Adam Wilks: Transforming the Cannabis Industry with Tyson 2.0, Carma HoldCo, and Wellness-Focused Brands
With a journey that began in a tire shop in Thornhill, Toronto, Adam Wilks - Co-Founder and CEO of Carma HoldCo, parent company of Mike Tyson’s juggernaut Tyson 2.0 - has transformed himself from a local dealer into a powerhouse in the cannabis industry. The brand strategist is currently helming partnerships with iconic brands that include not only Tyson 2.0, but also connoisseur-grade cannabis EVOL by multi-award-winning rapper Future; several products by legendary American wrestler Ric Flair such as the popular Ric Flair Drip; and more. Wilks’s story is one of grit, and a profound belief in the healing power of cannabis.
His connection to cannabis runs deep, influenced by personal experiences that shaped his understanding of the plant’s medicinal properties. He started using cannabis recreationally at age 14, but witnessing his grandmother battle a brain tumor, ultimately managing her pain with cannabis, changed everything for the young man.
“The peace and relaxation in her eyes made me realize the medicinal potential of cannabis,” Wilks reflects, emphasizing the plant’s importance in pain management, especially for the elderly. “We need to have more discussions about cannabis use, especially among different age groups,” he insists.
Another formative event happened during his teenage years, when Wilks took a job at the local tire shop, where the owner, Phil Heyman, encouraged him to pursue a business degree, even helping put him through night school. Eventually Wilks would run his own tire dealership, and some years later, become known as a “brand whisperer” for recognizable companies like Pinkberry.
Adam Wilks © Andres Ortiz @draymillz / Tyson 2.0
With a decade of such experience under his belt, including licensing, plus a stint with SPE Private Equity, Wilks decided to launch into the cannabis space with vigor. A life-changing trip to California left him captivated by the local cannabis culture and accessibility of the plant, and he made the bold decision to leave his tire shop behind.
“That trip led me to buy a house and dive into the cannabis world,” Wilks explains, setting the stage for his ambitious ventures.
Enter Tyson 2.0, the cannabis brand co-founded with boxing legend Mike Tyson. Wilks’s partnership with Tyson began through the connections of mutual friends, and it was clear from the start that their visions aligned.
“When we reconnected, we recognized that our standards for quality and brand integrity matched perfectly,” Wilks explains.
What sets Tyson 2.0 apart in a saturated market? Authenticity. Wilks emphasizes that his acclaimed partner’s genuine connection to cannabis is what makes the brand resonate.
“Mike is involved in everything—he chooses the strains, the marketing, and his passion shines through in every product,” he says, noting that Tyson’s personal journey with cannabis plays a pivotal role in the brand’s narrative. The athlete has been outspoken about how the plant has helped him transition from his edgy “Iron Mike” persona into a new sense of calm, clarity, and motivation to heal the world.
Even Tyson’s much-hyped fight with Jake Paul, which took place in November, seemed to show off the icon’s progress, regardless of defeat. “Watching Mike step into the ring with Jake Paul was an incredible experience,” Wilks notes. “Mike is not just my best friend and business partner; he’s family to me. Seeing him in action, doing what he loves and inspiring so many people, was nothing short of amazing. I couldn’t be more proud of him - not just for the fight, but for the man that he is, both in and out of the ring. I love him and will always be in his corner.”
Gone global, Tyson 2.0 products are now available in 19 countries. The brand’s exclusive European distributor is Yuval Soiref, co-founder of Phcann International, who brings a wealth of experience from his time in the cannabis industry. Soiref ’s vision is to revolutionize medical cannabis access in Europe, leveraging strategic partnerships to ensure high-quality products reach patients.
“Our mission is to provide consistent, effective solutions for patients while maintaining the highest standards,” he states. Together, Wilks and Soiref embody a collaborative spirit that drives Tyson 2.0 forward, navigating the complexities of the European cannabis market.
As Tyson 2.0 leads the charge, particularly with the success of Coffeeshop Tyson 2.0 in Amsterdam (which launched in March 2023 as the first and largest celebrity-branded cafe of its kind in the city), Wilks is eyeing international expansion for his entire Carma HoldCo portfolio. “We’re excited about the opportunities for Carma and our brands like Tyson 2.0 and Ric Flair Drip as more countries explore legalization,” he says, detailing their recent successful launches in Germany and the United Kingdom. “We’re not just bringing products; we’re bringing a culture of authenticity and quality.”
Coffeeshop Tyson 2.0 has become a hotspot in Amsterdam, serving as a safe space for cannabis enthusiasts to enjoy their products. Wilks points out that while celebrity brands often falter, their approach prioritizes genuine involvement and consumer connection. “If a celebrity isn’t engaged, it’s tough to resonate with consumers,” he asserts. “Authenticity is key.”
Despite the buzz surrounding cannabis as a multibillion-dollar industry, Wilks is acutely aware of the challenges that lie ahead. “The cannabis industry is still in its infancy. We’re just scratching the surface,” he notes, highlighting the diversity of experiences in the industry—from corporate leaders to legacy growers. “This mixture fosters innovation and progress,” he adds. Wilks is also a firm believer in the medicinal future of cannabis. “I envision a time when people might choose cannabis based solutions over traditional pharmaceuticals,” he predicts. This shift is already happening as more individuals explore cannabis as an alternative for various health needs.
As Tyson 2.0 continues to expand, Wilks envisions a landscape where cannabis becomes a staple in health and wellness routines. “We’re aiming to integrate cannabis into everyday life, making it as common as taking a daily vitamin,” he says, underscoring the potential for growth in both medical and recreational sectors.
His commitment extends beyond cannabis. In an exciting development for Carma HoldCo, Ric Flair’s Woo Energy, a line of wellness-focused energy products, signed a multi- year contract as the official energy drink of the All Elite Wrestling (AEW), reflecting Wilks’s dedication to health and quality. “We want to reach a broader audience while staying true to our brand ethos,” he explains.
Wilks is at the forefront of the unfolding cannabis revolution, advocating for change, education, and innovation. With the combined power of Tyson 2.0 and a commitment to authenticity, the green wave is entering a new state of elevation just beginning, promising a future where cannabis is not just accepted, but celebrated as a cornerstone of wellness.
For more information, visit carmaholdco.com and tyson20.com.
Read more about Adam and Tyson 2.0 in Honeysuckle's 19th print edition, out this week! Order online in our shop.
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Featured image: Adam Wilks, co-founder/CEO of Carma HoldCo / Tyson 2.0 and business partner Mike Tyson © Andres Ortiz @draymillz / Tyson 2.0
