Vetrina Group

What Vetrina Group does

Vetrina Group is a privately held medical cannabis retail training and consulting firm founded by Krista Raymer (CEO) and Leandra Reid, operating primarily in Canada with US activity. The company sells on-demand online courses and free downloadable tools to cannabis dispensary teams — including budtenders, store managers, multi-store operators, and in-house trainers — covering consultative selling, sales KPIs, inventory management, loyalty program design, and team development. Its proprietary content is built around cannabis-specific frameworks such as the Set & Setting consultation methodology and a 2-Features-1-Benefit sales formula, codified from 70+ years of combined retail experience across the four-person team. All products and content are delivered through a Kajabi-powered self-serve platform; Vetrina does not develop proprietary software and its intellectual property is content- and methodology-based. The go-to-market motion is product-led and content-led: free resources (posters, checklists, templates, reports) are gated behind email capture and feed a bi-weekly Cannabis Retail Insider newsletter, while thought leadership is amplified through the Pod of Flowers podcast, 50+ blog articles, conference participation (Hall of Flowers as Canadian presenting sponsor, MJBizCon, Lift & Co.), and co-produced reports with Headset and Surfside. Revenue is generated primarily through one-time per-seat course purchases ($99–$249, with team volume discounts) on a perpetual-license basis, supplemented by a custom enterprise inquiry path via Dubsado for multi-store operators; there is no recurring subscription layer. The company has reportedly assisted over 250 cannabis retail locations and operates as a bootstrapped, founder-led business with no disclosed external funding.

Name

Vetrina Group

Legal name

Vetrina Group

Website

https://vetrinagroup.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Vetrina Group is a privately held cannabis retail training firm that sells on-demand online courses and free tools to dispensary budtenders, managers, and multi-store operators across North America, delivering cannabis-specific sales, inventory, and loyalty content via a Kajabi platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Online Course Sales (Individual & Team): Vetrina sells self-paced online courses delivered through Kajabi. The Cannabis Retail Management 100 course is priced at $249 per seat for individuals and $199/seat for teams of 5 or more, with custom pricing available for larger organizations. Lifetime access to course materials is granted upon enrollment. This is a one-time per-seat transaction model with no recurring billing, functioning as a perpetual license to course content.
2. Newsletter & Community Email List: Free downloadable resources (posters, checklists, guides, templates) are gated behind email capture. All free downloads feed into an email list that receives the bi-weekly Cannabis Retail Insider newsletter, supporting ongoing customer engagement and re-engagement for course upsells. This drives organic repeat revenue without a direct transactional component.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Vetrina Group sells on-demand online training courses, free downloadable tools, and educational content for medical cannabis retail store teams. Its product line includes the Cannabis Retail Management 100 course, Budtender Selling Masterclass, and Train the Trainer Masterclass, complemented by free checklists, posters, templates, and industry reports built on data partnerships with Headset and Surfside.

Product overview

Vetrina Group is a medical cannabis retail training company offering a platform of educational products. The core offerings consist of paid online courses (Cannabis Retail Management 100, Train the Trainer Masterclass, Budtender Selling Masterclass) alongside free downloadable resources (BOH Loyalty Posters, Promotions Checklist, SKU Rationalization Guide, Inventory Principles Guide, Cannabis Retail Scheduler, Pricing Tips, Loyalty Program Guide, Retail Readiness Guide, 90 Day Onboarding Plan). Supplementary content includes a blog with industry insights and the Pod of Flowers podcast featuring cannabis industry experts. The company also partners with Surfside to produce industry reports (Super Bowl Effect Report, Surfside Holiday Report) as free lead magnets.

Differentiator

Problem solved

Functional benefit

Brands

• Pod of Flowers: A podcast series featuring interviews with cannabis industry experts, brands, and retailers. Hosted by Krista Raymer.

Products and services

• Cannabis Retail Management 100 A comprehensive training course priced at $249 USD per seat for individuals and $199 USD per seat for teams of 5+, covering Sales KPIs, Inventory, Marketing, and People management modules to drive profitability in cannabis retail for store managers.
• Train the Trainer Masterclass A $99 USD masterclass for cannabis retail leaders and in-store training leads to deliver a customer-centered experience and build high-performing teams through effective retail coaching techniques.
• Budtender Selling Masterclass A $99 USD course for budtenders and dispensary sales associates to build meaningful customer relationships, foster loyalty, and master consultative cannabis selling principles to become trusted advisors.
• Super Bowl Effect Report A free downloadable report co-produced with Surfside analyzing cannabis sales trends around the Super Bowl, showing sales patterns, product category performance, and promotional opportunities for retailers.
• Surfside Holiday Report A free downloadable 2024 Season of Green guidebook co-produced with Surfside analyzing holiday shopping trends and behaviors that cannabis retailers can capitalize on during the Q4 season.

Quantifiable outcome

• Cannabis basket sizes surged by 60% in the lead-up to Super Bowl, with pre-rolls (+90%) and THC beverages (+87%) leading the charge — based on 2025 Super Bowl report data from Surfside/Vetrina
• +7 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SurfsidecoreStrategic or Co-development Partner · 1 January 2024Vetrina and Surfside co-produce cannabis retail industry reports. The 2024 Season of Green Holiday Guidebook and the 2025 Super Bowl Effect Report are joint products combining Surfside's transaction data with Vetrina's retail expertise. These reports are distributed as free downloadable resources on Vetrina's website, generating email leads and organic traffic for both companies. The partnership allows both companies to reach each other's audiences — Vetrina reaches Surfside's data-curious retailer base, and Surfside extends its brand awareness through Vetrina's content ecosystem.
• HeadsetcoreTechnology or IntegrationVetrina Group is an official Headset partner. Headset provides cannabis transaction data sourced from 3,500+ retail partners across the US and Canada. Vetrina leverages this data partnership to produce proprietary industry reports (Canadian Cannabis Retail Landscape, Super Bowl Effect, Holiday Season analysis), blog content with cited statistics, and training materials grounded in real transaction data. The partnership enhances Vetrina's credibility as a data-driven cannabis retail authority and provides Headset with a content distribution channel for its research.
• SeedTalentminorStrategic or Co-development PartnerVetrina and SeedTalent co-developed the 90-Day Onboarding Plan — a free downloadable guide for cannabis retailers to streamline their employee onboarding process. SeedTalent is a cannabis industry HR/talent platform. The collaboration extends Vetrina's reach into dispensary HR decision-makers while giving SeedTalent branded presence within Vetrina's content and email list.
• Hall of FlowerscoreGTM or Marketing PartnerVetrina Group played a key role in bringing the Hall of Flowers cannabis trade show to Canada (September 2022, Toronto) and has remained the presenting sponsor since its Canadian inception. Vetrina staff (Krista Raymer, Leandra Reid/Elyse Ranger) attended the event, conducted podcast interviews with brand leaders, and provided event coverage through blog round-ups. This partnership positions Vetrina as a central figure in the Canadian cannabis retail community and provides direct access to retail buyers and brand representatives at scale.
• FlowhubminorGTM or Marketing PartnerVetrina co-hosted a webinar with Flowhub (a cannabis retail point-of-sale and inventory management platform) titled 'Create Lasting Customers and Earn Bigger Tips.' Flowhub serves as a distribution channel for Vetrina's training content, reaching its base of dispensary operators who are Flowhub POS users. Vetrina gains access to Flowhub's customer base as potential training clients.
• Business of CannabiscoreGTM or Marketing PartnerVetrina Group is a recurring content partner with Business of Cannabis, a leading cannabis industry media outlet. Krista Raymer appears in the 'The Retail Expert' video series (5+ episodes covering cannabis store floor plans, inventory planning, merchandising, pricing, and hiring), and Vetrina blog posts reference Business of Cannabis articles and videos. This partnership generates significant organic reach through Business of Cannabis's audience of cannabis retailers and brands.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Treez: Cannabis retail management and POS platform used by multi-store operators. Comparable because Treez's buyer (multi-store dispensary operators) overlaps directly with Vetrina's manager and team-pricing segment, giving Treez a natural channel to bundle or white-label training.
• Flowhub: Cannabis retail point-of-sale and inventory platform serving dispensaries. Comparable as a dispensary software incumbent that already touches Vetrina's buyer; Flowhub has begun offering operator education content via co-hosted webinars, putting it on a potential collision course with Vetrina's training layer.
• Greenline POS: Cannabis retail POS and inventory management platform serving dispensaries and delivery operators. Comparable as a retail-tech incumbent addressing the same dispensary buyer segment that Vetrina's Cannabis Retail Management 100 targets.
• Cova: Cannabis retail POS and digital storefront platform serving single and multi-store dispensaries. Comparable as a broad incumbent targeting the same dispensary buyer; Cova's customer base is a natural distribution channel for dispensary training products like Vetrina's.
• Dutchie: Cannabis e-commerce, POS, and payments platform serving dispensaries across North America. Comparable as a broad incumbent in the cannabis retail software stack whose retailer relationships make it a natural future competitor or distribution partner for dispensary training content.
• Blaze: Cannabis dispensary e-commerce, POS, and marketing platform. Comparable as a retail-tech incumbent addressing the same dispensary operators and potentially expanding into operator education and best-practice content.

Others

• Surfside: Cannabis retail data platform that co-produces reports with Vetrina (Super Bowl Effect, Holiday Report). Comparable as a data partner adjacent to Vetrina's content moat and a potential source of competitive content if the partnership ended.
• Headset: Cannabis retail data and analytics platform covering 3,500+ dispensaries. Comparable as Vetrina's core data partner — Headset produces its own retail insights and could in theory compete with Vetrina on data-driven training content, but currently functions as a strategic ally.

Direct peers

• Green Flower: Cannabis-focused education platform offering courses and training programs to consumers, employees, and cannabis-industry professionals. Closely comparable to Vetrina in productizing cannabis-specific learning content for industry buyers, although Green Flower skews more toward consumer/career education.
• SeedTalent: Cannabis-industry HR and talent platform that co-developed Vetrina's 90-Day Onboarding Plan. Comparable as a cannabis-native operational-tools provider selling into the same dispensary HR and operations buyer that Vetrina trains.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCAJkvtzo2RYpg0DnNITm8iQ
• LinkedInlinkedin.com/company/vetrina-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Vetrina Group