When Colorado became the first state to legalize cannabis, Washington quickly followed suit. At this time, entrepreneurs had big dreams. Tales of a magical lounge where people could light up, and a cannabis wellness center that infused the plant into yoga and massage flowed through conversations about what could come next for weed.
RELATED: How to kickstart a career in cannabis
That was 12 years ago, and states only started opening lounges slightly resembling those original dreams in the last year or so. While movement has taken time, the passage of lounge bills and regulations may have opened the door for more creative endeavors reminiscent of those past pipe dreams.
Cannabis spas have arrived, but will they stay?
Pure Elevations, the first cannabis spa in Denver, opened in September. Infused massage, body treatments, nail services, and hair treatments for all textures are complemented by an outdoor consumption area where guests can unwind to the fullest. Founder Rebecca Marroquin is a massage practitioner who utilized cannabis in her healing journey and now wants to share the wellness power of weed. Her spa is a reflection of that.
Unfortunately, operations have been hard going out the gate. Hurdles like licensing fees and zoning requirements that push them far from foot traffic are making it hard to turn a profit. Only a month later, Marroquin expressed to Westword that the company was fighting to stay afloat.
While the first state to legalize adult-use seeks to break into the tourism sector, those in newly minted recreational locales maintain their optimism.
Jersey wellness hub welcomes weed
Dr. Alyza Brevard-Rodriguez is taking a different approach to cannabis business. The entrepreneur co-founded the long-established SW3AT in 2015 and recently expanded next door.
The Other Side Dispensary (TOS) is part of a new wellness hub in Jersey City that promises to continue growing. SW3AT began as an infrared sauna studio, expanding as it grew in popularity and eventually bringing weed into the fold.
“When the opportunity for cannabis came along, it felt like a natural progression to expand into that space, driven not only by my personal experiences but also by the potential to provide alternative wellness options for my community,” Brevard-Rodriguez shared with GreenState.
SW3AT still offers infrared saunas and now adds yoga classes, salt therapy, meditation, massage therapy, hydrating IV drips, and more into the mix. The inclusive, LGBTQ+-owned company aims to disrupt the wellness world, with weed being the latest push to meet that goal.
RELATED: Common weed myth holds no water
The next step is a consumption lounge, in which Brevard-Rodriguez will complete the circle to make these entities into a full-service center.
“It’s a wellness dream come true and, quite frankly, an incredible model. I love that we can offer the community both cannabis-based and non-cannabis holistic alternatives,” Brevard-Rodrigez said. “This is why I relocated SW3AT closer to the dispensary and expanded it to offer more comprehensive wellness solutions. Now, we truly are a hub for all things wellness.”
Lounges are the next step, but it’s a waiting game
There is no current timeline for the lounge opening, though they hope to be celebrating the first licensed toke by this time next year. Local officials and municipalities are on board, but the state has yet to announce lounge regulations. For now, guests can visit the dispensary for their weed needs before popping next door to access wellness services and classes.
The original SW3AT community has welcomed the weed space with open arms since the space already offered CBD sauna sessions and infused water. When it came time to open TOS Dispensary they were natural partners aligned by the same mission.
“Our goal is to break the stigma around cannabis and show that it can enhance productivity and well-being, just like yoga, meditation, and other holistic practices,” said Brevard-Rodrigez.
Like all weed operations, outlooks and outcomes differ from state to state. Market maturity, regulatory rigidity, and heavy taxation set each locality apart from the next, painting a unique road to success along the way. While wellness warriors in Denver feel they are fighting an uphill battle, those in Jersey City are hopeful.
Attitudes may vary by region, but everyone is working to figure out how to marry wellness and weed in this highly regulated space.
