is as innovative as it is practical. From cutting-edge hardware design to intelligent software integration, our team is at the forefront of technology.

Passionate About People

At the heart of apa is a commitment to empowering people. Our fitness experts, rehabilitation specialists, and customer experience professionals work together to ensure that apa is not just a product, but a solution that transforms lives. Together, we’re not just building a product—we’re creating a movement that’s reshaping the future of aquatic fitness.

Apa Team

Yuval Matalon

CEO

Former GM of eBay and LivePerson. 20+ years in senior leadership positions in leading public tech
companies. Advisor to startups in growth stages.

Asaf Ventura

Inventor, Founder & CDO

Industrial Designer, Bezalel Academy of Art& Design, Jerusalem. Senior Designer IsraelNational Museum of Science Technology & Space. Founder and Inventor of apa.

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Tzvika Fisher

COO

Tzvika Fisher is a senior operations executive and strategic advisor with over 15 years of experience leading operational excellence and business growth in startups and international companies.