After completing university, Alex started his career in the hot tub industry. Alex has since built Waterstream, a prominent player in the market, who's brands include Compass Pools and EVi Pools, with Waterstream evolving into the largest pool installer in the UK. Alex's industry influence extends to serving on the ISPE council and the SPATEX board, reflecting a commitment to shaping the future of the sector. Notably, Alex has also held positions including BSPF president and BISHTA chairman.