Massimiliano Rega
Adjunct Professor & PhD, Omnichannel and Network Strategy mentor.
Ex CXO in Sky & COO in Technogym.
Lugano, Switzerland
Massimiliano Rega is an entrepreneur and strategic consultant with over two decades of experience transforming businesses by integrating resources, operations, and sales within omnichannel and digital ecosystems. He excels at orchestrating talent, partners, and expertise. He has led pioneering initiatives that delivered exceptional customer experiences by fostering synergy across digital, ecommerce, telesales, and retail channels, thereby driving sustained growth and innovation.
He has held prominent roles at globally renowned organisations. As Senior Executive of Customer Experience, Service & Delivery at SKY, reporting directly to the CEO, he designed one of the world’s most integrated sales and delivery networks, achieving exceptional operational efficiency and markedly enhancing the customer experience. Subsequently, as Chief Operating Officer (COO) at Technogym, he played a key role in driving the organisation’s global expansion and facilitating its successful IPO, unlocking strategic markets and streamlining omnichannel sales operations. At PG Italy, he established the country’s largest network of digital professionals, underpinned by robust collaboration across partner and distribution networks. This network encompassed 1,500 technicians, 180 retail sites, and 110 warehouses.
Massimiliano holds a degree in Mechanical Engineering from the University of Rome Tor Vergata and co-founded Alitur, an alumni association for engineering graduates in Rome. Since 2017, he has also been an Adjunct Professor of Business Economics and Organization. A passionate collector of modern art, he co-founded the Artplain Gallery in Lugano. He is a true Roman at heart with deep roots in the city outskirts and enjoys sailing, skiing, and motorsports. Deeply committed to giving back, he is an engaged member of Elis, a non-profit organization dedicated to innovation and educational initiatives.
