What to expect from PAX in 2024, plus an exclusive interview with VP Of Product, Brian Witlin.
It’s that time of year again. The days are short, the weather is brisk, and stoners are seeking excuses to spark up inside. When smoking weed becomes a burden, it’s time to vape. And what better way to do that than with the most trusted vaporizers on the market?
Whichever you prefer, be it dry herb vaporizers or a concentrate device, PAX has your back. This renowned canna-tech brand specializes in crafting innovative vaping technology designed to fit in the palm of your hand. No desktop vaporizers or multi-button devices here. PAX values simplicity, and their vaporizers are simply exceptional.
Read on to learn more about PAX with an exclusive interview with the company’s VP Of Product, Brian Witlin.
PAX is often seen as the gold standard in cannabis vaporizers. Do you ever feel the weight of those high expectations when creating new products? How do you navigate that?
We absolutely feel the weight of the high expectations and always do our absolute best to exceed expectations. In order to adhere to these standards, we will sometimes make hard tradeoff decisions – even if it means not launching a product that won’t excite our consumers or would not push the industry forward. Furthermore, we have expanded what we produce. We formerly were a hardware company, and now are moving into consumables and uniquely designed accessories so that the entire cannabis experience can match the higher PAX standard. With all of this being said, we want consumers not only to be impressed but to incorporate our products into their existing cannabis lifestyle. Cannabis should be fun, relaxing, and fun to enjoy with others. PAX wants to facilitate that in every way possible.
We’re head over heels for the convenient PAX Mini. What drove the development of such a small yet powerful device? Why did your company feel it was necessary?
We are consistently taking the pulse of consumer needs. We found that there was a subset of our users who loved the convenience of the PAX devices, but wanted something with a smaller oven and simpler operation. With these requests, the PAX Mini was born. Long gone are the days with more lengthy configurations. This is a “pack and enjoy “device, and people love it for this purpose. We are excited to share what else is in the pipeline. There are several more innovations coming that further explore the needs of different groups of consumers.
Could you share some key milestones or moments you’ve experienced with PAX since becoming VP of Product? What has the company accomplished during your time?
When I joined PAX at the beginning of 2023, we were primarily focused on hardware and had just launched our first consumable product, Fresh Pressed Live Rosin, in the California Market. Upon joining, we developed a north star for our product organization to become a truly world-class product organization. We built an amazing team and have attempted to push boundaries across consumables, hardware, accessories, consumer and scientific research, etc., far beyond where we were previously.
2022 saw the most product launches in PAX’s history, and we expect to eclipse that in 2023 by expanding our consumables lines and entering into the premium hemp category. Most recently, we launched our first edible product, The Live Rosin Gummies, drafting off of our success with Live Rosin pods. In MA and CA, we have seen great uptake in creating the gold standard in the edible category. We also recently launched a truly unique line of accessories and have some exciting effects-based formulations coming out in the coming weeks.
What should we expect from PAX in 2024?
Expect to see new launches across all categories, ranging from our flagship PAX devices to the varied consumables. We will continue to push boundaries with scientific research, consumables, and all of the accessories to support greater growth. We also will spend even more time incorporating sustainability into our roadmap and have been evaluating everything from packaging to transportation freight of our products.
Again, we are seeking to be the gold standard in everything we do, and hope that we can continue to be a good steward of the industry. We have a lot of optimism for Cannabis. It is an incredible plant, and we hope that we can help consumers get the absolute most out of it. We love what we do, and we can’t wait to share what is in store for everyone!