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.