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Sisters Alison Gervais, Andrea Katz working together to empower women

ALISON GERVAIS and ANDREA KATZ

By MYRON LOVE  Eight years ago, sisters Alison Gervais and Andrea Katz decided to combine their expertise in marketing (Katz) and public relations (Gervais) to create a new boutique communications firm with a focus on empowering women as consumers and business owners. Today, their FIT Communications has a roster of clients right across Western Canada.

While Covid has caused a hiccup in FIT Communications’ ongoing growth, Katz concedes, clients are sticking with the young entrepreneurs.  “Many of our clients are in the sports and travel business – which were particularly hard hit by Covid restrictions,” she notes, “but the business outlook is improving.  We are working with numerous clients to develop strategies in planning for the future.”
The daughters of Dr. Sidney and the late Joanne Katz followed the same educational track.  Both attended Ramah Hebrew School and Joseph Wolinsky Collegiate up until the end of Grade 10 followed by University of Winnipeg Collegiate for Grades 11 and 12. They also both earned B.A.’s from the University of Manitoba with degrees in Sociology and Psychology. 

After that, their paths in life diverged.  
Gervais’ life – for most of her life, has revolved around water sports.  The former YMHA Sports dinner nominee for Jewish Athlete of the Year took to the water early on.  She became involved synchronized swimming at the age of 12.  As a member of the provincial team – and, later, as a coach – she took part in numerous competitions throughout North America and Europe.  She went on to become a referee and judge and – for more than 12 years up until January of 2020 – she served as executive director of Synchro Swim Manitoba.
“I found that combining my responsibilities with FIT and SSM as well as raising three children was more than I could handle,” she says.
While she is still involved in the sport as a volunteer, she now devotes more of her time to FIT Communications and its growing client base.

After completing her B.A. at the U of M, Katz earned a second degree – a diploma in Business Administration (Marketing and Advertising) and relocated to Calgary. Over ten years in Calgary, she had a variety of experiences, working first for a restaurant group, followed by a major international music label, and then for a Calgary university.
“I decided to come back to Winnipeg because all of my family is here and this is where I wanted to start a family of my own,” says the mother of a newborn.  “I also wanted to start my own company with Alison.”
According to the FIT Communications website, Katz and Gervais specialize in helping clients market their products and services to women and girls.  “Women are the world’s most powerful consumers, driving the majority of household spending with their buying power and influence,” the website points out. 
“We know women,” the sisters write on their website. “We know how and why women do what they do. We know how to appeal to them directly. We know how they think, how they buy and how they make decisions. Our education coupled with our experience in marketing, public relations and sales makes us experts in marketing to women and attracting female audiences to our clients’ businesses.”
As well, Katz has recently added value to FIT Communications’ services with her certification as an Integrative Nutrition Coach from the New York-based Institute of Integrative Nutrition.  While the course is usually 17 months, Katz notes that because she was expecting, the completed the requirements in half the time.
“Part of our goal through FIT Communications is fostering a healthy lifestyle among women and girls,” says Katz.
Her additional training also gives FIT Communications an “in” with producers of healthy foods, she points out.
In recent months Katz has also become a columnist for the Winnipeg Free Press writing about women and girls in sports. She is also available as a nutritional coach. (Interested readers can contact Andrea on line at https://bestyounutrition.ca).
 
Gervais observes that Covid has changed the way business is done.  “Working conditions have become more flexible,” she points out.  “More people are appreciating the flexibility that working from home provides.  FIT Communications is a fine example of how a home-based business can thrive.  We can work with others to help them with their marketing and business strategy and enjoy the same success that we have achieved.”   
 

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Team Spirit: Jewish College Sports Programs Making Headlines

For many educational institutions, sports are no longer just an optional activity: they have become an important part of the educational process. They build not only physical endurance, but also social skills, values and a sense of belonging to the Jewish community, as is often written on the website jewishsportsreview.com. Let’s take a look at the place of sports in Jewish colleges.

Features of Sports Programmes

Jewish educational institutions have always placed a special emphasis on the harmonious development of the individual. However, in the past, sports activities often took a back seat to academic subjects and religious education. Today, the situation has changed: more and more colleges are realising that sports are not just physical activity, but a tool for character building.

Sports in Jewish colleges serve several key functions:

  • Social integration: joint training and competitions bring together students from different departments and courses.
  • Strengthening values through fair play, respect for opponents, the ability to lose gracefully and win without arrogance are fully consistent with the ethical principles accepted in Jewish culture.
  • Leadership development: team captains and sports event organisers gain experience in team management and decision-making under pressure.

Participation in sports clubs helps maintain a balance between mental and physical development, which is especially important for students who often have a heavy academic workload.

Sports Programme and Discipline Opportunities

Sports programmes at Jewish colleges are diverse and tailored to the interests of students, as well as the infrastructure of the educational institutions. In addition to traditional sports such as basketball, football and volleyball, the schedule may include baseball, tennis, table tennis and even sports related to historical or cultural traditions.

Interestingly, some colleges take Jewish holidays and Shabbat into account when drawing up their sports calendars so that training sessions and competitions do not clash with religious obligations. Students can combine sporting achievements with preserving their cultural identity.

Participation in intercollegiate tournaments is becoming an important element of sports programmes. This is not only a test of skill, but also an opportunity to represent one’s college at the regional or national level, creating a positive image for the educational institution. In such tournaments, the emphasis is often not only on winning, but also on the ability to behave in the spirit of fair play, which creates a special atmosphere of friendship and mutual respect between teams.

Impact on Student Life and Career

Sport in Jewish colleges plays a significant role in shaping the student experience. It helps students develop skills that are in demand not only in sport but also in any area of life: the ability to work in a team, make quick decisions and take responsibility for results.

Many graduates who participated in sports programmes note that this experience proved useful in building their careers. For example:

  • Team leaders subsequently demonstrate high managerial competence at work.
  • Players who are used to constant training and discipline adapt more easily to stress and deadlines.
  • Participants in intercollegiate games gain public speaking and networking skills that help in business negotiations.

In addition to career advantages, sport improves health and reduces stress levels, which is especially important for students who are balancing their studies with community projects and religious obligations. The atmosphere of support and mutual assistance created by sports teams helps many students adapt to college life more easily, especially if they have come from another city or country.

Joining a sports team or regular training can become an important part of student life. Those considering this option should take several factors into account:

  • Assess your goals: do you want to play sports professionally or just to stay in shape and socialise? This will help you choose the right level of commitment.
  • Check your schedule to make sure that training does not conflict with your studies or religious obligations.
  • Take advantage of college resources: many institutions offer free gyms, coaching, and access to sports clubs.

It is equally important to remember that sport is not just about winning. It teaches patience, respect for others and a willingness to work hard. At Jewish colleges, sports programmes are designed to combine these values with cultural and spiritual elements, making them unique.

Sports programmes at Jewish colleges become a space where traditional values are organically intertwined with modern approaches to education and leisure. For many students, participating in college sports is just as important as academic success. After all, team spirit, the ability to work together and support each other are qualities that stay with a person for life.

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The Jewish Federation isn’t evolving on Israel. So it’s losing young Jews like me

Jewish Federations of Canada logo

By Lahav ZakenAugust 8, 2025

This story was originally published in the Forward. Click here to get the Forward’s free email newsletters delivered to your inbox.

I’m a Jewish Israeli American teenager and North Carolina resident, and I was delighted to see that the North Carolina Democratic party recently approved new platform resolutions that called for an arms embargo against Israel, a ceasefire, and the release of the hostages. Very few people and organizations have managed to articulate my views of both Oct. 7 and the subsequent genocide as well as my state party’s resolutions did. Unfortunately, it seems that my perspective is not very welcome at my local Jewish Federation.

I was particularly gratified by how balanced the resolutions were. They directly condemned the deliberate killing of innocent civilians by both parties and called for the end of the war. The resolutions also condemned antisemitism and Islamophobia, condemned Hamas and the Oct. 7 terrorist attack and decried both Hamas and Israel’s human rights violations. They advocated for basic human rights, dignity and peace for all Israelis and Palestinians.

Yet somehow, this language advocating for peace was objectionable to the Jewish Federation. The CEOs of the Jewish Federations of Raleigh, Durham, Charlotte and Greensboro released a statement attacking the resolutions. Their biggest objection was to the resolutions’ use of the terms “apartheid” and “ethnic cleansing,” which they specifically singled out as “radical and inflammatory.” They argued that the resolutions ignored Oct. 7 and undermined Israel’s right to self-defense. They even went so far as to accuse the Democratic Party of devaluing the “safety, identity, and lived experiences” of Jewish Americans.

I strongly disagree with the Jewish Federations and believe the statement they released was deeply harmful and inaccurate. While the federations may still be a hub of Jewish institutional power and influence, their perspectives on Israel and Gaza and continuing unconditional support of Israel’s actions do not represent many American Jews.

This statement is not an isolated incident, but an example of the ongoing silencing of the perspectives of an increasing number of American Jews by Jewish Federations across the country and Jewish institutions and youth groups more broadly.

I am just about as Jewish as you can get. I was born in Israel and lived in Jerusalem until I was 4, when my family moved to Greensboro, North Carolina. I did not visit Israel for most of my childhood, but I still felt an extremely strong connection to my home country. Growing up, I ate Israeli food, listened to Israeli music and watched Israeli shows. I attended Jewish day school, I volunteer with my local synagogue and know most Jewish services by heart. In 2023, I traveled back to Israel on a school trip led by the Jewish National Fund. I genuinely loved getting to see my home city and country for the first time that I could vividly remember.

However, my connection to my country of birth has almost completely eroded following almost two years of non-stop war and aggression in Gaza. I am enraged and heartbroken that Jewish Institutions will not recognize or acknowledge that pain.

Like most Jews and Israelis, my gut reaction after Oct. 7 was to stand strong with Israel. I was horrified by the atrocities Hamas committed that day. I wanted to wave the flag of my birth country more strongly, to support Israel’s right to defend its civilians and demand the hostages be freed.

However, after months of seeing satellite images of the complete devastation of Gaza and reading testimonials from doctors and journalists describing the humanitarian crisis, my perspective has shifted. I couldn’t help changing my mind when I saw hostage families being beaten by police in the streets of Tel Aviv and Jerusalem for calling for a ceasefire, or when I read statements from Israeli leaders making it clear that their goals were to destroy the entire population of Gaza. I do not hold Israel to a different standard than any other country, no matter my love and connection to it. It is precisely my Jewish values that have pushed me to speak out so strongly against Israel’s unjustifiable actions in Gaza.

I believe two wrongs do not make a right. What Hamas did was immoral. And the genocidal war of aggression that Israel has waged on the people of Gaza is also immoral. I am horrified and ashamed to see tens of thousands of innocent Palestinians killed, including the deliberate targeting of aid seekers at distribution sites. If I, as an Israeli-born teenager, can acknowledge the atrocities committed by Israel and that multiple things can be true at the same time, why can’t Jewish institutions?

For those reasons, along with the sheer brutality and immorality of the war, more and more American Jews oppose Israel’s government and their war on the people of Gaza. Unfortunately, those who dare to express opposition are being isolated and alienated from their Federations, synagogues and youth groups. All of these institutions explicitly and implicitly manufacture total support for the Israeli government and its actions.

The North Carolina Federations’ statement not only blatantly misrepresents the state Democratic party’s resolutions by falsely implying that they are apologists for Hamas, but also misleadingly implies they speak for all or most Jewish North Carolinians. A November 2024 J Street poll of Jewish Americans found 61% support an arms embargo against Israel. As of June 2024, according to a poll conducted by the Jerusalem Center for Public Affairs, 30% of Jewish Americans believe that Israel is committing genocide, a number that has undoubtedly risen since then.

The Federation leaders are completely right to be concerned about the extreme rise in antisemitism since Oct. 7. I have had multiple personal run-ins with antisemitism since Oct. 7. Someone close to me experienced identity-based discrimination in a local progressive organization we are both a part of because they are Israeli-American and worked as a journalist in Israel. I have repeatedly been subjected to antisemitic comments online, and was once told that I should join the Israel Defense Force after I condemned the killing of innocent civilians on Oct. 7, implying that being Israeli and opposing the killing of innocent Israeli civilians meant that I somehow enjoyed killing Palestinian civilians.

Many Jews in America have had similar experiences, and I have no doubt that Jewish Federation and Jewish institutional leaders care deeply about fighting antisemitism and keeping their Jewish communities safe. However, statements like the North Carolina Federation heads made do not keep us safe.

When a local Jewish Federation, synagogue or youth movement chapter releases statements claiming that they stand fully with Israel in the conflict, they are isolating and ignoring those of us who offer critiques of Israel’s actions and policies. If these actions continue, millions of American Jews across the country will be pushed out of Jewish institutions, excluded from Jewish spaces and have their Jewishness questioned over their stance against Israel’s actions in Gaza. This is, unfortunately, already happening.

The reality is that in 2025, most American Jews do not stand unconditionally with Israel anymore. If Jewish federations and other institutions want to be the inclusive spaces for all Jews that they claim to be, then they must adapt to this reality.

If groups such as the Jewish Federations cannot reflect American Jewish opinion in 2025 or acknowledge the isolation from Israel that more and more American Jews feel, then millions of Jewish Americans with perspectives such as mine will be erased from the institutions designed to make us feel most at home.

Lahav Zaken is a junior at New Garden Friends School and a local progressive organizer in Greensboro, North Carolina.

The views and opinions expressed in this article are the author’s own and do not necessarily reflect those of the Forward. Discover more perspectives in Opinion. To contact Opinion authors, email opinion@forward.com.

This story was originally published on the Forward.

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Will Former Soviet States Join the Abraham Accords?

Baku - capital of Azerbaijan

By HENRY SREBRNIK President Donald Trump’s administration has been discussing with Azerbaijan the possibility of bringing that nation and some Central Asian allies into the Abraham Accords. During his first term in office, four Muslim-majority countries agreed to normalize diplomatic relations with Israel. It is now closer to fruition.

The Abraham Accords, signed in 2020, were a historic step and are considered a breakthrough in Israel’s relations with Arab states. On the surface, these agreements with Bahrain, Morocco, Sudan, and the United Arab Emirates, heralded not only diplomatic engagement but also the normalization of ties in every field, including technology, economy, tourism, security, and agriculture.

Map of the Caucasus showing Azerbaijan to the left of the Caspian Sea and Kazakhstan to the right

While the original Accords were centered on diplomatic ties, Azerbaijan and every country in Central Asia already has relations with Israel, meaning that an expansion of the Accords to include them would largely be symbolic, focusing on strengthening ties in areas like trade and military cooperation. 

Although the Abraham Accords were initially agreements over Israeli-Arab normalization, the pacts have since transcended Arab borders into a high-profile forum that can incorporate Muslim countries committed to shared values of tolerance, peace, and prosperity. 

Wedged between Russia to the north and Iran to the south, Azerbaijan occupies a critical link in trade flows between Central Asia and the West. The Caucasus and Central Asia are also rich in natural resources, including oil and gas, prompting various major powers to compete for influence in the region.

Azerbaijan normalized relations and trade with the Jewish state in the early 1990s, shortly after gaining independence from the Soviet Union. Since then, ties have quietly flourished under the stewardship first of Heydar Aliyev and subsequently that of his son, Ilham. 

Last year, trade between the two countries reached nearly one billion dollars, mainly in the energy and defence sectors. Azerbaijan has become Israel’s critical energy partner, supplying more than 60 per cent of its gasoline needs. It has also become Israel’s second-largest defence customer, accounting for nearly a tenth of all Israeli defence exports between 2018 and 2022. 

Russia, Azerbaijan’s Soviet-era political master, is currently preoccupied with its war in Ukraine, leaving it with little ability to interfere in the South Caucasus. Meanwhile, Iran, Azerbaijan’s southern neighbor and ideological challenger, is now at its weakest political point in decades, with minimal influence in the country’s internal affairs through religious appeal or sectarian outreach, as it has tried to do in previous years. 

Kazakhstan also enjoys strong ties with Israel, and Astana benefits from advanced Israeli agriculture, medical, water, and security technology. The Abraham Accords provide an opportunity to further deepen security and economic cooperation and could help the country reduce its economic dependence on Russia and China at a time when such dependence is proving to be a liability.

Trump’s special envoy for peace missions, Steve Witkoff, traveled to Azerbaijan’s capital, Baku, in March to meet with Azerbaijani President Ilham Aliyev. As part of the discussions, Azerbaijani officials contacted officials in Central Asian nations, including in nearby Kazakhstan, to gauge their interest in a broader Abraham Accords expansion. For Azerbaijan, the Accords could provide a path to expanded security cooperation against Iranian threats and, if pursued in coordination with Kazakhstan, progress towards its goal of becoming a bridge to Central Asia

Joseph Epstein of the Turan Research Center at the New York-based Yorktown Institute, a non-partisan program dedicated to exploring modern-day developments in the Turkic and Persian worlds, argues that bringing Azerbaijan into the Abraham Accords would signal to Muslim majority states in Central Asia that open cooperation with Israel is both possible and worthwhile. It would also squeeze Tehran which sees a secular Shia state aligned with Israel and Turkey as a strategic problem.

“When President Donald Trump shared a clip of Azerbaijani President Ilham Aliyev’s speech at the Shusha Global Media Forum on Truth Social, it wasn’t just a friendly gesture,” Epstein explained. “It signaled that Azerbaijan’s partnership with Israel and the United States is now firmly on his radar.” 

At a time when the United States was trying to get the Abraham Accords back on track, all of this was certainly encouraging. But a sticking point remained: Azerbaijan’s conflict with its neighbor Armenia. The Trump administration considered a peace deal between the two Caucasus nations as a precondition to join the Abraham Accords. The breakthrough came on Aug. 8, when Azerbaijani President Ilham Aliyev and Armenian Prime Minister Nikol Pashinyan signed a joint letter officially indicating their willingness to end their conflict. 

The pact also gives the U.S. exclusive rights to develop a transit route through a mountainous stretch of Armenian territory between Azerbaijan known as the Zangezur corridor. It will connect Azerbaijan proper with its Nakhchivan region, which borders Baku’s ally Turkey via Armenian territory. The new transit corridor will allow unimpeded connectivity between the two countries while respecting Armenia’s sovereignty and territorial integrity and its people. The securing of that route also marks a significant setback for Russia and Iran in the South Caucasus. Restrictions were also lifted on defence co-operation between Azerbaijan and the United States.

 Trump framed the agreement as a “peace deal,” writing on Truth Social that “Many Leaders have tried to end the War, with no success, until now.” This is another feather in a potential Trump Nobel Peace Prize cap.

Henry Srebrnik is a professor of political science at the University of Prince Edward Island.

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