Roy Rubinstein: Ride Higher, Aim Farther

A rider for the Israeli national team, ranked at the top of the cycling industry, with the heart of a warrior and a look to the future.

For Roy Rubinstein (24), cycling is much more than a hobby or a profession – it’s a way of life. Roy, a member of the Israeli national team and a champion in his own right, has already left his mark in major competitions in the country: third place in the Israeli Road Championship under 23, second place in the 2021 Maccabiah Time Trial, and second place in the Israeli Track Cycling Championship.

But behind every medal is a road full of challenges. "My ambitions are always to go the farthest, train the hardest, recover the best – just do everything in the best way possible," says Roy. 2025 was full of injuries, but the outlook is sharp and clear: "My goal – to come back strong for the 2026 season and fight for every podium."

Not just power – also a philosophy of life

The quote that accompanies Roy is actually from the world of cinema, from the Batman movies:
"Why do we fall? So that we can learn to pick ourselves up."
And it's not just about words – it's an attitude that drives him forward, even when it hurts.

Riding – breathing space for the soul

“Cycling for me is breathing air,” he shares. “It’s freedom, going out into the woods, taking deep breaths, climbing hills, going 90 mph down the road – that’s when I’m truly alive. That’s what balances me, both when I’m sad and when I’m in the clouds.”

Part of a new generation – and chooses Swift Optics

Like other leading riders in the country, Roy also chose Swift Optics sunglasses . The choice was not accidental – "Swift brings something different. They are adapted to the terrain, were born in Israel and are exactly what we need – even in bright light, even when there is mud, even at high speeds."

Roy represents a new generation of athletes – one that not only strives for success, but also understands the power of combining professional equipment with a strong athletic spirit. We will be hearing more about him – and a lot.