In a fitness industry increasingly defined by flashy tech and fleeting trends, Pure Plank is carving out a lasting niche by reimagining one of the most fundamental core exercises: the plank. Born from the vision of former pro wrestlers turned fitness entrepreneurs Adam Copeland and Jay Reso, the product combines thoughtful design with performance-driven function—bringing comfort, precision, and portability to users looking to build strength without compromising form. With a surge of popularity in key markets like Miami and a growing footprint across North America, Pure Plank is more than just another home workout gadget; it’s a cultural shift toward smarter, more sustainable fitness habits.
At the helm of this movement is Ryan Carter, Pure Plank’s appointed CEO and longtime Chief Growth Officer, whose unique blend of brand vision and marketing strategy is shaping the future of the company. Known for his work at Scarlett Row, a branding and design agency he founded, Carter has helped countless brands find their voice—now he’s applying that expertise to redefine what fitness looks and feels like. In an exclusive interview, Carter opens up about innovation, leadership, and the intentional culture he’s cultivating at Pure Plank, one rooted in authenticity, performance, and inclusivity.
1. Tell us about your role with Pure Plank and how you have helped take the company to new heights over the past year?
I lead Pure Plank as its Head of Growth, overseeing brand, marketing, partnerships, operations, and strategy. Since launch, we’ve scaled from idea to seven figures in under 12 months, built a tight-knit community of core-focused fitness lovers, and sold out of inventory multiple times. A lot of that has come from staying lean, moving fast, and keeping our customers at the center of what we do.
2. You were born in Guyana, but now live in Miami. How has the culture of the two areas helped influence who you are today?
My early years in Guyana shaped my roots and gave me grit, the resourcefulness, hustle, and deep sense of family that’s woven into Caribbean culture. Miami was transformative. It gave me vision, sharpened my creative instincts, expanded my worldview, and showed me what’s possible on a global stage. The diversity and energy of the city constantly pushes me to think bigger. I try to bring both into how I lead, create, and build brands.
3. What about Pure Plank is changing and innovating the fitness industry?
I think most fitness products focus on intensity, we focus on the foundation. Pure Plank is about core strength, posture, and functional movement. We’re reimagining planking into something more engaging, more effective, and way more accessible. Whether you’re an athlete or just getting into fitness, we meet you at your level and build from the core up.
4. As an entrepreneur and CEO of a large company, how do you hope that helps inspire others who are black and immigrants?
Representation matters, and not just visually, but operationally. There’s a belief that building something meaningful requires a ton of resources upfront but that isn’t always the case. It starts with a vision (as cliché as that might sound) discipline, and the ability to keep showing up. If you’re Black, an immigrant, or both, your background isn’t a barrier, it’s the secret sauce, a superpower if you know how to harness it.
5. What is your advice to those wanting to start their own companies?
START! start small, build lean, move fast but move with intention. Don’t wait for perfect conditions because they don’t exist. Test early and often, stay nimble, and surround yourself with people who challenge and support you. The earlier you can get clear on your “why,” the stronger your brand and business will be.
6. What has been the biggest lesson you have learnt while working alongside Pure Plank’s Adam Copeland and Jay Reso?
Adam and Jay have a fighter’s mentality, they don’t wait for permission, they show up with conviction and make things happen. That mindset has been powerful to witness up close. They’ve reminded me that resilience isn’t just about pushing through, it’s about believing fully in what you’re building and being bold enough to take the swings, even when it’s uncomfortable. Their approach has reinforced that if you want something, you go for it fully, and without hesitation.
7. What’s next for Pure Plank from here?
We’re focused on growing Pure Plank into a true lifestyle brand rooted in core strength, functional fitness, and real results. That means expanding beyond the board, launching new products and accessories, and eventually apparel that fits our movement-first mindset. We’re also building deeper relationships with our customers by improving the app experience and creating content that meets them wherever they are in their fitness journey. The goal is simple: keep delivering products people love and building a brand that makes training feel personal, accessible, and empowering