I totally agree with Dave!!  You are the boss..not Max.  You need to learn groundwork...lots...I'm no expert, but from what I have learned from Amanda's trainer, when you are working him..on the ground and on him...do it in small amounts.  ground work for about 15 mins.....then ride for 15....when he does what you ask, end that exercise and move on to something different. don't keep doing the same thing all day.  he will get bored and you will know it. kinda like how he did today.  Also..ALWAYS end on YOUR terms...not his.  if you are in the round pen and you want to end it with him going one way and he starts to go the other....don't stop until he is going the way you want and as soon as he makes a round or two.....stop and praise him and either end for the day or work on something else for a few minutes.  that is ending your way and not his.  keep it short and simple until you get him to respect you.  it will take some work, but you will do it.  i hope this helps a little.  like i said i am FAR from an expert and if i'm wrong, someone please let me know. 

I don't want to hurt you feelings because I know you love your horse and you want him to love you. Your horse needs tough love. He has been spoiled and somewhere has learned or was never taught to respect a human's space. To watch someone work with your horse will probably be a difficult and you might think it mean. Even harder is that you will have to learn and apply those lessons yourself as well. Learning to handle a horse on the ground so that he can respect you and in turn trust you is just as, and maybe more important then handling them when you are on their back. Books have been written and all the clinitions have their ways that can be seen on their CDs and DVDs. Study away but hands on with someone's guidance is needed. Anybody worth their salt should be willing to teach you some and maybe even free. I'm probably not much help. If I were closer...

Dave