Alex began his career with St Helens in 1956. Alex was a member of St Helens’; 1959 Championship victory, 1961 Challenge Cup, 1965 Championship final, 1965-66 Championship victory and Challenge Cup. Alex played 320 games for St Helens over 11 seasons (175 tries, 42 goals). In 1966, Alex joined the Leigh Centurions as captain-coach. In 1971, Alex led Leigh to the 1971 Challenge Cup. Alex played 118 games for Leigh over 5 seasons (33 tries, 196 goals). In 1971, Alex joined the Warrington Wolves as captain. Alex led Warrington to the 1974 Challenge Cup and 1975 Challenge Cup Final. Alex played 67 games for Warrington over 4 seasons (9 tries, 12 goals).
Alex played 14 games for Lancashire from 1958-70 (12 tries, 2 goals). Alex played 27 test matches for Great Britain from 1958-71 (16 tries).
In 1966 Alex was appointed coach of Leigh Alex coached Leigh for 205 games over 5 seasons (130 wins, 13 draws). In 1975, Alex was appointed coach of Warrington Alex coached Warrington for 308 games over 7 seasons (176 wins, 14 draws). Alex co-coached England in 1975 for 11 games (7 wins, 2 draws). In 1978, Alex was appointed coach of the Salford Red Devils. Alex coached Salford for 93 games over 2 seasons (44 wins, 5 draws). In 1980 Alex was appointed coach of Legih. Alex coached Leigh for 63 games over 2 seasons (44 wins, 3 draws). In 1982, Alex was appointed coach of the Wigan Warriors. Alex led Wigan to the 1984 Challenge Cup Final. Alex coached Wigan for 82 games over 2 seasons (49 wins, 4 draws). In 1985 Alex was reappointed Leigh coach. Alex coached Leigh for 22 games over one season (12 wins, 2 draws). In 1985, Alex was appointed coach of St Helens. Alex led St Helens to the 1987 Challenge Cup Final, the 198 Premiership Final and the 1989 Challenge Cup Final. Alex cached St Helens for 167 games over 5 seasons (107 wins, 5 draws). Alex coached Lancashire from 1985-88 for 3 games. In 1990, Leigh once again joined Leigh. Alex coached Leigh for 39 games over 1 season (22 wins, 1 draw). In 1991, Alex was appointed coach of the Huddersfield Giants. Alex coached Huddersfield for 96 games over 3 seasons (61 wins).
Alex worked for BBC television for several years. Alex worked for Channel 9 during the 1994 Australian Tour.
In 1971, Alex was awarded the Lance Todd Trophy. In 1988, Alex was inducted as an inaugural inductee into the British Hall of Fame. In 1998, Alex was honoured as a Officer of the Most Excellent Order of the British Empire (OBE). In 2003, Alex was appointed football director of Leigh. Alex is also a member of the St Helens and Warrington Halls of Fame. In 2006, Alex became chairman of the Oxford Cavaliers.