When your day is a never‑ending loop of breakfasts, carpool, lunchboxes, playdates, and bedtime stories, carving time for a solid core workout feels impossible. That was the very problem professional AEW wrestlers Adam Copeland and Jay Reso set out to solve with Pure Plank—a smarter plank board engineered to fit into the chaos of real life, especially parent life. And behind its rise is not only their athletic credibility, but the vocal support of Beth Copeland (formerly Beth Phoenix), who emphatically backs the product as a tool for busy women seeking strength without sacrifice.
Pure Plank presents itself as “planking reimagined,” with a board that includes soft rubber padding, detachable non‑slip handles, stability ports, a magnetic digital timer, an ergonomic smartphone holder, and a design built for compact storage. The idea is simple: take what is often the most basic—and most dreaded—ab exercise, and transform it into something comfortable, practical, and even elegant enough to live in a family room without calling attention to itself.
For mothers and parents, that shift is crucial. Beth Copeland has spoken candidly of how her priorities shifted after having children and how fitness tools must adapt. In a interview with Women’s Journal, she describes using the Pure Plank board as “a very helpful tool for myself (a mother of two)” and talks about how women juggling work, family, and social demands don’t always have 20 or 30 minutes to do crunches after a workout. She highlights that the appeal lies in its efficiency: “Pure Plank can give you core activation… strengthen and tone your midsection and/or be the centerpiece for an entire at‑home workout.”
Beth also shares her own progression: she began on her knees holding planks for 45 seconds or less and slowly built up to ten‑minute workouts that rotate through intervals on the board. This is a narrative that resonates with mothers: start where you are, don’t feel pressured to match high intensity immediately, and let consistency do the heavy lifting. Her journey is part of why she’s more than an endorsement; she embodies the product’s promise to women who need functionality, not fluff.
The Pure Plank ecosystem goes beyond the board itself. A mobile app complements the hardware by offering guided routines, video tutorials from trainers, and progress tracking (with the promise that the app is free alongside U.S. & Canada shipping). This integration is key for parents: it removes guesswork, gives structure, and allows users to follow along even when energy and time are limited. Instead of having to devise their own plank progressions or worry about form, moms and parents can lean on curated programming. The trainers add accountability, and the app provides a way to monitor growth over weeks and months.
Meanwhile, Pure Plank has dipped its toes into apparel with a Core Logo Tee—a performance t‑shirt designed for workouts but stylish enough to live outside the gym. The move bolsters Pure Plank’s positioning as a lifestyle brand and gives parents something wearable that aligns with their commitment to strength and self‑care, without forcing them into over-the-top activewear aesthetics.
On the business side, Pure Plank has made market moves in both the U.S. and Canada. Its website offers free shipping across both countries, signaling ambition in North American reach. The brand is also featured in media such as Forbes and NBC, helping broaden its exposure beyond the wrestling and fitness corners.
Adam Copeland has spoken about the role fatherhood played in shaping his approach to fitness and entrepreneurship. In an interview, he said: “The paternity also had a lot to do with it… having a gym at home leaves time to be a dad. To be a husband. To be a fighter. To be a writer. To be an entrepreneur.” That ethos—making performance tools that support life, not compete with it—is meaningful to parents who already carry more than enough load.
If Pure Plank continues to lean into the stories of real mothers, deliver consistent app support, and emphasize ease of use, it can become more than a novelty board—it can become a staple in the home gyms of parents. Beth’s visible support helps bridge the gap: she’s not just a face on the site; she talks openly about back pain, flexibility challenges, and the need for sustainable core strength after childbirth. When she says planking helped reduce her discomfort and restore endurance for daily work like carrying laundry baskets and having snowball fights, she speaks directly to what many moms want most: a body that helps them live, parent, move—which is the heart of what Pure Plank seeks to offer.
