Matt Zysman is the President and Co-founder of Shatterizer, an online platform and community dedicated to the best leading vaporizer devices and technology. Matt and his partner, Val, have built their beloved brand surrounding their own personal experiences with cannabis and the family values they stand behind.

Questions with a Cannabis Industry Trailblazer

When did you first become involved in the cannabis industry and why?

I have been a cannabis consumer for over 30 years now. When my son was born 13 years ago I was looking for a more discreet, reliable, and convenient way to consume. Out of fear that my son would be treated differently by others if his father was seen smoking cannabis, I started to experiment with extracts and vaporizers and quickly fell in love with them.

Concentrates and vaping gave me the discretion I was looking for (with the added bonus of unique flavour profiles that come with extracts!). It was at this time I realized there were likely many other consuming parents, just like me, who were looking for quieter ways to enjoy their cannabis without losing out on the experience – because nobody wants that. Shatterizer was born from this need, and it wasn’t long until I met my partner, Val McCulloch. Shatterizer is now celebrating six years of #PerfectClouds.

What has been the biggest challenge you have faced when working with cannabis companies/brands?

Shatterizer is a family business and we proudly wear our hearts on our sleeves. We want to introduce ideas and innovation to the market that we know our Shatterizer Family will love as much as we do. With limited access to traditional marketing channels, it can be difficult to get our message out but every day we’re finding creative ways to interact with our community!

Hopefully one day these regulations will change for the better to level the playing field so the industry can compete with similar sectors.

In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?

As a family-run business, Val and I have always found that community engagement is a great way to build our Shatterizer Family and introduce our products to consumers and industry partners. We build personal relationships, actively seek feedback, and provide valuable insights through in-person and virtual events, retail visits, social media, and content marketing. It is so important for us that people see and feel the love and passion we have for our business and products, and how grateful we are for our community.

What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?

When you genuinely appreciate cannabis and the community that surrounds it, your message shines through to your audience. At Shatterizer, we love the cannabis community like family. This is why we lead with our hearts and encourage others to do so as well. Let people see the real you and the passion you possess. It’s not about selling a product as much as it is about building trust and relationships, the rest will follow.

Email us anytime we’re always happy to connect at

Cannabis Marketing Trailblazers

A big thank you to Matt from Shatterizer for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.



ADCANN is a digital publication and content creation team that showcases the most creative concepts in the cannabis space.