kivunim

What kivunim does

Kivunim (כיוונים) is a municipal leisure and culture company wholly owned by the Municipality of Be'er Sheva, Israel, operating as the city's designated arm for community, cultural, sports, and educational services. The company delivers programming directly to Be'er Sheva residents through a network of physical facilities and digital registration channels. Kivunim is structured as a חברה עירונית (municipal company) without private equity holders, funded primarily through city budget allocations and grants from national ministries.

Kivunim's operational portfolio spans multiple distinct service lines, each managed through a dedicated departmental unit. The Sportiv (ספורטיב) fitness network operates 7 branches across the city with gym facilities, group classes, personal training, and pilates studios. Cultural attractions include Lunada (לונדע), a 4,000 sqm interactive children's museum with over 50 exhibits; Tzalmanya (צלמנייה), an international photography arts center housing approximately 3,500 antique cameras; Katar 70414, a heritage steam train museum built around the preserved British locomotive; and the Beit Avraham Visitor Center focused on Abraham's Well. The Yeladim day care and after-school network comprises 11 centers, and the sports department manages 14 football fields plus athletic facilities. Additional service lines include the Klita immigration absorption department, the Jewish and Torah Culture Department, and the municipal Culture Management division.

The business model is a hybrid of government funding and user fees. Primary revenue derives from the Be'er Sheva municipal budget and allocations from national ministries (Education, Immigration and Absorption) for mandated services. Secondary revenue is generated through registration fees for courses, sports programs, summer camps, and ticketed cultural events, with sample pricing of 70 ILS per month for sport courses, 80 ILS for science/technology camps, and tiered summer camp pricing at 589-836 ILS. Customer-facing distribution occurs through owned physical facilities, an in-person and phone registration center, the Smarticket online ticketing platform, and partnerships with venues such as Mishkan and HaKarmel for cultural programming.

Name

kivunim

Legal name

כיוונים

Website

https://kivunim7.co.il

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Kivunim is a municipal company owned by the Municipality of Be'er Sheva, Israel, providing sports, cultural, educational, and youth services to city residents through 7 fitness branches, 11 day care centers, multiple museums, and community venues.

Ownership category

akta.pro rank

Product category

Municipal Leisure and Culture Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Child Day Care Services (8351)

akta.pro industry

PRIMARYEDALAIAD

Campus Recreation Centers & Fitness Facilities Operations

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

Keywords

• Municipal leisure services
• Community recreation programs
• Cultural venue operations
• Sports facility management
• Childcare and daycare

Headquarters

HQ city

Be'er Sheva

HQ country

Israel

HQ region

Middle East

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Municipal Services and Government Funding: Kivunim operates as a municipal company (חברה עירונית) funded primarily through the Be'er Sheva municipality budget and government allocations for culture, sports, youth services, and education programs.
2. Course and Program Fees: Revenue generated from registration fees for courses, sports programs, and cultural activities offered at community centers and facilities throughout the city.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Kivunim is a municipal company that provides leisure, cultural, sports, youth, educational, and immigrant integration services to Be'er Sheva residents. It operates fitness centers, daycare and after-school networks, museums, heritage sites, sports facilities, and community centers, delivering programs, courses, and events across the city.

Product overview

Kivunim is a municipal leisure and culture company operated by Be'er Sheva municipality, offering a comprehensive portfolio of community services organized into distinct operational units. The company provides fitness services through the Sportiv gym network, cultural attractions including Lunada children's museum and multiple heritage/photography centers, childcare services via the Yad network, and community programs for immigrant absorption, Jewish/Torah culture, and general cultural management. Services are delivered through dedicated departments for sports, culture management, youth activities, and cultural vouchers, with facilities distributed across neighborhood community centers throughout the city.

Differentiator

Problem solved

Functional benefit

Brands

• ספורטיב (Sportiv): Fitness center network of 7 branches across Be'er Sheva offering gym, group classes, personal training, and pilates studios.
• לונדע (Lunada)
• מרכז מבקרים באר אברהם (Beit Avraham Visitor Center)
• מתחם הקטר 70414 (Katar 70414)
• צלמנייה (Tzalmanya)

Products and services

• Sportiv (ספורטיב) Fitness Center Network Fitness center network with 7 branches across Be'er Sheva offering gym facilities, group fitness classes, personal training, and specialized studios including pilates and women's-only sections.
• Lunada Children's Museum (לונדע) Interactive children's museum spanning 4,000 square meters across 3 floors with over 50 exhibits and 8 knowledge zones, promoting experiential learning for families.
• Beit Avraham Visitor Center (מרכז מבקרים באר אברהם) Visitor center featuring Abraham's Well, a biblical heritage site with multimedia presentations, light shows, and guided tours in Hebrew and English.
• Tzalmanya International Photography Arts Center (צלמנייה) International photography arts center spanning 2 floors, featuring a camera museum with approximately 3,500 antique cameras, photography gallery, classroom, professional studio, and city photography archive.
• Katar 70414 Heritage Train Museum (מתחם הקטר 70414) Heritage site in the old city featuring the preserved British steam locomotive No. 70414 from the 1930s-40s, original train station buildings converted into a mini-museum, and event venue.
• Yeladim Daycare and After-School Network (מעונות יום וצהרונים - רשת ילדים) Daycare and after-school care network with 11 centers (3 newly added), providing educational and childcare services for children from infants through youth.
• Immigration Absorption Services (מחלקת קליטת עלייה) Immigration absorption department providing Hebrew language learning (ulpan), Jewish identity connection, cultural orientation, educational support, and community integration services for new immigrants, in partnership with the Ministry of Immigration and Absorption.
• Cultural Voucher Program (מחלקת סל �רבות) Cultural voucher program providing subsidies for cultural activities and events for Be'er Sheva residents.

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Be'er Sheva MunicipalitycoreStrategic or Co-development PartnerKivunim operates as a municipal company under Be'er Sheva Municipality, providing culture, leisure, sports, and community services on behalf of the city government.
• Ministry of EducationcoreStrategic or Co-development PartnerFull partnership with Ministry of Education for swimming education project for 5th grade students, also involving municipal education department and Bayit Yashav swimming pool.
• Cultural Institutions NetworkcoreStrategic or Co-development PartnerCoordinates with cultural institutions including Mishkan performing arts venue, HaKarmel music center, HaKadra municipal theater, Negev Museum, Museum of Islamic Culture, artists, and independent cultural organizations.
• Maccabi South Sports AssociationminorStrategic or Co-development PartnerSports department partners with Maccabi South for sports events and programming including Gymnasium event.
• Ministry of Immigration and AbsorptioncoreStrategic or Co-development PartnerPartnership with Ministry of Immigration and Absorption for providing services to new immigrants including Hebrew language learning and cultural integration.

Scale indicators9 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Fitness First Israel: International fitness chain with Israeli operations offering gyms, group classes, and personal training. Direct competitor to Sportiv for the same Be'er Sheva resident segment seeking premium fitness facilities.
• Holmes Place Israel: Premium Israeli fitness chain operating multiple branches nationwide. Competes directly with Kivunim's Sportiv network in Be'er Sheva for the same fitness and personal training customer base, though at a higher price tier with more amenities.

Direct peers

• Israeli Community Centers (Matnasim / מתנ"סים): The national network of Israeli community centers (matnasim) provides the closest functional analogue to Kivunim: city-level cultural, educational, sports, and youth programming delivered through physical neighborhood centers. They compete for the same municipal/government funding and resident engagement model.
• Maccabi Sport Israel: Israel's largest sports association operates community sports facilities, leagues, and youth programs across the country. Already identified as Kivunim's sports programming partner in Be'er Sheva, it offers comparable athletic programming in other Israeli cities.

Others

• Israel Museum, Jerusalem: Israel's national museum is a peer at the level of cultural attraction programming, though it operates at national rather than municipal scale. Comparable in curatorial depth and event-based visitor engagement to Kivunim's Lunada and Tzalmanya.

Regional players

• Rishon LeZion Municipal Leisure Company (רשת קהילה ופנאי ראשון לציון): Municipal leisure/culture company in another large Israeli city operating a similar portfolio of community centers, sports facilities, and cultural programming under city ownership. Useful structural and operational comparator for Kivunim's municipal company model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCYTELF6ezBPlKv0xxepLw_Q
• Facebookfacebook.com/pages/%D7%A1%D7%A4%D7%95%D7%A8%D7%98%D7%99%D7%91-gym/1403850353189256
• Instagraminstagram.com/sportive.gym
• LinkedInlinkedin.com/company/kivunim

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about kivunim