Most of us had bikes growing up. They’re the first real taste of freedom kids get that opens the world. The first thing you own that gets you from point A to B. They take you down questionable hills at probably-too-fast speeds and get you across town to your friend’s house. Queen wrote a song about them—not scooters or roller blades or skateboards, but bikes.

What we’re saying is, they’re special. That’s why it was important for us to make sure every kid in Denver has the same access to freedom we had growing up. Freedom that a lot of us probably took for granted at the time.

ONE Cannabis (ONE) recently partnered with IMA, our insurance brokers and the 5th largest privately held broker in the US, to build bikes for underprivileged students through Wish for Wheels. The program, which operates across the country, has been responsible for tens of thousands of bikes being put into the hands of kids whose families otherwise may not have been able to afford it. The                                                                                       pictures say more about their excitement than we ever could.

Employees across the company—retail stores, cultivation and home office– came together on a pristine day in downtown Denver to make our goal of 55 bikes a reality. There were squirt guns, big wheelies and epic drag races — and that was for the adults. Community outreach doesn’t have to be bland.

We talk a lot about giving back at ONE, one of our main goals is to make the communities we operate in better for everyone. Cannabis is a unique industry for plenty of reasons, but one of its more admirable qualities is our collective drive to improve the world around us. We believe in leading by example, which is why ONE has incorporated deliberate strategy into our revenue model through our SEED program and these smaller projects like Wish for Wheels. This blog, the pictures we post on Instagram—they’re not to pat ourselves on the back, but to show people it’s very possible for companies to be a force for good in the world.

Each small opportunity to reach a wider audience benefits us for the usual reasons, but it’s also a way to compel the industry to do the same. Conscious capitalism is well on its way to becoming the standard for cannabis, but that movement comes in the form of small wins that push everybody forward. That’s why we build bikes, and (probably) why Queen wrote that song.

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