Business Talk with Mattia Paganelli: How to Scale Wellness Products Without Selling Your Soul
"I'm an inventor and a Brazilian immigrant living here in this beautiful Lisbon. If you're here, don't forget to subscribe and hit that like button if you find value in our content."
With that opening line, host Miguel kicks off another episode of Business Talk — this time with a guest who perfectly embodies the spirit of global entrepreneurship. Originally from Rimini, Italy, Mattia Paganelli is now based in Lisbon, and has made a name for himself in digital marketing, copywriting, and international e-commerce.
But like many digital nomads, his journey hasn’t been without cultural friction. One of the first topics Miguel raises is the growing tension between locals and digital migrants in Lisbon, where rising rent prices have become a hot-button issue. Mattia doesn’t shy away:
"It's half and half. We do increase demand, yes, but we also bring capital. Lisbon benefits economically from our presence. The key is being respectful and adaptive."
Adaptation has been Mattia's strong suit. He notes the cultural shock of slower restaurant service in Portugal compared to the customer-obsessed experience in his hometown Rimini. But despite these nuances, he fell in love with Lisbon: the atmosphere, the people, the networking potential.
Language, Love & Learning
His secret to learning Portuguese? Duolingo... and dating.
"When I got single, I started dating again — and many Brazilian girls I met didn’t speak English. That was my crash course."
Jiu-Jitsu classes also helped, as they were taught in Portuguese, offering immersive daily exposure. He now speaks the language comfortably, proving that practical necessity often trumps any language course.
Food, Identity & Lifestyle Shifts
You might expect an Italian to be passionate about pasta. Not Mattia. A devout follower of the paleo diet, he avoids dairy, legumes, and processed grains.
"I don't eat pizza or pasta. I prefer meat, fish, vegetables. In Lisbon, it's easy to eat clean."
That diet-conscious mindset paved the way for his first major entrepreneurial success: Spartan Health.
Spartan Health: The Origin Story
In 2015, noticing a gap in the Italian market for online fitness programs, Mattia co-founded a digital product called Body of a Spartan. Riding the pop culture wave of the film "300," the program tapped into the aspirational imagery of strength, masculinity, and warrior discipline.
"We created a home workout program focused on muscle building. It exploded during the 2020 lockdown. Within three weeks, we were doing 100+ new customers a day."
The strategy? A powerful marketing funnel using Facebook ads, a quiz that personalized the offer, and a 40-minute Video Sales Letter (VSL) that acted more like a masterclass than a pitch.
"No salespeople. No calls. Just a really good quiz, video, and upsells."
By refining customer targeting and constantly testing ad variations, the product scaled fast. Yet it didn’t stop there.
Ethics in Advertising
Mattia is well aware of the blurry line between persuasion and manipulation in health marketing.
"Rule number one: don't lie. And two: work with Meta’s compliance. We can't say anything exaggerated anyway."
In an age where aggressive scarcity and fear tactics dominate fitness ads, Mattia’s team relies on storytelling, clarity, and audience empathy.
"We push, yes, but never in a way that betrays the trust of our audience."
Scaling Strategy: Funnels That Perform
Whether it’s a testosterone booster or a menopause program, Mattia’s products are delivered in 100% online format. The front-end is powered by precision-targeted ads; the back-end by a product ladder that includes upsells, coaching offers, and even supplements.
He prefers a lean approach:
"No subscriptions. One core product, one clear message. Upsells come after the first commitment."
While many course creators chase TikTok virality or build complex YouTube empires, Mattia keeps it simple:
"We tried organic content. Lost a lot of time. We're not influencers. We're media buyers."
Dog Training as a Scalable Niche
Mattia's next venture? Pets. Specifically, dog training programs.
"We launched a course on leash pulling and one on how to understand your dog’s behavior. Huge demand. Emotional pain points."
With similar funnel logic and structure, the business grew fast. Supplements were added later, this time focusing on health rather than performance — like probiotics for dogs.
"It’s the same marketing skeleton. Different niche. Same emotional power."
Copywriting, AI & the Next Frontier
As a renowned Italian copywriter, Mattia isn’t afraid of AI. He uses Claude, Perplexity, and ChatGPT to generate copy, validate ideas, and speed up production — but insists that quality still comes from human instinct.
"AI helps you be faster. Not better. An average copywriter with AI is still average."
Lisbon, Nomadism & Network Capital
Despite his businesses being Italy-based, Mattia feels at home in Lisbon. The global networking, young business clubs, and mindset diversity make it worth the rent. Still, he admits:
"Being a digital nomad is overrated. It’s not beaches and laptops. It's deadlines, structure, and loneliness if you're not careful."
To combat that, Mattia hosts annual team retreats, joins masterminds, and surrounds himself with entrepreneurs who "think in capital letters."
Final Thought
Asked what business he'd launch with €1M in Lisbon, his answer is telling:
"A five-star experience for foreigners. Spa, hotel, something premium. Because Portugal attracts people who can afford it."
Mattia Paganelli's journey from Rimini to Lisbon is a masterclass in focus, integrity, and scalable simplicity. From wellness to pets, his ventures show that you don't need to be everywhere — just precise, persistent, and intentional.
And as he reminds us:
"Marketing is about human nature. If you understand people, you don't need to manipulate them."
Material prepared based on ProBusinessTalks podcast, May 2025
Host: Miguel
Duration: 47 minutes
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