In a fast-evolving world of wellness where gimmicks often outshine substance, Ryan Carter has emerged as a visionary who is doing more than steering a company—he’s leading a movement. As CEO of Pure Plank, a rapidly growing brand shaking up the fitness space, Carter has become synonymous with a new, inclusive wave of health culture. With a powerful mission, razor-sharp focus, and an authentic leadership style, Carter has positioned Pure Plank not just as a product, but as a meaningful platform for transformation.
Carter’s journey with Pure Plank began long before his official title. “When Pure Plank was in the early developmental stages it was brought to my agency, Scarlett Row, for branding and launch support,” he recalls. What started as a creative consultancy quickly evolved into a calling. “As we developed its identity, I quickly realized this wasn’t just about another fitness device, it was about creating real access to better health.”
That deeper sense of purpose is what ultimately drew Carter into the CEO role. More than just the sleek, minimalist design of the Pure Plank board or its unique ability to strengthen the core through dynamic isometric training, what compelled Carter was the ethos behind the innovation. “What drew me in wasn’t only the innovation behind the board. It was its founders Adam Copeland and Jay Reso and most importantly, the mission. Pure Plank aims to lower the barrier of entry to fitness and make a healthy lifestyle feel possible for anyone, regardless of age, background, or fitness level.”
Since taking the helm, Carter has been instrumental in Pure Plank’s explosive growth. From concept to reality, the brand quickly became a household name, passing seven figures in sales within its first few months—an almost unheard-of feat for a startup bootstrapping its way through a competitive market. “We went from idea to launch, to passing seven figures in sales in our first few months, all while bootstrapping, building community, and tightening the feedback loop between product, content, and customer. Our message, that fitness should be accessible, efficient, and empowering, resonated immediately.”
This success wasn’t an accident. Under Carter’s guidance, Pure Plank has embraced a holistic approach to scaling, treating community engagement and user feedback as central pillars of development. “Operationally, we’ve also grown smarter, tightening supply chain, dialing in pricing, and building around feedback fast. Creatively, we’ve positioned Pure Plank not just as a product but as a brand that represents possibility. And we’re just getting started.”
Carter’s belief in democratizing fitness has not only defined the company’s brand strategy—it’s become its cultural foundation. He speaks with conviction when describing what Pure Plank stands for. “Pure Plank is about more than fitness. It’s about helping people reconnect with their bodies, build consistency, and reclaim ownership over their well-being, no matter where they’re starting from.”
Looking ahead, Carter’s vision is expansive. What began with a single product is now evolving into an entire ecosystem, with new accessories and tools poised to deepen the user experience and support a full-body wellness approach from home. “We’re expanding our product ecosystem to include accessories and training tools that complement the Pure Plank board and make home fitness more effective and enjoyable,” he shares. “Our goal is to launch 3 to 4 new products by the end of the year, each grounded in the same values: simplicity, performance, and accessibility.”
That expansion also includes digital development. In a fitness industry increasingly reliant on technology and content, Carter understands the power of meaningful engagement. “We’re also developing digital content and app experiences to help users stay consistent and inspired. In 2026, you’ll see Pure Plank evolve into a platform (not just a product) designed to support total body wellness at home.”
He’s equally passionate about building community beyond screens. “We’re also exploring strategic partnerships, and community activations to bring the brand more into the real world. We want people to feel what Pure Plank represents, not just in their core, but in their confidence.”
Carter’s leadership style has been instrumental in creating a brand culture that mirrors the product’s intent: grounded, efficient, and deeply motivating. When asked what defines a great CEO, his response is both humble and illuminating. “A great CEO knows how to set vision and stay close to the ground at the same time. It’s someone who can lead with conviction but still listen without ego. For me, it’s about being a translator, turning ideas into actionable plans, then aligning the right people and energy to make it real. You don’t need to have all the answers, but you do need to create the conditions for others to figure them out with you.”
This perspective not only informs how he leads but how he inspires others who want to carve their own path in business. “Make sure you actually want it. Not the title, but the process,” Carter advises aspiring entrepreneurs. “The real work is unglamorous: fixing problems, staying resourceful, and keeping your edge when no one’s watching. Stay grounded when the excitement fades and the pressure hits. Don’t wait for permission. Build your thing, test it fast, and keep pushing until the market proves you right…or wrong.”
In many ways, Pure Plank and Carter’s rise mirror each other: both built from conviction, fueled by clarity, and driven by the need to serve something bigger than themselves. While most fitness brands focus on results and aesthetics, Pure Plank is quietly but powerfully transforming how people feel about movement, self-discipline, and ownership over their own health.
As Carter puts it, “I believe the next era of wellness will be defined by accessibility, not aesthetics. And we want to be on the front lines of that movement. If you’re someone who’s ever felt left out of the conversation around health, strength, or fitness, Pure Plank was built with you in mind.”
In an industry saturated with quick fixes and shiny promises, Ryan Carter and Pure Plank are delivering something that cuts deeper—something real, sustainable, and rooted in purpose. This isn’t just a story of a fitness device disrupting a market. It’s the story of a leader and a team helping people redefine their relationship with their own strength—starting from the core.
Written in partnership with Tom White
