The fifth edition of MypersonalTrainer Days, the event dedicated to fitness, health, and prevention, held under the patronage of the Municipality of Milan and animating the Arco della Pace on Saturday 19 and Sunday 20 September, closed with extraordinary numbers, recording over 20,000 attendees. Behind the scenes of this success was a team of 460 people who worked over the two days to ensure an impeccable experience, managing an influx that saw 2,300 participants on the waiting list and 2,400 square meters dedicated to activities, expanding the space available for training.

The impact of MypersonalTrainer Days went far beyond the physical dimension of the event: video coverage on social media and the web reached unprecedented peaks, achieving a reach on social media channels of over 20 million in the 48 hours of the event alone.

«This fifth edition confirms the strong interest in health and wellness, now understood as a real lifestyle change and no longer just a passing fad. The desire to meet in person and feel part of a community centered around movement, self-care, and longevity clearly emerges,» stated Daniela Cerrato, CMO of Mondadori Digital. «Further proving this strong trend, advertising investments continue to grow. This year as well, we are proud to have established very high-value partnerships and to have earned the trust of as many as 24 brand partners, many of whom confirm their presence alongside us for several years now. Companies have once again chosen our brand with a clear goal: to get into direct contact with an attentive, participating, and passionate community of fitlovers,» concluded Cerrato.

Saturday saw the official inauguration in the presence of the Councillor for Sport, Tourism and Youth Policies, Martina Riva. Among the main guests who spoke on stage hosted by Monica Bertini: Carolina Kostner, who looked back at her main Olympic career steps; Chiara Pellacani, diver fresh from her success at the five European gold medals in Paris; and Martina Colombari, who shared her approach to psychophysical wellness.

On Sunday, September 20, a padel tournament was held in partnership with Bombeer & Italy Padel Tour, which saw the participation of football legends including Christian Vieri, Nicola Amoruso, Samir Handanovič, Christian Brocchi, Marco Borriello, Stefano Torrisi, Tomas Locatelli, and Riccardo Maspero.

Ample space was also dedicated to health and prevention. In collaboration with LILT Milano, mobile clinics were set up for free senological visits, mammograms, and ultrasounds; a cardiovascular area offered free heart screenings and check-ups, and a dry eye screening service was activated.

The rich schedule included over 50 outreach talks dedicated to longevity, nutrition, and preventive medicine, as well as trending workouts and dance fitness led by top trainers like Jill Cooper and talent from the Power Talent Agency roster: Nicolò Famiglietti, Silvia Fascians, Laura Crugnola, and Luca Anzano. Plus, the highly attended MYPT Cross the Park functional walk with Jairo Junior through Parco Sempione, the Zumba Beat Party, workshops for children with the Fire Brigade, and an area reserved for pets.

The brand partners who contributed to the success of this fifth edition

The commercial success of MypersonalTrainer Days stems from people’s growing desire to meet in a physical location and live unique, memorable experiences. At the same time, this format responds to companies’ increasing need to engage directly with the fitness lover community, allowing them to try products, convey brand values, and concretely boost consideration. It is the true essence of In-Real-Life Marketing: the convergence of digital reach and physical experience generates new communication opportunities and amplification thanks to a powerful word-of-mouth and the creation of instagrammable, viral content.

This fifth edition saw strong participation thanks also to the initiatives developed alongside partner brands – in synergy with Mediamond and the unit of the Group dedicated to special initiatives, Integrated Media Solutions – increasingly integrated into the storytelling and experience of MypersonalTrainer Days. Through custom-built activations, the public was able to discover and sample products, services, and novelties related not only to health and wellness, fitness, and sport, but also healthy eating, automotive, beauty, and pet care. Projects designed to transform the presence of partners into occasions for gathering and building relationships with the community, amplified on the digital channels of MypersonalTrainer, creating continuity between live experience and editorial content.

The partner brands that chose to join were: Ballarini, Bayer Italia, Carnidyn, Corman, and Omron Healthcare, Curasept, DR Automobiles, Enterogermina Gonfiore, Gran Cereal, GranTerre with the brand LiberaMente, La Piadineria, Lindahls Protein, Maalox Digestion RAPID, Mulino Caputo, Natural Trainer, Théa Farma, Viteba, Yakult, Zespri.

Technical partners: LILT Milano, Antigravity, Deghi, Vera, YOGAESSENTIAL.

Sustainability partner: Ecopneus.

Setup and logistics were managed by Area62.

MypersonalTrainer is the leading Mondadori Digital media brand in the world of health, wellness, and healthy nutrition functional to sport, with over 11 million monthly web and social reach (source: social incremental reach Comscore – May-July 2026) and over 6.6 million followers on social media (source: Comscore Shareablee and social insights – June 2026). Present for 5 years with live initiatives including annual appointments at RiminiWellness and in Milan at Arco della Pace with the Mondadori Digital event, MypersonalTrainer Days.