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SNDL CEO Zach George Talks the Future of the Industry

By Shadd Dales On Mar 28, 2025

On this episode, Zach George, CEO of SNDL, joins the Trade To Black podcast for a candid conversation about the company’s 2024 earnings, ongoing strategy, and where the cannabis industry is headed. The conversation also explores SNDL’s recent filing, revealing their acquisition of 5.4% of High Tide’s (NASDAQ: HITI) outstanding shares.

George broke down SNDL’s 2024 earnings, including $920.4 million in revenue and $257.7 million in Q4 alone—marking a 3.7% YoY increase. He attributed the strong results to a disciplined approach focused on free cash flow, operational efficiency, and staying grounded amid sector-wide volatility.

Zach George addressed the company’s recent 5.4% passive stake in High Tide, calling it a strategic alignment rather than an active acquisition push. While noting respect for High Tide’s leadership, he emphasized SNDL’s top priority remains expanding its Canadian retail footprint and finalizing distressed US asset restructurings—namely, SkyMint and Parallel.

Former NFL star and cannabis advocate Marvin Washington joined the second half of the podcast to discuss his role with Leafwell, a company working to bridge medical cannabis, doctors, and insurance. Washington, a Super Bowl champion, shared how Leafwell’s data-driven approach is bringing legitimacy to plant-based medicine, especially in pro sports circles where opiate dependency remains rampant.

He noted growing enthusiasm among leagues like the NBA Alumni Association and MLB, and revealed plans to approach the NFL imminently to push for broader cannabis acceptance. Washington has been active on Capitol Hill and is heading back to Washington in April for “Second Chance Month” alongside Weldon Angelos and Todd Harrison, to advocate for rescheduling cannabis and releasing non-violent cannabis prisoners.

He remains cautiously optimistic that under a new Trump administration, reform might move faster via executive action rather than traditional legislative channels. Washington praised the bipartisan coalition forming around cannabis reform and urged viewers to stay focused on science, not politics.

Finally, Washington spoke to the mental health challenges faced by athletes post-retirement and how cannabis has helped many manage pain, anxiety, and depression—especially those trying to wean off decades of opiate use.

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Shadd Dales

Shadd Dales is the Founder and President of The Dales Report and has an extensive background in the business media industry.

His work translates into over 15 years in mainstream media that included roles with BNN Bloomberg, CTV Properties and the iHeart Radio Network.

Shadd is considered one of the leading on air talents in both the cannabis and psychedelic space and has interviewed some of the most notable CEO names in the industry.

Shadd’s vision is to establish a content platform that is equivalent to a mainstream broadcast produced in a format that is relevant for today’s investor.