ApexGolf, a new golf-improvement app built by a single founder from Adare, Co. Limerick, launches today on iOS and Android. It combines practice and gym-based training into one adaptive weekly plan for everyday golfers, and is the work of Barry Moroney, a golfer who self-funded the entire project through his own marketing agency.
Ordinary golfers have never been short of gadgets, from rangefinders to launch monitors to club fittings. What they have never had is structured help to actually improve between the one or two lessons a year most of them manage. For the other fifty weeks they are on their own, with no idea how to practise or what physical work to do, while the real coaching support goes to the elite players who least need it. ApexGolf is built for the everyday golfer the industry overlooks: someone with a job, a family, and a genuine desire to get better, but no team around them to make it happen.
Most golf apps tackle one side of the game. ApexGolf does both. It builds a single weekly plan combining practice and gym-based training, then adapts it as the golfer logs rounds and progresses, around their goals and their schedule. Most apps assume every golfer has the same tidy routine; ApexGolf is built around the fact that they don’t, fitting into a real life of work and family rather than demanding the golfer rearrange their week around it. When something gets in the way, a missed week patches rather than resets.
Crucially, ApexGolf does not try to teach the golf swing. That, founder Barry Moroney is clear, is what teaching pros are for.
“This isn’t about swing mechanics and I don’t believe any app can do what a good teaching pro does. ApexGolf is about everything that happens between lessons: smarter practice, the right physical work, and the discipline to keep going. That’s why you see me, an amateur golfer, demoing the drills, not Butch Harmon.”
On the practice side, the app is about bringing structure to the range. “The worst thing anyone can do is turn up and aimlessly bash a full bucket of balls, but it’s a trap a lot of golfers fall into,” says Moroney. “The sessions give you structure, so the time you spend practising actually translates into improvement on the course, even when you’ve only got half an hour.”
The training side carries equal weight, and Moroney sees it as the most overlooked opportunity in the amateur game. “For a lot of amateurs, the fastest improvements aren’t in the swing, they’re in the body. The physical side is the part golfers tend to neglect, so there’s often easy ground to make up, and the fitter and more mobile you get, the further you’ll hit it, the more consistent you’ll be, and the longer you’ll enjoy playing.”
The gym-based sessions are short and golf-specific, designed to help golfers move better, feel fitter and get stronger. Each golfer completes a short in-app onboarding so the plan is built around their current fitness, flexibility and goals from the start.
The app is AI-powered, but Moroney is deliberate about what that means. “I don’t want it to feel like AI when you’re using it,” he says. “It should just feel like a plan that was made for you, one that learns from you and adapts as life gets in the way.”
A disciplined build, not a weekend project
Moroney first had the idea in 2022 but stalled at the point most ideas stall: the leap into expensive development. He returned to it in 2025 and spent two months building a working prototype himself, putting it in front of real golfers for feedback before committing to a professional build. The prototype was never meant for commercial use; its job was to prove out exactly what worked before the real money was spent.
The result was nine months of full-time development with a dedicated agency. The app ships with a substantial library of professionally produced video content: 161 gym exercise tutorials and 127 practice-drill videos, all filmed rather than AI generated.
It is entirely self-funded through Leadable, Moroney’s B2B marketing agency, with no outside investment.
Built for real life
ApexGolf keeps progress tracking simple and useful rather than turning every round into homework, on the principle that the best data is the data a golfer will actually record.
Moroney, who grew up in Adare and is now based in Killenard, Co. Laois, is also putting the product to the test in public. On the @golfwithbarry Instagram and TikTok channels, he is documenting his own attempt to take his handicap from 5.2 to scratch using ApexGolf, alongside a weekly “Break 80” series played on some of Ireland’s best courses.
Availability
ApexGolf is available now on the App Store and Google Play.
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