Luca is a direct sales executive, in leadership positions in the industry for over 25 years as Managing Director and Area Vice President in party plan companies like Tupperware and PartyLite, then in Omnilife Group as General Manager Italia, currently Sales Director in Just Italia. President of Avedisco (Association of Direct Selling Companies Italy) between 2007-2010 and subsequently, Univendita (Union of Italian Direct Selling Companies) from 2010 to 2013.