Alternative Therapies Group

What Alternative Therapies Group does

Alternative Therapies Group (ATG), operating through its legal entity Alternative Therapies Group II, Inc., is a Massachusetts-based, privately held multi-location cannabis dispensary operator founded in 2015. On June 24, 2015, ATG became the first dispensary in the state to begin serving registered medical marijuana patients under the Massachusetts Cannabis Control Commission; on December 15, 2018, it expanded to recreational adult-use sales. The company operates three physical dispensary storefronts concentrated in the North Shore region of Massachusetts — Salem (50 Grove St), Amesbury (49 Macy St), and Salisbury (107 Elm St) — with seven-day operating hours and a single shared phone number across locations.

ATG serves two principal customer segments: registered medical marijuana patients (covering qualifying conditions including ALS, cancer, Crohn's, chronic pain, PTSD-spectrum conditions, and pediatric patients with designated caregivers) and adult-use recreational customers aged 21 and older. The company supports online ordering and order-ahead via the third-party Dutchie platform, with on-site ATMs as the only payment method (cash-only). Its technology stack is intentionally lightweight — Dutchie integration plus location-segmented email and SMS opt-in flows — with no proprietary systems, mobile app, or disclosed AI/ML capabilities.

Revenue mechanics are pure retail: unit-based pricing on flower, vape cartridges, and related products, augmented by a points-based loyalty program (1 point per $20 spent; tiered redemption up to 100 points for $200 off), recurring discount programs for veterans (10% daily, 25% on the 25th), a financial hardship program (up to 10% off for MassHealth/SSI/300% FPL patients), a Buy 2 Get 2 Free Tuesday promotion, and a new-patient $50-off-$100 acquisition offer. The go-to-market model is direct-to-consumer with community-driven top-of-funnel marketing (Facebook, Instagram @atgcannabis, local events, NECANN expo participation, Best of North Shore voting campaigns). ATG has no disclosed parent company, no institutional investors, no M&A activity, and no funding rounds on record, consistent with a founder-controlled, internally financed regional operator.

Name

Alternative Therapies Group

Legal name

Alternative Therapies Group II, Inc.

Website

https://atgma.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Alternative Therapies Group operates three cannabis dispensary locations in Massachusetts' North Shore region (Salem, Amesbury, Salisbury), serving registered medical marijuana patients and adult-use recreational customers with cash-only retail, Dutchie online ordering, and loyalty plus discount programs.

Ownership category

akta.pro rank

Product category

Cannabis Dispensary Retail

NAICS

Pharmacies and Drug Retailers (45611), Health and Personal Care Retailers (456)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Medical Cannabis Dispensaries (CRANAFAB)

akta.pro secondary industry

Cannabis Dispensary + Delivery/Online Pickup (Omnichannel Retail) (CRANAFAG)

Keywords

• Cannabis dispensary
• Medical marijuana
• Recreational cannabis
• Cannabis retail
• Marijuana dispensary

Headquarters

HQ city

Salem

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Cannabis Product Sales: ATG generates revenue through direct retail sales of cannabis products to medical patients and recreational adult-use customers at three dispensary locations in Massachusetts. The company accepts only cash payments, with ATMs available on-site for customer convenience.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Alternative Therapies Group operates three retail cannabis dispensary storefronts in Massachusetts (Salem, Amesbury, and Salisbury) selling medical marijuana to registered patients and recreational marijuana to adult-use consumers aged 21 and older. Sales are conducted in-store on a cash-only basis with on-site ATM access, with online pre-ordering and menu browsing enabled through the Dutchie e-commerce platform.

Product overview

Alternative Therapies Group (ATG) operates as a multi-location marijuana dispensary in Massachusetts, operating three retail locations in Salem, Amesbury, and Salisbury. The company offers both medical marijuana (serving registered patients since 2015) and recreational cannabis products (since 2018). ATG provides cannabis products including flower and vape cartridges/batteries through their Dutchie-powered online ordering system. The business operates customer loyalty programs and discount programs targeting medical patients, veterans, and financially hardship-qualified individuals.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• First dispensary in Massachusetts to serve registered medical marijuana patients

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Green Thumb Industries: Multi-state cannabis operator (GTI) with Rise Dispensaries in Massachusetts, offering both medical and adult-use products. Directly comparable to ATG on dual medical/recreational format in the same MA market.
• Curaleaf: One of the largest US multi-state cannabis operators with retail dispensaries in Massachusetts, operating a vertically integrated model. Compares to ATG as a same-geography competitor with substantially greater scale and capital.
• Trulieve: Large multi-state cannabis operator with dispensaries and cultivation across the US, including a Northeast regional presence. Adjacent incumbent competing for MA recreational and medical cannabis customers.

Direct peers

• Ascend Wellness Holdings: Multi-state cannabis operator with retail dispensaries across the Northeast including Massachusetts, mixing medical and adult-use formats. Comparable to ATG on operator profile and MA retail footprint.
• Canna Provisions: Massachusetts cannabis dispensary operator serving medical patients and adult-use customers from Western MA locations. Comparable as a Massachusetts-only cannabis retailer at similar scale.
• NETA (New England Treatment Access): Massachusetts-licensed medical and recreational cannabis dispensary operator with multiple locations across the state. Direct competitor in the MA medical/adult-use retail market.
• Ethos Cannabis: Massachusetts-based cannabis operator with multiple dispensary locations serving both medical patients and adult-use customers in the Northeast. Closest regional peer in scale and go-to-market to ATG.
• Theory Wellness: Massachusetts-licensed marijuana dispensary operator with retail locations serving both medical and adult-use customers in the region. Direct competitor in the same MA cannabis retail market.

Others

• Dutchie: Cannabis e-commerce platform that powers ATG's online pre-order and menu system. Comparable as the technology infrastructure enabling ATG's omnichannel retail experience.

Regional players

• Berkshire Roots: Massachusetts-based vertically-integrated cannabis operator with dispensary locations in Western MA serving medical and adult-use customers. Comparable as another MA-licensed multi-location operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/alternativetherapiesgroup
• Instagraminstagram.com/atgcannabis
• LinkedInlinkedin.com/company/alternative-therapies-group

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alternative Therapies Group