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Since its founding in 2015, 3WIN Corp. has grown from a distributor of CCELL vaporization hardware into a full-service cannabis solutions provider, offering hardware, stateside customization, packaging consulting and logistics support. Founded by Executive Chairman and President Chris Sinacori\u2014a former professional baseball player and coach and 1988 Olympic gold medalist\u2014the company has built its reputation on long-term partnerships, hands-on customer support and a team-first culture.<\/p>\n
After reading one of Sinacori\u2019s LinkedIn posts on leadership, sales and teamwork, Cannabis Now CEO and Founder Eugenio Garcia wanted to learn more about the philosophy behind 3WIN\u2019s success. In this conversation, Sinacori discusses his unlikely journey into cannabis, why he coaches customers to prioritize sustainable growth over chasing \u201chome runs,\u201d how that mindset has earned lasting customer loyalty, and where he sees the future of cannabis vaporization technology heading as 3WIN Corp.<\/a> prepares for its next chapter.<\/p>\n Eugenio Garcia: Let\u2019s start with your background. How did you get into the vaporizer hardware business?<\/strong><\/p>\n Chris Sinacori:<\/strong> So basically, my daughter Isabella was around five years old, and she was going to school and her best friend was Bella. I met Bella\u2019s dad Brian, and we got to know each other. He used to be in packaging. He used to make the boxes for Mercedes Benz keys, and he also made the box for the Roku remote controls, things like that. So, he\u2019s always in China. He came back from China one day\u2014and this was 2014\u2014and he\u2019s like, \u201cChris, man, you got to come to China with me\u201d because at the time I was in real estate. He goes, \u201cI saw this vape hardware. I know you\u2019re not a user, but you got to come check this out. It\u2019s a business opportunity.\u201d<\/p>\n So we flew to China. We went to like 10 different factories, and I was blown away by what was going on there. But we did meet with Smoore. When we came back to states, I\u2019m like, \u201cYou know, if we can land them, I\u2019ll jump into this. I\u2019ll be an investor.\u201d So, we went back to China about three months later, met with CCELL and Smoore again, and we wound up landing a distributorship, and that was in 2015.<\/p>\n EG: And at that point, was CCELL already selling into the U.S. cannabis market?<\/strong><\/p>\n CS: <\/strong>They were not. Us and Jupiter were their first two distributors\u2026So back to my background: I\u2019ve been in baseball my whole life. I went to college at University of Tennessee on a baseball scholarship. I played on the \u201988 Olympic team. I got drafted by the Dodgers. I played seven years in the minor leagues\u2026 I spent most of my life in baseball, so when this kind of came about, it was just kind of an entrepreneurial thing.<\/p>\n EG:<\/strong> You had been in baseball, and then you went into real estate. How were you even aware of the cannabis space?<\/strong><\/p>\n CS: <\/strong>I wasn\u2019t aware of it at all\u2026I was going to invest in it. I had a couple investors give money to start it with a few million dollars, and then about four months later, I\u2019m like, I need to help because I need to protect my own investment. All of a sudden I\u2019m running the whole thing.<\/p>\n EG:<\/strong> Without leadership and coaching, you\u2019re just a racehorse without a jockey or a trainer.<\/strong><\/p>\n CS:<\/strong> And that\u2019s and that\u2019s one thing that when I started 3WIN, I wanted to develop a certain kind of culture. I\u2019ve been a pitching coach and a coach for most of my life, and I wanted to have that same kind of environment. This whole team is my pitching staff, and not one person is better than any other person. I lead from the front, and I lead by example, and we have a special culture here. And gosh, we just don\u2019t lose employees. I treat everyone with respect, and treat everyone well, and try to pay everyone great. It\u2019s an environment that you want to be a part of, and I feel like if you create a certain environment, it sells for itself. They\u2019re wanting their friends and their family to join the organization, and we take a lot of them on.<\/p>\n EG:<\/strong> Do you feel like you were able to understand how a team works more than a lot of leaders in cannabis because of your athletic background?<\/strong><\/p>\n CS:<\/strong> 100 percent. What is my biggest strength? That is it. I have the unique ability of finding the right people and creating a team atmosphere, and it\u2019s incredible. \u00a0It really has been a great ride in that respect, and I feel like I\u2019m helping people\u2019s lives and helping families. It\u2019s so wonderful. And that\u2019s another kind of reason why we were thinking about going public because I\u2019m like, okay, \u201chow do I give back to my employees?\u201d I want these guys to have a great retirement one day as well.<\/p>\n EG:<\/strong> In cannabis, servant leaders\u2014leaders that care about culture\u2014it\u2019s so rare. There\u2019s a lot of good leaders out there, but the ones that really invest in their people, it\u2019s very rare.<\/strong><\/p>\n CS:<\/strong> My dad taught me something years ago. He said, \u201cChris, you\u2019re only going to be as good as the people around you, and if you think it\u2019s you, you\u2019re wrong. You surround yourself with great people, and you will become great.\u201d I kind of live by that. I try really hard to put the right people around me.<\/p>\n EG:<\/strong> You guys are doing millions of dollars in sales. Leading a company of this size comes with a lot of responsibility. How do you balance the demands of the business with your personal life?<\/strong><\/p>\n CS:<\/strong> Number one, you have to have passion. My passion is to make 3WIN great. My passion is for everybody to have better lives. I\u2019ve been so fortunate in my life to make some good decisions and work hard and persevere through hard times. If I could help people do the same, that\u2019s a true win for me. That\u2019s what drives me every day.<\/p>\n EG: Although you\u2019ve diversified 3WIN\u2019s offerings to include branding, packaging and consulting, is hardware still your core revenue stream?<\/strong><\/p>\n CS: <\/strong>We\u2019ve diversified, but [CCELL hardware] is still our leading horse by far. It\u2019s still what makes our company roll. We are exclusively CCELL as far as hardware, although everyone wants us to sell their products because we have a really good customer list. We\u2019ve been really loyal, and I think that in the industry today, loyalty is a hard thing to come by.<\/p>\n EG:<\/strong> It\u2019s almost impossible.<\/strong><\/p>\n CS:<\/strong> It is. We\u2019ve been really loyal to CCELL, and we feel like they\u2019re our true partner. We still believe they\u2019re the best\u2026I go to China every year. We see all their new factories, and we really get an in-depth look of everything they do and how much money they put into the technology, and it\u2019s more than anybody. And then about five years ago, they built an SDR lab right here in Scottsdale, Arizona. It\u2019s really convenient to test oils and to perfect people\u2019s oil with the product. They\u2019ve truly been a great partner for 11 years.<\/p>\n EG: Going back to 3WIN\u2019s offer to go public, why is that the right next step?<\/strong><\/p>\n CS:<\/strong> We were doing well enough as a company that we were getting approached by some large MSOs to acquire us, and that\u2019s kind of what started it\u2026We started getting people that said \u201cHey, if you go public, we will go with you.\u201d So, we\u2019re just looking at all the different angles. In the end, after 11 years, you have to start thinking about \u201cwhat is the exit of the company and the employees here?\u201d<\/p>\n EG: Yeah, as the gray creeps in\u2026<\/strong><\/p>\n CS:<\/strong> Exactly. It\u2019s like, \u201cWhat is the ultimate exit strategy?\u201d So going public is one of the options. As I said, we\u2019re kind of going towards that, but we still are a private company. We\u2019re playing our options. We\u2019ve had some amazing offers to go public. The biggest lesson we\u2019ve learned in all this is to become \u201cpublicly traded ready.\u201d It\u2019s a grind and it\u2019s expensive, but now if the opportunity comes about and we feel like it\u2019s the right fit, we\u2019re ready.<\/p>\n EG:<\/strong> What\u2019s one of the biggest mistakes that you see business owners making in the cannabis space that you\u2019ve been able to advise them to change to be successful?<\/strong><\/p>\n CS:<\/strong> Everybody wants to hit a home run, and I really try to tell them, listen, the best part of your business is the base of your business. If you have a solid base, then you can grow a lot of trees off of that base. If your base isn\u2019t solid, it\u2019s hard to grow the right way. I\u2019ll give you a \u201cfor instance.\u201d<\/p>\n We\u2019re in Michigan two weeks ago visiting a customer, and they\u2019re like, \u201cHey, we want to order a million cartridges.\u201d As much as my heart wanted to say, \u201cGreat, I\u2019ll send over the PO tomorrow,\u201d I said, \u201cListen, before we get over our skis and all of a sudden you can\u2019t pay your bills because you just spent a million dollars on cartridges let\u2019s have you do 300,000\u2026 I was like, \u201cGo slow, man. Execute that first 300,000-piece order. Then you could always come right back and order another one after that.\u201d<\/p>\n EG: I\u2019m getting the chills here. It takes a lot of courage to advise your client to spend less because you have trust that it will pay off in the future.<\/strong><\/p>\n CS: <\/strong>100 percent.<\/p>\n EG: It\u2019s hard not to take that million-dollar order. But it\u2019s based on experience.<\/strong><\/p>\n CS: <\/strong>In the end, I know we\u2019re never going to get the million, but if we go slow, I know we\u2019ll get it. \u00a0If we coach them along the way and make sure they\u2019re in the right device, and hey, instead of ordering a million cartridges, let\u2019s do this. Let\u2019s order 700,000 cartridges, and let\u2019s move 300,000 pieces into an all-in-one that you guys design, that meets your specs, that has great clouds, that you know can really be compatible with your oil, that tastes great, that has no burn. Let\u2019s get into a great device. Now you have two offerings for your people.<\/p>\n EG: Where do you see vaporization technology heading over the next two to five years?<\/strong><\/p>\n CS: <\/strong>I\u2019ll say postless is a big thing that you hear right now, and then \u201cheat-not-burn\u201d technology with CCELL is a big one. But where we\u2019re going is screens because it\u2019s all being innovated from the nicotine business. [Cannabis users] want to see temperature. They want to see what their battery life is, simple things like that. I would say the industry for the all-in-ones is definitely moving towards digital screens. Every new customer that we have wants to compete in that world.<\/p>\n EG: <\/strong>How have tariffs and shifting U.S.-China trade policies affected 3WIN?<\/strong><\/p>\n CS:<\/strong> We\u2019ve been so lucky because three years ago we built Indonesia. That was part of the plan just in case. So instead of trying to hit grand slams, we\u2019re trying to think of \u201cHey, how do we protect ourselves?\u201d So we went to CCELL and what they did was phenomenal: Part of their nicotine business is out of Indonesia, so they built an entire automation factory in Indonesia. It was amazing. I want to say they\u2019re producing up to 30 million pieces a month out of Indonesia.<\/p>\n EG:<\/strong> Do you see 3WIN expanding into terpenes?<\/strong><\/p>\n CS:<\/strong> We decided not to overextend ourselves. Let\u2019s stick to what we do well. What we do really well at 3WIN is we are a very good distributor that has 3PL and logistics. On top of that, we do customization. That is the core of our business\u2026Instead of doing five things okay, we want to do three things great.<\/p>\n EG: What\u2019s the one message you\u2019d like to leave our readers with?<\/strong><\/p>\n CS:<\/strong> I think the biggest thing is that I like to tell people, we are so fortunate to be in this space, and although we\u2019re always looking for the next thing of federal legalization and the 280 and say safe banking and we\u2019re always searching for these things, but sometimes you just got to sit back and say, \u201cYou know what, if that comes, great. That\u2019s just gravy. But I can\u2019t rely on any of that. Let\u2019s just run a great business. Let\u2019s just keep putting out a product that the patients appreciate, and it\u2019s a little on the safer side.\u201d<\/p>\n The post Q&A: Chris Sinacori on Building 3WIN Through Leadership, Loyalty and the Long Game<\/a> appeared first on Cannabis Now<\/a>.<\/p>\n
Since its founding in 2015, 3WIN Corp. has grown from a distributor of CCELL vaporization hardware into a full-service cannabis solutions provider, offering hardware, stateside customization, packaging consulting and logistics support. Founded by Executive Chairman and President Chris Sinacori\u2014a former professional baseball player and coach and 1988 Olympic gold medalist\u2014theContinue Reading<\/a><\/span><\/p>\n","protected":false},"author":561,"featured_media":86391,"comment_status":"false","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[19860,50,4220,19861,86,18155,19760],"tags":[],"_links":{"self":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/86390"}],"collection":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/users\/561"}],"replies":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/comments?post=86390"}],"version-history":[{"count":1,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/86390\/revisions"}],"predecessor-version":[{"id":86392,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/86390\/revisions\/86392"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/media\/86391"}],"wp:attachment":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/media?parent=86390"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/categories?post=86390"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/tags?post=86390"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}<\/a>
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\nRead More: Q&A: Chris Sinacori on Building 3WIN Through Leadership, Loyalty and the Long Game<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"