"We advise on, provide and service laboratory equipment and consumables for scientists, teachers and researchers across the African continent."



We are a laboratory equipment supply company, based in South Africa that aims to give each of our partners the products, support and services they require regardless of nature. 

Partnering with us will give you or your business the opportunity to become part of a movement that aims to change the way we teach and conduct research, while simultaneously strengthening possibilities in Africa.

Axiology Labs can assure you and your business of top quality products and services by partnering with leading experts and brands worldwide.

Along with our laboratory products and services we offer a wide range of online webinars and workshops. These workshops are interactive and include the tools, tips, and strategies for recording high-quality data from study participants.

Our highly trained and experienced team is ready to assist with all your research needs.




Managing Director and Owner

Gideon studied BSc Animal Biotechnology at the university of Stellenbosch after which he went into sales of research and scientific equipment for the past 12 years. In 2014 he founded axiology labs, a company that supplies and supports scientists in psychophysiological recording equipment. With the need being identified and an opportunity for specific customizable VR products and biofeedback tools.



Co-founder AxioVR

Natalie studied at the art institute of Atlanta, Georgia USA bachelor’s degree in fine arts majoring in interior design. She graduated magna cum laude. She then worked for design continuum inc. In Atlanta specializing in hospitality design for customers like Hyatt, Marriott, Disney and Ritz Carlton. Currently she is using her design skills and software expertise as the creative director and cofounder of AxioVR, sister company to Axiology Labs.



Sales Director

Russel completed his BSc Sport Science degree and Honours in Biokinetics at Stellenbosch University. After completing his internship at Stellenbosch Biokinetics center and Panorama Medi Clinic, Russel started his career at the Morningside Sports Medicine Centre. During his early days as a Biokineticist, Russel was part of the rehabilitation team working with several sports teams including Bafana Bafana, the Springbok rugby team and individual sports professionals from several disciplines. Russel has established two successful Biokinetics rehabilitation private practices. At these practices Russel was the managing director where he trained young biokineticists and was accredited to educate biokinetics interns. During his time in private practice, Russel was driving several projects and initiated programs to improve wellbeing of staff in the corporate sector alongside high profile JSE listed corporate companies.  His managerial skills gained during his years as a Biokineticists working in multi-disciplinary health teams and with corporate clients has propelled him to apply his medical knowledge in the sales sector.


Business Development Manager

Morné is a goal-orientated and value-driven individual and has a Masters degree in Neuro & Exercise Physiology from the University of Pretoria. He is passionate about sport and fitness and the role they play in the overall well-being of an individual. He is highly skilled in the performance enhancement of athletes with regards to brain, health, and skill-related fitness.  Morné is also a rugby referee currently on the SA Rugby National Panel.


Research Director

David qualified with a B.Sc Honours from UCT, with majors in Biotechnology and Microbiology, he made the move into laboratory sales and has over a decade of experience in the field. He is passionate about helping scientists in their daily jobs and doing whatever he can to improve efficiency and productivity in laboratories across the African continent. With a special interest in innovation, David remains well up to date with the latest technology available for research, and is able to advise clients on a detailed technical basis. In his spare time, he plays racket sports, hikes in the mountains around Cape Town, and in summer can be found on the beach.