What kind of successful know-how

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It is certainly not a business to be “franchised”, despite their consultants pushing in that direction.
We are not the ones saying that it is not to be franchised, but Law 129 of 2004, or the law on franchising in Italy. The law on franchising says that the know-how must be “substantial” and “identified”, and must help the affiliate in managing the business.

could a company offer that in 2019 has only demonstrated loan data its ability to bring together successful people in other fields, such as music or fashion, but does not have a successful business model?

They are at a loss, and by a lot. Even considering the pandemic in 2020, I would invite you to compare with the balance sheets of other businesses that, despite the difficulties, have managed to maintain a financial balance.
In 2020, with more premises than in 2019, the total turnover was €160,000, with a loss of over €320,000.