On December 4, 2024, four legendary athletes were featured at MjBizCon, North America’s premier cannabis industry convention, to discuss the growing intersection of sports and cannabis. In partnership with Sports Cannabis and moderated by MjBizDaily reporter Chris Casacchia, the panel featured retired NFL star Ricky Williams, retired NBA All-Star Al Harrington, former NFL lineman Eugene Monroe, and former professional snowboarder Greta Gaines. Together, they have pioneered a movement, reshaping how athletes recover and how the world perceives cannabis as a tool for health and wellness.
As the conversation unfolded, it was clear that cannabis has become an essential part of modern-day wellness, offering more than just a means of relief—it is becoming a source of empowerment for athletes and entrepreneurs. Through education, advocacy, and innovation, Monroe, Harrington, Gaines, and Williams have paved the way for a new era where wellness and recovery seamlessly intertwine with cannabis.
Leading the Charge Through Advocacy and Entrepreneurship
Each of the panellists shared their journeys with cannabis, underscoring the pivotal role the plant has played in their lives long after their athletic careers. Today, cannabis isn’t just a tool for physical recovery; it has evolved into a gateway for mental clarity, emotional healing, and business opportunities.
Ricky Williams, the 1998 Heisman Trophy winner and former NFL star, is driving change with his brand, Highsman. A two-time All-American at Texas, Williams was drafted fifth overall by the New Orleans Saints in 1999 before excelling during his time with the Miami Dolphins. In 2002, he led the NFL in rushing, received first-team All-Pro honors, and was selected for the Pro Bowl.
Williams opened the discussion with an honest reflection on how cannabis helped him shift his perspective on life, both on and off the field. After years of battling injuries and the pressures of professional sports, Williams discovered cannabis as a powerful tool not only for pain relief but for self-discovery. “For me, the realization regarding the wellness aspect of football, or any pursuit, was tied to whether I genuinely wanted to be doing it,” Williams explained. “When I started using cannabis, the first thing that struck me was that I no longer had the desire to play football. It wasn’t just about recovery; it was about realizing my unhappiness and the need for changes in my life to feel better about myself.” It was this revelation that led Ricky to create Highsman, a cannabis brand that mirrors his ethos of wellness and self-awareness. “The name of my brand is Highsman, and it’s spelled differently because it’s not about touchdowns; it’s about getting high.” adding that Highsman is more than just a cannabis brand; “It’s a movement designed to shift the narrative around cannabis and encourage people to embrace its benefits, especially those who have experienced its effects firsthand.”
Greta Gaines has long been a trailblazer, from her groundbreaking role as the only female competitor in the 1992 World Extreme Snowboarding Championship to her leadership in the cannabis industry. As the face of a male-dominated sport, she shattered barriers, and today, she is reshaping the cannabis landscape as the co-founder and Chief Executive Officer of Love + Hemp.
Reflecting on her athletic career, Greta shared how cannabis was a game-changer for managing the mental and physical toll of extreme sports. “I particularly benefited from cannabis as a former extreme athlete with the way that cannabis has helped me mentally, dealing with anxiety.” Focused on wellness, inclusivity and the normalization of cannabis use, Gaines spoke about being a part of a more significant movement. “It’s like being involved in any civil rights movement; it’s about being involved in something bigger than yourself and knowing you’re on the right side of history.” Committed to helping others, Gaines shared the driving force behind her movement; “Working with my mom made me realize I wanted to spend the rest of my life helping individuals around me…”
Eugene Monroe
In 2016, pushing for an even playing field, Eugene Monroe became the first active NFL player to publicly advocate for medical cannabis. Throughout his seven-season career with the Jacksonville Jaguars and Baltimore Ravens, Monroe emerged as a leading voice for medical cannabis research and policy reform within the NFL.
Sharing his journey, Monroe spoke about how his entrance into cannabis was driven by necessity. “I was a stem cell procedure away from retiring then. I started researching alternatives for inflammation for pain, and I found cannabis.” Determined to drive change, Eugene focused on growing the industry “In Maryland, they were trying to figure out the medical cannabis program, which caught my attention, and at the same time, I was also dabbling in real estate. Immediately, every license owner started connecting with individuals in the real estate industry. Being an athlete in Baltimore, you’re beloved if you’re a Raven, and people want to work with you, so it gave me incredible access and opportunities to build.”
An entrepreneur at heart, Monroe received approvals for cultivation and manufacturing in New Jersey’s cannabis adult-use market, co-founded Green Thumb Industries, a national consumer packaged goods company and retailer, and recently created Collective 60, a cannabis brand focused on plant medicine.
Al Harrington, a retired NBA power forward and founder of Viola Brands, is at the forefront of the evolution of cannabis and athletics, transforming the cannabis industry and creating opportunities for athlete entrepreneurs. After being drafted 25th overall in the 1998 NBA Draft, Harrington played 16 seasons in the NBA with teams that included the Indiana Pacers, Golden State Warriors, and Denver Nuggets.
Prioritizing wellness, Harrington shared his struggles with pain management after a career filled with injuries. “The surgeries are what ultimately ended my career. It was a botched knee surgery that I had in Denver, Colorado. It was the toughest injury I had to battle back from because I had a Staph Infection and other issues that kept coming up.” Harrington’s journey took him from painkillers to discovering the healing power of cannabis. “At that point and pretty much for the rest of my life, if anything bothers me or I have an issue, I turn to cannabis first. It’s improved my quality of life tremendously.”
Cultivating change, Harrington discussed making a difference both on and off the court with Viola Brands, a cannabis company named in honour of his grandmother. “I always tell people looking at our products that if it’s not good enough to give to my grandmother, I’m not going to put it on the shelf,” adding, “Those standards are why we are considered a premium, high-quality cannabis company.”
Prioritizing social equity, education, and employment opportunities for Black and Brown communities, Harrington shared his vision to empower minority-owned businesses and legacy operators. “As we build, we want to continue to use our platform to give other people of color an opportunity to make it in this space and be able to benefit from the multi-billion dollar business in front of us.”
Moving the conversation forward, Harrington emphasized the advancements occurring in sports leagues, where policies are evolving to accept cannabis as a legitimate aspect of athlete recovery. A significant milestone in recent years has been the NBA’s policy change regarding cannabis testing. Harrington played an essential role in advocating for this change, which now permits athletes access to CBD products. “It’s a good thing the NBPA was the first to allow this to happen. It opened doors for players to now have access to CBD and, eventually, THC products. This was a monumental step forward, not just for my brand but for the entire sports world.”
The Changing Landscape of Sports and Cannabis
As athletes continue to champion cannabis as a legitimate wellness tool, the industry is undergoing a transformation. The discussion at MjBizCon demonstrated that they are not only redefining recovery but also paving the way for the next frontier of health, wellness, and cannabis. With advocates like Ricky Williams, Al Harrington, Eugene Monroe, and Greta Gaines leading the charge, the future looks promising for the integration of cannabis into the world of sports.
The time has come to embrace cannabis as a foundation of athlete wellness, recovery, and empowerment. If you haven’t yet, it’s time to listen, learn, and explore the realm of Sports Cannabis—because the game has changed, and it’s just beginning.
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