In a world where health and wellness are paramount, ATHLETHC sets a new standard for athletes and active individuals seeking more from their recovery routines. Unlike traditional cannabis products like gummies or drinks, ATHLETHC’s mints dissolve quickly, providing rapid effects without the risk of overconsumption. Designed to optimize athletic performance, aid recovery, and enhance overall wellness, ATHLETHC mints allow athletes to control their dosage with precision, making them the perfect tool for anyone looking to elevate their fitness journey while embracing the benefits of cannabis.
ATHLETHC was born from a team of individuals deeply rooted in both high-performance athletics and the cannabis industry. John Timar, the former CEO of Kill Cliff Beverages and a Brazilian Jiu-Jitsu black belt, saw the need for cannabis products that catered specifically to athletes. “We’re creating performance-driven products with hemp as our hero ingredient, specifically focusing on microdosing THC. Our mints are designed to complement and integrate into any lifestyle…”. Together with partners Matthew Tarallo, Nick Etten, and GW, they launched ATHLETHC with the mission to bridge the gap between cannabis and athletic performance. The founders’ backgrounds in military, martial arts and CPG (consumer packaged goods) have driven them to create functional products that address the unique needs of athletes. “Our goal is to empower the consumer and allow them to take control of their dosage with precision,” Matthew Tarallo adds, “We want to provide a product that fits seamlessly into their daily routine.”
ATHLETHC’s flagship product is a game-changing cannabinoid mint, offering a precise microdose of THC in a functional format. “We wanted to give consumers control. One of the biggest challenges with THC products is that they can quickly get out of hand. Beverages, for example, might not kick in for an hour or more, which often leads to overconsumption. The same goes for gummies—bad ingredient dispersion can make dialling the right dose tough. Our mints are different. They’re stackable, so you can fine-tune your experience to suit your needs. You have complete control over whether you want a sub-perceptual effect or something stronger. The rapid onset through oral absorption means you can feel the effects in 10 to 20 minutes—no waiting around, no guessing.”-John Timar. Putting a premium on taste, the mints are designed to deliver a delicious, fast-acting, customizable experience available in naturally derived Cinnamon, Wintergreen, and Cool Mint flavours. “We came from the beverage world, so everything we do has to taste amazing. We developed these flavours to appeal to the broadest range of consumers, and we knew we could nail the flavour, consistency and overall experience.” GW explains.
The product format was inspired by the founders’ deep understanding of the unique challenges athletes encounter when searching for effective solutions. “There is a fine line between being effective and productive or taking too much. Our Mints always allow consumers to find the sweet spot with THC and other cannabinoids. When the dosage and formula hits the bullseye reliably, it can be an extremely effective tool for working out, training, focusing on your daily tasks or grinding through tough days with a positive mindset. ”-GW. The specialized blends—POWER, FLOW, and REBOUND- are designed to enhance athletic performance, recovery, and focus. This dedication to precision and control is critical in a market where other cannabis products often leave consumers guessing and uncertain of their effects. “Empowerment through Precision is one of our taglines, and it provides the consumer with confidence that they can trust our product, stack the mints to get the exact dosage that is effective for them,”-GW.
For Nick, the goal has always been to transition cannabis from a recreational product into a wellness tool for athletes. “ATHLETHC isn’t about making athletes feel ‘high’ or altering their mind. It’s about optimizing their performance and recovery. We quickly realized a gap in products designed for athletes and active individuals. Most cannabis products were focused on recreational use or alcohol alternatives, but they didn’t address the specific needs of athletes in terms of recovery, flow, and performance. Athletes need products that optimize recovery and keep them in the zone. THC can do that when used correctly.”
Changing the game, ATHLETHC’s commitment to education and simplicity sets them apart in a crowded market. “We’re in a unique position to educate consumers on how to incorporate hemp-derived cannabinoids into their wellness and performance routines,” -Nick Etten. Focused on microdosing, ATHLETHC ensures that athletes can integrate cannabis into their routines without feeling overwhelmed. “One of the biggest hurdles with cannabis products is the overwhelming number of options out there. The market can be confusing, especially for new consumers. Our goal was to simplify things.” Matthew Tarallo explains. The product line is designed with clarity in mind—each mint addresses a specific need, whether it’s for focus during a workout or recovery afterward.
As the cannabis industry continues to expand, ATHLETHC remains focused on creating products for athletes and fitness enthusiasts. “The market is set to grow significantly by 2030, and we plan to be at the forefront, continuing to lead in the performance space while maintaining our focus on precision, empowerment, and consumer education. The growth potential is massive, and the market will only expand. What will set us apart is our commitment to understanding the consumer’s needs and staying true to our message of empowerment and precision. ATHLETHC is built for the long term, and we are ready to grow with the industry.”-Matthew Tarallo.
Looking ahead, ATHLETHC is more than just a cannabis brand—it’s a movement toward optimizing health, wellness, and athletic performance through innovation, precision, and education. Whether you’re recovering from a tough workout, looking to enhance your focus, or simply seeking a wellness product that fits into your lifestyle, ATHLETHC offers a solution that is as effective as it is discreet. As the brand continues to lead the way in microdosed products, the future is bright for athletes and fitness enthusiasts alike.
“It’s about showing people how cannabis can fit into their routines and enhance their performance. Whether you’re a professional athlete or just someone who enjoys staying active, ATHLETHC makes it easy to integrate THC into your life,”-Nick Etten.
Join the ATHLETHC movement and experience a new level of performance—one mint at a time.
Founder and Chief Executive Officer
John is a founding partner and CEO of ATHLETHC, pioneering the movement of hemp-derived cannabinoids into plant-based nutraceuticals for human performance. He is also a founding partner of Grapple Science, a first-of-its-kind brand providing bespoke nutritional products to combat athletes. A Navy SEAL veteran, he previously served as the CEO of Kill Cliff, leading the creation of the famous “Flaming Joe” and “Elk Blood” drinks for Joe Rogan and Cameron Hanes. He engineered the brand’s breakout with triple-digit growth, positioning the company as a market leader and innovator in the emerging “recovery,” “clean energy,” and “CBD” categories. He established Kill Cliff as the title sponsor of one of the world’s largest mixed martial arts teams, the Kill Cliff Fight Club. Kill Cliff won 8 Telly Awards, was recognized as one of the 40 fastest growing middle market companies in Georgia, ranked #6 as one of the 250 most disruptive Direct to Consumer food & beverage brands in America, and led the nascent CBD beverage category as the #1 drink in the US by market share. Kill Cliff also surpassed $1m in charitable donations to the Navy SEAL Foundation under his leadership.
Founder and President
GW Garrison is the founding partner of ATHLETHC. This company is a first mover in bringing hemp-derived cannabinoids into plant-based nutraceuticals for athletic performance and general health and wellness. He has founded multiple other companies, including Grapple Science, an innovative brand that develops specific nutritional supplements for grappling and combat sports, and the beverage brand Kill Cliff. Kill Cliff was a trailblazer in the Recovery and Clean Energy and CBD Drink space and had multi-digit growth year over year as they expanded their portfolio of products and created key partnerships with large influencers and organizations like Joe Rogan, Cameron Hanes, Israel Adesanya, the CrossFit Games and the Kill Cliff Fight Club. Kill Cliff was recognized for its creative marketing and brand positioning, and it won several awards for its content. They were also partnered with the Navy SEAL Foundation, donating over 1 million dollars to the charity. GW was a multi-sport athlete and a competitive Brazilian Jiu Jitsu Blackbelt, earning over 40 gold medals in regional, national and international competitions with 6x IBJJF Pan Am and 2x IBJJF Masters World Champion titles.
Co-Founder and Chief Operating Officer
Matthew is one of the founding partners of ATHLETHC, pioneering the movement of hemp-derived cannabinoids into plant-based nutraceuticals for human performance. Matthew is also the founder and principal of AETHER Brand Group, an incubator and operating brand house focused on adult consumption categories, which includes a current portfolio of consumer brands across alcohol and cannabis. Before starting AETHER Brand Group, Mr. Tarallo served as Senior Vice President of Business Development & Beyond Nicotine at Reynolds American, a subsidiary of British American Tobacco. Mr. Tarallo was part of the Reynolds American management team and was accountable for building and leading a new, multi-category transformational division (Beyond Nicotine) commercializing fast-growing, science-backed brands across wellbeing & stimulation and cannabis. Additionally, Mr. Tarallo was the Global Vice President for The Coca-Cola Company, where he led the Global Amazon Business Unit, a multi-billion-dollar retail business, across 21 international markets for Retail (including Whole Foods), Media (including Twitch) and AWS. Mr. Tarallo’s success creating and scaling global brands has garnered large-scale recognition and awards, such as a nod from Cannes Lions for his global campaign with Coca-Cola, McLaren F1 and Amazon and the launch of the US Beyond Nicotine division at Reynolds American.
Co-Founder and Chief Growth Officer
Nick Etten is one of the founding partners of ATHLETHC and the founder and CEO of Lone Star Bioscience. His career has been centered in the growth equity market. Previous positions include Head of Government Affairs and member of the Executive Leadership Team at Acreage Holdings, Executive Vice President of Global Business Development for FreightWatch International (successfully sold to UTC), Director of Corporate Development for Triple Canopy (a zero to $150M revenue company in two years) and investment professional at Trident Capital, where he focused on the cyber-security space and led over $100M in investments. He serves on the Board of Directors of CEA Industries (CEAD: NASDAQ), a technology, engineering, and services provider to the global controlled environment agriculture industry. Earlier in his career, Nick was an investment banker at Thomas Weisel Partners, where he participated in more than 20 IPOs totalling over $1B raised and served on active duty as a U.S. Navy SEAL officer. Nick is also the Founder and Chairman of the Veterans Cannabis Project, an organization dedicated to advocating on behalf of cannabis access issues for U.S. military veterans. He earned an MBA from the J.L. Kellogg Graduate School of Management at Northwestern University and a BS in political science from the United States Naval Academy. Nick resides in Chicago with his wife, Amy and their two sons.
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