The modern fitness boom didn’t begin in a gym. It started in living rooms, spare bedrooms, garages, and wherever people could carve out a few square feet to move their bodies. Over the past decade, the rise of at-home fitness has rewritten the rules of how people train, spawning billion-dollar brands, viral equipment trends, and an entirely new generation of fitness entrepreneurs. Into that crowded landscape steps Pure Plank, a lean startup quietly proving that innovation doesn’t always require reinvention, sometimes it simply requires reimagining the basics.
At its core, Pure Plank is built around one deceptively simple exercise: the plank. But what makes the company compelling isn’t the exercise itself. It’s the story behind the founders, the product design philosophy, and the deliberate business strategy guiding its growth.
The company was created by lifelong friends Adam Copeland and Jay Reso, professional wrestling icons (from WWE and now AEW) whose careers were and still are defined by physical intensity, resilience, and longevity. Decades of high-impact competition forced both men to confront injuries, recovery cycles, and the reality of maintaining strength as athletes age. That lived experience ultimately sparked the idea that would become Pure Plank.
Rather than lending their celebrity to an existing product, the duo chose to build something from scratch, a decision that would shape both the company’s identity and its credibility. According to reporting in a recent media feature on the company, Copeland and Reso were motivated by a problem they personally experienced: traditional core workouts were often repetitive, uncomfortable, and sometimes ineffective for building functional strength over the long term. The answer became a purpose-built plank board designed to introduce controlled instability while remaining accessible for everyday users.
The product itself reflects that philosophy. The Pure Plank board incorporates cushioned padding to reduce joint pressure, detachable ergonomic handles for stability and proper form, and a magnetic digital timer to help users track sessions without interrupting flow. A smartphone holder and companion app add a layer of digital guidance, offering structured routines and professional coaching to keep workouts engaging and consistent.
That combination of simplicity and smart functionality is central to the company’s appeal. In a fitness market often dominated by expensive cardio machines or bulky strength equipment, Pure Plank’s compact design speaks directly to consumers who want effective training without sacrificing space.
But what truly distinguishes the brand is the authenticity behind it. Copeland and Reso didn’t arrive as entrepreneurs chasing a trend. They arrived as athletes searching for a solution. Their comeback journey — navigating surgeries, injuries, and the physical demands of returning to peak condition in their 50s — became the emotional backbone of the brand. The founders’ mission wasn’t merely to sell equipment but to make core training comfortable, sustainable, and accessible to people at every stage of life. 
That authenticity also influences how the company operates. Unlike many fitness startups that pursue rapid expansion and viral attention, Pure Plank has embraced a lean growth strategy. Manufacturing decisions have been measured, distribution intentional, and product development shaped heavily by user feedback rather than marketing hype. CEO Ryan Carter noted that the company entered this year with stronger engagement and demand driven by consistent usage rather than impulse purchases, a metric that signals long-term retention instead of short-term momentum.
This approach mirrors a broader shift happening across the fitness industry. Consumers are becoming less interested in novelty and more focused on habit-forming tools that deliver results over time. While high-profile platforms like Peloton transformed cardio through immersive digital experiences, and brands like Tonal and Mirror pushed the boundaries of connected strength training, there remains a growing market for equipment that is affordable, compact, and focused on functional movement.
That demand has also fueled the success of companies such as Bowflex, NordicTrack, and Canada’s Gorila Fitness, all of which have benefited from the continued normalization of home gyms across North America. Pure Plank fits neatly into this ecosystem but occupies a distinct niche: hyper-focused core training supported by athlete-driven credibility.
Interviews surrounding the product reveal that Copeland and Reso see Pure Plank as more than a single piece of equipment. They envision an evolving ecosystem of complementary accessories and digital programming designed to make core training a consistent daily habit. Plans for additional products, including accessories and comfort-focused workout surfaces, reflect the company’s measured expansion strategy rather than an aggressive category grab.
Equally important is the emotional resonance of the product’s accessibility. Reso has emphasized that the board isn’t intimidating, a crucial factor in attracting users who may feel overwhelmed by complex gym equipment. That sentiment aligns with one of the most powerful trends shaping fitness today: lowering the barrier to entry. Whether it’s busy parents, aging athletes, or beginners exploring strength training for the first time, the most successful at-home fitness products are those that remove friction rather than add complexity.
From a business perspective, Pure Plank offers a compelling lesson in positioning. Instead of attempting to compete directly with massive connected fitness platforms, the company has leaned into specialization, authenticity, and community trust. Its growth reflects a startup willing to prioritize durability over hype — a strategy that may ultimately prove more sustainable in an industry notorious for fleeting trends.
There is also something culturally symbolic about the brand’s trajectory. Fitness innovation is often associated with Silicon Valley technology or celebrity-driven marketing campaigns. Pure Plank represents a different narrative: athlete founders leveraging real-world experience to create a practical solution, then growing the business through disciplined execution rather than spectacle. Ultimately, Pure Plank’s story is less about a plank board and more about the evolution of fitness entrepreneurship itself. The future of at-home training will likely belong to companies that combine smart design, digital guidance, and authentic founder narratives. In that environment, startups that grow quietly but consistently may hold an advantage over those chasing viral moments.
As the at-home fitness market continues to mature across the United States and Canada, Pure Plank stands as a reminder that the next big idea doesn’t always need to be bigger, louder, or more complicated. Sometimes the most powerful innovation is taking the simplest movement imaginable, refining it with intention, and helping people show up for themselves — one plank at a time.
