Her name is Sara Brudersohn and she is my grandmother.

        The first time she took me to a concert of the Israeli Philharmonic Orchestra I was barely 9 years old. I started playing the piano just a few months earlier, so this experience left a strong impression on me. Soon after she purchased an annual membership for the both of us.

        I never performed in public, the piano was my private pleasure. Occasionally it was so for my parents or brothers too, but for my grandmother is was an absolute delight. She was my biggest fan. As the years went by we grew closer. Except for the concerts of classical music in the Tel-Aviv Culture Palace, we also had our theatre shows, awarded European movies and busy conversations over a cup of cappuccino (in particular she loved telling the story of how the first Minister of Defense flirted with her as a young shopkeeper).

        With age my grandmothers hearing became impaired. It became more difficult to communicate with her, in spite of her attempts to pretend she understands every single word spoken around her. And so she got a hearing aid. Soon after, however, she removed it and went back to pretending. She was embarrassed wearing it.
    

        My care for my grandmother sent me searching for a solution. Not only for her, but for every person who is feeling embarrassed by his or her loss of independence. This is how Stride came to be. A brand that strives to turn our members' dependent reality into a stylish and independent one, so none of them, nor does my grandmother, have to feel embarrassed again.

Ben Peleg
Founder and Creative Director, Stride.