Media: Publishing brands

The fourth edition of MypersonalTrainer Days has been confirmed as a great success. The event, which sold out in just a few hours, covered the entire Arco della Pace, doubling the space over 2024 with lots of activities, workouts, medical consultations, and educational talks, all free and open to the public. The initiative was organized by MypersonalTrainer, a Mondadori Group media brand and leader in health and well-being that boasts a monthly web and social reach of 13 million and 6.6 million followers on social media.

Many champions were present, from Massimiliano Rosolino to Tania Cagnotto, Diego Gastaldi, and fitness gurus Jill Cooper, Jairo Junior, Laura Crugnola, Nicolò Famiglietti, and Silvia Fascians from the Power Talent Agency roster, along with many others. There was also a spectacular mini tournament with the participation of well-known football talents, such as Bobo Vieri, Alessandro Matri, Nicola Amoruso, Alessandro Budel, Tomas Locatelli, Massimo Maccarone, Stefano Torrisi, and German Denis.

This year, MypersonalTrainer Days received support from the Municipality of Milan, which sponsored the event with the participation of Martina Riva, Councillor for Sport, Tourism, and Youth Policies.

Record Results for the Initiative
In just two days, MypersonalTrainer Days welcomed over 20,000 participants, breaking last year’s record. The great success of events in the area was accompanied by excellent results on all MypersonalTrainer Days digital channels, which have recorded a total of 40 million contacts to date. These steadily growing numbers have once again set a record. Added to this, there is also an extraordinary media impact, thanks to coverage across all media. TV, local and national press, radio, and digital media followed us closely.

This achievement is the result of continuous storytelling, with posts, articles, stories, and interviews created exclusively by the MypersonalTrainer editorial, social, and video team. This result is clearly due to the very rich schedule of activities.

New events that enchanted the public
There was a great public response on the padel court, created in collaboration with Italian Padel Club and Italy Padel Tour Bombeer for the first time at MypersonalTrainer Days, which also hosted the ‘Sfida le Football Legends’ tournament. The event featured Bobo Vieri, Alessandro Matri, and Nicola Amoruso, who interacted with fans at an exclusive meet-and-greet.

Furthermore, the MYPT Cross The Park with Jairo Junior ended with a flash mob that saw thousands of participants create a beating heart. The AntiGravity^® Fitness Area was also very popular, with its 12 suspended red hammocks and therapeutic yoga by Sayonara Motta, designed for profound wellbeing of the mind and body. Finally, other activities included Tamboo, a dynamic musical format combining the rhythm of percussion with physical activity, which won over the public for the first time in Milan with MypersonalTrainer.

Event partners
The area dedicated to partners, who continue to believe in the project and join us in support year after year, was also very successful. The experiential corners were crowded with participants who had the opportunity to test products representing our core business (wellness, fitness, and sports), as well as food and beverage, automotive, and beauty products. It is important to develop initiatives specifically designed for each partner based on their unique communication needs, while integrating both offline and online editorial formats. The result is an engaging and memorable experience for users and visitors in line with the Wellness (R)evolution concept.
This year, MypersonalTrainer Days had an excellent advertising response, with the participation of 24 brand partners. The event was held in cooperation with Mediamond and Brand On Solutions, a unit dedicated to special Mediamond initiatives.

Many companies joined as brand partners: Barilla Protein+, Bayer Italia, Biotherm, Bonduelle, Brita, Carnidyn, Centro Diagnostico Italiano, Curasept Dicloreum ICE, Dorelan, DR Automobiles, GOLD COLLAGEN®, Maalox Digestion RAPID, Melagold^® Ponti, Napisan, Parmigiano Reggiano, Vichy, Virbac – Animal Health, and ZespriTM.

Technical partners: AntiGravity^® Fitness, Italian Padel Club, Italy Padel Tour Bombeer, Santàl Fruitz, YogaEssential.

Media partners: Radio R101.

Set-up and logistics were handled by Area62.

MypersonalTrainer is Mondadori Media’s leading media brand in the world of health, wellness and healthy, functional sports nutrition, with a monthly reach of 13 million on social media and the Internet (source: social incremental reach Comscore – January–June 2025) and more than 6.6 million followers on social networks (source: Comscore Shareablee and social insights – June 2025). It has been active in the area for four years with live initiatives, including annual appointments at RiminiWellness and in Milan at the Arco della Pace with the Mondadori Media event, MypersonalTrainer Days.

Music, cinema, television, series, sport, food, kids and a nonstop schedule of activities for all ages: this is Il Festival dello Spettacolo, the first event in Italy and Europe completely dedicated to the different forms of entertainment, which will start on 24 October in Milan.

Based on an idea by TV Sorrisi e Canzoni, the reference brand in the world of entertainment, the Festival is an entirely original initiative. From 24 to 26 October 2025, at Superstudio Plus on Via Tortona, three days immersed in film and television premieres, showcases, concerts, talk, meet & greets, masterclasses and workshops will last from 10 am to late evening.

‘The Festival stems from an idea inspired by our daily work,’ says Aldo Vitali, Director of TV Sorrisi e Canzoni. ‘In fact, Sorrisi has always served as a bridge between readers and the most beloved artists. And it also aims to talk about entertainment through not only what is seen but also what is not seen: behind-the-scenes activities. The three days of the Festival and related celebrations put into practice what our brand does through the magazine, website and social media. It brings our community closer to figures in entertainment, tells how events are created and allows people to experience something unique firsthand, putting the audience at centre stage through exclusive meetings and shows,’ says Vitali.

Il Festival dello Spettacolo is designed to interest and involve everyone: families, children, Gen Z, music, TV, cinema, sports enthusiasts and industry professionals.

SIAE — the Italian Society of Authors and Publishers — and Ticketmaster — the official ticketing platform of the Festival — are partners in this great project involving all major broadcasters in TV, cinema, streaming platforms and music.

Radio 105 will also be participating as the official radio channel of the Festival.

ARTISTS AT THE FESTIVAL
Every day, Il Festival dello Spettacolo will offer a continuous schedule of events with the public’s most beloved artists and characters. From today to the start of the event, they will be joining the event programme.

Many names have already enthusiastically confirmed their presence, starting with Carlo Conti, Artistic Director and conductor of the Sanremo Music Festival. Artists from the small screen include Francesca Chillemi, Antonella Clerici, Gabriele Corsi, Paolo Del Debbio, Francesca Fagnani, Katia Follesa, Max Giusti, Michelle Hunziker, Pino Insegno, Marco Liorni, Gianluigi Nuzzi, Gerry Scotti, Simona Ventura, the cast of ‘Bake Off Italia – Dolci in forno’ and ‘Casa a prima vista’, the actors of ‘Cuori 3’ and ‘Un posto al sole’, as well as Salvatore Esposito, the beloved star of ‘Gomorra – La Serie’ and ‘Piedone’, and Elia Nuzzolo and Matteo Giuggioli, actors in the highly anticipated series ‘Nord Sud Ovest Est. La leggendaria storia degli 883’. Those from the world of cinema include Aldo, Giovanni e Giacomo, Diego Abatantuono and Virginia Raffaele, as well as Stefano Accorsi, Diana Del Bufalo, Marco Giallini. For music lovers Alpha, Orietta Berti, Cristiano Malgioglio, Sarah Toscano will be appearing. Big names on the web include Benedetta Rossi. Stars of the stage include Roberto Bolle, from the Teatro alla Scala in Milan and principal dancer at the American Ballet Theatre in New York, and from sport, the presenters of ‘Calciomercato L’Originale’: Bonan, Fayna and Di Marzio. Those from the food world will include the beloved faces of Food Network: Giusi Battaglia, Ruben Bondì and Roberto Valbuzzi, as well as chefs and creators of Zenzero Talent Agency: Rosy Chin, Daniele Rossi, Dany Resconi, Lulù Gargari and Lucake. Finally, for the little ones the darling of all children, Carolina Benvenga, will be participating.

New artists and guests will be announced every week at the Festival.

CONCERTS WITH GREAT ARTISTS
Starting at 9 pm, Il Festival dello Spettacolo will light up with music at a must-see concert on each evening of the event. Prominent names in Italian music will take turns on stage with their hits, in unique performances exclusively for the Festival audience.

FESTIVAL VENUE
Il Festival dello Spettacolo will take place at Superstudio Plus, on Via Tortona 27 in Milan. This 10,000-m² area entirely dedicated to the event will have specific areas for each aspect of the world of entertainment:

• a main stage with 1,800 seats, where talks, conferences, live podcasts, music showcases and television exclusives will alternate throughout the day. In the evening, it will become a concert venue hosting great Italian musical artists for the three evenings of the Festival;
• cinema and live stream areas, which will host large screenings of preview films, interviews with casts and talks with artists;
• a sport area, for watching live sports and commentaries and meeting the most popular athletes;
• a music club, with live performances and exclusive meetings with the artists in the new urban music scene. This space, dedicated to Gen Z, will host performances by rising stars who are already very popular with young people. The music area will also be the stage for the Vertical Music Contest award ceremony, a multimedia project designed to give emerging artists the opportunity to present unreleased songs through vertical videos, the social network format;
• the food area will be full of masterclasses, classrooms and showcooking with the most popular chefs and talent in food;
• a kids area will be dedicated to little ones with workshops, creative activities and shows to entertain younger audiences;
• a meet & greet area, where fans will be able to interact with their idols live for meetings and signings, as well as a workshop with courses and training in cinema and television, with lessons in screenwriting, acting, directing, film and television production presented by representatives from the largest Italian film and television companies.

TV Sorrisi e Canzoni will be present at Il Festival dello Spettacolo with Casa Sorrisi, where the editorial staff will comment on the most salient moments of the event and update followers in real time through numerous social media and digital content.

TICKETS
Access Il Festival dello Spettacolo by purchasing tickets on the Ticketmaster website, the world’s leading ticket seller for live events and only official ticketing partner of the event.

Admission is subject to a fee, with free admission for children up to 3 years old and reduced ticket prices up to 8 years. Different types of tickets will be available (daily and nightclub for concerts). For the launch of the Festival, you can already buy tickets with an Early Bird offer: a ‘three-day’ subscription at a discounted price so you don’t miss any event scheduled from 10 am to 7 pm during the three days of the Festival (offer valid until 31 August 2025).

Tickets for evening concerts will be available for purchase separately.

The new website is now online www.ilfestivaldellospettacolo.it. Visit it for all the news related to the event, see the updated list of guests, discover the Festival map and, as soon as it is available, consult the final programme to book your place for all the events on the schedule.

TV Sorrisi e Canzoni is a brand by the Mondadori Group, a reference for TV and entertainment lovers, reaching 2.6 million readers every month (source: Audipress 2025/I), 4.1 million website users (source: Audiweb April 25) and 1.15 million fans (source: social insights IG, FB, TikTok, X, YouTube) due to a multichannel system ranging from the magazine to the website and social media, up to events and related products.

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Radio 105. Proud to be Different. Owned by the RadioMediaset Group — the top national radio group in terms of listenership, which also includes Virgin Radio, R101, Radio Monte Carlo and Radio Subasio — Radio 105 is the channel of reference for young audiences. The channel’s strengths rely on presenting the best music and protecting the territory, from the 105 Summer Festival tour to concerts by the most popular artists to exclusive experiences for listeners. This is because Radio 105 is called to blend its listeners’ interests through participation in the most targeted events.

SIAE is a nonprofit collective that protects the creative work of 116,000 authors and publishers in music, cinema, theatre, radio, TV and online works, opera and ballet, literary works and figurative arts registered with the Society, collecting and distributing to them proceeds deriving from the use of the works. Founded in 1882 in Milan by an assembly of writers, musicians, playwrights and publishers, including Giuseppe Verdi, Giosuè Carducci, Francesco De Sanctis and Edmondo De Amicis, the Italian Society of Authors and Publishers has protected and enhanced creativity and intellectual works for 143 years. Today it is the sixth-largest copyright collection society in the world.

Superstudio Plus, located in the heart of Milan’s Tortona District, is the symbolic space for Superstudio Events. This is where Milan Design Week began and for 25 years, major design, fashion and cultural events have followed one another in this 10,000 m² venue, a mandatory stop for international brands and audiences. A leading brand in events in Milan, Superstudio Events hosts over 200 events and more than 800,000 visitors every year at its 4 venues, for a total area of more than 33,000 m². Events include conventions and congresses, fashion shows, fairs and gala dinners.

Ticketmaster is the world’s leading ticket seller for live events, handling over 500 million transactions per year in more than 39 countries. With exclusive partnerships with thousands of venues, artists, sports leagues, art and theatre tours, it brings unparalleled live experiences to millions of fans at the biggest events around the world. It is part of Live Nation Entertainment. All scheduled appointments and activities can be found on the website, ticketmaster.it.

Following the success of previous editions, MypersonalTrainer Days returns on 13 and 14 September. The initiative is organised by MypersonalTrainer, a Mondadori Group media brand and leader in health and wellness, a point of reference for 13 million unique users per month and 6.6 million followers on social networks. The event is sponsored by the Municipality of Milan and will cover the entire area around Arco della Pace in double the space — 10,000 square metres — of the last edition, with free workouts, medical consultations, and educational talks open to the public.

Martina Riva, Councillor for Sport, Tourism and Youth Policies for the Municipality of Milan, Daniela Cerrato, CMO of Mondadori Media, and sports journalist Monica Bertini will open the two-day event on Saturday, 13 September.

‘Today, attention to physical and mental well-being is indispensable. With MypersonalTrainer Days now in its fourth edition, we as a publisher are proud to respond to this need with a widespread approach: from digital platforms to social media, up to this event, which is now an important occasion for the city community and beyond. Our ongoing collaboration with the Municipality of Milan and support from the many brand partners that have accompanied us for years allow us to offer a unique experience that expands the boundaries of wellness, explores innovative areas, and attracts an ever-widening community through live contact in the area,’ says Daniela Cerrato.

This year’s fourth edition comes with the claim Wellness (R)evolution, symbolising the evolution of wellness as represented by MypersonalTrainer.

An array of famous names will follow one after another, from swimming champion Massimiliano Rosolino to Italy’s greatest diver, Tania Cagnotto, from Paralympic athlete Diego Gastaldi to fitness gurus such as Jill Cooper and Jairo Junior, Nicolò Famiglietti and Silvia Fascians from Power Talent Agency and MYPT Crew, and many more.

For the first time, the 2025 edition will have lots of opportunities for padel, giving everyone the chance to train through a collaboration with Italian Padel. With the Italian Padel Club format in partnership with the Italy Padel Tour, the association is staging a spectacular mini tournament, ‘Sfida le Football Legends’, which, after various stops around Italy, will reach the Arco della Pace in Milan at MypersonalTrainer Days. Many well-known football faces will be appearing, such as Bobo Vieri, Alessandro Matri, Nicola Amoruso, Alessandro Budel, Tomas Locatelli, Massimo Maccarone, Stefano Torrisi, and German Denis.

Another activity to practise or watch is the AntiGravity^® Fitness Area with Sayonara Motta. This innovative programme blends various disciplines such as dance, Pilates, acrobatics, calisthenics, and yoga, with benefits for spinal decompression. With its suspended hammocks, AntiGravity^® Fitness works against gravity, helping to tone, stretch and realign the body, improving posture, flexibility, balance and coordination and relaxing the nervous system. Ever-popular yoga sessions, engaging Silent Fitness experiences and workouts inspired by today’s hottest disciplines will take place on the fitness stage. These include Tamboo, a dynamic musical format combining the rhythm of percussion with physical activity for the first time in Milan; therapeutic yoga, designed for profound wellbeing of the body and mind; and Spinext, an innovative functional practice that improves mobility and posture.

The following talks and experiences are proving to be very popular: nutritionist and biologist Laura Crugnola, from Power Talent Agency and MYPT Crew, will talk about nutrition and trends, dermatologist Ines Mordente will talk about Longevity Skincare Revolution, Jill Cooper will talk to the audience about menopause, and Marilia Valenza will talk about the importance of caring for our skin with a young workout for the face.

Participants will be able to enjoy the green lung in the heart of Milan and on Saturday at 2 p.m., they can take part in MYPT Cross the Park, a unique initiative guided by Jairo Junior combining functional training, cardio fitness, and socialising in characteristic urban spaces. Francesco Giardina, the official speaker of MypersonalTrainer Days, will be joined by Chiara Tortorella, a Radio 101 speaker who will also take the stage as a LILT representative to mention the Pigiama Run initiative, which will be held in Milan on 26 September.

On Saturday at 5 p.m., Il grande libro di MypersonalTrainer (The Great Book of MypersonalTrainer) will be presented. Published by Sperling & Kupfer, it is available in bookshops and online stores starting on 9 September. With this volume, MypersonalTrainer offers readers a selection of tips, insights, and useful pointers for embarking on a conscious path to wellness. The book will be presented by Daniela Cerrato, CMO of Mondadori Media, with trainer Nicolò Famiglietti and Riccardo Borgacci, a nutritional specialist, dietician and sport scientist. Journalist Angelica Amodei will be moderating.

The day will end at 6:15 p.m. with a Zumba Party and apericena in collaboration with Parmigiano Reggiano.

For this edition, the technology will also be enhanced with a LED wall (550 cm x 300 cm) near the main stage, which will project cross shots taken from two drones flying over the area to create spectacular and immersive experiences.

Event Partners
MypersonalTrainer Days had an excellent advertising response this year with 40% growth over 2024 and the participation of 24 brand partners. The event is held in cooperation with Mediamond and Brand On Solutions, a unit dedicated to special Mediamond initiatives.

Many companies have joined as brand partners — not only industries in wellness, fitness, sport, and beauty, but also companies in the food and beverage, automotive, and lifestyle sectors. For the occasion, they will meet the public in customised experiential corners to promote a new and broader concept of wellness.

Partners: Melagold^® Ponti, Barilla Protein+, Bayer Italia, Biotherm, Bonduelle, Brita, Carnidyn, Centro Diagnostico Italiano, Curasept Dicloreum ICE, Dorelan, DR Automobiles, Gold Collagen, Maalox Digestion RAPID, Napisan, Parmigiano Reggiano, Vichy, Virbac – Animal Health, and ZespriTM.

Technical partners: AntiGravity^® Fitness, Italian Padel Club, Santàl Fruitz, YogaEssential.

Media partners: Radio R101.

For MypersonalTrainer Days, a new multimedia advertising campaign was created: daily newspapers, DOOH with domination in strategic areas of Milan such as Parco Sempione and the M4 line, radio, magazines, social media, and the Internet. Set-up and logistics will be handled by Area62.

All activities are free of charge, but registration is required to participate. For information and reservations: https://www.my-personaltrainer.it/myptdays. Everyone registered for sports activities will receive a technical T-shirt and all active participants will receive a bag full of gadgets.

MypersonalTrainer is Mondadori Media’s leading media brand in the world of health, wellness and healthy, functional sports nutrition, with a monthly reach of 13 million on social media and the Internet (source: social incremental reach Comscore – January-May 2025) and more than 6.6 million followers on social networks (source: Comscore Shareablee and social insights – June 2025). It has been active in the area for four years with live initiatives, including annual appointments at RiminiWellness and in Milan at the Arco della Pace with the Mondadori Media event, MypersonalTrainer Days.

Webboh reaches a historic milestone on WhatsApp, where the first Italian community dedicated to the younger generation has passed 1 million subscribers on its official channel. This success is expanding with a second channel, ‘Test & Quiz by Webboh’, dedicated to the brand’s more playful content, with games, tests and quizzes ‘to fight boredom’, with nearly 100,000 subscribers less than a month after its launch.

Since its creation in 2019, Webboh is present on all of Gen Z’s most popular platforms, reaching 1.9 million followers on Instagram and 1.8 million on TikTok, with 100% growth in YouTube video views in one year. In June, it recorded a web and social reach of over 6 million with an increase of 35% compared to the previous month (Comscore data June 2025).

NEW FORMATS
Using a direct, authentic language, Webboh reports daily on current affairs with a close look at the creators, trends and lifestyle events enlivening social media, while also raising its audience’s awareness about value-related issues. The relevance and originality of the content result from a participatory, bottom-up editorial model that actively involves the community at every stage of the creative process, making each topic relevant to the interests, language and experiences of Gen Z.

To continue interacting with its audience, Webboh recently launched a long format on YouTube that is enjoying considerable success: La Macchina della Verità (The Lie Detector)
This is a real interrogation in the studio, with a real lie detector, led by the face of Webboh, Arianna Madonna. The format — whose claim is ‘A polygraph, lots of questions and an expert to find out whether or not the guest is telling the truth’ — has proved to be a real success since its launch. Each video records an average of 150,000 views on YouTube alone. Ten episodes featuring Gen Z’s most popular characters and creators — Viola Silvi, Giulia Bizzarri, Alice Mordenti, Valerio Mazzei, Mura, Nicole Micoli, Domenico Esposito, Alberto Tozzi, Sofia De Rose, Vittoria Lazzari — are already online, with a total of 15 million views across all channels.

A new format is also coming soon: ‘Specchio Riflesso’ (Mirror Reflection) is a beauty format where creators tell their stories in front of a mirror while talking about make-up tips and tricks.

Webboh’s new formats, created as editorial projects, also offer brands the opportunity to interact directly with Gen Z through original and participatory content.

WEBBOH LICENSING
In addition to the digital formats, Webboh is also strengthening its influence in the real world. The 2025/2026 agenda and the other BeYou school products (in the ‘Amazon bestsellers’ section of the related category) are back again this year, with an agenda, rucksack, pencil case and notebook produced under a licensing agreement with Giochi Preziosi, which entrusts Webboh with all BeYou communications.
New items for the 2026 season include the Epiphany stocking and Easter egg licenced with DLG Food (under the Più Buono brand name).

LIVE EVENTS AND STRATEGIC PARTNERSHIPS
Webboh ‘s presence also extends to live events, as shown by the numerous events that punctuated the first half of the year:

• Sanremo Festival 2025: for the third year running, Webboh involved its community in a unique experience with the ‘Webboh Van Studios’ in collaboration with Astra Make-Up.
• Webboh Awards 2025: the sixth edition of the event celebrated the most loved talents by Gen Z, registering 18 million online votes and culminating in an exclusive evening with the most famous stars sponsored by the hottest brands.
• A media partnership with Cornetto Battiti Live 2025: an exclusive backstage ‘Webboh room’ presented content with the likes of Alfa, Alessandra Amoroso and Baby K.

Since April, Webboh is also on RDSNEXT — the social web radio of RDS 100% Grandi Successi — with ‘Webboh Time’, the programme that brings the Webboh universe to the radio, presenting the world of creators, trends and lifestyle events animating social media.

WEBBOH LAB
Finally, the Webboh universe also includes Webboh Lab. Through a partnership with the Sylla Research Institute, it is the first online hub for research on Gen Z, a privileged vantage point for young people’s tastes, interests and expectations.

Webboh is the reference media outlet for Gen Z. Established in April 2019, it has been part of Mondadori Media since February 2023. It has a monthly web and social reach of more than 6 million (source: social incremental reach Comscore, June 2025) and a fanbase — among TikTok, Instagram, YouTube and WhatsApp — of 5 million followers (70% of whom are under 24). It is one of the top ten most influential Italian social media outlets, as well as the first in Generation Z targets for engagement and video views (source: Prima Comunicazione ‘Top Italian Media’ ranking conducted by Sensemakers).

After three editions with extraordinary numbers and strengthened by the growing interest in health, physical activity and wellbeing, Saturday and Sunday, 13 and 14 September will see the return of MypersonalTrainer Days. This event created by MypersonalTrainer – a Mondadori Group brand and a leader in health, wellbeing and healthy, functional sports nutrition – is sponsored by the Municipality of Milan. The fourth edition of this event will be even more abundant, with many new features. Two days of events in a double-sized area, courses and free activities for all audiences. This year, MypersonalTrainer Days comes with a new claim: Wellness (R)evolution, a symbol of the evolution of wellness as represented by MypersonalTrainer. This event reinforces its mission to promote a healthy and active lifestyle with new disciplines, a holistic view and scientific authority, always aimed at preventing illness.

MypersonalTrainer Days: The Numbers

Last year’s MypersonalTrainer Days was attended by over 15,000 national and international visitors and 26 brand partners. More than 50 guests from the world of sports and wellness presented 500 free events, 300 hours of activities and medical consultations in a 2,000-m2 area in the green heart of Milan, between the Arco della Pace and Piazza Sempione. Forty-eight hours of life outdoors, dedicated to physical and mental wellbeing, with more than 20 million reaches on the brand’s Instagram, TikTok, Facebook and YouTube channels.

MypersonalTrainer Days doubles its space with a range of new activities, for the first time in Milan

The space at the Arco della Pace will be twice as large, with the possibility of hosting more events, activities and audiences of all kinds. MypersonalTrainer Days is not only dedicated to experienced athletes, enthusiasts and those who are already aware of their health and bodies but also to families, furry friends and anyone who is curious and simply wants to improve their lifestyle.
For the first time, this 2025 edition will have room for padel, thanks to the collaboration with Italian Padel. Through the Italian Padel Club, it will not only give everyone the chance to train but will also host a spectacular mini tournament with the participation of well-known faces from football, other sports and show business. This opportunity for first-hand experience with one of the fastest growing sports in Italy can’t be missed.
Another new experience to practise or watch is the AntiGravity^® Fitness Area with Sayonara Motta. This innovative programme blends various disciplines such as dance, pilates, acrobatics, calisthenics and yoga, with benefits for spinal decompression. With its suspended hammocks, AntiGravity^® Fitness works against gravity, helping to tone, stretch and realign the body, improving posture, flexibility, balance and coordination and relaxing the nervous system.

Popular experiences with many new things to discover

Ever-popular yoga sessions, engaging Silent Fitness experiences and workouts inspired by today’s hottest disciplines will take place on the fitness stage. These include Tamboo, a dynamic musical format combining the rhythm of percussion with physical activity for the first time in Milan; therapeutic yoga, designed for profound wellbeing of the body and mind; and Spinext, an innovative functional practice that improves mobility and posture. The star trainers at all previous editions of this event will also be there, from Jill Cooper to Jairo Junior and Nicolò Famiglietti, Silvia Fascians and Laura Crugnola of Power Talent Agency. For the first time ever, the public, led by Jairo Junior, will be able to participate in MYPT Cross the Park, a unique initiative combining functional training, cardio fitness and socialising in characteristic urban spaces.
There will also be numerous Indoor Experiences, with a Talk Zone where special guests will take turns once again this year for in-depth meetings and free medical consultations.
The MypersonalBeauty area, which was very popular in the last edition, is confirmed again this year. As in 2024, a route will be created with different areas — hair, face and body care — for exclusive wellness experiences. The area will also be specially designed to appeal to increasingly beauty-conscious men.
Another new feature of this edition is the MypersonalPet area dedicated to pets — which are always welcome at MypersonalTrainer Days — with fun activities, talks with unique guests and indispensable advice on how make the most of living together with our furry friends, getting to know and respect them.

Opportunities for brand partners

In synergy once again this year with Mediamond and its special Initiatives team, Brand On Solutions, there are many special opportunities for the market and individual brand partners relating to original, engaging and dedicated projects. A multimedia advertising campaign was created for MypersonalTrainerDays, with influencer marketing, communication on the DOOH circuit, radio, social and digital media. In particular, MypersonalTrainer ‘s social and web profiles will detail all the stages of the event, activities and partners, from teasers to non-stop coverage over the two days, ending with a follow up dedicated to the most significant and exciting moments of the two-day event.

Brand partners already on board

Barilla Protein+, Bayer – Vaginaverso, Biotherm, Bonduelle, Brita, Carnidyn, Centro Diagnostico Italiano, Curasept, Dicloreum Ice, Dorelan, DR Automobiles, Gold Collagen, Maalox Digestione RAPID, Napisan, Parmigiano Reggiano, Vichy, Virbac – Animal Health, ZespriTM.

For information and updates: https://www.my-personaltrainer.it/myptdays

MypersonalTrainer is Mondadori Media’s leading media brand in the world of health, wellness and healthy, functional sports nutrition, with a monthly reach of 13 million on social media and the Internet (source: social incremental reach Comscore – January-May 2025) and more than 6.6 million followers on social networks (source: Comscore Shareablee and social insights – June 2025). It has been active in the area for four years with live initiatives, including annual appointments at RiminiWellness and in Milan at the Arco della Pace with the Mondadori Media event, MypersonalTrainer Days.

‘What will I do after secondary school?’ This is the question keeping thousands of Italian students awake at night during these weeks. On one hand, the state exam still represents the main source of anxiety (for 50% of students). On the other hand, there is an equally strong but underlying concern: uncertainty about the future.

This snapshot was captured by Studenti, a Mondadori Media brand and Italian leader in digital education, which launched a survey among its community in the 48 hours leading up to the exams, gathering over 1,000 responses from Italian graduates.

THE RESULTS: A HAZY FUTURE FOR MANY

The survey reveals data that depicts a suspended generation:

• one third of students have not yet decided which path to take after school.
• Only 1 in 5 feels truly ready and confident in their choice.
• More than half of graduates would like personalised support with orientation, even through the use of artificial intelligence.

THE DESIRE NOT TO BE LEFT ALONE

The secondary school exam is no longer just a written or oral test. It symbolises a delicate transition full of questions and expectations.

In recent years, the post-graduation landscape has also expanded, with universities, ITS courses, foreign opportunities, work and volunteer experiences. Without a compass, this range of possibilities risks generating confusion.

‘The need for modern guidance closer to the communication methods and emotional needs of Gen Z is more urgent than ever,’ says the Studenti editorial team. ‘Young people are asking for spaces to discuss and receive clear guidance, even with the help of new technologies.’

As it emerged from the survey, students are asking not to be left alone at this moment. They would like concrete, updated, and accessible tools to navigate among universities, vocational courses, gap years, and first jobs.

Studenti meets this need by offering guides, orientation tests, video interviews, in-depth articles, and dedicated columns specifically for post graduation choices such as ‘Cerca Corsi (Search Programmes),’ the digital orientation tool linked directly to MIUR official data (with 5,800 degree programmes), and Gaia, the first integrated artificial intelligence tool on the web dedicated to education.

Studenti is a brand by the Mondadori Group, an Italian leader in digital education, with 4 million users (source Audiweb – April 2025). It is a reference point for the younger generation at school and more, due to dynamic and constantly evolving editorial offerings marked by innovative language and content. This formula that has allowed Studenti to reach over 1 million followers on social media — including TikTok, YouTube, and WhatsApp — where students can access guides and tutorials to prepare for exams, receive support to navigate their educational and professional future, and find resources to make the most of their student experience in every respect, including personal wellbeing.

Pharmacies are being transformed. They are no longer just points of sale but actual strategic touchpoints capable of connecting brands and consumers when decisions really count. This was the guiding vision of AdKaora, Mondadori Group’s MarTech agency, when it designed the new campaign developed in collaboration with WPP Media for the launch of the HYALU-FILLER skincare line by Laboratoires Filorga Cosmetiques Italia.

An Ecosystem Combining Digital and Physical Content, Branding and Performance

The new HYALU-FILLER line, inspired by the Skin Booster and Filler treatments, represents an important step for Filorga in the world of pharmacies, which are currently a priority channel. To enhance the products, the brand built an integrated communication ecosystem together with AdKaora to accompany users at every stage of their journey, from product discovery to purchase, through direct in-store interaction.

Media Mix Focused on Pharmacies

The core of the communication strategy was the new in-store retail media channel. The touchpoints activated in the campaign included the Addendo Pharma digital network by Haiku Technologies, AdKaora’s partner in the pharma & beauty sector. Participating pharmacies throughout the country were equipped with indoor digital screens to deliver video advertising, turning points of sale into real media centres.

As a second step, the AdBox™ technology – also developed by Haiku and integrated into pharmacy registers – collected real-time data on user behaviour. With this IoT system, concrete, timely insights are obtained to accurately measure the impact of campaigns on sales, optimising ROI (return on investment) and enhancing the effectiveness of the entire communication ecosystem, as well as providing timely, granular information on sell-out at individual pharmacies.

Proximity Marketing to Trigger Action

The strategy did not stop with the pharmacies. AdKaora also activated a proximity marketing component – its historical strength – to intercept users on the move. With geolocalised, engaging and highly relevant mobile formats, it was possible to stimulate interest and guide users smoothly and naturally to points of sale.

To make the experience even more immediate, a call to action was integrated to activate Find&Go Now! The interactive map, created using AdKaora’s proprietary technology, shows the nearest pharmacies with active screens in real time, presenting the shortest route to get there. A direct bridge between banner and shelf.

Results: Awareness, Action and Concrete Performance

The campaign managed to combine visual impact and activation across the area, recording excellent performance throughout the funnel. The Display format achieved a CTR (click-through rate) of 2.1%, indicating strong interest and involvement by the target audience, while the pharmacy videos ensured a constant and memorable presence at a key moment in the decision to purchase.

However, sell-out is where the strategy expressed its full potential. Weekly sales in Addendo circuit pharmacies that were analysed increased by more than six times the annual average. This increase leaves no room for doubt about the effectiveness of retail media in the pharma sector in generating tangible results, turning engagement into real conversion.

A New Approach to Pharma Retail Media

The campaign deployed a well-orchestrated mix of technology, media and data, both online and offline, with a single objective: enhancing the pharmacy channel as a space for interaction, advice and conversion. Today, using solutions such as those by AdKaora, this aspect can become an active part of a brand’s media strategy.

‘For Filorga, the pharmacy channel is much more than a point of sale. It is a place of trust and advice, developing genuine relationships with consumers. Presiding over this strategic touchpoint with innovative and measurable communication solutions is crucial for enhancing the value of our skincare products, especially in a setting where choices are made at a decisive moment. With the support of AdKaora, we have transformed our pharmacy presence into an omnichannel experience that combines awareness and conversion, confirming our commitment to supporting people along their beauty and wellness journey,’ says Irene Picazio, Marketing Director at Laboratoires Filorga.

‘Retail media in the pharma channel can no longer remain in the shop window. It must become a tool for interaction, activation and measurement. With our full-funnel approach, we take brands exactly where it counts: to customers at the moment they are deciding what to buy. Using a hybrid ecosystem combining pharmacy screens, geolocalised mobile advertising and drive-to-store technology, AdKaora is now able to turn advertising into concrete action, and pharmacies into true physical media touchpoints. With the ability to measure real insights and sales uplift, we guarantee brands not only visibility, but also performance. We would like to thank Filorga for their trust, given the sales results, and for sharing this strategy with us,’ says Davide Tran, MarTech Director of Mondadori Media.

GialloZafferano, the most popular in Italy and one of the world’s most beloved food media brand, opens CasaGiallo, its first house of production in the United States, designed to talk about the Italian way of understanding and experiencing cuisine across the ocean.

Located in Brooklyn, with a view of the three famous bridges of New York – the Williamsburg, Manhattan, and Brooklyn – CasaGiallo is a new creative space for developing content dedicated to contemporary Italian cuisine.  Furnished with characteristic articles of Italian design, CasaGiallo not only overlooks the city’s bridges but also becomes a bridge between Italian cuisine and the American public.

An evolution of the space presented in 2024, the new content studio will form the heart of production for GialloZafferano aimed at the US market. CasaGiallo aims to produce the best cooking content for visual quality and social language, respecting Italian tradition and building open, long-lasting cultural exchange. The studio will host chefs, creators, and branded content projects, offering companies an integrated digital (web and social) and physical multipurpose hub, in an ideal location for unique, innovative experiences.

‘With CasaGiallo, we bring our vision of Italian cuisine to the creative heart of New York,’ says Andrea Santagata, CEO of Mondadori Media Digital Area. ‘It is not just a simple production studio but a dynamic place for talent, cultures, and brands to connect. With CasaGiallo, we offer companies promoting the Italian culinary tradition in America an effective way to tell their story through innovative content that can speak to the American public using authentic, up-to-date language.’

With 72 million followers globally, GialloZafferano strengthens its presence in the American market, initiating a new phase of internationalisation.

CasaGiallo was inaugurated in the presence of the Italian Trade Agency, with an exclusive moment created with the Italian-American creator Bilena Settepani, owner of the historical Settepani Bakery in Brooklyn, and Aurora Cavallo @Cooker Girl, the brand’s ambassador.

GIALLOZAFFERANO, OFFICIAL MEDIA PARTNER OF THE ITALY PAVILION AT THE SUMMER FANCY FOOD SHOW

One of GialloZafferano’s most successful initiatives in the United States is its media partnership with the Italy Pavilion at the Summer Fancy Food Show in New York (29 June – 1 July), the most important food and beverage fair in America. This the third consecutive year for the partnership, which relies on an exclusive collaboration with Universal Marketing, the only Italian agent for the Specialty Food Association and organiser of the Italy Pavilion, which brought 340 companies to New York under the concept ‘Italy, the Art of Taste’.
During the Summer Fancy Food Show, GialloZafferano was accompanied by Italian and Italian-American talent from Zenzero, the vertical talent agency by Mondadori Media in the world of food. Guests included Cooker Girl, Cook with Fez, Daniele Rossi, Bilena Settepani, Rosy Chin, Flavors by Alessandra, Lulù Gargari, Silvia Barban, and Marco Chef.

On the eve of the event, the creators participated in a photo session in Times Square and, during the four days of the fair, enlivened the Italy Pavilion with 20 live showcookings and over 50 original content items shared on GialloZafferano Loves Italy, the social media profile dedicated to an international audience.

ACTIVITIES WITH BRAND PARTNERS

Following the success of the last edition, the collaboration between GialloZafferano and Grana Padano was renewed for the 2025 edition of the Summer Fancy Food Show. In fact, GialloZafferano was present at the Consortium’s stand with two showcookings a day, hosted by well-known faces from the digital kitchen. For the second consecutive year, GialloZafferano was also a partner of the exclusive annual event organised by Grana Padano on 30 June at Bar 65 (Rockefeller Center). Here, creators Cooker Girl and Marco Chef brought the tradition of Italian cuisine to the table, reinterpreting it in a contemporary language.

There was also a great following for this year’s #NotSoFancy Party, the after-party created by GialloZafferano. The event, held in collaboration with Ferrarelle – which has just begun its expansion into the United States and considers this initiative an important milestone in building its reputation overseas – served as a unique opportunity to foster synergy and connections among Italian food brands, celebrate innovation and excellence in Italian cuisine, and further enhance the experience of the Fancy Food Show. The evening took place in the elegant restaurant Travelers, Poets and Friends, with a food and beverage menu epitomising Italian excellence. Key stars of the event included food creators from Zenzero Talent Agency alongside chefs and guests from the food world, as well as influencers, critics, and opinion leaders in the sector. The event was organised in partnership with the Italian Trade Agency, Urbani Tartufi, and Di Marco as technical sponsor.

For this edition as well, several Italian companies in the agrifood sector partnered with GialloZafferano at the Summer Fancy Food Show in NY to develop initiatives – showcooking in particular – and special content with related amplification on social media involving creators and chefs from Zenzero. These included Granarolo, Rega, and Urbani Tartufi in collaboration with Universal Marketing – Regione Campania, Regione Lazio, and Russo Food.

The activities were developed by Mondadori Media in collaboration with the Mediamond agency and the BrandOn Solutions team, which is responsible for special initiatives.

GialloZafferano is the leading food media brand in Italy. On the web, 1 in 2 Italians cooks with GialloZafferano, which reaches 22 million people every month (Comscore Social Incremental Reach, March 2025). With a fanbase of 72 million followers, it tops the world’s food media brand ranking on social media (source: internal analysis of Shareablee-Comscore data and social insights). Offering recipes that are always easy to make and accessible to everyone, it is available to people at any time of day on all channels: from the web to social media, apps, smart devices, magazines, books and local events.

Zenzero is the talent agency exclusively for the best food creators in Italian digital media. Founded at the end of 2022 through a collaboration between GialloZafferano, One Shot Agency, and six of the top food creators in Italian digital media, it reaches over 43 million followers and over 50 million video views. Zenzero Talent Agency is a new point of contact between an extraordinary hub of creators and brand partners. Its goal is to establish effective communication pathways that respond to brand’s growing need to tap into the passions, values, and new language of Generation Z.

For the third year running, TV Sorrisi e Canzoni, a reference in the entertainment world, brings the most popular music of the summer to the public through its exclusive partnership with Cornetto Battiti Live.

THE GLASSBOX BY SORRISI

During the much-loved music event, which took place from 18 to 22 June in the city of Molfetta in Apulia, the famous glassbox by Sorrisi — located within Casa Battiti, a real music resort with a modern and Mediterranean design backstage at the festival — became a set for numerous exclusive events.

In its ‘portable newsroom’, Sorrisi led exclusive interviews, new digital formats and surprise meetings with the artists before and after their on-stage performances. Participants included Alessandra Amoroso, Carl Brave, Clara, Gaia, Gigi D’Alessio, Rkomi and Sarah Toscano and the new faces of Amici 2025, including Trigno, Antonia and Luke3.

During the music event, Sorrisi also launched new social media formats, including ‘Albero Genealogico’, a game with a magnetic board based on constructing an atypical family of artists, ‘Ma com’è che fa?’, a challenge that tests artists to see how much they know about the hits, and ‘La tavola da Disegno’, to see how well some singers and musicians draw.

Finally, the Mondadori Media brand told its social community about the artists’ performances on the stage at Cornetto Battiti Live: from Alessandra Amoroso to Serena Brancale, from Fedez and Clara to Anna and many more.

THE FESTIVAL DURING PRIME TIME

Sorrisi will also accompany the magic of Cornetto Battiti Live on television. Starting on 7 July, every Monday during prime time on Canale 5 and aired again on La 5 and Mediaset Extra, Nicolò De Devitiis will connect from the Sorrisi glassbox to recount funny stories and present exclusive photos of singers in the competition.

TV Sorrisi e Canzoni is the reference for TV and entertainment lovers, reaching 2.6 million readers every month (source: Audipress 2025/I), 4.1 million website users (source: Audiweb April 25) and 1.15 million fans (source: social insights IG, FB, TikTok, X, YouTube) due to a multichannel system ranging from the magazine to the website and social media, up to events and related products.

Building on the success of previous editions, McDonald’s is once again offering new McChicken Creations, recipes created in collaboration with GialloZafferano, Italy’s favourite food media brand, and inspired by the original McChicken sandwich. It will be available in the more than 760 McDonald’s restaurants from today to 19 August.
The successful partnership between McDonald’s and GialloZafferano is now in its seventh year, with more than 55 million sandwiches sold.

This year’s new McChicken Creation recipes, using 100% Italian chicken breast, are topped with three PDO and PGI ingredients: Provolone Valpadana PDO, which returns to McDonald’s menus, Cappero (capers) delle Isole Eolie PDO and Peperoni (bell pepper) di Senise PGI, which appear for the first time as an extra touch in the mayonnaise and sauce on the new sandwiches. The Peperone combines bacon, crispy onions and a flavourful, fragrant sauce made using Italian Peperoni di Senise IGP. In contrast, the Provolone consists of crispy bacon, the authentic and enchanting Provolone Valpadana DOP and a special mayonnaise with the intense, unmistakable flavour of Cappero delle Isole Eolie DOP.

McChicken Creations demonstrate a commitment to making the quality and authenticity of Italian ingredients accessible to everyone, enhancing the recipes with treasures from our land. With this goal in mind, the relationship with the protection consortia, which began in 2008 with the invaluable support of Fondazione Qualivita, has grown stronger over the years. This interaction has led to the introduction of 24 PDO and PGI ingredients on McDonald’s menus, enabling millions of people to discover and recognise the value of Made in Italy.

Through the collaboration with GialloZafferano comes the new McChicken Creations: two original recipes meticulously created to celebrate and make the most of 100% Italian flavours, combining the best of innovation and tradition.

‘We are proud to present the seventh edition of McChicken Creations, an initiative that strengthens our commitment to supporting the Italian food supply chain,’ says Giorgia Favaro, Managing Director of McDonald’s Italy. ‘Through our collaboration with GialloZafferano, the Qualivita Foundation and the protection consortia, we are able to integrate PDO and PGI ingredients into our offerings, making them accessible to an ever wider public. We have been working in this direction for more than 15 years, aiming to enhance quality raw materials and support local producers,’ Favaro concludes.

‘The collaboration between GialloZafferano and McDonald’s, which is celebrating its seventh edition, conveys solid synergy with the aim of depicting the Italian way of life in an innovative manner,’ says Andrea Santagata, Managing Director of Mondadori Media. ‘The project combines taste, accessibility and innovation through effective interaction with the public, using a new and engaging language. The results achieved over the years demonstrate the effectiveness of a strategy — in terms of reach and audience appreciation — that focuses on quality, creativity, tradition and experimentation,’ Santagata concludes.

The new edition of McChicken Creation was presented with a special event at the GialloZafferano headquarters, with the participation of Giorgia Favaro, Managing Director McDonald’s Italy, and Andrea Santagata, Managing Director Mondadori Media. Speakers also included: Valeria Casani, Chief Marketing Officer McDonald’s Italy; Nicola Lussana, Managing Director Mediamond; and Mauro Rosati, Director General Fondazione Qualivita. Other participants included representatives of the certified ingredients in the new recipes: Vittorio Emanuele Pisani, Director of the Consorzio di Tutela Provolone Valpadana DOP; Lorenzo Cortese, President of the Associazione Cappero delle Isole Eolie DOP; and Enrico Fanelli, President of the Consorzio di Tutela Peperoni di Senise IGP.

The event was also enlivened with an engaging cooking show by McDonald’s Chef Raffaele Bellini, who revealed the secrets and preparation of the new recipes to the audience. GialloZafferano involved a team of exceptional chefs and food creators to preview the new recipes and create exclusive content for social media: Andriana Kulchytska, Roberto Valbuzzi – Notordinarychef, Angelo Coassin – Cooking with Bello, Eva Andrini – Evasfoodaddiction, Gessica Runcio – Le ricette da Gessica, Nonna Silvi and Dany Resconi. With his charismatic attitude, Radio 105 host Nicolò Torielli led the event, encouraging interaction and participation and creating a dynamic and engaging atmosphere.

The entire activity and visibility plan for McChicken Creations were developed together with Brand On Solutions, the project area of Mediamond, with the coordination of OMD and OPRG and the creativity of Leo Burnett for all GialloZafferano digital channels, from its website to social media profiles – Facebook, Instagram, TikTok and YouTube – up to the app, which has a push notification targeted at the McDonald’s drive-to-store and drive-to-app.

McDonald’s Italia
Present in Italy for 39 years, McDonald’s now has over 750 restaurants across the country with a total of 38,000 employees serving 1.2 million customers every day. Ninety per cent of Italian McDonald’s restaurants are managed as franchises by more than 160 local entrepreneurs who testify to the brand’s rootedness in the territory. With regard to suppliers, McDonald’s also confirms its desire to be a ’local’ brand. To date, in fact, most suppliers are Italian. Worldwide, McDonald’s is present in more than 100 countries with more than 41,000 restaurants.

GialloZafferano
GialloZafferano is the leading food media brand in Italy. On the web, 1 in 2 Italians cooks with GialloZafferano, which reaches 23 million people every month (Comscore incremental reach, March 2025). With a fanbase of 72 million followers, it tops the world’s food media brand ranking on social media (source: Shareablee-Comscore and social insights). Offering recipes that are always easy to make and accessible to everyone, it is available to people at any time of day on all channels: from the web to social media, apps, smart devices, magazines, books and local events.