David Morrow Sold Warrior Sports To New Balance. Now He’s Changing The Cannabis Game

Key Points:

• Lume, a cannabis company co-founded by David Morrow in 2019, operates a 225,000-square-foot facility in Evart, Michigan, producing about 500 pounds of high-quality cannabis weekly and generating $190 million in revenue in 2025 with a 42% margin.
• The company emphasizes strict biosecurity measures to prevent crop loss and has built a state-of-the-art cultivation facility costing $45 million, enabling low production costs of about $6 per unit with an average selling price of $11.
• Unlike many cannabis companies expanding across multiple states, Lume focuses exclusively on Michigan, leveraging its large market presence with 40 dispensaries and planning to expand nationally once interstate cannabis sales become legal.
• David Morrow, formerly a successful entrepreneur in sports equipment with Warrior Sports, brings his manufacturing expertise to Lume, aiming to create a scalable, consistent cannabis production model that could appeal to federal regulators and large consumer packaged goods companies.
• Lume's growth was supported by significant investment ($250 million raised) and strategic partnership with Michigan entrepreneurs Robert and Donald Barnes, who initially started in medical cannabis and helped transition the business into the adult-use market.