What 1000+ Cannabis Clubs Around the World Taught Us About Member Behaviour

Real insights from the front line of cannabis operations

After working with over 800 cannabis clubs across different markets around the world, one thing has become very clear. What members say they want — and what they actually choose — are often two very different things.

Understanding this gap is where clubs improve member experience, consistency, and long-term engagement.

The “Strongest Product” Myth

Across clubs globally, one of the most common requests is: “What’s the strongest you have?” At first glance, it seems straightforward — members are looking for high THC. However, real-world data and observations suggest a more complex reality.

While high-THC options attract attention, they don’t always lead to:

• Better overall experiences
• More consistent preferences
• Higher long-term satisfaction

In many cases, members who regularly choose the strongest options are also more likely to:

• Have inconsistent experiences
• Change preferences frequently
• Rely heavily on staff guidance

Behaviour vs Intention

Across hundreds of clubs worldwide, a clear behavioural pattern emerges. Members often make decisions based on:

• THC percentage
• Appearance
• Habit
• Quick recommendations

But what they are actually looking for is:

• Relaxation
• Better sleep
• Stress relief
• Social comfort
• Creativity or focus

This disconnect can lead to:

• Mismatched expectations
• Overconsumption
• Less predictable experiences

The Importance of Guided Decisions

Clubs that shift from: “What’s strongest?” to “What are you looking to feel?” consistently create better outcomes. When decisions are guided by desired effects, clubs observe:

• More confident member choices
• Better alignment between expectation and experience
• Greater consistency over time
• Stronger long-term engagement

This is not about changing products — it’s about improving how choices are made.

Consistency Is the Real Challenge

Even in well-organised clubs, recommendations can vary depending on:

• The staff member on shift
• Time pressure
• Communication with the member
• Familiarity with products

This creates inconsistency in:

• Member experience
• Product selection patterns
• Internal processes

Over time, this inconsistency becomes difficult to manage without structure.

What High-Performing Clubs Do Differently

Across different countries and operational models, the most effective clubs tend to share a few key characteristics:

1. They move beyond THC They understand THC is only one part of the overall experience.

2. They structure their data Products, categories, and member preferences are organised in a meaningful way.

3. They guide, not just dispense Staff focus on understanding the member’s needs, not just responding to requests.

4. They reduce guesswork Decisions are supported by structured processes rather than assumptions.

The Role of Data in Understanding Members

Every interaction within a club provides insight:

• Preferences over time
• Frequency of visits
• Changes in behaviour
• Patterns across different member profiles

Clubs that make use of this information can:

• Improve internal organisation
• Better understand member needs
• Create more consistent experiences

Those that don’t are often relying on memory and intuition alone.

A Shift Happening Across Markets

Across different regions, a clear shift is taking place:

From Strength-focused choices to experience-focused decisions. This shift is being influenced by:

• More informed members
• Increased awareness around consumption
• A greater focus on consistency and predictability

Clubs that adapt to this shift early are better positioned for the future.

Final Thought

After supporting 800+ cannabis clubs around the world, one conclusion stands out: The clubs that perform best are not defined by the strongest products, but by how well they understand and guide their members. And that starts with moving beyond assumptions — and focusing on real behaviour.