Invest in Real.
Free Heel Capital operates under Free Heel Companies to facilitate private investment. We focus on integrating social, environmental, and financial value into multifamily real estate, while also investing in complementary real estate and operating businesses.
Leveraged Innovation
Tapping into external sources of innovation to allow creative vertical integration. This empowers real estate investments to flourish while curating remarkable resident experiences that elevate satisfaction and engagement.
Bold Communities
Blending a forward-looking mindset, emerging trends, and technology, with a fundamental approach to drive long-term success. This unique combination empowers us to navigate uncertainty, adapt to changing market dynamics, and forge a path toward sustainable growth.
Redefined Value
Redefining value by setting a new standard in apartment communities through activating spaces to deliver exceptional living experiences that surpass expectations. Executing this allows us to elevate the value we provide to residents, the broader community, and investors.
Industry Alpha
Maximizing value and stakeholder returns is at the core of our strategy, as we harness the power of data-driven decisions to make informed choices that drive success. By leveraging robust analytics and insights, we navigate through various real estate cycles with agility, enabling us to capitalize on opportunities and mitigate risks, ultimately delivering superior outcomes for our stakeholders.
LFG Mentality
Make things happen. People first, product second. Dare to be the best.
Team
-
Hunter is the co-founder of Free Heel Capital, where he leads asset management, operational strategy, investor relations, and firm culture.
Hunter launched Free Heel Capital with a vision to elevate the multifamily experience—creating communities that combine quality housing, strong social environments, and thoughtful sustainability. His focus is on improving both the built environment and the resident experience through disciplined operations and strategic investment.
Before founding Free Heel Capital, Hunter worked as a Regional Asset Manager at Northern Management, overseeing more than 1,100 apartment units and leading numerous value-add repositioning initiatives. His background includes multifamily business plan execution, operational leadership, and team development.
Hunter earned his BBA in Real Estate & Urban Land Economics from the University of Wisconsin–Madison. Outside of work, he enjoys outdoor recreation and motorsports and spends time at his family’s cabin on Lake Redstone in LaValle, Wisconsin.
-
Max oversees Free Heel Capital’s investment strategy, development pipeline, and long-term growth initiatives. Since founding the firm, he has led acquisitions, adaptive reuse projects, and new multifamily developments across Wisconsin and Missouri, including the redevelopment of the historic 1925 Aladdin Hotel in downtown Kansas City.
Free Heel Capital focuses on middle-market multifamily and overlooked development opportunities where disciplined basis, thoughtful capital structuring, and operational execution create durable value. Max is actively involved in sourcing, underwriting, capital formation, entitlement strategy, and asset management across the portfolio.
Prior to founding Free Heel Capital, Max worked at J. Jeffers & Co. and The X Company, where he was involved in mixed-use development, acquisitions, and operational strategy.
He holds a BBA from the University of Wisconsin–Madison in Real Estate & Urban Land Economics and Finance, Investment & Banking. An avid reader and outdoorsman, Max spends his time exploring new markets, skiing, sailing, and studying industries that can inform long-term real asset investing.
-
Benjamin Gordon oversees investment strategy, investor relationships, and platform growth at Free Heel Capital. He helps lead the firm’s strategic direction, capital formation efforts, and execution across a growing portfolio of multifamily and adaptive reuse investments across the Midwest.
Ben is also the Managing Partner of Twenty40 Ventures, where he invests in and advises early-stage companies. Previously, he worked in strategic planning at Collab, acquisitions at Kennedy Wilson, and in the television department at Creative Artists Agency. He holds an MBA in Real Estate Finance and a BA in Political Science and Integrated Liberal Studies from the University of Wisconsin-Madison, serves on the boards of the Leonard Hill Charitable Trust and Cure Cervical Cancer, and is a licensed pilot who holds multiple airmen certificates.
