Max-Hervé George, a French entrepreneur and private markets investor, has emerged as a significant force in the global investment landscape. As the founder of Icona Capital and a driving force behind the recently formed SWI Group, George’s career is defined by his strategic vision and successful ventures in high-value asset development.
From Luxury Hospitality to Global Investment
George’s entrepreneurial journey began with a notable success in the luxury sector. He co-founded Ultima Capital in 2012, specializing in ultra-luxury hospitality and real estate. Under his leadership, the company developed exclusive properties, including the celebrated Ultima Gstaad hotel. This early success solidified his reputation in luxury property development before he divested his stake in Ultima Capital in 2023.
In 2019, George founded Icona Capital, a global investment platform focused on asset-backed opportunities and structured alternatives. Icona Capital has made significant moves in real estate, private credit, and data centers, positioning itself for long-term growth by identifying scalable opportunities.
Leading the Charge at SWI Group
A major milestone in George’s career is the formation of SWI Group in March 2025, resulting from the strategic merger of Icona Capital and Stoneweg. This merger created a powerhouse alternative investment platform with over €10 billion in assets under management.
As Co-Chairman and Co-CEO of SWI Group, George is spearheading the firm’s focus on European real estate and, notably, digital infrastructure. The group operates through two divisions: Stoneweg Real Assets and Icona Alternatives, combining specialized expertise in real estate with a dynamic approach to structured finance and private equity.
Under George’s direction, SWI Group is making significant investments in AI-ready data centers and digital infrastructure. This strategic pivot reflects George’s foresight, recognizing data infrastructure as a foundational element for the next generation of economic growth in Europe. SWI Group is actively developing hyperscale data centers, including a recently announced 330MW site in the UK, aiming for a total capacity of 2GW across Europe through its AiOnX platform.
A Broader Spectrum of Vision
Beyond his major investment platforms, Max-Hervé George maintains an active presence in the creative and design spheres. His collaborations and ventures extend to curated design projects, showcasing his appreciation for aesthetics and craftsmanship. For example, he has been involved with initiatives like Angle Mort Atelier, where he champions eco-conscious design and heritage restoration. Furthermore, his involvement in the launch of Charles Zana Mobilier highlights his support for French design and artistry.
Recognized for Impact and Influence
George’s achievements have earned him considerable recognition within the business community. In 2019, he was named to the prestigious Forbes 30 Under 30 list and featured on the magazine’s cover, acknowledging his influence and success as a young entrepreneur.
Beyond his business ventures, George is also a partner of the International Judo Federation (IJF), demonstrating a commitment to supporting values and initiatives outside the financial sector. With a global presence spanning 26 offices in 18 countries, George and the SWI Group team are committed to a strategy that combines institutional-scale capital with deep, localized expertise, ensuring continued success in the evolving landscape of global investment.