Using URW Grotesk in headers for page numbers

I want to use URW Grotesk in the header. The format I want is:
RE chapter name LE page number, LO section name, RO page number.

I have modified the example given in fancyhdr documentation to change the font to required one. I have managed to get the section and chapter name in the required font, but am unable to change the font for thepage and it defaults to main font of the document. How can one change the page number font as well?

MWE

documentclass{book}


usepackage{fancyhdr}

renewcommand{chaptermark}[1]%
{markboth{{fontfamily{ugq}selectfont #1}}{}}
renewcommand{sectionmark}[1]%
{markright{{fontfamily{ugq}selectfont #1}}}
renewcommand{headrulewidth}{0pt}
renewcommand{footrulewidth}{0pt}
newcommand{grotsq}{%
fontfamily{ugq}footnotesizeselectfont}
fancyhf{}
fancyhead[LE,RO]{grotsq thepage} % this seems to have no effect
fancyhead[LO]{grotsq rightmark}
fancyhead[RE]{grotsq leftmark}

usepackage{lipsum}


begin{document}

chapter{The Start}
section{alpha}
lipsum
lipsum
lipsum
section{beta}
lipsum
lipsum


end{document}