Meet Peake ReLeaf: A Business Built on Advocacy, Community and Patient Care
Warren, Nate and Tracey, founders of Peake ReLeaf
Peake ReLeaf is a Rockville, Maryland-based medical cannabis dispensary. Founded in 2015 by Warren Lemley, Tracey Lancaster Miller, and Nathaniel Miller, three friends who combined years of cannabis experience and Maryland roots to win a dispensary license.
Recently, NCF sat down with the Peake ReLeaf founders to learn more about their story, the company mission and what’s in store for 2021:
Where did you grow up and how did that influence where you are today in your life?
Nate: I spent half my childhood in Baltimore City and the other half in Phoenix Maryland, a northern suburb of Baltimore. Growing up, and even into adulthood, laws surrounding cannabis were very harsh. The negative impact of the war on drugs on friends, family and the community at-large was a big part of the reason I decided to move to Colorado. Seeing the shift in cannabis policy in the last decade combined with the experience I gained in Colorado, is the reason I decided to move back to Maryland. I have an abundance of respect for the cannabis plant, and it is important to me to bring a patient-focused mindset to Peake ReLeaf, the patients we serve, and the community at large.
The lobby at Peake ReLeaf
Warren: I was born and raised in Montgomery County, Maryland. I graduated from Wootton High School in Rockville and it has been my honor to serve the community that I grew up in. I received a great education from Montgomery County schools and found myself naturally entrenched in advocacy due to being in such close proximity to Washington D.C. I grew up taking the metro down the National Mall starting to participate in protests and events for a variety of issues. This laid the foundation for my love of advocacy and its importance in creating change to better our society and improve people's lives.
“The skills that I developed working my way up from the ground floor were essential to being able to write…our application to dispense in Rockville and also to operating our business successfully.”
Tracey: I was born and raised in Parkville, Maryland and lived there until I was 18 years old. I decided to move to Colorado for college and got involved with the emerging cannabis industry. At that time dispensaries had only been open for about 2 years, so everything was very new. I worked first as a trimmer, then budtender and finally as an inventory specialist and compliance manager. The skills that I developed working my way up from the ground floor were essential to being able to write - along with Nate, Warren, and other friends - our application to dispense in Rockville and also to operating our business successfully.
The early days bonding over music and the outdoors
How did you meet?
Warren: I have delight of building Peake ReLeaf with 2 of my best friends who I’ve known for almost 2 decades. We met through like minded groups of music-loving friends. and quickly found that we had similar values, goals and appreciation for what we found important in life. We cemented these bonds through the years over many adventures and celebrating a love of a wide variety of good music and good times. Peake ReLeaf just happens to be our latest and certainly longest lasting adventure we have taken together to date.
Nate: Tracey and I met at a bonfire among mutual friends, and over 13 years later we are still together. We decided to move to Colorado in 2008 and got to witness the medical cannabis industry at the very beginning. I began working in the industry for a large hydroponic and gardening supply company, securing hydroponic supplies, equipment, and other needs for cultivators large and small in the Denver area. Tracey also began working in the industry with an expertise in compliance. Tracey and I got married in 2014, and ironically enough the first concepts of Peake ReLeaf were contemplated between Warren, Tracey, and myself at a bonfire after our wedding reception.
What inspired you to open a dispensary?
Tracey: In 2014, Nate and I were still living in Colorado when we heard from our longtime friend Warren that cannabis legislation was changing in Maryland, our home state. We realized that between the three of us, we had developed a unique set of skills that when combined, would be essential to running a successful dispensary. Since Maryland is our home state, we couldn’t think of a better place to apply.
Peake ReLeaf’s core management team
“We will never stop working for the betterment of the patients and the public in Maryland and have been committed to supporting criminal justice reform and cannabis focused legislation.”
Warren: We knew we had the necessary tools but needed to acquire the “supplies” (capital) to begin such a venture, so we reached out to our friends, family and colleagues to spawn excitement in those willing to invest in the dream of 3 childhood friends. Our vision was to operate a patient-focused medical cannabis dispensary entrenched in advocacy and the betterment of our community. We were determined to build a company that truly appreciates our team, providing living wages, health insurance and extensive training for staff. It has always been our goal to provide the patients of Maryland the highest quality medical cannabis we can source while giving them the best service possible. We will never stop working for the betterment of the patients and the public in Maryland, advocating criminal justice reform and supporting cannabis-focused legislation.
How would you describe the process and your experience(s) in starting and launching a dispensary in Maryland and what has been your most challenging moment professionally?
Nate: Opening a dispensary is the most challenging, but equally rewarding, experience of my life. It is impossible to explain how difficult it is to start a business in a brand new, heavily regulated industry. I witnessed first-hand the pros and cons of the developing medical and adult use programs in Colorado, and it has been nothing less than awesome to take this experience and build the team that we have at Peake ReLeaf.
Peake ReLeaf during the build-out phase
Being a cannabis company presents a myriad of challenges. Basic resources that other businesses take for granted are in many cases unavailable to cannabis businesses. There is still a large stigma surrounding cannabis companies. Luckily this is changing quite a bit, but many landlords, companies, etc., simply aren’t ready to work with you. Others see you as a dollar sign and want to overcharge you for any piece of equipment or service. Add to that the differences in municipality and state regulations and it can feel like there is an endless bucket of curveballs being thrown at you.
“Being a cannabis company presents a myriad of challenges. Basic resources that other businesses take for granted are in many cases unavailable to cannabis businesses.”
For me, the most challenging moment was dealing with our MEP (Mechanical, Electrical, Plumbing) engineers. Our engineers reached out to contacts in the industry who advised them to design our dispensary as if it was a cultivation facility. Because of my background in cultivation supply, I noticed large problems pretty quickly. When the MEPs realized their mistakes, instead of helping fix the problems they tried to cover their tracks. I had to quickly learn architectural drawings, general conditions, etc. to hold them accountable. Making massive changes to electrical and HVAC systems in the middle of permitting is something I hope to never have to relive!
Tracey: I learned so much as we launched Peake ReLeaf. It was not easy. Honestly, it the hardest thing I have ever done. I have a master’s degree, and before I went through the application and launch process for Peake ReLeaf, getting my master’s degree was the hardest thing I had ever done - writing and defending a master’s thesis based on years of research and taking the week long comprehensive exams to graduate was really tough. Now, looking back on it, getting my Master’s degree seems easy compared to writing the application and launching Peake ReLeaf. Maryland gave applicants just about a month to complete the application and the questions were not available beforehand, so we had to do our best to prep based on what we thought we’d see on the application. Once the application questions were available, we had to sprint to write and edit all the answers in a short amount of time. For over a year, my life was on pause. The process took so long and many applicants dropped out. I had no idea if we would win, and if we did win I had no idea where we would be licensed to do business. Not knowing for so long was very hard.
The finished product - Peake ReLeaf Dispensary
“The road to opening was filled with long days and sleepless nights, wondering if we would actually ever open at all. I’m so proud of what we accomplished. In no way was it easy, but the experience of opening through all of those struggles really made us all so much stronger.”
When we found out that we won a license, and that our license was for a dispensary in Warren’s hometown, we were thrilled! We had to find a landlord willing to work with us, navigate zoning regulations, and navigate contrasting city, county and state regulations. The road to opening was filled with long days and sleepless nights, wondering if we would actually ever open at all. In no way was it easy, but the experience of opening through all of those struggles really made us all so much stronger. We joke now that if we could get through all of that, we can do anything!
Who were your biggest supporters when you first started Peake Releaf?
Nate: Peake ReLeaf was built by the friends, family, and former colleagues of all of the founding members. Our local and professional experiences allowed us to rally the support from industry experts and local professionals that shared our vision of making Peake Releaf a reality. Living in Denver gave us a large network of people in the cannabis industry. Being from Maryland allowed us to have boots on the ground at some of the first commission meetings.
We did not hire a consulting company to write our application, but used the expertise of friends, family and colleagues to write the application ourselves. Specifically, Chris Issinghoff and Rob Nissen were two of the first members to join Peake ReLeaf in 2015. Tracey and I met both Chris and Rob soon after I moved to Colorado and they both continue to be close friends. They were an integral part of Peake Releaf’s application. Chris had a big role in the development of our workflow at Peake Releaf, and helped to author most of our SOPs. Currently Chris is the Director of Policy for the Kansas Cannabis Business Association, and is advocating for the development of a medical cannabis program in Kansas. It has been a privilege working with Chris and Rob over the years as both friends and colleagues.
Peake ReLeaf ribbon-cutting ceremony
“My mother Suzanne Lemley has been supportive from the moment I raised the idea of opening a cannabis business and continues to help us to this day as Peake ReLeaf’s CFO. I wouldn’t be doing my job as President of our company, or more importantly her son, if I forgot to mention how appreciative I am for her continued commitment to Peake ReLeaf and achieving our dreams.”
Warren: I have personally learned a tremendous amount from our Chairman and General Counsel James Sack. He has allowed us to lead the way down our own path but always made his guidance available in case we needed additional support. I personally appreciate his forthright honesty, directness and steady guiding hand, but most importantly his ability to tackle a problem by looking from multiple perspectives to find strategic solutions for difficult problems. My mother Suzanne Lemley has been supportive from the moment I raised the idea of opening a cannabis business and continues to help us to this day as Peake ReLeaf’s CFO. I wouldn’t be doing my job as President of our company, or more importantly her son, if I forgot to mention how appreciative I am for her continued commitment to Peake ReLeaf and achieving our dreams.
Tracey: I can’t imagine Peake ReLeaf without either Kevin Johnson Jr, Director of Marketing, and Emily Carden, Director of Operations. Opening Peake ReLeaf and growing it into the successful dispensary that it is today would not have been possible without their tireless work and dedication.
As we were going through the zoning issues that delayed our opening, my focus turned to marketing and outreach to the local community. My brother, Jason Lancaster, helped us with website design, and because he is a web developer, he knew that we needed a marketing and content strategist on the team. So he introduced me to Kevin, and we immediately clicked. Kevin joined the team in June 2017 and has always been in tune with our goals for Peake ReLeaf. He immediately understood the kind of company that we wanted to build and knew the perfect strategies to embody our values. Coming from the IT sector, Kevin brings fresh perspectives and valuable insights that are key for Peake ReLeaf’s success.
Emily and I worked together in Colorado as inventory and compliance specialists. With her background in compliance, plus her experience working for dispensary and processing licenses, she was the perfect fit for Director of Operations. She joined the team in November 2017. Her attention to detail and understanding of cannabis operations has been essential to Peake ReLeaf’s smooth operations and success. We are incredibly grateful to have both Emily and Kevin on the team. It is no exaggeration to say that Peake ReLeaf would not be what it is today without each of them.
Are there any plans to take the Peake ReLeaf beyond Maryland?
Nate, Tracey and Warren - the co-founders of Peake ReLeaf
Nate: Maryland is our current focus. That said, our goal has always been to develop a regional, privately owned company, that doesn’t compromise it’s vision by consolidating with a larger company. Our focus is on the long term future, keeping sustainable growth in mind and providing a career for our employees.
Warren: Since Peake ReLeaf is independently owned and operated we have always been mindful to build off of our success and never move backwards. If and when we expand, we would do so thoughtfully to continue the high standards our company was built on.
Tracey: We are a locally owned and operated, independent dispensary. We do want to expand the business over time, and with that, what is important to us is that we maintain our core values as we grow. We want to expand in a sustainable way, being able to control the corporate culture of the business to ensure that it continues to reflect our values.
What is one piece of advice you would give your former selves about working in the cannabis space?
Nate: Be resilient and ready for hurdles and challenges. They will be never ending. At the same time it is important to enjoy the moment, remembering what brought you here and where you are trying to go. Don’t bog yourself down with what if’s and focus on prioritizing and accomplishing attainable goals, while drawing lines to make sure to take time for yourself and family.
Warren: Be flexible and prepared to evolve with your business. There have been many times I’ve had to completely change my workflow at a moment's notice, whether it be a change in regulations, providing a new service or product to a community, or trying to design procedures, safety protocols and responsible business practices - to operate in a pandemic for example!
Tracey: Set work-life boundaries. It has taken me years to learn what boundaries I need to set for myself. Not setting the boundaries that were right for me really affected me early on in Peake ReLeaf. As a business owner, there isn’t exactly time off (no evenings, no weekends - the store may need you at any time at a moment’s notice). So I had to learn how to manage that - and there was a learning curve. Setting the right boundaries for me has really helped me find the right work-life balance.
To learn more about Tracey, Warren, Nate and the Peake ReLeaf family, click here.