IT
Milan, ItalyAbout · updated English · Italiano

Refreesh Milan

  • Benefit corporation, formerly MPN Group
  • The digital partner for startups
  • My Web Lab · Giallo Studio · Athleex
Frosted-glass model of the Milan skyline on a desk, next to a closed laptop and a folded newspaper
Milan, where the group is based. We work in English and Italian, with founders in Italy and across Europe.

The brands

Which brands make up Refreesh?

Three: My Web Lab, Giallo Studio and Athleex. Each has its own market and its own website; the group ties them together with a shared tech stack: Next.js, React, TypeScript, PostgreSQL and AI agents.

Three glass objects on a pale table: a browser window, a crystal with a yellow core, a dumbbell next to a smartphone
From left: My Web Lab's web, Giallo Studio's AI, Athleex's training.

Web

My Web Lab

The group's web agency, based in Milan.

What it does
Custom websites and web apps built in Next.js, never from a template. Technical and content SEO, Google Ads campaigns and tracking.
Who it's for
Companies and startups that need a website, an online shop or a web app built from scratch.

More than 120 projects across company websites, online shops and web apps. No templates: every project starts from code, so speed, SEO and tracking are designed together rather than bolted on later.

Artificial intelligence

Giallo Studio

The group's AI agency.

What it does
AI consulting and audits, process automation, AI agents. Custom software, such as a CRM, only when it's really needed.
Who it's for
Italian small and mid-sized businesses.

Software

Athleex

The group's SaaS, for personal trainers and coaches.

What it does
Training plans, athlete profiles and progress, a public page to collect leads, and a business dashboard with recurring revenue, churn and customer value. Churn Radar flags athletes at risk of leaving before they do.
Who it's for
Personal trainers and coaches, with an iOS and Android app for their athletes.

It isn't a client: it's our own product. We designed it, built it and keep growing it ourselves, from the database to Apple's app review.

The people

Who runs Refreesh?

Refreesh is led by three people: Marco, Pietro and Niccolò. For now we introduce ourselves by first name only; the rest we'd rather tell you in person.

  • Marco
  • Pietro
  • Niccolò

Leader

Why do we work with startups?

Because building digital products and growing them is what we already do for ourselves.

Athleex is a SaaS with iOS and Android apps that we designed, built and keep growing. We got it through Apple's review by adding in-app purchases, tracked down push notifications that failed for three unrelated reasons, and set up nightly database backups: we know the problems that show up after launch from the inside.

The same group holds the skills a startup needs at different stages: the product and the website with My Web Lab, AI with Giallo Studio, growth with SEO and paid ads. One team to talk to and one shared stack, instead of three suppliers to coordinate.

Whatever we suggest to a startup, we've done first on a product of our own.

Method

How do we work?

With a phased method, technologies chosen to last, and written rules on how we produce our content. It's all public:

The group at a glance

Legal name
Refreesh S.r.l. Società Benefit (formerly MPN Group)
VAT
IT13516410969
Based in
Milan, Italy
Led by
Marco, Pietro and Niccolò
Brands
My Web Lab, Giallo Studio, Athleex
Works with
Startups and founders in Italy and across Europe
Languages
English and Italian
Stack
Next.js, React, TypeScript, PostgreSQL, Three.js, GSAP, n8n, AI agents

Questions about Refreesh

What is Refreesh?

Refreesh (Refreesh S.r.l. Società Benefit, formerly MPN Group) is a digital company based in Milan. It brings together three brands, My Web Lab, Giallo Studio and Athleex, and works with startups to build and grow digital products: MVPs, SaaS, apps, web apps, AI, SEO and paid ads.

How is Refreesh different from its brands?

Each brand has its own market and website: My Web Lab for websites, web apps, SEO and Google Ads, Giallo Studio for AI in Italian SMEs, Athleex for personal trainers and coaches. Refreesh is the group that holds them together, and the point of contact for startups.

Who runs Refreesh?

The group is led by Marco, Pietro and Niccolò, in Milan. To talk to us, write to info@mpngroup.it or use the contact page.

Is Refreesh linked to other companies called Refresh?

No. Many companies in Italy and abroad use the name Refresh and have no connection with us. Refreesh, with a double e, is Refreesh S.r.l. Società Benefit in Milan, formerly MPN Group: the company behind Giallo Studio and Athleex, together with My Web Lab.

Does Refreesh work in English?

Yes. We work in English and Italian, with founders in Italy and across Europe. Even this website's English version is rewritten for English readers rather than translated word for word.

Got a product to build, or one that needs to grow?

We reply within one business day.

Write to us