We are Florio.
We are building a movement to drive better mental health in the golf community and save lives in doing so.
1 in 4
UK adults experience a mental health problem each year.
Every 43 seconds
Someone, somewhere, dies by suicide. That is more than 330 people during an average four-hour round of golf.
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Men are three times more likely to die by suicide in England and Wales.
Sources: NHS England adult mental health data, WHO suicide estimates, ONS suicide registrations for England and Wales, and Samaritans latest suicide data. Last checked: June 2026.
The reality we're dealing with.
Mental health has never had more airtime, but the statistics are still going the wrong way. The current system is overwhelmed, and the standard approach just does not work for everyone.
Clinical leaflets, serious posters, and therapy jargon often push people away instead of inviting them in. We exist to build a completely new way in. Something that actually gets through the door.
The perfect environment already exists.
If you wanted to design the perfect environment for people to open up, you'd probably invent the golf course. It gives you four hours outdoors, side by side with your mates, doing something that is already good for your head.
For plenty of people, the Saturday fourball is the closest thing they have to a support network. We're just here to make that support network a bit more intentional. We give golfers the tools to look after their mental fitness in a way that actually feels natural to the game.
Danny Clark
Founder & CEO
I built the thing I wish I had found.
Hi, I'm Danny. I'm the son of a golf pro, I basically started playing in nappies, and I grew up playing competitively. Golf has always been my biggest passion. But I started Florio because I've been there myself. When I hit my lowest point, I failed to get the help I needed. I didn't know where to look or what support was actually available. Everything I found felt like an intimidating clinical leaflet.
Looking back, the problem wasn't the help itself. It was how it was being delivered. I needed mental health support in a language I understood, in a world where I already felt comfortable. For me, that world was golf.
I started with Fairways & Feelings, a podcast built around honest conversations with people from the game. Then the messages started coming in. Golfers sharing their own struggles. People saying they'd heard something that sounded like them. People who might never have engaged with mental health content anywhere else.
That changed the scale of the idea. Florio could be more than a podcast. It could be a way of getting mental health through the door for golfers who'd usually walk straight past it.
The evidence points in the same direction. People are more likely to engage with intimidating topics when they arrive through a setting, language, and culture they already trust. Golf gives us all three.
Mental fitness, built into the game.
We work across the places golfers actually spend their time. On the course, in the clubhouse, in the group chat, and online when nobody else needs to know you're looking.
A big part of this is preventative. We want to give you the tools to look after your head before things go sideways. But we also know life is unpredictable. When you or a mate actually need help, we're here to cut out the noise and point you straight to the right professionals.
Explore our workBuilt with clinicians. Written for golfers.
Everything we do is built or reviewed by consultant psychiatrists. That means we can sound like normal golfers without taking mental health lightly.
The voice is casual because people need to actually want to read it. The foundations are clinical because care, boundaries, and proper signposting matter.
Florio isn't a clinical service and cannot provide clinical support. If you need professional help, visit our Get Support page or talk to your GP. If it's an emergency, call 999.
Meet the team
Dr Edward Clark
Consultant Psychiatrist
Ed makes sure Florio's content and programmes are clinically sound, practically useful, and clear about where our role starts and ends.
We're just getting started.
Florio is young, but the momentum is already building across the game.
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Golfer stories captured
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Clubs in Florio Partnership Programme
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Golfers visited Healthy Minds GC
Come and see what we're building.
Whether you're a golfer, a club, a captain, a partner, or someone who just thinks this should exist, we're glad you're here.