Empowering Athletes, Maximizing Performance.
WELS is an Israeli company specializing in PREMIUM import, marketing, and distribution of Sports TechNOLOGY.
We focus on breakthrough products for injury prevention, active recovery, and rapid return to play.
Your Strategic Gateway to the Israeli Market
01
Go-to-Market Strategy
Our 3-phase strategy secures penetration from elite pro-sports validation to direct-to-consumer health insurance reimbursement and public mass-market HMOs.
02
Local Tier-1 Support & RMA
We manage sizing, initial technical support, and rapid hardware exchanges locally, significantly reducing shipping overhead and international RMA complexity.
03
Medical-Grade Logistics
Our operations center utilizes a licensed 3PL provider fully compliant with ISO 9001, ISO 13485, and GDP standards for precise sports technology handling.
04
Regulatory Expertise
We handle all local Ministry of Health (AMAR) Class I registrations and IFU localization, ensuring your products meet strict Israeli regulatory standards with zero friction.
The Team Behind WELS
Our management combines deep clinical and operational expertise with direct access to Israel's elite and Olympic sports echelons, ensuring a bridge between innovative & breakthrough tech and peak performance.
Idan Laifer, CEO
Baruch Shmailov, VP Sports Relations
Over 20 years of senior management experience in the Pharma and Medical Device industries. Expert in Go-to-Market strategy, Ministry of Health regulations, operational excellence, and complex international supply chains.
Olympic medalist connecting advanced technologies with elite sport organizations, federations, and performance environments.
Intimately familiar with the physiological needs of elite athletes.
Our Portfolio
Betterguards: NBA Launchpad Alumni
We successfully represent Betterguards, featuring the world's most advanced, speed-activated ankle protection technology.
This innovation bridges the critical gap between elite athletic performance and clinical medical stabilization.
Our Technology Focus:
WELS partners with leading global innovators to introduce clinically validated sports technologies that elevate performance, accelerate recovery, and reduce injury risk.
- Injury prevention technologies with proven clinical impact
- Advanced performance and recovery monitoring systems
- Neuro-muscular training solutions backed by medical validation
We work exclusively with technologies that meet the highest standards of elite sport and clinical precision.
Let's Connect
Looking for an exclusive, reliable, and well-connected distributor in Israel? Contact our leadership team today to schedule a strategic meeting at the upcoming exhibition.
Idan Laifer
CEO
Baruch Shmailov
VP Sport Relations