We educate and enlighten


Founder & Retail Experience Strategist

Michele founded Circle4x out of his passion for Retail Experience, transformation, innovation and design in May 2017. His vision is to bring back fun and emotions to retail by inspiring his clients on the amazing chances they have to turn retail into a jaw-dropping experience whilst supporting them into turning their dreams into reality.

Michele is a management coach, helping inspire a different style of thinking and finding new solutions for their business. Alongside coach, Michele is an advisor and strategist, designing Brand Experience Strategy and formulation on what is needed to create future-oriented innovation and transformation.

Michele worked for BMW AG for almost 19 years, holding a wide range of critical positions, including BMW’s Motorsport Division, in-house sales and marketing consulting, establishing BMW China National Sales Company and head of MINI in Italy.

From 2012 Michele was responsible for the BMW Future Retail Project, focusing on Premium Retail Experience.

He led the finalisation of the development concept and the implementation and roll-out of Future Retail into 3500 BMW and 1500 MINI dealerships worldwide.

During his last two years at BMW, Michele set up a Retail Experience LAB where, together with suppliers, he researched and developed innovations for retail.

Michele C. Fuhs
Paul Shilling


Co-founder & Brand Implementation, Management and Activation Specialist

Paul is an experienced and passionate business leader with unique international experience working in multiple countries around the world. Focused on strategy, sales and profitability through delivering great experiences.

Paul started his career as a designer and engineer gathering unique experience of brand roll outs in the built environment with specialist knowledge of project management, cost and risk management, construction, fit-out, interior furniture, signage and graphics.

Over the last 25 years, operating at the highest levels Paul has worked with many major brands across the automotive, petroleum, banking, retail, hotel and corporate sectors both domestically and globally. The diversity of these sectors and clients has given Paul extensive experience that helps support our clients with developing a strategies for change, reducing its risk, maximising profits and ensuring it is ahead of the future trends.



Consulting Partner

Federico has a consolidated and decades-long experience in the Retail sector.
He has worked in the oil sector with Shell, in the Premium Automotive sector with BMW, MINI and DS and in the General Automotive sector with Nissan, Peugeot, Citroen and Opel. Federico has concrete and robust experience in both Sales and Strategic areas.

Having served as Sales Director for MINI Italy and as Strategy, Customer Satisfaction and Training Manager for the BMW and PSA groups, he has a comprehensive view from strategy to implementation. He knows what it needs to fulfil the desired targets.

The later roles, held at management level, allowed him to participate in workshops for the definition of the EMEA Group Strategy and to be responsible for roll-out projects for concepts such as BMWi, Future Retail, New Retail Format, Start-Up Brand Network DS, Start-Up Training Academy.

In addition to a deep strategic vision of the Retail of the future, Federico has a strong focus on the customer experience. He understands what is necessary to exceed the expectations of the consumer. Always attentive to the best practices of other businesses, he tries to make them coexist pragmatically and sustainably within the networks in which it operates.

Federico Umberto Secondo
Mubashir Malik


Advisory Board Member

Mubashir Malik is the Founder of Monteverdi, a boutique executive global search in London. He has profound and long experience in the recruitment of top-level executives for premium and luxury brands across the US, Europe, and APAC.

With over 15-years experience, his passion for retail and his ability to understand the needs of his clients and candidates at the same time secured him always to find the perfect match. Having a very detailed knowledge of the needs of the retail industry, Mubashir is furthermore appreciated by his clients for his no-nonsense, pragmatic, optimistic and open feedback on potential fields of improvement. Mubashir lives in London, is married and loves boxing and historic cars.



Advisory Board Member

Anne Jaakke was the Global HR Director of Hunkemöller International and member of the Management Board. Anne has more than 25-years of HR experience working for international companies that want to focus on continuously improving their customer service and becoming a great place to work so they can improve their financial results.

In 2016 Anne was the winner of the CHRO Award of the year in the Netherlands. In 2017 she won the German Stevie Award for best HR Director Germany.

In 2018, 2019 and 2020 Anne was responsible for Hunkemöller receiving the Top employer certification in both The Netherlands and Germany.

Since January 2020 Anne founded her own company “Fantistics“. As an HR ChangeMaker, she wants to share her passion and knowledge with senior leaders and business owners so they can create breakthroughs in results by transforming the people side of their business.

Anne Jaakke was born in the Netherlands and is a true global citizen with vast international experience having lived or worked across 18 different countries while moving house 43 times. Today she lives in Amsterdam. Anne holds a Bachelor of Business Administration (BBA) and internationally accredited as an executive and organizational coach. She is specialized in hospitality, human resources, recruitment and learning & development and is passionate about transforming companies.

Anne loves skiing and or travels and is passionate about clean food and clean oceans.

Anne Jaakke
Michael Engler


Advisory Board Member

Michael Engler is the Digital Sales Transformation Manager at the BMW Group. He has 15 years of working experience and profound knowledge in Digitalization, e-commerce and Customer Centricity. At other stations at BMW Michael was heading the Strategy Premium Retail Experience and was leading the global implementation of a cluster of the group-wide initiative Future Retail where he was working intensively with Michele Fuhs and Paul Shilling.

Before joining BMW, Michael has been working in a Management Consultancy for more than 5-years.

Michael studied Business Administration at the Mannheim University in Germany and at the School of Economics and Management of the Lund University, Sweden.

Michael has three children, is passionate about brand and retail experience and loves hiking, mountain biking and ski mountaineering.




    We start with trust and rely on our partners until proven wrong.


    We share our thoughts in an open way, we say what we think, do what we say and are what we do.


    We respect each other and our partners; there is no right or wrong, but just different ways of seeing things.


    We see life with a twinkle in the eye and don’t take everything too seriously; professionalism does not mean to leave humour aside.


    We believe that education and personal development is a human right. We commit to give a percentage of our profits to charitable organisations that support children.

our values


Through creative ideas, innovation and sheer determination