Shahbaaz joined Lift & Co.(TSXV:LIFT), in 2018 to shape how the Company delivers its suite of products to the industry, and enable brands, licensed producers and other stakeholders better understand, target and reach cannabis consumers. Prior to joining Lift & Co, Shahbaaz spent six years at Salesforce where he led clients to leverage technology to rapidly scale across high-tech, manufacturing, professional services and media industries. He is passionate about technology, hyper-growth startup businesses, cannabis and specifically how cannabis intersects with sports. In his spare time, he is a varsity soccer player and the founder of Canada Beach Soccer, an organization with a goal of creating a competitive Canadian beach soccer club to represent the nation in competitive tournaments internationally.