Commons x This Is It Network Partnership

10 min read

Apr 20, 2022



When Cheldin Barlatt Rumer founded This Is It network in 2019, it began as a daily digital talk show for small business owners, industry leaders and brand influencers. The fun online platform was a safe place to promote businesses, products and services while sharing lifestyle news and celebrating the entrepreneurial spirit. The platform quickly built up into a strong community with new content posted daily and shared throughout social media outlets; with 20,000+ women per month viewing 500+ free episodes and 40+ courses on a subscription-based educational portal.


Soon after This Is It Network began to have serious traction, Cheldin met Jacqueline at an event, and they started to talk with and listen to each other. When two female founders find each other and their missions align, magic happens. It turned out that Cheldin is very supportive of Commons peer-to-peer business model and the brand ambassador program. Jacqueline believes strongly in the impact of storytelling; improving women’s lives; and sharing that spirit with others. They both believe that there is a business model to be created around these ideas.

So, Cheldin and Jacqueline decided to explore a partnership that focuses on media and event opportunities empowering and uplifting women and their brands.

With one very important overarching theme: Storytelling—documenting the untold history of diverse and remarkable women from around the world.


Cheldin established a Scream Your Dream campaign and contributing Screamers get grassroots marketing education, digital tactics and business skills to aid them both personally and professionally. Joining the Screamer community provided inspiration and members quickly were able to find their unique voices and use them to no longer whisper their wishes but – with confidence – tell their stories and promote their brands. Loudly.

A Screamer roundtable with Commons, focusing on CBD, was the first step. The Commons team was able to understand how the This Is It network of women could get involved in the cannabis industry.

Key to its success: The partnership acknowledged the importance of involving the customers in the experience by making it relevant and relatable—health and wellness for women and their families. So when the WNFC’s IX Cup Championship arrived—the Women’s National Football Conference’s season finale with an epic battle of two football titans, the Texas Elite Spartans and the Utah Falconz — Cheldin held another roundtable at the event in Texas. Jacqueline, Tahira and team found a way to speak with athletes about the benefits of CBD and how that could also apply to weekend warriors and workout enthusiasts. All the while, content was being created to document the stories. With connections, activations and conversations, the partnership was off to a great start.


This partnership focuses on women with inspiring stories, which brings about one more key benefit: memorability. Women will be talking about these stories for yers to come.

The Network and Commons teams are constantly developing new and memorable ideas and activations, including working on a series of informational roundtables at the Tribeca Film Festival, curating events for Commons and content to be created around direct dialogues with brand ambassadors and new peers. Creativity gives rise to authenticity and authenticity is precious in the marketing business.

Whether is brand awareness, lead generation or revenue goals, through this grassroots partnership of online storytelling, This is It Network and Commons can offer digital campaigns that reach a diverse audience of remarkable women.


It’s easy to feel overwhelmed by the power of plant medicine, especially if you're going to use cannabinoids for your and your family’s wellbeing AND become a Commons Ambassador. We consider the basic understanding of the plant, cannabinoids and your body to be the foundation of your health and wellness as well as good business.

So let’s start at the beginning.


Cannabis: Medicinal, recreational and fiber plants belonging to the family Cannabaceae.

Marijuana: The female cannabis plant whose flowers contain cannabinoids, naturally occurring compounds that hold both medicinal and psychoactive properties.

Hemp: The cannabis plant that has some cannabinoids, including CBD. Hemp is used to make textiles, food, rope, paper, health/wellness/beauty products and fuel.

Bud: The flower of the cannabis plant that is harvested for medicinal and recreational uses due to its concentration of cannabinoids.

Endocannabinoid System (ECS): A cell-signaling system that regulates a range of functions, including sleep, mood, appetite, memory, reproduction and fertility. NOTE: The ECS exists and is active in your body even if you don’t use cannabis.

Endocannabinoids: Molecules similar to cannabinoids, but produced by your body.

Phytocannabinoids: Cannabinoids produced in the trichomes of a cannabis plant.

Trichomes: Glandular structured that sit on the plant’s surface and holds compounds.

THC: Tetrahydrocannabinol is the most well-known cannabinoid in marijuana plants and responsible for a psychoactive effect (the high).

CBD: Cannabidiol is the second most prevalent active ingredients of cannabis.

CBD FULL SPECTRUM: Product that contains multiple cannabis extracts, including terpenes and cannabinoids and may also contain up to 0.3% of THC.

CBD BROAD SPECTRUM: Product that contains a range of naturally occurring cannabis compounds, but typically no THC.

CBD ISOLATE: Product that is crystalline solid or powder comprising of pure CBD and does not contain any THC.

CBG: Cannabigerol is referred to as the mother of all cannabinoids. CBN: The cannabinoid Cannabinol is created by exposing THC to heat and light, which breaks it down, leaving behind CBN.

Delta 8: Synthesized from CBD with the use of solvents. Most Delta 8 comes from hemp, and contains under 0.3% Delta 9 THC, which is the threshold required for federal legality.

Psychoactive v. Intoxicating: Affects how the brain works and causes changes in mood, awareness, thoughts, feelings or behavior v. having diminished physical or mental control.

Terpenes: Aromatic molecules whose pharmacological importance form the basis of aromatherapy. Cannabis’ fragrance, flavor and therapeutic effects are determined by the predominate terpene in a strain.

Myrcene: Herbal

Pinene: Pine

Caryophyllene: Peppery

Limonene: Citrus

Terpinolene: fruity

Strain: A specific variety of plant species developed to produce distinct traits.


There are four main methods: inhalation, oral, sublingual and topical. Each has its benefits but it is truly a matter of preference and depends on your intentions/needs.

Inhalation: Compounds are absorbed into the bloodstream through the lungs. The time between inhalation and the effects: almost immediate. Challenge: Indiscreet

Oral: When you ingest cannabinoids, edibles for example, they are absorbed through the digestive tract. There is usually a delayed onset, between 20 minutes and three hours. Challenge: you have to get your timing right

Sublingual: A liquid cannabinoid extract or tincture is made with either alcohol or glycerol and can be flavored. Dosed with a dropper under the tongue, tinctures are absorbed through the blood vessels under the tongue. Place a few drops of the tincture under your tongue and hold it there. Swallow the remaining liquid. Any cannabinoids not absorbed sublingually will be absorbed through the digestive tract. Time: Dual absorption locations means an initial immediate onset and then, another onset later. Challenge: Taste

Topical: A cream, lotion or balm infused with cannabinoids. Effects may be felt within 15 to 45 minutes. Challenge: May have to apply multiple times a day.

NEWS FLASH: Commons has introduced the latest topical experience: a transdermal patch. Since the skin is the largest organ in the human body, cannabinoids can be applied to the skin through the transdermal administration of therapeutics. This method dates back to the oldest existing medical records—patches consisting of plant or mineral extracts were popular in ancient Egypt and in Babylonian medicine. However, routine use of transdermal delivery systems only became common practice in the latter third of the 20th century when technology was developed to enable precise and reproducible administration.

Today, patches deliver CBD directly into the bloodstream, bypassing the digestive system and increasing the product’s bioavailability. The patch also provides a more consistent solution. It stays on the skin, delivering CBD over a longer period and a steady stream of relief. (Take a moment to imagine a discreet patch under your sleeve on a long airplane, car or train ride.)

Since transdermal delivery is relatively slow, and not all of the active ingredient can pass through the skin, patches typically also contain some form of permeation enhancer to increase the permeability of the skin and allow more active to get through.


The mantra: Start low and go slow.

What it means: Microdose first. Consume a small amount of cannabinoids to see and feel the experience before titrating up to an optimal dose. Patch test a topical.

Standards: Expressed in milligrams (mg). Dosage depends on the conditions and symptoms you’re trying to treat and your unique ECS. Dosing, efficacy and safety guidelines depend on you so be mindful.

Remember: Plant therapeutics effect men and women differently, as well as people at different ages and stages of life. You may feel differently during menstruation or if you had a challenging workout. Some women need to build up CBD in their bodies before feeling its effects, while others may feel drowsy or get an upset stomach.


Our goal is provide direct access to plant-based therapeutics, recognizing that women want products based on science and innovation made from clean, trusted ingredients. As we continue the journey together and work together for better health and wellness, let’s keep the education going so we all can speak the same language and spread the word.


Women understand that businesses are in the business of making money. Women understand that word-of-mouth recommendations are valuable decision-making tools. Women understand that no one understands the health and wellness of their family more than someone who actually knows them and their family.

Before the Internet: before texting; before Slack; before social media and pop-up ads, girlfriends got together in person. Be it a morning coffee, a standing brunch date, or late nights toasting, inevitability the conversation would include everything from clothing to beauty products to wellness services. How do you get your curly hair not to frizz? Which skin cream is giving you that glow? Anyone know a trainer to whip me into shape?

There was always that one friend who knew all the answers—not just the latest, greatest, best product; but where to find it. She was the glam guru of the group, and her advice was fact.

This is the foundation of peer-to-peer selling.

So now: What if you became THAT go-to friend offering up what works best for pain, solutions for sleeplessness, tools to combat stress? What if your experience with one brand was so impactful that you became a brand ambassador for that business? What if your brand experiences resonated with family and friends and friends of friends so that they came to you for not only guidance but purchases?


Today, any interaction with a product can be shared with millions of people, and chances are, that audience is looking for personal feedback. How do you personalize the feedback? Well, to start, a well-told story elevates the experience of using a product from impersonal and ordinary to personal and extraordinary.

Social media is a powerful way to get the word out about favorite products: you share a positive experience with friends, and, because it's authentic, the story is free from a one-size-fits-all marketing spin, and often friends follow your lead and try whatever it is you’re using. We’ve all done it.


For years, women found community in the workplace. The office was the place where adults showed up to work together for a common goal. However, as the idea of office space and workplace changes to include remote, virtual, and hybrid schedules, more women are taking on side hustles or starting their own companies, opening up multiple revenue streams. The very tools that used to help women stay connected with co-workers in the office are now being repurposed to support their new endeavors and find success.


1. Education. Education. Education It’s very simple. Educate yourself every day so you can support people with the right product to solve a problem. Focus on science and medical research and talk to as many doctors and researchers as you can.

2. Social Media Strategy Develop an active presence and establish yourself online. Consistently post quality content that is relevant to health, wellness, and lifestyle — both original stories and images with links to scientific/medical research and industry peers.

Focus on: INSTAGRAM for visual content FACEBOOK for articles + connections TIK TOK for fun LINKEDIN for thought leadership SUBSTACK for newsletters SNAPCHAT for quick fixes (tips and tricks)

Comment and engage with followers and other influencers….with only positive words and a helpful spin.

3. Reviews… the Good, the Bad and the Ugly Be receptive and ready when responding to reviews. We all need constructive feedback to learn and grow but make sure compassion is at your core.

4. Testimonials Share success stories. Endorsements inspire people and strengthen relationships; show your company culture, and reflect personal values.

5. Participate + Connect Meet people where they are: online forums, conferences, and meetings. Contribute to the discussion. Answer questions and concerns and if you don’t know the answer, connect with people who do.


Keep the social media conversation going by moving it to real life. Social selling is the process of researching and connecting with people but knowing when to move the conversation off social media is key to growth. Virtual trust and personal connections can only get you so far.

Show off products at small events, house parties—the next step to the art of brand advocacy. Give people the opportunity to test products, ask questions in the privacy of a home, surrounded by like-minded people. Parties are a way to connect with friends, make new ones, participate in the green economy, and learn.

Women who participate in the peer-to-peer business model at Commons aren’t just stocking homes: we are supporting health and wellness with plant-based therapeutics that have been around for thousands of years.


Commons has announced an official partnership with the Women’s National Football Conference (WNFC) to offer opportunities in natural wellness for athletes and coaches, which includes education, programming and marketing. What is special about the two companies coming together is the opportunity to change the way women approach recovery/pain management as well as prevention at this level of playing. Even better: This partnership is sure to bring up information that we can all use as we go about our own day-to-day lives. Whether we are weekend warriors or appreciate a daily workout, cannabis prehab and rehab is a natural approach to feeling healthy…no matter your level of activity.


When the National Football League (NFL) announced research funding to investigate the effects of cannabinoids on pain management and neuroprotection from concussion, it was clear that the League wants to better understand and improve potential alternative treatments. The effects of cannabinoids are well-characterized in men—most trials are done on male animals or humans—but research indicates that plant medicine affects women differently. Biology may predispose us to experience cannabis in a different way than men, and the latest research also focuses on sex hormones, cannabinoid receptors, muscle mass and fat tissue distribution as differentiators. The Commons partnership with the WNFC is the first step to better understanding the way women use cannabis to treat pain and inflammation and assess the therapeutic efficacy and effects of cannabinoids for relief with a focus on intake methods, dosing and personal protocols because plant therapeutics affects each person uniquely.


The Commons + WNFC partnership will help determine which cannabinoids, from CBD and CBG to CBN and D8, can be used safely and effectively for pain management and reduce the use of prescription medications including opiates and even ibuprofen. There is a path to a healthier, more natural pain management and recovery plan and Commons is on a mission to make it accessible, affordable and focused on women’s needs.

For the WNFC, incorporating cannabis pre and post workout has its benefits. A small dose before a session can extend a workout or game playing time with less fatigue and muscle stress. Post training or game time, a larger dose relieves inflammation, relaxing the mind and body, and in particular the muscles. Newsflash: CBD can also help regulate hormones and cortisol levels that control blood sugar and inflammation, boosting your workout and recovery time.


Cannabis is gaining traction among health professionals but Commons and the WNFC are choosing to focus on athletes caring for themselves on and off the field by offering education and the potential to represent women’s needs on a global level (the WNFC just went international!). Players want to understand the impact of personal health decisions on their performance and this partnership can create data-based evidence, not just anecdotal evidence to support cannabis and health. Commons and the WNFC support the science of performance and its advancement in an effort to improve the health and safety of the players. Ultimately, this information can shed further light and support anecdotal evidence that cannabis is helpful in reducing pain, aiding in sleep and supporting homeostasis in the body for us all—athletes, amateur and professional, as well as mere mortals.


Not surprisingly, most of the sports attention (and money) is spent on male athletes. While professional women’s leagues are relatively young, we are catching up. But let’s be real. Tackle football is a punishing sport that exacts a toll from those who play, men or women. The usual marketing conversations around empowerment and social good are important, but ignore the fact that WNFC women are exceptionally skilled players, who strive for a healthy life on and off the field, pushing themselves to their limits and beyond.

Women have been playing tackle football for 75 years. Today, the WNFC is a professional women’s football league, a groundbreaking organization, that fosters an environment for female athletes to sustain healthy lifestyles through playing, coaching and participating in American football at the highest level. And with the Commons partnership, women athletes can now feel safe knowing cannabis is on their side.

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