When we think of golf, we usually picture long stretches of green, gentle hills, scattered holes and little flags fluttering in the breeze. But thanks to evolving technology, Portugal’s very first indoor golf facility opened in Cascais on May 24. Enter Apex Swing Academy – a project still in its early days, but with big ambitions.
At the helm is Artur Pereira, born to a Portuguese father and a Lebanese mother. Raised in South Africa, he would visit Portugal regularly over the years, but it was only during the pandemic – later in life – that he decided to relocate permanently to his father’s homeland.
A lifelong sports enthusiast, Artur represented South Africa in multiple disciplines growing up. At 18, he took up golf and quickly became a professional player, but a serious injury forced him to leave the sport not long after.
“The injury happened because the coaches weren’t paying close enough attention – they didn’t take proper care or ensure my safety”, Artur Pereira tells Time Out Cascais. “So I started asking: how do we avoid injuries? How do we speed up recovery? I was in rehab for five years, so I stopped everything and really began to dive into these issues. I originally wanted to study mechanical engineering – I’ve always loved vehicles and engines – but then I started thinking about the mechanics of the human body, about sports science. I went back to school and began working with elite athletes”.
Working from a specialist centre in South Africa, Artur began welcoming top-level sportspeople from all over the world – from athletics to swimming, and even Germany’s Olympic hammer throw team. The success of his work led him to open his own facility – which, incidentally, was located on a golf course. It didn’t take long before he was also working with the course’s professional golfers, many of whom were competing on the international stage, including the PGA Tour in the United States.
But the jet-setting lifestyle wasn’t sustainable. He realised it was time to settle down and start a family with his wife. That shift sparked ventures into other industries – from fashion to farming – and a series of business projects across different sectors. The plan was to finally set up home in the US. And then… the pandemic hit.
“We had our businesses, but not a lot to do – we suddenly had all this time at home together”, Artur Pereira tells Time Out Cascais. “By the end of 2020, I suggested we go on holiday. Since I had a Portuguese passport and nationality, I figured we could come here”.
What was meant to be a holiday quickly turned into something more. The trip went so well that the couple decided to ditch their plans to move to the US and relocate to Portugal instead. Artur returned briefly to South Africa to tie up loose ends, but his wife stayed behind, renting a flat in Cascais. “Three months later, we’d shut down all the businesses, sold every house and car – just brought the dogs and that was it. We moved right into the heart of the town”.
As he settled into life in Portugal, Artur began scoping out the golf scene, travelling up and down the country to meet with people in the industry. “It’s a completely different setup here – much more focused on tourism than on professional athletes. It’s a small and very closed-off circle”.
While working as a golf coach at the Onyria Hotel in Quinta da Marinha, Artur Pereira took the opportunity to visit indoor golf facilities across the UK and the US – and quickly fell for the concept. He was convinced it was exactly what Portugal’s golf scene needed to complement what already existed. Slowly but surely, the idea for the Apex Swing Academy began to take shape – and it’s now open for business in Cascais.
“I wanted to create a clubhouse vibe, to build a community”, he explains. “People around the world see golf as this upper-class sport that feels out of reach. There’s this perception that you need to dress or behave a certain way. But the golf community is incredible – most of them don’t go to play, they go to socialise. You show up two hours early, have a drink, play a few holes, grab lunch, have a few more drinks, relax, the family joins you… That kind of vibe just doesn’t exist here. I wanted to create that. You don’t even have to play golf to come. You can just hang out, grab a drink, watch others play, try a swing for fun”.
Artur also points out that learning golf on a traditional course can be incredibly nerve-racking. “You’ve got dozens of people around you, all swinging away, and you’re trying to learn with a coach – it’s like learning to play guitar in a packed opera house. It’s intimidating and creates anxiety. It’s actually how we lose a lot of potential players”.
With Apex Swing Academy, Artur Pereira set out to create the exact opposite of a traditional, high-pressure golf experience – a relaxed, welcoming space where anyone can approach the sport as a form of entertainment. Think of it more like a night at a games hall, where you might play snooker or darts with friends. Housed in a spacious warehouse, the academy features a laid-back lounge area and two high-tech golf bays with simulated courses. Using the system’s interface, players can choose from dozens of real-world golf courses and explore different game modes – there’s even mini-golf designed for kids (or grown-ups who are just there for a laugh with mates).
At the same time, Apex Swing Academy also appeals to seasoned golfers looking to sharpen their skills. The cutting-edge tech analyses players’ every move in detail, offering precise feedback – from posture and foot placement to swing strength and alignment. Hundreds of data points are tracked with every shot, helping players fine-tune their performance over time.
Private lessons, training sessions, and family packages are all available – so whether you're a total beginner or a PGA hopeful, you’ll find your swing here.
Still in a soft-opening phase, the idea is for the Apex Swing Academy to eventually include a kids’ area to keep the little ones entertained, a more developed bar – though you can already grab a drink, a coffee or a snack – with live sports broadcasts, and even a co-working space. After all, this 800-square-metre warehouse still has plenty of room to grow.
Interestingly, this wasn’t Artur Pereira’s original plan. The goal was actually to open Apex Swing Academy in Cascais in 2026 – because the South African entrepreneur is already working on a second academy with the same concept in Lisbon, near Sete Rios. Construction had already begun but had to be halted due to “bureaucratic processes”.
The Lisbon space – 400 square metres, complete with private parking – will feature the same amenities: a clubhouse with a bar and lounge, golf simulators, showers, and lockers, plus a dedicated training area for high-performance athletes. Until then, and even as work continues behind the scenes, golf has found a brand-new home in Cascais.
Rua Fernão Lopes, 120, Cascais. Tue-Sun 08.00-20.00. 965 237 678