Oh what a night! We are so pleased for our client Joanna Kabbani as her revolutionary piece of fitness kit, the AB-MXR launched into King’s Road Sporting Club last week. To celebrate, we held a launch event in store with models in the window doing product demos – they’d certainly had a great workout by the end of the night! They were turning a few heads and some inquisitive members of the public came over to take a closer look (and from the pics of our models below you can see why!).

We had nail technicians from Return to Glory on hand (excuse the pun!) to pamper guests and there was a big queue throughout the night due to some serious nail envy! The thought process behind the nail bar was because Joanna designed the AB-MXR so that the handles curved upwards as to not ruin your manicure when picking it up off the floor – a woman after our own hearts!

Joanna gave an impressive speech to guests about the evolution of the product and the creative process behind the concept. We also heard a few words from Dr Mikael Porath Peterson from the Optical Spine Clinic who helped develop the exact curvature of the product so that the AB-MXR fits the curve of the neck perfectly. The speeches had people flocking to the tills and the product started flying off the shelves. The perfect way to end a fab evening!

Model Sophie working with 1kg AB-MXR

Model Joel in Window of KRSC

Joanna Kabbani with Guests

We all had serious ab envy.......

The Girls from Return to Glory did a fab job

Crunch time

Joanna and her fab abs post speech

Obligatory Crowd Shot

Michael Conitzer (KRSC) , Joanna and David Conitzer (KRSC)