LAS VEGAS, NV / ACCESS Newswire / March 17, 2026 / Active Brand THCV today announced a strategic endorsement with MMA legend, entrepreneur and actor Randy Couture, centered around THCV (tetrahydrocannabivarin) - a rare, naturally occurring cannabinoid gaining attention for its unique functional profile and alignment with athletic performance, discipline, and metabolic wellness.

Randy Couture, widely respected not only for his achievements in professional MMA fighting, but also for his discipline and no-nonsense approach to training and recovery, saw a natural alignment between THCV and the demands of elite performance.

"I don't put my name behind trends - I put it behind things that make sense," said Couture. "THCV stood out to me because it aligns with how I've trained my entire life: focus, control, metabolic efficiency, and staying sharp. This isn't about getting high - it's about optimizing performance and recovery."

Unlike traditional THC-dominant cannabis products, THCV is known for its stimulating, appetite-regulating characteristics at functional doses, making it increasingly relevant to athletes, trainers, and active individuals seeking clarity, focus, and balance rather than sedation. Active Brand THCV is at the forefront of isolating and formulating this novel compound into performance-forward products designed to support active lifestyles.

Emerging research and consumer use suggest THCV may interact differently with the body's endocannabinoid system than traditional cannabinoids, with growing interest in its potential role in energy balance, appetite regulation, mental clarity, and exercise-adjacent wellness. These attributes make THCV particularly relevant to the MMA, fitness, and training communities, where precision and consistency matter.

Active Brand THCV's mission is to redefine how cannabinoids are perceived and used - moving beyond recreation into intentional, functional plant medicine for modern performance.

"Randy represents exactly who THCV is for," said Jon Miller, Founder of Active Brand THCV. "He's disciplined, performance-driven and highly accomplished in his career. This endorsement isn't celebrity hype - it's an authentic alignment around a novel cannabinoid with real potential to support active bodies and focused minds."

The endorsement will include educational initiatives and content highlighting how THCV fits into training, recovery, and everyday performance routines - without compromising clarity or control.

As cannabis science continues to evolve, THCV is emerging as one of the most promising minor cannabinoids, and the Randy Couture x Active Brand THCV affiliation signals a broader shift toward purpose-built cannabis compounds for athletes and high performers.

The announcement video can be found on YouTube.

The endorsement features a discount of 25% off any order using code NATURAL25 at checkout.

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About Active Brand THCV

Active Brand THCV is a cannabinoid innovation company focused on developing high-quality, hemp-derived THCV products formulated for performance, focus, and metabolic balance. In partnership with leading genetics and bioscience innovators, Active Brand THCV is committed to advancing responsible cannabinoid education and product development.

For more information about Active Brand THCV, visit activethcv.com or email Kristen Everhart at press@activethcv.com.

About Randy Couture

Randy Couture is a 6x MMA World Champion, US Army Veteran, commentator, actor, entrepreneur, and founder of Xtreme Couture MMA and the Xtreme Couture GI Foundation. Known for redefining longevity in professional fighting, Couture remains a leading voice in training, discipline, and performance optimization.

SOURCE: Active Brand LLC