The Silicon Review
“CBD Move Free aims to become the definitive topical CBD brand for soothing pain. To that end, we plan to launch a national outreach and education program, which will focus on educating Trusted Advisor, such as chiropractors and physical therapists.”
Whether its chocolates, cocktails, or candles, cannabidiol (CBD) is everywhere and in everything you can possibly think of. And now, the buzzy ingredient is taking over the world of beauty and skincare. From shampoos and sunscreen to serums, creams, and cleansers, there is an array of hemp-infused products popping up in skincare stores across the globe. Known for its healing properties, cannabidiol offers some serious antioxidant and anti-inflammatory benefits, which can be beneficial in treating skin concerns and provide targeted relief to tender and sore areas. While the research on CBD's benefits is fairly limited, it's generally considered safe to use topically.
CBD Move Free is one such company that is primarily dedicated to developing personal care products geared towards enriching your skin. Each product is designed to maximize everyday life activities by reducing joint and muscle discomfort so you and your loved ones can recover faster and better. Each product is a blend of natural ingredients infused with hemp/CBD to provide targeted relief.
To highlight and further understand what CBD Move Free stands for and seeks to explore in this segment, I sat down with Jonas Roeser, who serves as the company's Chief Executive Officer.
Below is an excerpt.
As a journalist, I find CBD Move Free quite striking. From the emotional branding standpoint, it has that appeal. How did you come up with the brand name? And please brief us about the history so far.
Thank you so much for the compliment. The company was originally called CBD Pain Free, but we changed the name when we started hearing from potential retail customers; prior to our launch, they felt their compliance departments would push back on the company name given the concern they felt it implied the product completely relieves pain without clinical proof. Even though we had a legal opinion stating we were within our rights, considering the main voice of concern was an account that has 67 stores, we decided to make the change prior to our soft launch. Fast forward today, the team, retail distribution, and ambassadors love the revised name. The "Move Free" aspect of the name implies what our products allow users to do; our products allow the user to move, enjoy, and achieve more!
I formed the company with four other Co-Founders in late 2019, which was the concept and legal paperwork, but our product did not hit the market until mid-2020. The concept for CBD Move Free originated when I was developing another CBD brand called Simpurity with Cameron Truesdell. It was decided to make Truesdell Manufacturing & Consulting a Co-Founder and shareholder. As our product manufacturer it showcases a mutual vested interest to investors, distribution and resellers that our manufacturer owns a piece of the business. I was part of a leadership team in a prior national business with Cameron for over a decade, where I served as the Chief Marketing Officer. When I received the call from Cameron to see if I was interested in getting involved in the multi-billion-dollar CBD industry, I did not hesitate. CBD Move Free was originally conceived by myself, my father Peter Cousins, and his dear friend Sashi Menon. Peter and Sashi are both avid tennis players, and Sashi was pro and enjoyed most of his career playing doubles. During his career, he won three doubles titles. Their idea was to create a product for tennis, and that is how our first product, Swing Free, was created. The company was rounded out with the fifth Co-Founder, David Camp.
Q. Why do CBD topicals work so well? And how has CBD Move positioned itself in the industry when it comes to meeting customer demands?
CBD topicals help soothe physical discomfort when applied externally to a specific part of the body. CBD becomes absorbed and works with the cannabinoid receptors found in the skin. CBD topicals have low bioavailability – no matter how much you apply, your skin isn't permeable enough for the CBD to reach the bloodstream. The main reason topicals work so well is CBD topicals bypass the CB1 and CB2 receptors and head straight for a neurotransmitter middleman that blocks signals for pain and work through agents called anandamide and 2-AG. Sidestepping the CB1 and CB2 receptors means that CBD can mute pain without the high sensation delivered by THC. Researchers found that CBD can significantly reduce pain. Topicals may be useful for treating joint and muscle pain associated with other conditions, such as migraines.
Q. What can you tell us about different products CBD Move offers?
Currently, we offer (four) topical balms that soothe pain when rubbed on sore areas of the skin and a hand sanitizer. Our balms are targeted to specific markets; for instance, our first product that was developed was "Swing Free," which was aimed to service golf and tennis enthusiasts. Our second product that was launched was our senior-focused product, which has Dr. Marion's seal of approval. This was our first product to have two cannabinoids; thus, it contains CBD and CBG. Our third product was our Move 1000, which is 1000 mg of CBD targeted for the active individual, and our last product added is our Female Formula, which is another combo product containing CBD and CBN. We have additional products coming to market in 2022.
Q. Can you provide us with one success story describing the challenges your clients faced and how your solutions helped them overcome those challenges?
We have a robust product development pipeline. Given COVID, we saw an opportunity to pull forward a specific product offering to ensure that we were addressing the needs of customers and clients during those difficult times. In late 2019, we brought our Hemp-Infused Hand Sanitizer to market. We were lucky enough to be able to partner with luxury hotel properties like the Kahala to bring a high-end hand sanitizer to market as hotels started to invite customers back to their properties.
Q. From your perspective, how is the industry you serve currently evolving? And what are the trends in the different categories?
The CBD industry is young and evolving very quickly. On a macro level, we are starting to see some consolidation and attrition of brands. Additionally, we see some resistance to the ingestible product on a national level. We know that some chains are waiting for an official FDA ruling on CBD products prior to rolling out products across their doors. Our approach and products offer a topical relief system; we believe that we can continue to see growth in this category. As we continue to educate the consumer on the benefits of topical products, we see huge opportunities in this category.
Q. Where do you stand as a company in the current market landscape? And how do you plan to combat your competition?
The industry still lacks education on the consumer level. Given this lack of overall education, we believe that creating and educating the consumer on the benefits of CBD will help elevate our brand. To combat our competition, we are working on very specific channel strategies to help bring our products to life. While we continue to develop our own DTC channel at CBDmovefree.com, we are working with a national distributor who is bringing consumer-centric CBD vending solutions to market in both retail and public spaces like airports, gyms, and sports venues. Additionally, we are developing a B2B strategy that includes continuing education in the Chiropractic and Physical Therapy vertical.
Q. What plans for transformation are you pursuing to remain relevant now and in the future?
We have major marketing initiatives starting in January 2022 that aim to cement our brand as a leader in the CBD topical space nationwide. Our initiatives across several verticals include health, beauty, and entertainment. This past summer, we were able to take part in what could turn into an international notary of our product as it was featured in a feature film. The film is a psychological thriller titled 'Daft State' starring Christopher Backus and Skye P. Marshall. Our product has a featured scene, and I am told it might be in other areas of the film.
Q. What is your final message to The Silicon Review readers and to your current and future customers and partners?
CBD Move Free aims to become the definitive topical CBD brand for soothing pain. To that end, we plan on launching a national outreach and education program, which will focus on educating the Trusted Advisor, such as the chiropractor and physical therapist. We believe by educating the consumer's first line of support and defense for aches pains supports our outreach two-fold.
Jonas Roeser | CEO & Co-Founder
Jonas Roeser is an award-winning marketer known for creating high-profile, image-based marketing and lead generation campaigns. Roeser has owned a full-service branding and marketing agency, served as Chief Marketing Officer for numerous national brands, and CEO for tech startup Agent Review. From development and strategy to full execution, Roeser has served multiple C-suite leadership roles for national brands in the insurance, action sports, luxury goods, auto, senior living, CBD, and cannabis verticals.