Joanna Kabbani has been a professional fitness trainer for over 20 years working with a large variety of clients across the world. In the 1990s Joanna created her own choreographed dance style workouts becoming a pioneer of what is now known as ‘Cardio Funk’.

Today, she is a private trainer and lifestyle coach to many of London’s VIP’s, high level business people and celebrities. Her latest venture sees her launch a stunningly simple, highly effective piece of training equipment that is set to revolutionize the abdominal workout.

The AB-MXR is a total core body workout and the world’s first truly portable abdominal exerciser. There have been no highly effective, portable and easy-to-use exercise devices that facilitate a full body workout – until now!

Joanna developed the AB-MXR after she suffered from bad whiplash in a car accident three years ago. She used neck pillows to support her neck and, desperate to get back into training, this sparked an idea to create a device that would train and protect the neck whilst working out. From this, the proto-type for the AB-MXR was born.

The motivation to create a professional product was based on Joanna’s extensive experience working with clients who loathed working their abs. Having tried her own rudimentary device with clients she found they loved it and were getting amazing results. The AB-MXR is stylish and fits easily in your handbag, making it the perfect travelling companion.

The device targets the abdominal muscles whilst supporting the head, neck and top of the spine and can be used for over a hundred different exercises including triceps pushes, two hand curls and lift and twists. It also provides increased neck support when working out on a Swiss ball or bosu, can be used as a headrest for dumbbell chest presses and as a handheld weight whilst doing aerobic exercise.

For further information, please contact jo@dustpr.com