Opinions expressed by Digital Journal contributors are their own.
In the crowded universe of fitness, Pure Plank has emerged as a success, positioned uniquely at the intersection of performance engineering, sleek design, and digital-first engagement. Born from the vision of wrestling stars Jay Reso and Adam Copeland, Pure Plank has not only given a new option in a fitness niche but also laid the groundwork for an entire core-focused ecosystem.
While giants like Peloton, NordicTrack, Bowflex, and Echelon have dominated cardio and strength categories, Pure Plank identified a powerful gap: comfortable, scalable, and enjoyable core training. Its sleek board—a tool that turns the dreaded plank into an approachable, engaging, and effective workout—has struck a chord with consumers.
“People are drawn to products that solve a real problem and make the experience better,” says Ryan Carter, CEO of Pure Plank. “Pure Plank takes one of the most hated but effective exercises—the plank—and makes it more comfortable, engaging, and effective. From day one, we designed it to work for any fitness level, so it feels at home in a gym or living room. The feedback we keep hearing is that it’s a product people actually use.”
That real-world usability sets Pure Plank apart. In an era rife with underused home equipment, the brand’s digital engagement strategy, complemented by thoughtful design, encourages continuous use.
Peloton, often held as the digital-fitness pioneer, has described its offering more as a medium than just hardware. At its 2019 IPO filing, CEO John Foley put it plainly: “At its most basic level, Peloton sells happiness.” And Peloton’s leadership has since reaffirmed that mental wellness and holistic health are core to its mission. “With each passing year, we are coming to understand better the importance of strength, stress management, sleep, and nutrition to living our best lives… the mandate… for Peloton to evolve from being a cardio fitness partner to becoming the world’s most trusted wellness partner,” said CEO Peter Stern during Peloton’s Q4 2025 earnings call.
Meanwhile, Echelon, NordicTrack, and Bowflex continue to expand their digital footprints. Industry analysis shows Echelon has carved a following with affordable smart bikes, mirrors, rowers, and treadmills, making connected fitness accessible to more U.S. households. NordicTrack’s parent company, iFIT, supports over five million global members, providing immersive digital workouts across treadmills, bikes, ellipticals, and more. And platforms like Garage Gym Reviews underline how both Bowflex and NordicTrack offer comprehensive workout ecosystems, ranging from cardio to strength—each with its own streaming capabilities like JRNY and iFIT.
Against these backdrops, Pure Plank stands out not just because of its founder celebrities—Jay Reso and Adam Copeland bring brand credibility and storytelling flair—but because of its focused and expanding proposition.
“It’s been about adaptability,” Carter says of managing global supply pressures. “We stayed proactive on regulatory changes and worked closely with our suppliers to adjust timelines and logistics before they became bottlenecks. Tariffs and global supply chain shifts are real, but the key is building a supply chain that can pivot without slowing down growth.” Solid logistics have enabled Pure Plank to stay in stock where others have faltered.
But the ambition doesn’t stop with the board. “Right now, we’re building out a full ecosystem around the Pure Plank board,” Carter explains. “That includes new accessories that span training, recovery, and lifestyle. Plus ongoing app development to bring even more coach-led content to our community. The goal is to be a go-to name for core training and functional fitness, not just a single product.”
This digital-content-led approach echoes the strategic pivot of NordicTrack from equipment to experiences via iFIT, and aligns with trends across connected fitness where content drives retention.
Pure Plank’s guiding philosophy crystallizes its design ethos: “Performance-first, design-always,” says Carter. “Every product we make has to improve performance and feel better to use, but it also has to look great in your space. We lean on functional movement science, user feedback, and a lot of real-world testing to ensure everything we launch delivers results people can feel and see.” This blends form and function, echoing what high-end designs bring to modern gyms and homes.
Leadership-wise, the synergy of AEW superstars Jay Reso, Adam Copeland, alongside CEO Carter has created a high-performance engine. “Jay and Adam bring unmatched credibility, reach, and passion for fitness. Pure Plank started from their vision to make fitness accessible to everyone. My role is to build on that foundation and drive strategic growth, overseeing day-to-day operations and leading product development. They inspire and represent the brand, while I ensure we execute at a high level behind the scenes.”
On the market front, Carter sees a vast opportunity: “The market has plenty of gear for strength, cardio, and recovery, but almost nothing dedicated to training the core in a way that’s comfortable, scalable, and fun. I believe Pure Plank fills that gap. Your core is your body’s power plant. Pure Plank was built for the everyday person, designed to make core training comfortable and approachable. It’s about helping people reconnect with their bodies, build lasting consistency, and take ownership of their well-being, no matter their starting point.”
Customer behavior backs it up. “Once people use Pure Plank consistently, they want more ways to integrate it into their workouts,” Carter notes. “That’s why accessories and content have become such a focus. Today, most customers buy once, but our data shows strong interest in complementary products and experiences, which is shaping our roadmap.” Think subscription-led growth, similar to Peloton and Echelon models, but rooted in the core.
Finally, Carter offers a leadership lesson: “Speed matters, but clarity matters more. Early on, it’s tempting to try everything and move fast just for the sake of momentum. What I’ve learned is that disciplined focus, knowing exactly who you’re serving, what problem you’re solving, and how you’ll measure success, will save you time, money, and headaches. In the fitness space especially, the brands that win are the ones that build trust and deliver consistently.”
That clarity is Pure Plank’s superpower. By narrowing its mission to revolutionizing core training, offering beautifully designed products, and delivering consistently through digital content and accessories, the brand positions itself not just as a fast-growing startup but as a new player in American fitness innovation.
As Jay Reso and Adam Copeland have taken their athletic passion from the ring to the living room, Pure Plank is ready to take center stage. With a compelling product, digital-vision, and community momentum, it’s well on its way to transforming core training, and perhaps, fitness as a whole.
