Game-Changing Wellness

Championing a new era of medical cannabis in sports.

Circle Up with medical industry leading experts.

A premier advisory firm bridging athletes and sports organizations with medical cannabis experts and industry leaders - built to level up wellness for a new era.

  • Navigate compliance with confidence alongside the federal and state officials shaping the landscape.

  • Connect with clinicians and researchers at the frontier of cannabis medicine.

  • Partner with research and academia to ground your strategy in science and credibility.

  • Amplify your message through advertising that meets every regulatory standard.

New playbooks for game-changing wellness.

Trusted X’s and O’s for athletes, care teams, HQ league partners, and fans.‍ ‍

Next level game plan for holistic health.

The Edge

Connect with emerging legal options for medicine, care, and wellness for athletes, leagues, medical teams, and fans.

Amplification

Level up advocacy with endorsements to inspire healthier trends and uplift ventures through compliant media and advertising for high-performing impact.

Education

Empower the whole team with scientific, clinical information about new medicines, wellness products, and consumer goods for individual and public health.

Expansion

Do well by doing good and grow through partnerships and activations with state regulators, educational institutions, and legal businesses that champion holistic wellness. 

Every winning strategy needs a framework. Circle Up delivers four interconnected cornerstones to build the foundation for holistic health.

  • Athletes

    Incorporate new ways to maximize your leadership, gameplay, recovery, and personal brand.

  • Care Teams

    Learn from fellow practitioners about emerging medicines and wellness regimes for your high-performance care.

  • League Partners

    Integrate with new sponsors for winning collaborations, activations, and experiences that create true value for your team and fans.

  • Fans

    Root for innovations in medicine and public health being championed by your favorite players – and be the MVP of your own wellbeing.

Circle Up Team

Amy Deneson is the Founder of Circle Up, an advisory firm bridging professional athletes and sports organizations with medical cannabis experts and industry leaders to level up wellness. With 20 years leading wellness, media, and social impact initiatives in frontier industries, Amy brings a proven playbook for building strategic partnerships and driving values-aligned growth. As Co-Founder and Executive Director of the Cannabis Media Council, she leads the award-winning "I'm High Right Now" campaign, inspired by NBA star Kevin Durant's viral comment on Letterman. Since 2016, Amy has also served as a marketing executive at cannabis multistate operators, along with fan-favorite brands, in over 40 US markets, bringing deep credibility to a regulated space. A lifelong sports fan and player, she builds partnerships through Circle Up that change the game for holistic wellness.

Don’t get left on the sidelines.

Circle up. Level up. Huddle up, today.