Our Story

We help you to train like the pros, to perform at your best. 

Our Story

We help you to train like the pros, to perform at your best. 

The Axe Ethos

We believe every rugby player deserves access to high quality programming - whatever the level, we are here to help you perform.

When I was a young rugby player, I knew I would do anything to perform at my best.

I just didn't know what that 'anything' was. I had no access to physios or S&C, and so I never did fulfil my athletic potential.

I've made it my mission to help as many rugby players as possible achieve their potential - whether that's getting 50 caps for your local club, running out for your county side or representing your nation.

I am now a qualified physio and S&C coach working at the highest levels of pro rugby. The players in these set-ups have access to elite level periodised programs and top class physio - and I want you to have this too.

Got questions? Drop me an email, I'd love to help.

- Alex Holland, Founder

The Team


Alex Holland

Founder of Axe Rugby

Alex is the founder of Axe Rugby. He is a qualified sports physiotherapist and strength & conditioning coach. 

Alex is currently the Head of Medical at Ealing Trailfinders. Previously held roles as Senior Physiotherapist for Exeter Chiefs Men's team and previously headed up the Chiefs women's medical program. Working in elite sport since 2014, Alex knows what it takes to make it to the top.

Want a 1-2-1 with Alex?


Ned Mills

Rehab Lead

Ned is a qualified sports rehabber and S&C specialising in injury diagnostics, long term injury rehab and player re-conditioning.

Ned currently leads long term rehab in the Exeter Chiefs Women's program, and is writing his masters dissertation on menstruation and injury. Ned is also a CrossFit coach, and particularly enjoys writing conditioning programs.

Want a 1-2-1 with Ned?

Dom About

Dom Thorne

S&C Lead

Dom has worked in professional rugby since 2018, and currently heads up athletic development at Ealing Trailfinders' academy program.

Grit and tenacity are Dom's calling cards, and in 2021 he rowed the Atlantic Ocean - the worlds toughest ocean row.

Want a 1-2-1 with Dom?

Charlie About

Charlie Willett

Women's Rugby Consultant

Charlie is an international rugby league player and currently plays rugby union for Ealing Trailfinders.

Charlie is a qualified Level 3 PT working with women's rugby players at all levels.

Want a 1-2-1 with Charlie?

performance programs direct from the pros.

Get stuck in to your training with our flagship subscription programs. We design our program around the northern hemisphere rugby season, so you'll always be training to perform.