With IAAPA Expo on the horizon, the leisure industry is a hive of activity and anticipation for the biggest trade show of the year. This industry is full of highly skilled and immensely passionate members – one of whom we focus the industry spotlight on is Massimiliano Freddi, Global Chair 2025 at IAAPA, the Global Association for the Attractions Industry, and CEO and Founder of Wonderwood.
Two decades of delight
Freddi has been part of the leisure industry for more than 20 years. His journey commenced in 2004 when he took charge of managing marketing and press for the Italian market of Disneyland Paris. Four years at Disney gave Freddi his initial foundation of knowledge inside the leisure industry business. Then, as the general manager of Leolandia and VP Strategic Development, he contributed to lead the park towards a 300% growth – turning it into a top European destination for kids under 10 and their families.
Meanwhile, as a consultant, Freddi has been supporting existing facilities with their growth strategy and new ones, creating experiences to respond to consumers’ needs and market trends.
Since 2016, he has been a member of the coaching staff for Seth Godin’s AltMBA and a professor of Marketing and Experience Design at IULM University in Milan. He teaches consumer experience, marketing, and soft skills as an adjunct professor at the same university where the first Italian course in Theme Parks and Attractions Management was introduced. His ultimate goal is to support and inspire future generations through their careers.
Furthermore, in 2019, Freddi established Wonderwood at Lago Maggiore, Italy, welcoming families and kids into an adventurous world. Wonderwood is a tourism retreat, where nature and adventure come to life. With a stunning view over Lake Maggiore in Italy, kids of all ages can have fun by climbing, driving and jumping through a host of exciting activities such as suspended paths, ziplines, mini excavators and mini land rovers, An oasis of fun, games and laughter for children to relax and play overlooking the picturesque lake setting. And this year, the adventure company expanded with the creation of a second outdoor adventure park called Wonderwood Spina Verde on Lake Como.
All roads lead to IAAPA
The vast experience Freddi has acquired in the leisure industry leads him to become a distinguished member of IAAPA for more than a decade. His job responsibilities include becoming a member of the Board of IAAPA in 2018 and Faculty Institute for Attractions Managers in 2016. Now, Freddi also presides over IAAPA as the Global Chair 2025.
His business industry acumen allied to an authentic passion and infectious personality has been instrumental in his rise to the professional he is today. Furthermore, Freddi gave a passionate speech at the opening ceremony of IAAPA Expo Europe, highlighting to the audience the difficulty the region faces with a number of conflicts ongoing.
However, the opening ceremony showed its always fun nature when Jakob Wahl, President and Chief Executive Officer (CEO) at IAAPA, introduced onto the stage ‘Messi’ when indeed it was ‘Massi’ a fond nickname of Freddi.
InterPark spoke exclusively to Massimiliano Freddi covering a range of industry focussed topics.
InterPark: Tell us your pride of named IAAPA Global Chair 2025
Massimiliano Freddi: “My pride is about being a fan, who had dreamed about the industry since he was a kid. As a small park owner (hey, a tiny park owner!) who has the privilege to represent everyone, big and small, attractions and suppliers. As the first Italian, representing as well EMEA and the global association from Vietnam to Brazil to Canada. And as a gay man, who is part of a minority in a world where everyone belongs to one or more minorities. IAAPA is a “place” where everyone belongs; a voice becomes a choir. So proud to be part of it!”
IP: What is the current state of the Global Attractions Industry?
MF: “We are constantly growing, evolving, expanding. Categories are melting together, family businesses and groups acquire attractions both ways, indoor entertainment will be playing an even more crucial role. We are part of a healthy industry!”
IP: What is one IAAPA project that gives you the most gratification?
MF: “Definitely creating a larger platform for students and young professionals. Both IAAPA foundation and the IAAPA teams around the globe are putting energies in place like never before. New task forces led by new generations’ members have been formed and I’m looking forward to supporting them as every officer and board member is. It’s not just a momentum: it’s a long-term plan.”
IP: What can visitors expect from a trip to Wonderwood?
MF: “Wonderwood used to be one park. Now it’s two of them and soon more to come…It’s an adventures park. With an ‘S’ for the plural, because kids and their families can find there a safe place to experiment, discover and stay together in pure digital detox. I hope in 20 years from now those kids becoming parents will remember that the first time they climbed a tree or pet an animal happened at Wonderwood. And that they will remember forever the care and the smiles from our team members.”
IP: Describe your emotions as professor of Marketing and Experience Design at IULM University in Milan
MF: “Teaching at university is a constant learning curve for me. The enthusiasm of young people can always make the biggest of impacts if we are good at listening and getting cross-pollinated. Being able to teach is a big gift and I’m grateful every day for this opportunity.”
IP: What advice would you give for the next generation to enter the leisure industry?
MF: “Start with “yes”! I say ‘yes’ to experience with seasonal jobs as young as you can. Yes to internships in places that will make you feel in discomfort. Yes to designers who try operations, to future consultants who work at ticketing and food first. And yes to fly to another country and use our industry to learn a new language. I hardly know an industry that can foster curiosity and impact people as ours. Note to everyone: to anyone with open eyes, ears and heart, progression occurs and successes are achieved for the ones who say YES.”
IP: Complete the phrase: Working in the leisure industry…
MF: “Working is the leisure industry is life changing. By making happy things, we create happiness, and we become happier people.”
