After illness forced PGA Professional Alex Nicholson away from full-time work, PGA Care helped him through a difficult chapter. Now, through Fore! The Planet, he is helping golf clubs cut waste and think differently about their environmental impact
There are moments in a career when the game suddenly looks very different. For Alex Nicholson, that moment arrived not on a tee, in a pro shop or during a sales meeting, but during a period of illness that changed the shape of his working life.
Eight years ago, the Bristol-based PGA Professional was diagnosed with a neurological condition that took away the use of his legs and the feeling in his feet.
What he first hoped would be a short interruption became a year away from full-time work, at a time when walking and driving were central to his role.
Nicholson’s story is a reminder that even the most independent PGA Members can need support.
PGA Care, formerly the PGA Benevolent Fund, provided both practical and financial help during one of the hardest periods of his life. Just as importantly, it gave him space to recover, reflect and consider what might come next.
Pictured: Alex Nicholson
That enforced pause eventually helped redirect his energy. In 2022, Nicholson launched Fore! The Planet, a business designed to help golf clubs make more sustainable choices, from water refill stations and recycled aluminium bottles to merchandise made with recycled or lower-impact materials. The idea was simple: start with everyday habits, reduce plastic waste and show clubs that greener operations can also enhance the golfer experience.
Today, Fore! The Planet works with clubs across the UK, while Alex remains proud to carry the PGA Professional title. In the conversation that follows, he explains how PGA Care helped him when he needed it most, why more Members should know that support exists, and how a personal setback helped inspire a business with a broader purpose for golf.
"The Benevolent Fund helped massively with both support and financially,” said Alex. “I think it's something that a lot of PGA Members aren't necessarily aware of but it does so much good and it helped me greatly at the time.
“I always make sure that my email signature says PGA Professional at the bottom. If you're trying to win business with a golf club that you haven't spoken to before, it does give you that instant recognition” - Alex Nicholson
"It's not really in my nature to reach out and say I want to talk about my story. Most PGA Professionals in my area probably don't even know that I ended up having so long off work and that I needed help. Luckily, with the support of family, friends and the NHS, I've been able to recover over a number of years, but I still think it's definitely a story worth sharing.
"I've got a good friend who's my age, a PGA Pro in his mid-thirties, who has also received some great help from the Benevolent Fund because he had a lengthy time off with illness and can't work full-time currently. You've got no idea that one day you might really need the PGA, and the support is there if you need it."
Alex returned to work and became a sales manager but the time off had given him time to reflect. In 2022 he launched his own company, Fore! The Planet to help steer clubs towards sustainable operations and a greener future.
He currently works with approximately 100 clubs across the UK, from St Enodoc in England’s south west, to Walton Heath on the outskirts of London, Hillside in the north-west of England all the way up to Royal Dornoch in the Scottish Highlands.
"I've always been passionate about sustainability and I support golf clubs with lots of different products and initiatives to help them win the fight against plastic waste. That includes things like water refilling stations, recycling bins and bottled water made from 100% recycled aluminium rather than plastic. We also sell our own brand of sustainable clothing and accessories for golfers via our D2C website."
On average an outdoor refilling station can help a golf club eliminate over 5,000 plastic bottles from landfill every year, as well as the obvious benefits for the golfers.
Pictured: Alex Nicholson
"A simple question of are you selling water in plastic bottles is always a good place to start. Most pro shops are selling water in plastic unless they're working with us. Following that, we offer a great range of merchandise – towels, headcovers, bags and reusables – all made from recycled materials. I tend to start off by asking the question about the water and then see what else we can do to improve the golf club's sustainability credentials!
"Retail managers say to us, it's brilliant, our bottled water is the cheapest souvenir with our logo on that we sell in the golf shop and everyone buys one. From all the clubs that we supply water, we haven't had one that's stopped buying it because it doesn't sell."
Nicholson remains a PGA Professional, still playing in regional events, and it continues to open doors as he looks to add to the industry in a manner that might have been unimaginable before his time off work.
"I always make sure that my email signature says PGA Professional at the bottom. If you're trying to win business with a golf club that you haven't spoken to before, it does give you that instant recognition. I wouldn't think twice about not paying my membership because the acknowledgement of being a PGA Pro has without doubt helped me win some of our biggest customers and the industry network opens up so many different contacts.
"If you've got ambition and a bit of foresight, then you're definitely able to forge your own career path as a PGA Pro, as you'll always be recognised as an expert in the golf industry," said Alex.
About PGA Care
PGA Care is the support programme for PGA Members, formerly known as the PGA Benevolent Fund. Its roots go back to 1901, reflecting The PGA’s long-standing commitment to looking after its Members.
It helps PGA Members facing hardship, distress, illness, injury, bereavement or other personal and professional challenges.
Support offered includes confidential welfare support, practical guidance, wellbeing help and financial assistance where appropriate.
Learn more here
Fore! The Planet
Founded by Alex Nicholson and launched in 2022, its purpose is to help golf clubs reduce plastic waste and improve sustainability through practical products and initiatives.
Solutions offered to clubs include Water refill stations, recycling options, recycled aluminium bottled water, reusables and sustainable golf merchandise. The company support more than 100 UK golf venues, from Royal Dornoch to St Enodoc.
