If you’re wondering where USA lock forward Brian Doyle has been recently, the answer can be found at axiiuscore.com.

The longtime American rugby star has started a company that produces a new fitness product - it’s part sci-fi battle shield, part wobble ball, part ab wheel, and Doyle thinks it should be the next hot new thing. The Axius Core Trainer uses controlled instability across three planes of motion: tilt, rotate and roll, providing varied stages of difficulty and two sides for a variety of uses.

“I’ve been working on the concept for almost 4 years, and my first big break was meeting Flex Partners Inc.- a San Diego based engineering team who I have since partnered with, to make my concept come to life,” said Doyle, who developed the idea while playing rugby and working, so it was slow going. “I thought I was there 15 times along the way.”

But he kept going back for tweaks. One time he was discussing a prototype at a trade show, and someone walked by, picked up the product, which was there a shield with handles that rolled, and turned it over.

“I said, hey man, you can’t do that, and he said ‘why not?’ and I thought, ‘yeah, why not?’”

And so the wobble ball aspect was built into it. 

Doyle got the idea for the Axius after he blew out his ACL. During his comeback he worked a lot on core strength.

“The light bulb went on in my head,” he said. “In 2008 I was a lanky guy who could play a little, and by 2012 I was a strong guy who was athletic. I wanted to develop on tool to help people who are serious about athletic fitness. It’s all about developing core fitness through instability. “The thing that makes AXIUS truly unique, is not just the 360 degree rolling aspect, but the ability to progress someone through various stages of instability and load.  We have multiple ergonomic handles options built in for pushups and roll outs, but we also have soft pads for your forearm which allows for planks and planking rollouts- a movement far safer than the traditional ab wheel and not currently available with any other product.”

The Axius Core might help you get strong like a super hero, and you can also wear it on your back like a shield,” Just like Captain America!” said Doyle.

That’s just part of the cool factor that Doyle and his partners have gone for.

Just now being unveiled to the public, Axius Core is being marketed in the rugby world because, said Doyle, that’s what he knows.

The Axius Core Trainer will be officially unveiled tomorrow, Thursday, July 16 at theIDEA World Fitness Convention, which is held July 16-18 at the Los Angeles Convention Center’s West Hall. They will exhibit in Booth 325, and you can get a free pass here: http://www.ideafit.com/fitness-conferences/idea-world-fitness-convention.... The company is accepting pre-orders through August, with the first units to be shipped in January.

For more go to www.axiuscore.com.