Fitness junkies are interested in cannabis. Like, really interested

The stereotype of the lazy stoner sitting on the couch munching on a bag of chips might be finally over. 

With the recent legalization of marijuana more conversations are had about how cannabis can improve one’s athletic performance. The pre and post-workout benefits have been lighting up.

Benefits include:

Even microdosing can help users stay focused and beat personal records.  

With cannabis being new to the market, this creates opportunities for those who are trying to include cannabis into their niche. 

After asking our Canadian panel their thoughts on marijuana and fitness, we may have just found opportunities for:

1. Athletic brands who are trying to lead innovation 

2. Cannabis brands who are trying to enter the market 

Here’s our data.

Fit Canadians are interested in the devil’s lettuce

*Canadians who said exercise plays a “very large” role in their life*

  • 37% of respondents are interested in consuming cannabis to improve athletic performance 
    • 24% are very interested
    • 12.5% are somewhat interested 
  • 42.9% of Millennials are interested in consuming cannabis to improve athletic performance 
    • 29.7% of Millennials are very interested 
    • 14.2% of Millennials are somewhat interested 
  • 48.2% of Gen Z’ers are interested 
    • 37.9% of Gen Z’ers are very interested 
    • 10.3% of Gen Z’ers are somewhat interested 

*Canadians who said exercise plays a “large” role in their life*

  • 30% of Canadians are interested in consuming cannabis to improve athletic performance 
    • 8.7% are very interested 
    • 21.6% are somewhat interested 
  • 36.4% of Millennials are interested
    • 10.2% are very interested
    • 26.2% are somewhat interested 
  • 49.4% of Gen Z’ers are interested
    • 21.2% are very interested 
    • 28.2% are somewhat interested 

Cannabis could be rolling its way to athletics

So we’ve discovered a potential market fit. But how can you jump at this opportunity? Our solutions can gather data specific insights to your brand and how it fits in the cannabis-athletic industry. 

Here’s what’s been going on currently in the cannabis-athletic space. 

Cannabis balms for soreness and joint point

Dixie Elixirs offers a line tailored specifically for athletes who are looking to use marijuana for recovery from soreness and joint pain. Their products include balms, bath soaks, lotions, and more. Additionally, these products are promoted as natural and less harmful to the body than over-the-counter products like Advil or Icy hot.

Cannabis-infused Gatorade?

Cannabis producer Canopy Growth recently acquired a 72% stake in BioSteel Sports Nutrition. BioSteel currently produces sports proteins and hydration mixes. With their partnership and Canopy Growth’s recent announcement to launch cannabis drinks this month, perhaps we can expect to see cannabis-infused athletic drinks in a short period of time.

How can you incorporate cannabis into your brand?

Research suggests that there are benefits to consuming marijuana both pre and post-workout for active individuals. Additionally, industry leaders both in the cannabis and athletic realms seem to see the value in this opportunity and are partnering in creating innovative products. 

Our insights suggest that there is a market for this in Canada. If you want to know how your brand can fit in this space or which demographics to market to, we can deliver you the insights you need to make better decisions, faster.

If you’d like to see the data we used let us know here and we’ll send you the full report.

If there are questions you want answered about this topic, drop us a line here.

Want to learn more about our capabilities? Let us know here!