Ocean Heroes: Alex Schulze of 4ocean
Inside the story of the company that has removed over 45 million pounds of plastic and debris from oceans, rivers, and coastlines
Each month, Ocean Rising and Voice for the Blue spotlight an extraordinary individual working to protect our ocean, from scientists and activists to artists and eco-entrepreneurs. These are the people turning bold ideas into action, proving that real change is possible, and reminding us that the fight for the sea is ultimately a fight for all of us.
“When my friend and I first started this company, we were just two surfers trying to clean the ocean. We never imagined that our scrappy little startup would become a global cleanup operation that recovers millions of pounds of trash from the world’s oceans, rivers, and coastlines every year.
We did it like we have always done it… one pound of trash at a time.”
Those are the words of Alex Schulze, Co-Founder and CEO of 4ocean. They capture the improbable journey of an idea that has grown into one of the most recognisable ocean clean-up movements in the world.
Founded with a friend after a surf trip where the shorelines were choked with more plastic than they could have imagined, 4ocean grew with meteoric speed. What sets it apart is the model; a B Corp built as a for-profit business with a conservation mission. In an industry dominated by NGOs and charities, Schulze wanted to prove that branding, community support and partnerships could fund sustained, large-scale cleanups and employ hundreds of people in the process.
Since 2017, the company has removed more than 45 million pounds of plastic and rubbish from oceans, rivers and coastlines. Their model is as simple as it is effective… each bracelet purchased funds the removal of a pound of waste. Behind that simple transaction is a complex infrastructure. It is a vertically integrated operation employing over 200 full-time captains and crew across Florida and Indonesia. These teams are salaried, insured and equipped directly by 4ocean, making it one of the most transparent cleanup organisations in the world.
For the very first Ocean Heroes feature, I wanted to speak with Alex precisely because his story embodies the spirit of this series: persistence, innovation, and a refusal to accept that the ocean crisis is too big to tackle.
When you first launched 4ocean, did you ever imagine it could become a global movement? Was there a particular moment or experience in the ocean that crystallised your decision to act?
Alex: When we first launched 4ocean, we had no idea how big it could become or how much impact we could make. We were just two young guys with a dream, trying to see what difference we could create. We were blown away by the momentum and support. The moment that crystallised our decision was seeing massive amounts of plastic on beaches and coastlines, and realising we could build a business that employed captains and crews to tackle the problem at scale.
What was the point where you realised the idea could move beyond a clean-up project and become something much bigger?
Alex: Honestly, right from launch. The overwhelming support and attention showed us how much people cared about what we were doing. Seeing how quickly our cleanup efforts scaled made us realise this was going to be much bigger than just a project.
How 4ocean grew
Early momentum came through viral videos shared by NowThis and Business Insider. In under three years, the brand scaled from a two-man idea to hundreds of employees worldwide. Social media remains a cornerstone of 4ocean’s storytelling and global reach.
Building a business and an impact model side by side is no small feat. What were the hardest lessons in getting that balance right, and what made it work?
Alex: Balancing impact and business is one of the hardest parts. You have to run impact programs like a business; managing expenses, overhead, profit and loss while ensuring the long-term sustainability of the work. The challenge is making sure you can keep funding activations while staying mindful of the complexities involved. Operating sustainably is key so you can create a brand that lasts and continues to make a difference.
4ocean has removed millions of pounds of plastic. Beyond weight collected, how do you define and measure true impact?
Alex: Beyond the pounds pulled, we measure impact by the jobs we have created, the families supported, and the communities revitalised. Providing stable income and creating opportunities for captains and crews delivers long-lasting benefits that extend far beyond the cleanup itself.
Some critics say clean-ups do not address the upstream problem of plastic production. How do you see 4ocean’s role in the wider fight for systemic change, from policy to prevention?
Alex: Cleanups do not directly solve upstream plastic production, but they are powerful awareness tools. People love seeing action, and cleanups resonate. They open the door to broader conversations about sustainability, plastic consumption, and what consumers can do to reduce ocean pollution. We view cleanups as a way to inspire change and build momentum toward systemic solutions.
Beyond bracelets
While the bracelet funds a pound of cleanup, 4ocean now partners with global brands like Chomps, Kodiak Cakes and Goodpop to offset plastic footprints. They are also trialling new technology, from solar-powered robots to river booms, in the hope of making clean-ups faster, safer, and more scalable.
Plastic pollution also intersects with climate, biodiversity, and human health. How does 4ocean’s work connect to those broader issues?
Alex: Plastic pollution affects everyone. Our goal is to create a healthier future for the ocean, the planet, and humanity. That means thriving coral reefs, abundant mangroves, pristine waters, and ecosystems we can protect for future generations. Addressing ocean plastic ties into climate resilience, biodiversity conservation, and human well-being worldwide.
Operating in different countries and communities must bring unique challenges. Can you share an example of how you have had to adapt your approach locally?
Alex: Operating internationally brings many complexities. It is critical to understand local culture, support the people you work with, and provide the tools and resources they need to succeed. Operating in Florida and Indonesia has required us to adapt our processes and customise our approach. Working so closely with the ocean in different regions has also changed how I view the world and deepened my appreciation for the areas we are protecting.
Has working so closely with the ocean and its problems changed the way you see the world?
Alex: As a kid, I assumed these environments would always stay pristine. Over time I have seen coral degrade and coastlines become polluted, and it makes me think about what the future holds for my sons and future generations. It has changed my perspective. What keeps me motivated is the positive momentum, seeing our team and communities rally around the mission, and experiencing firsthand the transformation from polluted coastlines to clean, beautiful ones.
What keeps you personally motivated when facing a crisis as vast as ocean plastic?
Alex: The scale of the problem can feel overwhelming, but what keeps me motivated is the progress, seeing cleanups expand, communities get involved, and more people activated. Adding new equipment and growing our reach fuels my drive to keep going.
Looking ahead, what innovations or projects excite you most, and what kind of ocean do you hope future generations will inherit?
Alex: I am most excited about expanding our cleanups and scaling our impact. For future generations, I want an ocean that people respect, appreciate, and love. A place they can spend time, enjoy, and feel connected to.
Finally, for readers who want to help, what is the most meaningful way they can support or get involved?
Alex: For businesses, the most impactful way is to partner with us and help fund cleanups, whether by starting sustainability programs, connecting impact to purchases, or even creating custom bracelets for employees or clients. For individuals, buying one of our bracelets is powerful. Each one funds the removal of a pound of trash and supports jobs for our captains and crews worldwide. We also have the opportunity for people to donate to our 501c3 nonprofit Foundation - we truly have something for everyone. Every action, big or small, helps push the movement forward. Every action, big or small, helps push the movement forward.
About Alex
Alex Schulze is Co-Founder and CEO of 4ocean, recognised by Forbes as a 30 Under 30 Social Entrepreneur. With a background in business and a lifelong passion for the sea, he has turned an idea born on a beach into one of the world’s most recognisable ocean clean-up organisations.
Closing Reflection
Dawn breaks over the water. Nets drag heavy across the deck, slick with bottles, food wrappers and ghost fishing gear. Crew members haul and sort, plastic clattering into bins, sweat mixing with seawater under the rising sun. By mid-morning, the piles on board are measured in hundreds of pounds, each piece destined to be tracked, weighed and removed from the cycle of pollution. This is the rhythm of 4ocean’s work, relentless, physical, and hopeful.
Alex’s story is a reminder that inspiration does not have to come from grand institutions or sweeping agreements. It can begin with two surfers and a simple idea, scaled through persistence and belief. He shows how ideas, application and ambition can be harnessed to create real-world impact.
The reality is sobering. Negotiations on a global plastics treaty have stalled, trapped in politics and loopholes, while plastic production keeps climbing. The responsibility should never have been pushed onto consumers. Industry created this crisis, and only industry-wide change can solve it.
In the meantime, people like Alex and the 4ocean crews are out there every day. Hauling nets. Restoring coastlines. Proving that progress is still possible. Clean-ups alone will not end the plastic crisis, but they create momentum, awareness, and dignity in the communities on the frontlines.
That is why Alex belongs in this Ocean Heroes series. He shows what it means to turn frustration into action, and despair into persistence. Until the world’s leaders deliver the systemic change the ocean deserves, we will continue to need people like Alex, stubborn enough to keep going, one pound at a time.
I should add that I have no connection with 4ocean. This is an independent piece, shared because I think their work highlights what’s possible when people decide to act.
I always share their reels on IG. What a great organization.