Max Fredrik Darnton is a British businessman, entrepreneur, and investor with a career spanning over a decade in executive search and advisory services. He is also publicly recognized as the husband of Alexandra “Binky” Felstead, a television personality best known from the show Made in Chelsea. Alongside his professional accomplishments, Max has embraced fatherhood and maintains a growing presence in international business, particularly within the private capital sector.
Early Life and Education
Born in September 1988, Max Fredrik Darnton received his formative education at Latymer Upper School, a prestigious independent school in West London. Following secondary school, he pursued higher education at the University of Leeds. While specific details of his academic focus remain private, his later career reflects a deep engagement with business strategy, talent acquisition, and entrepreneurial innovation.
Latymer and Leeds have produced a wide range of professionals in business, politics, and the arts, and Max’s pathway through both institutions suggests an environment that valued intellectual discipline, leadership, and ambition.
Career Beginnings in Executive Search
Max began his career in the executive search industry in November 2010, marking the start of a long tenure in helping companies secure senior talent. Over time, he established a reputation in the executive recruitment space, working closely with firms in need of leadership solutions across global markets. His early professional years appear to have laid the groundwork for what would become a much broader business vision, extending from talent placement to strategic advisory services.
While his early roles are not listed in public detail, the consistency of his involvement in executive search for nearly 15 years suggests deep knowledge of industry standards, client management, and international hiring practices—particularly within private capital, where talent requirements are highly specific and confidential.
Founding of Fredriks
In November 2022, Max Fredrik Darnton took a major entrepreneurial step by founding Fredriks, a global retained search and advisory firm. As Founder and Managing Partner, he oversees operations in multiple major financial centers including New York, London, Singapore, Hong Kong, and Tokyo.
Fredriks focuses primarily on the private capital sector, providing advisory services to investment firms, family offices, and asset managers looking to identify and place top-tier executive talent. The firm emphasizes transformation and growth, delivering leadership solutions designed to help clients build competitive teams in complex global environments.
Fredriks is not a high-volume recruitment agency—it operates in a niche, high-value space where trust, discretion, and insight are critical. Its model supports long-term client relationships and in-depth consultancy, often integrating strategic advisory work with hiring decisions. Under Max’s leadership, the firm has positioned itself as a partner to clients, helping them navigate changing markets through people-based strategies.
Global Presence and Industry Focus
Fredriks’ international footprint is notable. With operations and client relationships spanning the United States, the United Kingdom, Asia, and Europe, Max has built a business that reflects the global nature of capital and finance. Executive search in private equity and venture capital requires access to decision-makers in all major financial regions, and Fredriks’ offices in cities like New York and Hong Kong are evidence of this cross-border reach.
The firm specializes in sectors including investment management, fintech, infrastructure, and alternative assets. It also supports leadership hiring for portfolio companies, which need CEOs, CFOs, and other C-suite executives who can drive performance and navigate regulatory, commercial, and operational challenges.
Through Fredriks, Max has developed a clear niche—offering tailored advisory services to clients seeking not just resumes, but insight, cultural alignment, and strategic thinking in their leadership teams.
NOLO: A New Venture
In September 2023, Max expanded his business activities into the consumer product space by co-founding NOLO, a company specializing in decaf and low-caf beverages. Based in London, Stockholm, Vancouver, and Los Angeles, NOLO addresses the growing demand for caffeine alternatives among health-conscious consumers.
Described as a pioneer in the low-stimulant drink market, NOLO reflects changing preferences among young professionals and wellness-oriented demographics. Its first focus is on coffee—offering a curated blend of decaf and low-caf options that promise “balanced energy and exceptional taste.”
The founding of NOLO marks a notable shift for Max. While his work with Fredriks is B2B and centered in finance, NOLO is a consumer-facing brand in the lifestyle and health space. It shows his interest in diversified investment and brand-building beyond his primary sector. Whether NOLO scales into a larger beverage company remains to be seen, but its early presence across multiple continents indicates ambition and market research.
Personal Life and Family
Max Fredrik Darnton became publicly known in part due to his relationship with Alexandra “Binky” Felstead, a prominent figure from the British reality television series Made in Chelsea. The couple married in 2021, and together they have two children:
- Wulfric “Wolfie” Alexander Fredrik Felstead-Darnton
- Wilder Felstead-Darnton
Their family life, while shared occasionally through media and social platforms, remains largely private. Binky Felstead has spoken in interviews about the balance between public and personal life, and Max appears to support a grounded, family-focused lifestyle. Despite their public profiles, the couple has kept a relatively low-key presence compared to other reality TV figures.
The birth of their children has also played a role in shaping public interest in Max. Wolfie and Wilder have occasionally appeared in Binky’s social media updates, but the couple has made clear efforts to protect their children’s privacy while sharing glimpses of parenthood.
Business Philosophy and Leadership
Through Fredriks and NOLO, Max demonstrates a focus on value-driven entrepreneurship, combining industry knowledge with strategic timing. His career has consistently been about connecting people with opportunity, whether that’s through executive leadership in the private capital sector or rethinking consumer preferences in the coffee market.
His leadership approach, while not overtly public, can be inferred through the positioning of his ventures. Both Fredriks and NOLO prioritize clarity, branding, and expertise, showing a mindset that values quality over scale, and depth over visibility.
Max’s work at Fredriks shows a deep understanding of how businesses evolve and scale through leadership. His decision to build a boutique firm rather than join an existing multinational recruiter reflects confidence in specialized service delivery. Likewise, the launch of NOLO during a broader wellness trend indicates awareness of timing and emerging lifestyle shifts.
Professional Network and Influence
Though not a celebrity in his own right, Max has grown a significant professional network through his advisory work. Operating in global financial centers and advising firms on senior appointments places him in regular contact with decision-makers in private equity, venture capital, and growth-stage companies.
Fredriks’ focus on retained search means client relationships are typically long-term and strategic. Max likely plays a key role not just in identifying candidates, but in helping clients think about succession planning, leadership transitions, and talent strategy during key growth phases.
His influence within this space is not celebrity-driven—it is rooted in experience, discretion, and advisory credibility. The firms he serves are often private, complex, and fast-moving, requiring talent partners who understand the stakes and the confidentiality involved.
Summary of Key Facts
- Full Name: Max Fredrik Darnton
- Date of Birth: September 1988
- Spouse: Alexandra “Binky” Felstead (married 2021)
- Max Fredrik Darnton is the father of two children: Wulfric “Wolfie” Alexander Fredrik and his younger sibling, Wilder Felstead-Darnton.
- Education: Latymer Upper School; University of Leeds
- Occupation: Businessman, Executive Search Professional, Entrepreneur
- Founder: Fredriks (Executive Search & Advisory, 2022–present)
- Co-Founder: NOLO (Decaf and Low-Caf Beverage Brand, 2023–present)
- Locations of Business Operations: New York, London, Singapore, Hong Kong, Tokyo, Stockholm, Vancouver, Los Angeles
Final Thoughts
Max Fredrik Darnton has built a career defined by a steady rise in the executive search industry, followed by entrepreneurial diversification. He balances a global business footprint with a growing family and selective public presence. While his connection to Binky Felstead may have introduced him to a broader audience, his business ventures stand independently, grounded in professional expertise and market insight.
Through Fredriks, he has established a respected firm that helps clients navigate complex leadership challenges in the private capital sector. With NOLO, he is entering a growing segment of the consumer beverage market, appealing to changing health preferences around caffeine. In both ventures, Max shows a methodical and focused approach to building brands that solve specific problems.
He is not a public figure in the traditional sense, but rather a businessman with selective visibility, strategic priorities, and long-term goals. His work speaks more through business outcomes than through media, and that is likely how he intends to keep it.
