Ground Game’s Josh Furbish: The Retail Reality Behind THC Drinks, NA Beer, and Brand Sell-Through

Send us Fan MailNo script. No prompts. Just a real conversation with Josh Furbish, President and Founder of Ground Game Inc., about what actually moves product in retail and why most brands confuse distribution with success.Josh rebuilt his network after an eight-year digital detox, turned years of bottle shop notes into a playbook, and launched Ground Game in 2025. We get into the unglamorous truth founders need to hear: doors don’t matter if you don’t earn reorders. Shelf space isn’t a win if you can’t drive sell-through. And the frontline staff you ignore is the sales force you’re missing.We also talk candidly about operating through uncertainty in Minneapolis, how disruption hits mom-and-pop retailers first, and why empathy isn’t a “nice to have” in CPG - it’s survival.Then we pivot into why Minnesota became the case study state for hemp-derived THC beverages, what other states (including Pennsylvania) can learn about regulation, dosage, and on-premise viability, and why transparency in this category is miles ahead of what most consumers realize.If you’re a founder, operator, distributor, or service provider trying to build something real in beverage, this episode is a masterclass in how the game actually works.Guest: Josh Furbish, Ground Game Inc.Website: groundgameinc.comHost: Nate Fochtman, The FreeMind GroupWebsite: FMGStrategy.comSupport the showPresented by The FreeMind Group - FMGStrategy.com