Lance has spent years cultivating brands and telling stories, formerly in the mainstream digital media and marketing space with companies like Scripps and AutoTrader prior to making the jump to the legal cannabis industry. Since a shift in late 2013, Lance has helped build big name industry brands like Weedmaps, The Cannabist, GreenBroz and Green Flower. He has had a strong focus on marketing and business development, taking these brands global. Along the way he has established a substantial network around the world, a huge help when writing a monthly column on international legalization.

Lance more recently brought his varied knowledge and passion-first attitude to Grove Bags in 2022, where he's been tasked with growing the company’s footprint with an eye toward moving into emerging markets around the globe. As a cancer survivor, and having grown up in Northern California, he has seen firsthand and embraced the benefits of cannabis, and how it can be an integral part of a healthy lifestyle. Having spent the past several years speaking at expos and conventions, he enjoys connecting with other advocates who are interested in the different facets this blossoming industry has to offer.