Lars Tvede is a Danish citizen who has lived in Switzerland for several decades now. He holds a Master’s degree in Engineering and a Bachelor’s degree in International Commerce, and he is also a certified derivatives trader from National Futures Association in Chicago. His 15 books have been published in 11 languages and more than 50 editions.

He spent 11 years in portfolio management and investment banking before moving to the high-tech and telecommunications industries in the mid-1990s, where he was a co-founder of several technology companies, which have won various international awards, including the Red Herring Global 100 Award, the Bully Award and the Wall Street Europe Innovation Award. He is also founder of Beluga, a successful financial trading company, advisor to a Swiss hedge fund and strategic partner in the Nordic-American venture capital fund Nordic Eye.

He has been listed in The Guru Guide to Marketing as one of the Worlds 62 leading thinkers of marketing strategy and has appeared on media hundreds of times, including as guest host on CNBC and TEDTalks speaker.


To Lars, fun evolves largely around skiing and sailing. His first experience with sailing was going to Greenland with his parents on a freight ship when he was nine. The weather was truly horrible, but the trip was thrilling anyway. When he was 19 he sailed a canal boat from Paris to Ærøskøbing in Denmark.

Since then he has sailed with friends and family in the Maldives, Galapagos, Florida, Bahamas, Exumas, Caribbean, Spain, Gibraltar, France, Italy, Croatia, Monte Negro, Turkey and Greece.

Skiing is his other great hobby – mainly in the Swiss Alps around Verbier, where he has his second home.