Innovation Area and Talks

In recent years, inland and mountain areas have been emerging as laboratories of innovation for new models of sustainable, experiential and regenerative tourism. In these territories, wellness is not merely a tourism product, but a structural element that connects quality of life, landscape, community and local culture.

In particular, historic villages represent strategic nodes for activating development processes based on:

• enhancement of natural and cultural resources;
• new forms of widespread entrepreneurship;
• integration of tourism, health, sport and sustainable lifestyles.

The event is part of the Innovation Area of RiminiWellness, an international platform dedicated to wellness, with the aim of bringing the topic of rural tourism to the forefront of the debate on territorial innovation.

Detailed programme of interventions:

Moderator:

Michele Colavito - Manager of the Emilia-Romagna Tourism Clust-ER

Speakers:

Chiara Astolfi - Destinazione Romagna
Michele Boschi - Councillor for Tourism of the Municipality of Monghidoro
Mauro Guerra - I borghi più belli d'Italia
Andrea Guizzardi - President of the Tourism Clust-ER
Marina Kovari - Metaheritage Project
Stefano Lorenzi - Appennino slow
Luca Mauriello - Projenia SCS
Silvia Rossi - Manager of the Clust-ER Build
Fausto Faggioli – President of the National Tourism Commission of the Confederazione Italiani nel Mondo
Angela Perazzolo and Oriella Formenton – Representatives of the Union of Municipalities of Basso Vicentino

The workshop 'Incubators and Accelerators: A Comparative Analysis of Models' aims to examine the growing role of these instruments in the development of startups operating within the sport and wellness sector. In a context characterised by strong innovation and cross-pollination between technology, health and performance, incubators and accelerators represent strategic levers for entrepreneurial growth. The objective of the session is to compare models, approaches and outcomes, highlighting the strengths and critical aspects of the various support pathways. The workshop will explore in depth the ways in which these programmes guide startups from the ideation phase through to international scalability. It will also provide an overview of the networking, mentorship and capital access opportunities made possible by such ecosystems. Particular attention will be devoted to the specific characteristics of the sport & wellness sector, where community engagement, audience involvement and product innovation play a pivotal role. The event will furthermore serve as an opportunity to strengthen connections among key players within the innovation ecosystem. Lastly, the workshop aspires to stimulate new projects and collaborations within the world of sport and wellness.

In the Innovation Area of Pavilion B3 — created in partnership with Tecnopolo Rimini, Clust-ER Health, Clust-ER Turismo Emilia-Romagna, and with the support of ANGI – Associazione Nazionale Giovani Innovatori — 30 startups and innovative SMEs active in the following sectors will take centre stage:

• Health & Wellness
• AI & Digital Services
• Nutrition and Food
• Wellness & Inclusive Tourism
• Golden Age & Longevity
• Sport & Space Economy

The selected companies will compete before a jury of professionals in an intensive Pitch Competition dedicated to innovation in wellness, sport, and health.

Discover all 30 featured participants RiminiWellness 2026 Startups
Throughout the event days, the FITNESS INNOVATION ARENA will also host talks, in-depth sessions, and networking moments dedicated to the future of innovation in the sector. Fitness Innovation Arena Programme

Pitch Competition Programme

• 10:30 – 11:20 | 1st Pitch Competition Session

• 11:20 – 11:40 | Coffee Break

• 11:40 – 12:30 | 2nd Pitch Competition Session

• 12:30 – 12:50 | Virginia Alberi from VITALIZED X shares her 'Year After RiminiWellness 2025'

• 12:50 – 13:40 | 3rd Pitch Competition Session

Award Ceremony

5:30 PM
Announcement of the winning startups and presentation of the awards conferred by the jury.

A dynamic and concrete format session in which investors, advisors and acceleration programmes take the stage to tell startups what they are truly looking for today in innovative projects operating in the world of wellness and digital health. It will therefore not be the startups presenting themselves, but rather the key players of the innovation ecosystem sharing priorities, evaluation criteria, emerging trends and areas of greatest market interest.

The session will provide an immediate overview of growth opportunities for new companies developing digital solutions for prevention, monitoring, quality of life, personalised services and personal wellbeing. It will also be a valuable opportunity to understand how to access acceleration programmes, how to establish a credible development pathway and what elements can make a startup more attractive to investors, industrial partners and advisors. A session designed to foster connections, inspire new collaborations and help startups navigate more effectively within a rapidly evolving ecosystem.

Moderator: Enrica Lombardo, Clust-ER Health | Emilia-Romagna

Speakers:
Giulio Pezzini, Zest Group
Marisa Testa, Club degli Investitori
Simone Massoni, Club degli Investitori

The workshop has been designed with the objective of providing startups operating in the sport and wellness sector with a series of valuable insights to understand how to evolve within an increasingly global and competitive market.

In particular, it aims to offer participants a clear overview of the main trends currently transforming the industry, ranging from the digitalisation of fitness services to the integration of health, technology and performance. A further objective is to convey strategic elements for addressing internationalisation processes, assessing when and how to enter new markets.

In parallel, the workshop intends to guide founders in understanding the various funding sources available, both private and public, as well as the criteria by which investors evaluate startups. Considerable attention is also devoted to the ability to construct an effective narrative around one's entrepreneurial project, with the aim of attracting capital and partners.

The contributions provided by organisations such as MAECI, the Istituto per il Credito Sportivo, and ICE will prove valuable in assessing the landscape of financial and project-related support available from institutional bodies that play a role in the growth of startups. Furthermore, the presence of Venture Capital System Experts will provide useful elements for understanding the dynamics of investor-led evaluation processes.

The workshop aims to provide insights and development scenarios related to one of the fastest-growing segments of sports tourism demand: golf tourism. At a regional level, Emilia-Romagna has significant growth potential, considering that—based on studies conducted by six independent providers—the segment is currently estimated to have a global market value of approximately €27–30 billion.
With an annual growth rate exceeding 9%, nearly double-digit, and given the specific nature of the demand, this sector requires a well-structured territorial organizational model that is attentive to the needs of all stakeholders involved. In terms of figures and opportunities, the region already boasts strong tourism appeal: 44.17 million tourist presences, 11.1 million passengers through Bologna, a widespread network of clubs, the Motor Valley, the Food Valley, spas, and cities of art.
Emilia Golf Experience was created to connect golf, hospitality, territory, and operators into a single, concrete, and measurable offering. The overall estimate points to a potential regional economic impact of between €50 and €70 million.
RiminiWellness undoubtedly represents the ideal context, as it brings together sport, health, tourism, innovation, and new lifestyles—precisely where golf should position itself, also thanks to its strong international appeal.

With the participation of:

Vittorio Andrea Vaccaro, Vice President CONI Emilia-Romagna and Member of the CONI National Council
Giuseppe Cappiello, Professor at the University of Bologna, Department of Business Sciences
Niccolò Agugiaro, Golf Tourism Expert
Enrico Lulli, Federal Councillor – Italian Golf Federation
Lorenzo Succi, Manager of the Rimini Technopole