By: Rhiannon Frater
In the ever-evolving fitness landscape of America, few products have made an impact as swiftly and effectively as Pure Plank. Launched last year by wrestling legends Adam Copeland and Jay Reso, Pure Plank has begun to change how people approach core training—and has done so with significant momentum. In less than ten months, the company has reached seven-figure revenue, sold out every product drop, and cultivated a passionate customer base, all without relying on outside investment. From elite athletes to everyday individuals, thousands have turned to Pure Plank for a more engaging and potentially more effective way to train their core.
The idea behind Pure Plank was born out of personal necessity. Copeland, now in his 50s and a father, found himself struggling with basic movements like climbing stairs. Despite decades of elite-level performance, injuries and aging had taken their toll. Seeking a return to better health, he revisited the plank—an exercise known for its effectiveness but also its discomfort. Sharing this with longtime friend and fellow wrestling champion Reso, the two realized they couldn’t hold a basic plank for more than thirty seconds without experiencing pain or frustration. From that humbling moment, they set out to rethink planking entirely.
The result is a product designed with user experience in mind. The Pure Plank board is sleek, portable, and intended to provide real results. It features soft rubber padding to cushion joints, detachable ergonomic handles for wrist and shoulder comfort, a magnetic digital timer, a phone mount, and ports for added stability. The board pairs with a companion app that offers guided routines, challenges, and trainer-led programs to help users stay consistent and track progress. It’s a straightforward tool with a powerful mission: to make planking more enjoyable—and sustainable—for everyone.
Since its launch, Pure Plank has seen a notable demand. Each drop of over 2,000 units has sold out quickly, often within hours, prompting the team to introduce waitlists to manage the surge. Customer feedback has been overwhelmingly positive, with thousands of five-star reviews highlighting everything from improved posture and reduced back pain to increased motivation and consistency. Many users report forming daily habits, noting that just five minutes a day on the board leads to noticeable improvement in their strength and confidence. This support has come not only from fitness enthusiasts but also from professionals, athletes, and busy parents looking for efficient ways to care for their bodies.
What makes Pure Plank particularly noteworthy in a crowded wellness market is that it’s completely bootstrapped. With no outside investors and no massive marketing budget, its growth has been fueled by authentic word of mouth, grassroots promotion, and a highly engaged community. While its celebrity founders may attract attention, the product itself is receiving recognition. From social media to locker rooms, Pure Plank is being praised not as a gimmick but as a practical solution. Such organic growth is rare in today’s fitness industry, where many products struggle to stand out or rely heavily on hype without long-term success.
Adding to its momentum is the brand’s expanding presence. In addition to the core product and app, the company plans to launch its first capsule of branded apparel and accessories in Q4 of 2025. This expansion is aimed at deepening the brand connection with users and offering new ways for the community to represent their fitness journey. Later this summer, Pure Plank will also roll out a new community-driven content series, focused on spotlighting real user stories, training journeys, and creative ways people are integrating the board into their lives. These initiatives reflect a brand that is not just selling equipment but fostering a culture around movement, accountability, and positive change.
At the heart of Pure Plank’s success is its attention to three key customer pain points: discomfort, motivation, and consistency. Traditional planking can be tough on joints and difficult to maintain. Pure Plank addresses these issues by making the experience more comfortable and interactive, which encourages users to return to the board regularly. Its timer and app integration make workouts structured and time-efficient, while the board itself is designed to support proper form and minimize common mistakes. Whether someone is a beginner or an experienced athlete, Pure Plank is designed to meet them where they are—and help them improve.
The company’s story also serves as a broader signal in the American fitness market. As more people seek hybrid solutions that blend physical products with digital guidance, Pure Plank is positioned at the intersection of accessibility and innovation. Its simple design, combined with trainer-led programming and community support, reflects a growing demand for practical, results-driven tools. The fact that the company has reached seven-figure revenue in less than a year without outside funding further highlights the viability of fitness startups that focus on solving real problems.
Looking ahead, Pure Plank shows no signs of slowing down. With continuous product sellouts, expanding content offerings, and a growing fan base, it’s clear that this is more than just a passing trend—it’s a movement. As new training features roll out, the apparel line launches, and the community strengthens its engagement, Pure Plank is likely to remain a prominent brand in the U.S. fitness industry for years to come.
What started as a personal quest by two friends to improve their own health has quickly evolved into a widely used tool for thousands. Pure Plank is not just changing how people plank—it’s shifting how they approach their entire fitness journey.
