The entire registration process is in Italian so we suggest you open up a second window and use Google Translate to help you along with the registration. For the box titled "N° Patente italiana:*" use your own Driver's Licence number even if it isn't Italian. It accepted my Alberta number no problem.
For complete details and to join Maggiore Club click here
Here is a screen shot from the English page stating the offer as well
It can be a little painful going through Step 3 but I fiddled around with their drop downs (which are very slow to load!) essentially making myself live in Bologna and eventually was successful in completing the application.
Here is a screen shot of my confirmation email: