Cannabis Media Spotlight Series: Q&A with Rob Sanchez, Founder and Host of the Apartment 113 Podcast

Welcome to the Cannabis Media Spotlight Series! We created this Q&A series to celebrate the incredible work that reporters, editors, and podcast hosts do to shed light on the cannabis industry. Their insights and stories play a vital role in shaping how this space is understood and appreciated by the world.

Our goal is to highlight their journey, their expertise, and the meaningful impact of their work.

This week we're featuring Rob Sanchez, founder and host of the Apartment 113 Cannabis & Psychedelics Podcast. Every Monday, Rob drops a new episode with a different guest as they discuss the industry from cultivation to manufacturing, extraction, accounting, consulting, media, events, to education and more. His goal? To look deeply at the origins of different businesses and projects in the space along with unique perspectives.

Let's see what Rob had to say about his journey and experiences so far in the cannabis industry:

What inspired you to start covering the cannabis industry, and how has your perspective evolved since you began?

I’ve been inspired by the cannabis industry since before there was a cannabis industry. I moved to Denver in 2012 to get involved in the medical cannabis scene and haven’t looked back since. Apartment 113 was born from a desire to connect more deeply with the community and celebrate the people who make it all possible.

As a media platform, Apt 113 has always stood for connoisseurship and quality over quantity. Now, nearly 150 episodes later, my core perspective hasn’t shifted much — the space is still full of brilliant, driven people who are moving the needle, solving real problems, and shaping the future. Their stories deserve to be told.

New markets are constantly coming online, and the industry keeps evolving. The show has become a way for me to stay sharp, stay connected, and stay inspired. Honestly, I still feel lucky that we even have a cannabis — and now psychedelics — industry to talk about. These are wild and exciting times, and I’m grateful to be a part of it.

What does a typical day look like for you as a journalist/editor/podcast host in the cannabis space?

As a podcaster and occasional writer, the “day job” comes first. I work as a Software Product Manager focused on cannabis retail software, along with a few other clients — including a mobile casino game — so the first 5–6 hours of my day are all about product, strategy, and delivery.

If I’m having a good week, I’ll sneak in a gym session and a sauna before diving into Apartment 113 interviews or tackling whatever else needs doing for the show. Late afternoon and early evening is sacred family time — I try to fully disconnect and just be present. After dinner, though, I’m usually right back in the mindset of building, planning, and dreaming up what’s next.

My wife plays a huge role behind the scenes — helping with admin, marketing, and social media — and it’s something that often goes unspoken, but I’m incredibly grateful for her support. I tend to stay up late... sometimes too late... but that’s what it takes to keep the wheels turning. Then it’s rinse and repeat — with weekends carved out for nature, a bit of recovery, and hopefully getting lost in a good book.

What are some of the most compelling trends, stories, or issues in the cannabis industry right now that you think deserve more attention?

Without a doubt, cannabis connoisseurship has been massively overlooked. We're seeing a flood of mid-quality products pushed to market and marketed like they're premium — it’s disheartening. The race to the bottom on pricing will only be solved through true connoisseurship and consumer education.

Cannabis is all about education. Markets are maturing at different paces depending on legislation, but we’re trying to lift every market beyond just “what’s the highest THC.” It’s time to focus on terpene profiles — not just total percentage, but terpene mg/g and which specific terpenes contribute to the entourage effect.

Another issue that needs more visibility is burnout — especially among legacy operators who’ve been holding it down for a decade or more. The pressure and stress are real, and as a community, we need to better support those who've built the foundation of this industry.

And then there’s collaboration. It’s become a buzzword — but collaboration only matters if it’s backed by real action. There’s a lot of posturing out there, and I think it’s critical we value transparency and actually doing the work together.

Lastly, I’m passionate about cannabis moderation and tolerance breaks. If we want to retain long-term consumers and promote healthy habits, we need to normalize balance. We can’t be afraid to talk about responsible use — it’s part of what maturing as an industry really looks like.

What advice would you give to cannabis businesses or PR professionals hoping to connect with you or pitch their stories effectively?

Start with the person, not just the business. Cannabis is rooted in connection, and that can’t happen without a personal touch. The most memorable and impactful guests on the show have brought real, unfiltered authenticity. Pitch the person first — who they are, why they care — and follow that up with the business or brand details.

It also helps to include a few quick notes or highlights about the guest’s background or the company’s mission so I can quickly get a sense of fit and focus.

Once the episode is out, please share it! We thrive on network effect, and podcast promotion is no easy task. Every reshare, like, and subscribe goes a long way — and having the guest promote their episode helps us both grow.

Lastly, just a heads up that the schedule can get pretty packed. If we have to book far out, don’t take it personally — I truly want to talk to as many great people in this space as I can. Time’s just a limiting factor.

What’s been one of the most memorable stories or moments in your career covering cannabis so far?

Probably the most memorable moment so far was working with Fat Nugs Magazine to organize and participate in the Orange Hill Ganja Cup in Jamaica last 4/20. We pulled off an entire outdoor cannabis competition — in another country — and while there were definitely surprises and lessons learned, the experience of spending time with good people, enjoying incredible flower, and connecting in real life for the first time was unmatched. As Apartment 113, I also got to design a custom flower rating scale that we used to help narrow down the winners. I’m excited to keep refining that for future competitions.

Another standout moment was having Paul Armentano from NORML on the show. Back in high school, I used to read NORML’s site front to back, clicking every link I could to learn about cannabis and even which states had more favorable laws. Having someone from that organization join Apartment 113 was a full-circle moment — a reminder that even though we’ve come a long way, consumer advocacy is more important than ever.

And finally, walking through events like MJBizCon, Benzinga, and other conferences — having real, in-person conversations with people from all corners of the space — that’s what keeps me inspired to keep the show going. It’s those human moments that make this industry special.