Fore! The Planet

Fore! The Planet, sustainable golf based in the United Kingdom

Fore! The Planet is a British company founded in 2022 by Alex Nicholson, which combines the sale of golf products with an advisory service for clubs to reduce their environmental impact. The firm presents itself as a brand that seeks to "redefine golf to help save the planet" and operates through its online store.

Products for golfers

The store's catalogue includes clothing, headcovers and reusable items. Among the featured collections are the headcovers, which the company describes as handmade in the UK using deadstock fabrics and recycled fleece. The headcover models that appear on the site include The Forest Corduroy, The Coastlines, The Taffeta, The Camo Corduroy, The Corduroy and The Birdseye, with prices starting at £60. T-shirts from the Greenkeepers Appreciation Society line are also offered, such as The Divots T-Shirt in charcoal (£30), The Greenkeepers T-Shirt in khaki (£35) and a hoodie, The Greenkeepers Hoodie in black (£75), as well as The Greenkeepers Divot Tool (£35). The T-shirt from the Greenkeepers collection is described as a 100% organic cotton garment, with a relaxed fit and heavyweight fabric, featuring the embroidered G.A.S. logo on the chest and a print on the back.

Solutions for golf clubs

In addition to the store, the company offers a menu of solutions aimed at golf clubs to fight against plastic waste. According to its presentation, Fore! The Planet guides clubs towards sustainable solutions and a greener future, drawing on the experience of its founder, who has twelve years in the sector. The firm states that it serves more than one hundred golf facilities in the UK, from Royal Dornoch to St. Enodoc.

Environmental impact and supported causes

The company donates part of the revenue from each product or solution sold to three causes: planting trees in overseas communities, collecting plastic waste from marine environments and providing clean drinking water to families. The site shows cumulative impact figures, such as 2,492 trees planted, 2,235 kilograms of plastic waste collected and 173,000 litres of clean water donated. The page header displays other figures, such as 250,000 plastic bottles replaced, 2,400 trees planted, 2,300 kilograms of plastic waste collected and 170,000 litres of clean water donated.

Alongside Re:Water, the company declares the goal of preventing one million plastic bottles from ending up in landfill through the golf industry over a five-year period, between 2024 and 2028.

Context and motivation

The firm justifies its activity by the volume of plastic waste generated in the UK, which according to the source consulted exceeds two million metric tons annually, of which more than half is incinerated and only 15% is recycled. Fore! The Planet notes that the transition of golf clubs towards more sustainable practices is uneven and that golfers deserve quality products with careful design and a reduced environmental cost.