The MOi Cycle team Asaf B. GoldfridAsaf B. Goldfrid

Creative Director

Tel Aviv-born actor, designer, and cyclist, Asaf grew up in a fitness-oriented family. One of his brothers was a pro surfer and another, a pro bodybuilder. Asaf studied & performed with Kinennret, a Tel Aviv Dance Troupe.

In 1998, Asaf began training with Moi, his longtime friend, who shared her passion for cycling and coached him to complete his first cycling trainer certification. After serving with the Israeli Intelligence Forces, Asaf moved to Dublin, Ireland in 2006 to pursue an acting career with Ireland’s prestigious Gaiety School of Acting. Working with the school’s esteemed theater tutors, Asaf honed his skills in comedy, voice, mime, stage combat, puppetry, and movement.

In 2009, Asaf accepted the role of Avi Bar-Lev, the complicated bachelor in Ireland’s prime time series Fair City and he played the character to great reviews, until 2012 when The History Channel offered him the starring role of Jesus in Mankind: The Story of All of Us. Filmed in Morocco and over two years in the making, this global series is one of the most in-depth television events ever produced for the channel, and explores humankind’s fight for survival on a harsh brutal planet. Mankind was broadcast simultaneously in over 150 countries, and in more than 30 languages.

While acting has continued to be an important facet of Asaf’s life, his passion for fitness and his commitment to cycling inspired renewed discussions with Moi. Recognizing a gap in current cycle programs, Asaf and Moi co-founded MOi Cycle in 2012. The company focus is the development of an innovative, technically driven cycling program for gyms and fitness studios, a training program for outdoor cyclists, and the creation of high-quality and sophisticated cycling gear.