This is a very tough variation of the traditional rollout that can't be done using an ab wheel.
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With only one working arm, your body is forced to resist rotation. It's extremely challenging for the chest, shoulders, and lats.
The length of the barbell makes it difficult to keep the bar rolling straight, so it will also build wrist strength (radial and ulnar deviation).
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You don't see many people doing this one. Of course, you don't see many people with great traps either. Check it out.
Would you have the balls to train at a gym where screaming in pain and puking are everyday occurrences?
Screw the exercise-phys majors. Screw the functional movement gurus. This exercise should never have been kicked off the starting roster.