June 10 / 9:30am - 4pm ET

BagelUp Industry Masterclass  

The BagelUp Industry Masterclass is an immersive experience designed to educate and inspire around the craft, culture, and business of bagels. Held in New York City, this unique program brings together culinary professionals, students, and passionate enthusiasts to explore what makes the bagel industry unique—and why it offers such exciting career and profit potential.  

Through behind-the-scenes access and discussions, participants will dive into topics ranging from production techniques and hospitality to marketing, and business strategy. As we travel from one iconic bakery to the next*, you’ll be guided by Sam Silverman, founder of BagelUp and NYC’s “Bagel Ambassador,” who will provide expert insights into the city’s dynamic bagel scene. You’ll also hear directly from shop operators about the history, cultural significance, and lasting appeal of bagels, and what it takes to thrive in today’s market.  

The program culminates in a hands-on class at Bagel Market, led by award-winning baker Reva Castillenti. You’ll learn how to craft a better bagel by comparing dough formulas and processes, and by mastering the traditional rope-and-loop shaping method.  Whether you're a baker looking to add or improve your bagel game, or a seasoned bagel specialist refining your craft, this program offers fresh insights and valuable takeaways. 

The Bagel Lineup (locations subject to change): 

1. Apollo Bagels  

2. Utopia Bagels 

3. Russ & Daughters 

4. Bagel Market 

 Presented in partnership with the King Arthur Baking Company

Speakers:

Reva Castillenti is an award winning baker and service industry professional with over 12 years experience working in New York City kitchens. 

Reva started her career as a sculptor, but eventually found her true passion in the art of bread-baking. Castillenti cut her teeth at bakeries such as Bakeri and Meyers Bageri, before opening her own micro-bakery Bread & Roses. Bread & Roses received accolades from US Bread Awards in 2018 and 2019 placing in the top 10 for all categories entered, and top 2 for Bagels both years. She has been featured in Time Out New York “New York pastry chefs are creating underground dessert pop-ups” in 2020 and Eater (Portland, Or) “A New Underground Bakery in Portland Teaches You How to Make New York-Style Bagels”.  

Reva discovered her passion for teaching while leading bread-making workshops at The Brooklyn Kitchen and has since taught thousands of students how to bake their own bread. She now serves as Program Coordinator for BagelUp, where she leads weekly public bagel-making classes, hosts private group experiences, and supports aspiring and established bagel shop owners through consulting and mentorship. 
 
Sam Silverman, known as New York’s “Bagel Ambassador,” is the Founder & CEO of BagelUp, the company behind NYC Bagel Tours, the New York BagelFest, and a growing portfolio of bagel-centric experiences. 
 
Sam is dedicated to celebrating and elevating bagel culture through immersive classes, guided tastings, and large-scale events, most notably, the annual New York BagelFest at Citi Field, which now draws over 2,000 attendees and dozens of vendors from around the world. In 2023, he was named one of Brooklyn Magazine’s “50 Most Fascinating People” for building a national platform around this iconic food. 
 
Before founding BagelUp, Sam held roles in business operations at Bridgewater Associates and Walmart, where he led complex projects and helped scale strategic initiatives, experience that shaped his unique ability to blend hospitality, storytelling, logistics, and community building.