Podcast: Elliot Lane On Why Better Cannabis Events Matter More Than Ever

In a recent episode of Cannabis Unlocked, IgniteIt President and Co-Founder Elliot Lane joined Jordan Youkilis to discuss his path into cannabis, the company’s evolution beyond Benzinga, and why better events matter more in a tougher market.

What makes a cannabis event worth attending in 2026?

That question drove a recent episode of Cannabis Unlocked, where Jordan Youkilis sat down with IgniteIt President and Co-Founder Elliot Lane to talk about media, investor education and the changing role of in-person events in cannabis.

Lane reflected on his unconventional path into the industry, from studying music and working in theater and hospitality in New York to joining Benzinga in 2018 as its cannabis platform was taking off. Over time, what began as a media and investor-focused role expanded into something larger: helping build rooms where operators, investors and executives could actually connect.

A major theme of the conversation was how much the market has changed. In the earlier days of cannabis conferences, capital raising often dominated the conversation. Today, Lane argued, companies are more selective, budgets are tighter and event organizers have to deliver something more tangible. For IgniteIt, that means focusing on education, strategic networking and practical conversations around issues like capital, operations, regulation and growth.

Lane also discussed the transition from Benzinga to IgniteIt, describing it as a natural next step. While Benzinga remains focused on traders and retail investors, IgniteIt is built more directly around B2B relationships, executive-level conversations and industry infrastructure. Under the new brand, the company now includes its flagship conferences, the Spotlight Series and the Cannabis Capital and Policy Summit.

One of the most interesting parts of the discussion centered on the Spotlight Series. Lane explained that these events are designed around individual state markets, with programming shaped by the operators, regulators and financial players most relevant to that specific region. Instead of forcing the same agenda everywhere, IgniteIt is trying to build market-specific events that reflect what people in each room actually need.

That idea runs through Lane’s broader view of the business. The goal is not to create a traditional trade show. It is to create a more intentional environment where the right people can meet, exchange ideas and potentially move deals or partnerships forward.

The message from Lane was straightforward: cannabis still needs in-person gathering spaces. But in a more mature and more difficult market, those spaces have to offer real value.

IgniteIt’s bet is that if events are curated carefully enough, they can still do exactly that.

Photo by Jonathan Velasquez on Unsplash