A Swansea-based surf therapy organisation is among hundreds of grassroots sport clubs to receive financial support from a funding scheme backed by a UK-wide brewery and pub chain, which has now distributed £1 million to community teams since launching in 2021.
The money, raised through sales of beer at participating pubs and retail outlets, is part of a grant programme administered by brewer and pub chain Greene King. Under the banner Proud To Pitch In, it provides grants of up to £4,000 for items such as equipment, venue hire and accessibility improvements.
Among the beneficiaries is Surf Therapy CIC in Swansea, a not-for-profit group offering inclusive surf sessions for over-50s, veterans and people facing mental health challenges. Organisers say their sessions are designed to “help build connection and confidence through the power of the sea.”
The group has previously featured in Swansea Bay News for its work supporting brain injury survivors, with research showing that surf therapy can help participants reconnect with nature, regain confidence, and experience a renewed sense of purpose. More recently, Surf Therapy CIC received funding through Swansea Council’s rural anchor project, enabling it to launch the Surf to Success programme—a scheme working with young adults in the criminal justice system to develop surf mentoring and coaching skills.
Since its launch, more than 370 clubs have received funding through the scheme. Recent recipients include Capoeira Communities in Norwich, which engages refugees and low-income families through Afro-Brazilian martial arts, and Felton Eccles Tug of War Club in Somerset, which used its grant to upgrade training facilities.
The milestone comes amid concern for the future of grassroots sport. A 2024 report from Sport England warns that one in four clubs is at risk of closure due to financial strain, with 42% of adults from lower socio-economic backgrounds inactive, often due to cost barriers.
Gemma Woolnough-Smith, Marketing Manager for Greene King IPA, said: “Grassroots sport is where champions start out, but more importantly, it’s where communities come together, barriers break down, and lifelong memories are made. “For the clubs receiving this support, it’s a lifeline. From park pitches to paddling out at dawn, these teams are actively changing lives and strengthening their communities.”
Mark Shearer, CEO of ActionFunder, said: “£1 million isn’t just a big number—it’s surfboards in the sea, ropes ready for international competitions, and vital sessions that give people the chance to train, belong and thrive. “We’ve seen first-hand how Greene King’s Proud To Pitch In scheme transforms community projects across the UK. Through ActionFunder, businesses like Greene King are helping deliver vital funds to groups making a real difference.”
For details on how to apply or nominate a local club, visit: greeneking.co.uk/proud-to-pitch-in
