GORUCK, the leader of the rucking revolution and maker of the most durable products on planet Earth, today announced that it has named Liz Plosser as the brand’s first-ever Creative Director. In her new role, Plosser will be responsible for helping GORUCK grow its evolving reach and appeal through product development, marketing, and storytelling.
“We are thrilled to have someone of Liz’s stature and background join us to help continue to push the rucking movement forward,” said GORUCK Co-Founder, Emily McCarthy. “It’s no secret that rucking has grown in mainstream popularity, especially over the last 18 months. Liz’s perspective on storytelling and continuing to help more people find the activity, and the community surrounding it, will be invaluable as we continue to educate and make rucking feel more inclusive and accessible.”
Plosser spent seven years serving as the Editor-In-Chief for Women’s Health, where she oversaw the brand for seven years across its print and digital platforms and various brand extensions, reaching a monthly audience of over 44 million readers across print and digital channels. During Plosser’s time at Women’s Health, the publication launched a membership program (Women’s Health+), exponentially increased commerce revenue, saw increased engagement, including a 200% year-over-year growth on the AppleNews platform, and was a three-time National Magazine Awards Finalist.
A veteran of the wellness industry prior to her time at Women’s Health, Plosser previously served in senior strategy and content roles at Well+Good, SoulCycle, SELF, & Cosmopolitan. Plosser is the author of the book, Own Your Morning: Reset Your A.M. to Unlock Your Potential and the Best Case Scenario substack.
“I’m honored to be joining the GORUCK team and play a part in their mission to help bring this modality to an even wider community, and one that encompasses more women than ever before,” said Plosser. “I’ve been following GORUCK for years. I’ve been navigating my way around New York as an urban rucker dating back to one of the brand’s first-ever rucksacks that they sold. As someone passionate about strength training, and on a mission to encourage more women to make it part of their lives, rucking is easy to integrate into wellness routines and lifestyles. I’m excited to help the brand tell meaningful stories and reach more consumers, meeting them where they are in their health journeys.”
Initially, Liz will be stepping in to ensure GORUCK remains the preeminent thought leader behind rucking through the continued education of its health benefits to current customers, but more specifically, new female customers. She will work closely alongside the marketing and product development teams as GORUCK gears up for the launch of new women’s products, slated for later in 2025.
On August 28, Liz will host Ruck + Flow – a 5-day, 4-night women’s Rucking and Yoga retreat in Costa Rica alongside Emily McCarthy and Nichele Cihlar, GORUCK’s Director of Training, at Botanika Resort. The retreat will offer like-minded women the opportunity to challenge themselves through jungle rucks, and unwind with yoga sessions while being immersed in the heart of the Osa Peninsula. For more information, please visit here.
Founded in 2008 by former Green Beret, Jason McCarthy, GORUCK is headquartered in Jacksonville Beach, FL. Jason’s commitment to the Special Forces way of life, coupled with what he had learned in war, inspired him to build a “go-bag”, or “go-ruck” for his wife and co-founder, Emily, who was a Case Officer in the CIA working in French-speaking West Africa. The bag was meant for her to keep in her vehicle and at home, ready to go at all times.
This “go-bag” would serve as the catalyst for what eventually became GORUCK’s original piece of gear, the GR1. It took over two years to design and manufacture the rucksacks and ensure they would thrive in both Baghdad and NYC — Green Berets were judge and jury of quality and functionality.
GORUCK prides itself on building the toughest rucking & workout gear on the planet backed by our SCARS Lifetime Guarantee, offering rucksacks, footwear, apparel, ruck plates, training gear, and more. The company builds every style from the ground up, working with everyone from Special Forces soldiers to World Champion Athletes to test, iterate, and build the best.
goruck@jacktaylorpr.com
Jack Taylor PR
