Ever since Cannabidiol (CBD) was made legal in the U.K. in 2016, CBD startups have been springing up everywhere. One of the latest is fourfivecbd, created by two rugby players and aimed at athletes and health conscious people.
Founded in January 2018 by England rugby player George Kruis and former Wales international Dom Day, fourfivecbd launched its first range of products this year, including a zero THC (tetrahydrocannabinol) product.
The CBD industry is a booming industry, with recent reports forecasting a 700% increase in market growth to $2.1 billion by 2020. In the U.K. the market for CBD is generating around £50 million ($63 million) annually.
But what made two successful professional rugby players – Kruis will play for England at the World Cup in Japan in September this year – decide to go into business together?
“We saw an opportunity and wanted to create a product that people can trust; for athletes, by athletes,” says Kruis. “Also, because professional sport is a short career, like many other athletes we are starting to plan for life off the field.”
The idea for their business first emerged during changing room chatter when a number of players were talking about the health benefits of CBD. The pair, who had suffered their share of injuries on the pitch, had been interested in finding out about more natural alternative therapies. Having done some research into CBD they decided to try it for themselves.