Active Brand THCV Announces Endorsement with Randy Couture

Active Brand THCV today announced a strategic endorsement with* MMA legend,
entrepreneur, and actor Randy Couture*, centered around THCV
(tetrahydrocannabivarin) — a lesser-known cannabinoid gaining increased
attention across the cannabis industry.

Couture, widely recognized for his achievements in professional MMA and his
disciplined approach to training, cited a philosophical alignment with the
brand and its focus on emerging cannabinoid formulations.

“I don’t put my name behind trends — I put it behind things that make
sense,” said Couture. “*THCV stood out to me because* it aligns with how I
approach training: focus, discipline, and control.”

Unlike THC-dominant products, THCV has drawn interest for its distinct
profile and is increasingly being explored by brands developing products
aimed at *consumers interested in fitness, training, and active lifestyles*.
Active Brand THCV is focused on isolating and formulating this compound as
part of a broader effort to expand how cannabinoids are positioned in the
market, and the company has published several articles exploring how THCV
has been used in the context of fitness and wellness.

Early-stage research and anecdotal consumer reports suggest THCV may
interact differently with the body’s endocannabinoid system than more
commonly known cannabinoids, contributing to growing curiosity around its
potential applications and use cases.

“Randy represents a strong alignment with how we see this category
evolving,” said Jon Miller, Founder of Active Brand THCV. “This endorsement
reflects a shared interest in discipline, consistency, and a thoughtful
approach to emerging products.”

The endorsement will include a series of educational initiatives and
content exploring how THCV is being incorporated into broader lifestyle and
training conversations. Active Brand is partnered with Phylos Bioscience
who conducted a IRB-approved, double-blind clinical study on THCV through
People Study, demonstrating their commitment to rigorous, evidence-based
research.

The announcement video can be found on YouTube. Learn more about Active
Brand THCV via their website.