Owners of Dishon ATVs: 'We Decided to Close on Shabbat, We Thought We'd Go Bankrupt'

When Tamir Cohen decided to close his ATV business on Shabbat, he and his partner, Ofer Bendalak, were terrified. But seeing his mother's pale face, and knowing that such a move would give her great joy, led him to decide that even if he had no food at home, he was going for it. Their accountant meticulously examined their income and expenses and estimated that they would go bankrupt within a year and a half. But since then, he says, 'We experienced a miracle and are happy with this decision, it's indescribable how much.'

No Shabbat, No Holidays, No Rest

For 14 long years, Tamir and Ofer worked every day of the year, except Yom Kippur. 'We worked very hard and didn't have a single day off,' he recalls. 'Even when one of us took a vacation, there could be unexpected call-ups due to site malfunctions and loads. Despite all the hard work and the profits we made, I didn't feel I was genuinely able to enjoy and truly rest.'

To understand his background, Tamir shares that he grew up in a traditional home. 'We went to synagogue and did Kiddush on Shabbat, but as we grew older, each went their own way, and our parents respected that. When I decided to drive on Shabbat at age 15, they told me that they themselves don't drive on Shabbat, but accepted my decision. Even when I started the business, they weren't happy about working on Shabbat, and even explained that such money has no blessing, but they continued to respect my way and accept me as I am. By the way, we are six siblings, and over time three of us returned to observance, and yet the issue of working on Shabbat never affected our relationship. My parents just gently nudged me into closing on Shabbat, and I continued to work, feeling in a tourism business like mine, it couldn't be any other way.'

How did the decision to close come about?

'In her final days, my mother became ill with leukemia, and when I realized her severe condition, I decided to do everything to bring her comfort. I told her I was going to close the business on Shabbat, and she was extraordinarily moved. The amazing thing is, my partner Ofer fully accepted the decision without even arguing about it. It was very intimidating, but we made the decision wholeheartedly. Afterward, we informed our accountant of the move, and he advised us, "Before you close, let's analyze all your income and expenses to understand exactly what you earn on Shabbat and holidays." He returned to us with a detailed report, stating that a third of our income came from those days. We understood the significant sum involved, and the accountant clarified that such a move would lead us to close the business. Nevertheless, we decided to go for it, come what may, just to bring comfort to Mom lying in the hospital.'

What happened since?

'Well, not only did the business not collapse, but it earns even more. It is something inexplicable to us, and the accountant told us that what's happening with Dishon ATVs is not taught in university.'

Do you have any logical explanation for it?

'It seems to me that once we closed on Shabbat, we realized we needed to invest two hundred percent in the weekdays. But it's not just that, because suddenly other things happened, through which we felt Hashem was communicating with us. For example, right after the first Saturday the business was closed, our insurance company informed us that we were due a large financial refund. Later, we established a visitor center where we sell unique Galilee products, like boutique wines, jams, olive oil, and more. People who finish the ATV tour go on to buy these products, which cannot be found in regular stores, and we see great blessing in this center. Even during the COVID-19 period, we did not work much, but in the months we did open, people lined up as if we were giving out free food. Seeing that was amazing, and we managed to get through that period sanely.'

'I Got My Wife, Children, and Rest'

But the greatest profit for Tamir is actually the family. 'I got my wife, my children, and the one day a week to be with them, to rest and recharge, instead of being buried in endless work.'

Today, certain customers continue to ask Tamir to provide his services on Shabbat, but they always receive a negative answer. 'We are approached by wealthy organizations, who try to entice us with very generous offers to host events on Shabbat,' he says. 'You have to understand, this is the largest motor site in Israel, and when a group of 100 participants arrives, we are the only ones who can supply razors for everyone. Thus, they chase us with unbelievable offers, but we are no longer interested. We have realized that the pursuit of money never ends, so we are happy with our share, and thank Hashem a thousand times for what we have. Moreover, there is no substitute for this special day of rest in the week, with the family, and we are not willing to give it up even for these tempting offers.'

Following the closure of Dishon ATVs on Shabbat, other businesses managed to make the same move. 'After we closed, the owner of a large tourism business approached me and said, "Such courage, how aren't you scared?" He also wanted to close on Shabbat, but much like us, was terrified. So I told him how we did it, and over time, every time we met, I nudged him a bit on the subject. Eventually, he closed, the business continued to thrive, and he is happier than ever. There are other businesses that closed after us, and all of them are happy about it. Finally, we have a day in the week to rest and be together with the family. In the end, it's all in the mind, and whoever takes the right step and works to fill in the gaps during the week doesn't lose.'