About RideMatch
Ben Dov Carmeli is a serial entrepreneur, strategic operator, and impact-driven leader with over 15 years of experience building businesses across energy, infrastructure, technology, and social enterprise — in Israel, the US, Europe, and the Middle East.
A veteran of the Israeli Navy, Ben Dov brings the discipline, decisiveness, and calm under pressure of a military officer to every venture he leads. He holds an M.A. in Organizational Consulting from Ono Academic College (graduated with honors), a B.A. in Business Administration from Ruppin Academic Center, and completed an elite one-year entrepreneurship program for US and Israeli Navy SEALs at the University of Southern California — and was selected for the US State Department’s Entrepreneurship Program at Hamline University, Minnesota.
His career spans the full spectrum of business: as CEO of S.M.R. Energy, he built a green-energy company delivering multi-million NIS municipal contracts before selling 75% of the business in 2016. Through Masterlook & Herb Industries, he navigated complex B2B and government deals across homeland security and national infrastructure — including Ramon Airport and military bases. He has negotiated with government ministries in North Macedonia, Jordan, and Russia, and represented Israeli companies at trade fairs across Europe, China, and the Middle East.
Ben Dov is no stranger to building from nothing. He constructed a luxury café from the ground up, operated stone quarries across the Balkans and the Middle East, and has spent nearly two decades developing The Shepherd Mountain Project — a non-profit boarding school and therapeutic riding farm for at-risk youth, coordinated across the Israeli Land Authority and five government ministries.
What ties it all together is a rare combination: the ability to open doors at the government level, close deals in the private sector, build teams across cultures, and see opportunities where others see obstacles.
At RideMatch, Ben Dov is applying that full toolkit to Israel’s most urgent urban challenge — congestion, pollution, and wasted human time — with a platform that turns every empty car seat into a national asset.
“Travel the Gap. Impact. Belong.”
Ben Dov Carmeli — Co-Founder & CEO, RideMatch
Meet Our Team
Michelle Hirsch
Chief Marketing Officer (CMO)
Michelle Hirsch serves as Chief Marketing Officer of RideMatch, leading the company’s marketing strategy, brand positioning, customer acquisition and growth partnerships.
Michelle brings strong experience in strategic marketing and business development, with a proven ability to position innovative consumer-facing businesses for growth and scale. Prior to RideMatch, she was involved in the successful development of an app venture and later exited through the sale of her shares, bringing valuable entrepreneurial and startup experience to the team.
She earned her B.A. in Mathematics from Baruch College, graduating with a 3.7 GPA. Her analytical background, combined with hands-on marketing strategy experience, gives RideMatch a unique edge in building scalable user acquisition strategies, brand partnerships and long-term market expansion.
At RideMatch, Michelle focuses on expanding strategic partnerships, building user engagement and positioning the company as a next-generation mobility and community platform.
Joseph “Sunny” Barkats
Founder & Chairman
Joseph “Sunny” Barkats is the Founder and Chairman of RideMatch, bringing together entrepreneurial vision, legal expertise and strategic leadership with a deep commitment to innovation and practical problem solving.
A former Wall Street lawyer and member of the New York Bar, Joseph built his career advising companies on corporate finance, securities law, capital raises and strategic transactions. He represented founders, investors and both public and private companies through complex financing and growth initiatives, developing deep experience in structuring businesses for expansion and long-term value creation.
Beyond law, Joseph has founded and led ventures across mobility, real estate, hospitality and strategic consulting in the United States, Europe and Israel. His background combines legal discipline with entrepreneurial execution and hands-on experience building businesses across multiple sectors.
Joseph also brings leadership shaped by years of military service in Israel, including service in elite combat units and continued reserve duty. That operational mindset—resilience, discipline under pressure and mission-focused execution—helps define the culture and long-term vision behind RideMatch.
He founded RideMatch with the vision of transforming unused transportation capacity into a smarter, more connected mobility ecosystem that reduces congestion, creates real economic value and strengthens communities.
As Chairman, Joseph leads RideMatch’s strategic direction, investor relations, partnerships and global expansion.
Sergei Orel
General Counsel
Sergei Orel serves as General Counsel of RideMatch, overseeing the company’s legal strategy, corporate governance, regulatory compliance and strategic legal matters as the business expands.
Sergei brings extensive legal and business experience, with a strong background advising companies on corporate structuring, contracts, negotiations and operational risk management. His experience spans both legal strategy and practical business execution, making him a key advisor as RideMatch builds partnerships and prepares for growth across multiple jurisdictions.
At RideMatch, Sergei works closely with leadership on corporate governance, commercial agreements, strategic partnerships and legal infrastructure to support the company’s long-term expansion.
His legal insight and business-oriented approach help position RideMatch with a strong foundation as the company scales into new markets.
Gamliel Attlan
COO
Former IDF YAALOM Special Forces veteran (active in reserves) with a background shaped by operational leadership and strategic partnership work. Fluent in English, French, Hebrew, and Spanish, and experienced in managing cross-border initiatives and multicultural teams. Forcus on Congestion and urban infrastructures
Over the past five years I have worked across public affairs and the private sector, leading partnership and export strategy projects, developing outreach programs that engaged more than 3,000 participants across Israel–diaspora communities, and serving as a delegate to the World Zionist Congress since 2020. I also led a student network of more than 160 members, focusing on organizational growth and policy engagement.
Today, I serve in the United States at the Embassy of Israel, focusing on diplomacy, security cooperation, and strengthening the partnership with our closest ally. I am driven by data-informed strategy and a commitment to improving governmental efficiency at scale.