Division President | Canopy HR | Growth Mindset Leader in Cannabis
The Hotbox with Dustin Hoxworth isn’t your polished PR interview. It’s me getting stoned and asking people the questions they probably aren’t ready for. These aren’t cold reads or copy-paste Q&As; I sit with my guests, usually multiple times, and I’ve likely met them in person, which gives me a window to learn who they really are before I ever send the questions. By the time the words hit the page, it’s smoke-thick honesty, not surface-level bullshit. These are cannabis conversations that showcase the voices, stories, and truths that won’t show up in the boardroom.
The Hotbox with Joel Pearson
This week in The Hotbox, we sit down with Joel Pearson, the Division President of Canopy HR and Area VP at Vensure. Joel has become one of the biggest supporters of Fat Nugs Magazine and a trusted partner I speak with, probably more than he ever signed up for. His support has been instrumental in helping us launch Faces of Cannabis, the black-and-white photography series I created with Derrall Peach, and his belief in our mission has meant more than words can describe.
Joel’s background is as impressive as his character. At Vensure, he has overseen growth in the Western region through strategic partnerships and talent development. His team manages both regional and national partnerships across industries, including sports and entertainment, with national sponsorships through lacrosse, baseball, and others. Now, as Division President of Canopy HR, Joel has been tasked with building the cannabis vertical for their related entities, a responsibility he carries with care and authenticity.
What sets Joel apart is not just his business acumen but his approach to leadership. Even when faced with situations that are difficult and unfair, situations he did not create, he shows up with professionalism, respect, and empathy. He is one of those rare leaders who genuinely wants to see the industry succeed, his teams succeed, and the people around him succeed. And he wants to do it the right way, through ethics and trust. Vensure has given Joel the room to build in the spirit of the cannabis industry, not in the style of a corporate giant imposing itself, and that freedom allows him to work in ways that feel real and collaborative.
Joel makes doing business easy, personal, and enjoyable. That is rare in any industry, but especially in cannabis.
Hotbox Q&A: 5 Questions with Joel Pearson
You have managed growth across multiple industries and now lead the cannabis vertical at Canopy HR. What makes cannabis unique, and what excites you about building in this space?
Cannabis, like the sports & entertainment industries, requires heavy utilization of relationship building. Cannabis operators typically stay in the shadows, making it difficult to get in front of decision makers. Deals rely on established trust more so than flashy objects.
You have been a huge supporter of Fat Nugs Magazine and Faces of Cannabis. What drew you to support our mission, and what do you think projects like these bring to the industry?
I still remember our first conversation. At first glance, you looked at me as an outsider, but by the end of the conversation, you realized that wasn’t the case. FNM gives a voice to the cannabis community, and we want to support that.
Cannabis is full of challenges, from regulation to stigma to constant change. How do you approach those challenges with the same professionalism and care that you are known for?
I approach challenges by focusing on educating, being empathetic, and adapting to the changing landscape. Education ensures I understand the regulatory landscape and anticipate changes. Empathy helps me respect the unique pressures operators face. Adaptability allows me to pivot quickly without losing sight of long-term goals. Through Canopy, we are helping professionalize the industry and helping operators become an employer of choice
Vensure and Canopy HR are major players on the national and global stage. How do you balance the scale of a large organization with the personal, human approach that cannabis requires?
Cannabis operators need partners who understand their reality, not just their numbers. A big part of our hiring strategy is hiring people who are already a part of the cannabis culture vs finding and molding someone to try and fit the mold
What lessons in leadership have you carried from sports, entertainment, and business into cannabis, and what do you believe it takes to build trust and long-term success in this industry?
From sports, I learned the value of teamwork and resilience; entertainment, the importance of creativity and storytelling; and business, the discipline of strategy and execution. In cannabis, trust and long-term success come from transparency, consistency, and a genuine commitment to the community. This isn’t a quick-win industry; it’s a relationship-driven space where integrity matters.
Joel Pearson represents the kind of leadership cannabis needs. His growth mindset, his ethics, and his ability to make business both personal and enjoyable show that large organizations can work in harmony with the culture of this industry. He is building the cannabis vertical at Canopy HR not as a corporate takeover but as a collaboration, respecting the people and the communities who make this space what it is.
For me, Joel is not only a partner but a friend, someone whose support has directly shaped the path of Fat Nugs Magazine. Leaders like him remind us that cannabis does not have to compromise its culture to succeed. It can grow the right way, through trust, respect, and care.
