Mypersonaltrainer Days, the event sponsored by the City of Milan dedicated to fitness, wellness and sports, organised by Mypersonaltrainer, a Mondadori Group brand leader in health and wellness, which was attended by over 10,000 visitors in only two days, has once again proven to be a great success.
A weekend with 500 free events, from the most innovative open-air workouts to talks to medical consultations, more than 50 guests and 20 partners, in an area of more than 1,500 square metres in the heart of Milan.
The MYPT Urban Walk, the charity sports walk to benefit the Fondazione Italiana Diabete (Italian Diabetes Foundation) – with 1,500 registered participants – was met with praise, as well as the medical consultations done in collaboration with the Centro Diagnostico Italiano (Italian Diagnostic Center), which were sold out in only a few hours.
The local event has enabled the brand to strengthen and expand its offerings, where it already reaches 13 million unique users each month and over 3 million followers on social media.
On Saturday 16 and Sunday 17 September the stage of the Mypersonaltrainer Days at the Dazio di Levante of the Arco della Pace in Milan was used for talks with major personalities and athletes who talked about the importance of sport and physical exercise for a healthy, balanced life. Guests included former soccer player Claudio Marchisio and Mattia Zenzola, the dancer who won Amici 22, psychiatrist and psychotherapist Raffaele Morelli, volleyball champion Cristina Chirichella, Nicola Macchione, andrologist and urologist, author and coach Daniele Di Benedetti and Sara Farnetti, an internal medicine specialist.
All the workout classes at the foot of the Arco della Pace were packed, and the most popular were Wake Up Yoga classes with Yoga Essential, the Super Jump and Fluid Silent Fitness classes with Jill Cooper, and Train with a Smile by Nicolò Famiglietti (of Power Talent Agency). There was major turnout on the sports fields, especially for Pickleball, Acrovolley, and Freeclimbing.
The results of the initiative
The great public success was combined with the excellent results that Mypersonaltrainer Days recorded on social media, with more than 10 million people reached on the Facebook and Instagram pages, thanks also to the involvement of top fitfluencers.
These numbers are the result of stories, posts, articles and interviews exclusively prepared by Mypersonaltrainer’s editorial, social and filming team being shared. It was a winning formula that contributed to yet another great result: a media impact of more than 40 million contacts, thanks to talking about the event on all of the brand’s touchpoints, an advertising campaign planned for the social networks, the website, press and radio, DOOH, plus spontaneous, high-impact media coverage.
The campaign, that aimed for participation, was very effective, thanks to strategic digital advertising carried out with conversational marketing by Hej! and proximity marketing by AdKaora.
Mypersonaltrainer Days is an event created by Mondadori Media in collaboration with Mediamond and Brand On Solutions, a unit dedicated to the special initiatives of the Mediamond retailer, thanks as well to the support of the 20 partners who championed the initiative. In terms of publicity, the event recorded 100 per cent growth from the 2022 edition.
The following businesses in the wellness, sports and lifestyle industry had the opportunity to meet the public in customised experiential corners to promote a new and broader concept of well-being and health: Zambon, DR Automobiles, Yovis Rigenera, Centro Diagnostico Italiano, Clearcorrect (Straumann Group), Curaprox, Danacol, Croazia con la regione del Quarnaro, Kellogg’s, Pedigree, Natù Rigoni di Asiago, Scholl, Bonomelli, Lete, MCFit and Yogaessential.
During Mypersonaltrainer Days the public was able to try their hand at test drives, exciting and fun games, and consulted with experts in behavioural disorders for companion animals, particularly dogs.
The Mondadori Group supported the initiative with talks by authors from its publishing houses and book signings in a dedicated corner of Mondadori Retail.
Initiative media partners: Radio R101 with speaker Chiara Tortorella.
The set-up and logistics were taken care of by the agency Area62.The Mypersonaltrainer Days project received the support of the City of Milan, which sponsored the event, participating in the opening moderated by Monica Bertini of Sport Mediaset with Emmanuel Conte, Counsellor of the Budget and Real estate Heritage, Rosanna Volpe, the President of the BoD of MilanoSport and Nicola Zeni, President of the Fondazione Italiana Diabete.