The roll your own (RYO) market was valued at over $33 billion in 2024, and it’s only gaining momentum. By 2032, it’s projected to reach nearly $47 billion, cementing its status as one of the most dynamic segments in the broader cannabis and tobacco accessories space.
But with rapid growth comes complexity. From shifting regulations to evolving international compliance standards, the landscape demands agile, forward-thinking leadership. Few have navigated it as successfully as Matt Stein, CFO and co-founder of Blazy Susan.
Under Stein’s financial leadership, the brand earned a coveted spot on the Inc. 5000 list, ranking No. 97, with a staggering growth rate of over 4,800%.
“This market moves fast, and you have to move with it,” Stein says. “The ones who win are the ones who stay flexible, make smart decisions under pressure, and never lose sight of what the consumer actually needs.”
Building a Framework for Global Expansion
Before co-founding Blazy Susan in 2017, Matt Stein studied economics at Harvard and went on to work in investment banking and consult on large-scale industrial projects. That early exposure to capital heavy industries gave him a strong foundation in logistics and compliance, skills that would prove invaluable in navigating the complexities of cannabis adjacent markets. “I didn’t want to be flagged under IRS 280E or be a plant-touching company,” Stein explains. “We focused on being the accessory, like making barrels instead of selling oil. With price fluctuations, it is just a race to the bottom”
By choosing to operate alongside the cannabis industry rather than directly within its highly regulated supply chain, Stein positioned Blazy Susan to avoid the legal and financial hurdles that have tripped up many others in the space. From the start, his strategy was to identify inefficiencies, and act on them. “The RYO market was, and still is, highly fragmented. Competitors had outdated packaging and poor logistics. We saw a chance to offer something that matched the standards of modern consumers,” he says.
Scaling Without a Safety Net
With venture capital hard to come by for cannabis adjacent businesses in Blazy Susan’s early years, Stein and his team bootstrapped their way through launch. What began as a constraint quickly evolved into a competitive edge.
“Without a board dictating growth metrics or timelines, we were free to pivot and strategize in real time,” Stein shares. His growth strategy remains rooted in data-driven experimentation and robust backend operations. “Scaling any tangible product internationally comes down to compliance and logistics,” he explains. From navigating VAT regulations in Europe to engaging law firms for U.S. regulatory filings, Stein has prioritized building resilient infrastructure to support long term demand.
That resilience was tested in 2023, when global supply chains were disrupted by everything from Houthi rebel attacks to hurricanes and port strikes. “We switched to air freight in some cases and partnered with firms like Total Quality Logistics to keep inventory moving,” says Stein.
Understanding the Consumer and the Culture
Stein sees the current boom in the roll-your-own market as part of a broader cultural shift toward alternative consumption habits—particularly among younger demographics. There’s this movement called ‘Cali Sober’ where people are cutting out alcohol and consuming cannabis instead,” Stein says. “It’s very health-conscious and has become a lifestyle as social acceptance increases.”
This rise in mindful consumption has directly influenced Blazy Susan’s product and brand strategy. While the company leans into the preferences of younger, wellness focused consumers, it hasn’t lost sight of its appeal to Gen X and legacy smokers. Strategic moves, like a licensing deal with cultural icons the Grateful Dead, help the brand bridge generational tastes and reinforce its inclusive positioning.
Global expansion has also required a nuanced understanding of regional behaviors. “In Europe, people mix tobacco with cannabis, which means larger cones. In the U.S., the standard is a 1 1/4 size. Understanding those nuances is critical,” Stein explains.
Strategic Pillars for Global RYO Success
For Stein, successfully navigating the global RYO landscape rests on three key pillars:
- Precision Logistics
“Always ensure inventory is where it needs to be. If the consumer can’t find your product, they move on,” Stein says. That often means over preparing for disruptions and leaning on flexible shipping models. - Localized Wholesale Partnerships
“Wholesale is largely regional. By offering preferred pricing and striking smart agreements, we were able to take entire states at a time, and now we are doing the same internationally.” - Data Informed Decision Making
In a market with little traditional data, Stein has pioneered direct collaboration with retailers and distributors to glean actionable insights. “We worked with dispensaries to share point of sale data, which helped us prioritize high performing SKUs by region,” he says. That often means over preparing for disruptions and leaning on flexible shipping models.
Looking Ahead: Consolidation and Opportunity
Looking ahead, Stein predicts the roll-your-own space is primed for major consolidation. “You’re going to see older players who haven’t adapted start to fall away,” he says. “It’s like the dot-com shakeout. Not everyone is Amazon.”At the same time, he expects consumer demand to keep climbing, driven by increasing awareness around health, sustainability, and product transparency.
“Consumers today are more informed. They care about the materials in their papers, the impact of combustion, and whether companies are transparent,” says Stein. Despite the evolving regulatory landscape, his outlook remains firmly optimistic. Cannabis is here to stay. It’s a multi-billion dollar industry with global traction. If you can build a company that respects the rules, understands the culture, and meets consumers where they are, you’ll win.”
To connect with Matt Stein or learn more about Blazy Susan, reach out via LinkedIn, his website or contact him directly at +1 404 539 1870.
