When Francesca Fuser sent her CV to Pilosio, she wasn’t just looking for another job. She was looking for the right fit. After years in the technology sector at Mermec Group and then as an Export Manager developing Middle East markets, she’d had enough of corporate giants.
“Sending my CV to Pilosio was the best choice. I found the ideal environment to leverage my international and commercial experience, perfectly matching my dynamic and proactive temperament.”
But here’s the thing. Her connection to construction runs deeper than any CV could show. Growing up in Italy’s wealthy Northeast, the sector is literally in her DNA. Her grandfather was a local construction pioneer. Her father? At 73, he’s still on site.
“It was he who suggested I apply, not generically, but to Mr. Parisotto himself, the owner of Euroedile.”
The timing couldn’t have been better. Euroedile, a leading scaffolding contractor in Italy, had just acquired Pilosio. The industry was watching.
“I distinctly recall the interview, which took place during the height of the COVID-19 pandemic, with masks and all. Essentially, it is the story of a scaffolding contractor who bought a manufacturing company. What better example of professional growth for me?”
Building From the Ground Up
Her approach? Unconventional, to say the least.
“I started with a notebook and a LinkedIn account. A few trips, a few posts, and from there, I built my community, dedicating all the time I had, weekends and sleepless nights. Because let’s be honest, when results are slow to arrive, sleep doesn’t give you a discount.”
That dedication has paid off. Today, she’s spearheading efforts in the UK and the United States, where Pilosio recently signed a partnership with Skyclimber for Flydeck distribution in North America.
But it hasn’t all been smooth. “I remember being incredibly tense during the Bridge Conference in Scotland. I had to speak in public, and in English, no less.” A podcast featuring Brené Brown and Adam Grant helped: “Don’t feel any shame being vulnerable, take a deep breath, own it and take on the world.”
The biggest lesson? “I’ve often faced limitations due to linguistic, cultural barriers, or simple stereotypes. I realised that it is precisely attentive listening that overcomes every obstacle and builds true value.”
Connection as Strategy
Ask Francesca about her leadership style and she doesn’t hesitate.
“My leadership style is founded on connection. Empathy is the keystone for me, not only for daily communication but for generating future opportunities.”
It’s not just talk. This philosophy runs through everything she does. “Knowing how to attract is the first hook in any lead acquisition funnel.”
When it comes to talent, she has a clear philosophy. “I firmly believe that each of us possesses gifts, and the greatest challenge is recognising them and, for the employee, accepting the opportunity to see them emerge.”
Take Francesco De Martino, now managing Pilosio’s Dubai branch. “He was a contact from my previous job, and I immediately recognised his talent. When we needed someone for the Middle East market, he was the perfect candidate.” Today, thanks in part to their partner Al Laith, Flydeck is being used on some seriously impressive construction sites.
Engineering-Led Innovation
So what makes Pilosio different?
For Francesca, it’s the unique combination of manufacturing expertise and real contractor experience. “Pilosio carries a historical legacy of product quality and engineering expertise. Euroedile brings the experience of a leading contracting firm, with decades of direct work on site.”
That contractor perspective changes everything. “We don’t innovate for the sake of it, but to solve concrete construction site problems.”
The Flydeck system is a perfect example. Born from a real need—rapid, safe installation with minimal logistical footprint—it puts operator safety first. “The health and life of the operators, because less weight means better work.”
The numbers tell their own story: 200 square metres per day with just three operators. Applications range from ceilings to stadiums, oil and gas plants to data centres.
Then there’s the IXI Truss Beam, which made waves at Bauma. “The IXI is not just a truss. It’s true genius lies in the direct connection to the rosette’s wedge and the elastic pin, which ensures a remarkably faster installation.”
The technical claim is bold: “It represents the truss with the best bending moment on the global market, the best ratio between load capacity and self-weight.”
But here’s what sets Pilosio apart. “Customer feedback is the lifeblood of our development process. Innovation is not born in an ivory tower. It is born on the construction site.” Right now, they’re collaborating with Ross Brown of I-scaff on an innovative scaffolding accessory.
Cracking the UK Market
The UK. For international manufacturers, it’s both opportunity and challenge.
“The United Kingdom represents the authority of the scaffolder for everyone. History teaches us this, and it must be respected.”
The response has been encouraging. “The UK market appreciates our combination of a certified product and an engineering approach. We’ve seen strong interest in our systems, which offer clear logistical efficiency and assembly time savings.”
Pilosio’s calling card? Flydeck. “This system, which the railway and infrastructure industry loves for its installation speed and logistical efficiency, has allowed us to quickly capitalise on brand awareness.”
Looking ahead, Francesca sees change coming. “Over the next 12 to 18 months, I expect a significant change of pace in the British market in general. I observe a clear acceleration in terms of open-mindedness and entrepreneurial spirit.”
She’s not naive about the challenges. “We know that tube and fittings are deeply rooted in the UK. It’s a true art, if you will.” But the reality is shifting. “The high pressure on labour costs and project timelines makes it essential to orient every decision towards site efficiency.”
Strategic Partnerships
The partnerships with JMAC and Creator came from a place of self-awareness.
“It all starts with self-awareness: when you know who you are, you know how to achieve your goals. Pilosio is not the only player in the scaffolding sector, but in recent years, we’ve distinguished ourselves as the driving manufacturer in innovation.”
The alignment with JMAC and Creator felt natural. “Both Luis and Ryan started from scratch and embody our same values of respect, ethics, and a will for change. But what brought us together was a concrete need: the infrastructure sector, particularly the railway world, urgently required an installation partner and a British designer who could support our innovative systems locally.”
The partnership structure is carefully designed. “The agreement with JMAC and Creator is structured as an exclusive partnership, but it is vital to define the scope of that exclusivity.” For the Flydeck system’s UK launch, Pilosio needed two distinct partners: JMAC, as the scaffolding specialist to handle exclusive distribution, sales, training, and rental services; and Creator, to provide the initial British design expertise to ensure compliance with UK regulations.
But here’s the crucial part. “This partnership does not restrict the end market: the Flydeck system is intended for unrestricted use by all scaffolders in the UK, and any engineering firm can utilise the system in their designs. This collaboration demonstrates that both JMAC and Creator are focused on opening doors for the product, prioritising market growth over restrictive competition.”
For Francesca, collaboration isn’t optional. “No player, however innovative, can face today’s complex challenges alone.” She points to the IXI Truss Beam, developed with Arka Chorbajian. “It is by combining Pilosio’s engineering with the practical know-how of those who assemble every day, that is, the mind of an engineer and the hands of a scaffolder, that we create products that are truly efficient and safe.”
Sustainability and the Future
At Pilosio, sustainability isn’t just a box to tick. “Our sensitivity toward sustainability is an ethical conviction and a new business model.”
The strategy is threefold: keeping production in Italy for quality control, developing products with optimised materials that reduce transport weight and emissions, and creating targeted solutions like the BlueSky system for hydro-washing operations.
Is sustainability a dealbreaker? “Absolutely, yes. But I don’t see it only as an individual ethical choice by the customer. It is rather a necessary and unavoidable response to a social and regulatory issue that can no longer be ignored.”
Looking ahead, Francesca sees a clear trend. “The future is driven by logistical and site efficiency, but above all, by the valorisation of the operator.”
And she’s refreshingly practical about it. “We must stop thinking about science fiction solutions. There’s no need to go to Mars. Instead, we must focus on small engineering attentions that significantly improve life on site.”
What does that mean? Minimising time at height. Lighter, modular products. Optimised load capacity-to-weight ratios. Less transport cost. Less physical strain.
“Technology doesn’t replace experience. It empowers it, improving efficiency and safety. It requires the courage to embrace new methodologies, but also the willingness to listen to those who propose them.”
Personal Reflections
Ask about her proudest moment and Francesca has to think. “From a team professional standpoint, the most gratifying moment was this year at SCAFFEX. Not only for the number of meetings but for the tangible recognition we received in terms of the most innovative stand.”
But there’s something else. “Being here today, in an interview of this level, surprised me. It makes me deeply proud of the journey I’ve undertaken and the trust the Pilosio team has placed in me.”
She’s quick to acknowledge the team behind her, particularly Garry Adams, and her primary inspiration, Mr. Parisotto. “The greatest lesson he taught me is the importance of treating the large client and the small client the same way, with the same attention and respect.”
Balancing technical innovation with human leadership comes naturally. “When we develop a system that reduces the time an assembler spends at height, we’re putting human safety first. When we design products that are lighter and easier to assemble, we’re applying the ethic of respect for physical fatigue and daily work.”
Advice for the Next Generation
For those looking to build careers in scaffolding and access, especially women, Francesca’s advice is straightforward.
“My personal experience at Pilosio and in the construction world has been one of finding open doors, and I firmly believe that this sector is ready and eager to welcome female talent.”
The key? Discipline and determination. “I was raised by my family to be who I want to be, but with respect, independence, and determination. The true differentiating factor today is the will to do.”
She notes an important dynamic. “Men have a greater capacity for group dynamics than we do. Therefore, I believe that the real change will happen when women also actively begin to support and promote other women. This does not mean taking space away from men, who remain valued colleagues and partners, but simply putting a few more ‘female chairs’ in the room.”
She gives credit to the women who’ve supported her journey: the SAIA female team, from Christina Reed to Jackie Davis. The Petite Agency team, Sophia Gowland and Maddy Howe. Rachel Young. And leaders like Suzannah Nichol OBE, CEO of Build UK and Kelly Winckler, CEO of Skyclimber.
Recently, she put out a call for an all-female community in the scaffolding world. “I must say I found great solidarity.”
What’s Next
For 2026, the ambitions are big. “Pilosio UK will transition from a strategic start-up phase to a fully operational and consolidated market player. By collaborating with our partnerships, JMAC and Creator, we will work to make our innovative systems, particularly the IXI Truss Beam and Flydeck, the benchmark standard for large contractors.”
The plan includes workshops, Demo Days, and a presence at GIC (Italian Concrete Days). “We consider this an open invitation to all professionals and partners, including those from abroad.”
As for personal success? “For me, success is intimately linked to the challenge. The beginning of this journey was arduous. I admit that I was sometimes underestimated. But this resistance was my greatest motivation.”
Success in the UK means giving British customers the chance to believe in innovation. “It means having demonstrated that female leadership, founded on competence and determination, can not only survive in a traditionally male sector, but can also drive change and progress.”
And she leaves us with the question she always asks: “Who are you? Pioneer or Follower? Remember, the former have always written history for the latter.”
