We blend real dispensary experience with university-level credibility to elevate cannabis teams, careers, and customer experience — without losing the culture that built this industry.
We started Straight Fire because too many dispensaries are running on chaos instead of systems, and too many learners get theory instead of job-ready skills.
Our mission is simple: sell smarter, lead stronger, and treat cannabis culture with respect.
We have helped 100’s of dispensaries optimize retail operations for single-location & multi-store cannabis operators across US & Canada.
We raise standards without forgetting how we got here, embracing cannabis culture rather than hiding it.
No guesswork. No filler. Just high-impact, data-backed solutions built to drive measurable results.
Evan is a cannabis operator and educator who’s worked across cultivation, retail operations, marketing, training, for both plant-touching companies and third-party vendors, with experience in nearly every legal market in the US. He’s led high-volume dispensary teams, built performance systems, and collaborated with partners to make cannabis education credible and job-ready. As a consultant, he has worked with every type of dispensary, from single location operators, to MSO’s with dozens of stores, as well as some of the top brands in the industry. Evan’s operator lens is matched by advocacy — he’s been in the room with policymakers and industry leaders pushing for safe, legal access to cannabis for over 15 years.
His focus at Straight Fire → turn chaotic shops into consistent, high-performing retail operations while protecting and celebrating cannabis culture.
Brandon is a dispensary marketer, experienced cultivator, and expert in cannabis training with deep dispensary operations, team development, and customer service knowledge. He’s built onboarding programs, coached managers, and turned budtenders into true sales professionals across multiple legal markets. Brandon’s workshops balance clarity and accountability with empathy and culture — no scripts, just systems proven to elevate customer service & sales culture.
At Straight Fire, Brandon teaches his approach to cannabis retail, which consistently leads to better service, higher conversion, and lower turnover.
Our team has operated in cultivation, retail, marketing, training, and third-party vendor services, partnering with independent single-store operators and the largest MSOs. We specialize in repeatable, practical, solutions to the industry’s most common problems, and we deliver results quickly. We will always explain how your investment with us is driving more sales or making processes more efficient in clear, verifiable terms.
Staffing models, training systems, performance management, and marketing ROI you can actually measure.
Dispensary-focused, operator-built curriculum that gets people hired and effective.
Resume & applications (half-day) and executive transitions (full-day), in-person or via Teams.
We measure what matters.
Systems empower teams, not replace them.
High performance standards and cannabis culture can coexist
Let’s build teams that sell, systems that scale, and careers that last.
