About the Founder
Golf doesn't have to be hard.
It has been taught wrong.
Michael Alexander is a PGA Golf Professional who grew up on the same course as Rory McIlroy, trained under Rory's lifelong coach, and spent twenty years figuring out why so many golfers plateau despite doing everything the industry tells them to do.
Where it started
Michael was eleven years old when he first saw Rory McIlroy hit a 315-yard drive at a summer camp at Holywood Golf Club. It stayed with him. That was the moment he knew.
He learned the fundamentals at Holywood from Michael Bannon, the coach who has worked with Rory since he was seven years old. Every principle Rory built his career on, Michael learned from the same source. Not a book. Not a YouTube channel. The original.
He became a PGA Professional. He ran the junior academy at Holywood. He completed his apprenticeship at Royal Portrush, home of The Open Championship. Then he spent the next two decades doing one thing: obsessing over swing mechanics until he could see exactly why golfers were failing.
The conclusion after twenty years
Most golfers are not failing because of talent. Or effort. Or the wrong clubs.
They are failing because the fundamentals are wrong. Grip. Setup. Alignment. Ball position. The invisible foundation every swing is built on. Fix the foundation and the swing fixes itself. Ignore the foundation and no drill, no coach, no expensive club fitting will ever get you to your ceiling.
The golf industry knows this. It also knows that fixing the foundation takes discipline and patience. Selling band aids is more profitable than selling the truth. So the industry keeps selling band aids: swing tips, gadgets, custom fittings, lessons that never quite click. Confusion is a business model.
Why we build training products
Alexander Golf exists because coaching one person at a time can only ever help so many people. Michael has personally coached over fifty golfers from stuck-in-the-90s to breaking 80, and dozens more from breaking 80 to scratch or better. Every single result traced back to the same root: getting the fundamentals right, every rep.
The problem is repetition. You can be taught the correct grip once, understand it perfectly, and still fall back into a bad grip within a week. Your hands do not know where they should go. They only know where they have been. Without real-time feedback on every rep, you are just reinforcing the wrong pattern.
That is what our products solve. Physical training aids that force the correct foundation on every practice swing. No thinking. No second-guessing. The mechanics happen automatically because the tool makes them impossible to get wrong.
The grip trainer is our first product. It is the tool we wish every one of Michael's coaching students had from day one. There are more products coming in the next twelve months, each one designed around a single fundamental that most golfers get wrong.
The story before the store
In 2023, Michael started posting golf technique videos to TikTok and Instagram. Within eighteen months the channels crossed three hundred thousand followers and one hundred million total views. Golfers from every continent were finding him.
Then he made the most terrifying decision of his career. He packed up his life in Northern Ireland and moved to Andalusia, Spain. No safety net. No plan B. Just a bet that if he stripped everything down to the essentials, he could build something that would actually help golfers instead of just entertaining them.
The first year was brutal. Lived in a caravan for three months. Had a serious falling out with a business partner. Had his exhaust fall off in the middle of nowhere. He stayed. He built the coaching program that has since produced thirty-nine documented Break 80 transformations. And now he is building the product line that scales that expertise to golfers who cannot afford one-on-one coaching but still deserve the fundamentals done right.
The promise on every product
Every training aid we release is designed and tested by Michael personally. It has to fix a specific fundamental. It has to work on the range and on the course. It has to be simple enough that a beginner can use it correctly on day one.
If a product does not deliver, we do not release it. If it does, we back it with our sixty-day money back guarantee. Use it. Take it to the range. Take it to the course. If it does not improve your game, ship it back for a full refund.
That is the standard.
Explore the products
Start with the grip trainer. It is the same tool Michael puts in the hands of every new coaching student on their first day.
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