Explore April Pride’s journey from cannabis to psychedelics as she launches SetSet, a clinician-approved resource aimed at transforming women’s health through safe, guided psychedelic education.
April Pride, a Seattle-based creative entrepreneur, has spent the last two decades transforming industries with her visionary approach to brand and product development. Her work has garnered attention from publications like Forbes, Vice, and The Guardian.
In 2015, April shifted her focus to the cannabis industry with the launch of Van der Pop, a cannabis lifestyle brand that quickly gained traction and was acquired by the world’s largest cannabis company within three years.
Today, as the founder and CEO of SetSet, April is pioneering another frontier: the integration of psychedelics into women’s health and wellness. SetSet, the world’s first clinician-approved platform for safe and accessible psychedelic education tailored specifically for women, offers a robust community of resources, courses, and expert guidance.
In this interview, April discusses her journey, the launch of SetSet, and the evolving landscape of psychedelics for therapeutic use.
Ganjly: April, can you tell us more about the inspiration behind launching SetSet, and what motivated you to create the first clinician-backed consumer platform for safe microdosing information?
April Pride: I entered the regulated cannabis space in 2015 with the consumer brand Van der Pop. Within three years, it was acquired by the world’s largest cannabis company, Canopy Growth, at an ROI of 28X. After my third exit as a creative entrepreneur, I began investigating psychedelics in early 2021.
My work in this sector is motivated by what I learned working in cannabis, a rapidly emerging industry. There is a critical need to protect consumers before regulatory change is enacted through clinically-backed, harm-reduction education delivered by leaders with open minds and integrity.
Ganjly: How does SetSet ensure the information provided on the platform is medically verified and safe for consumers? Can you walk us through the process of how content is created and reviewed by clinicians?
April Pride: In the summer of 2023, I was introduced to licensed psychotherapist and master coach Kendra Bloom, who developed a 12-week psilocybin microdosing protocol for SetSet called Micro-Psyched based on the “Neurobiology of Change.”
We chose 12 weeks because this time frame allows women to work with the medicine for 3 full menstrual cycles, a practice adopted from the wisdom shared by Mikaela de la Myco. A group of 10 women met virtually every week from November through January to share their questions and experiences. Themes broke down the weeks, Kendra led the group through guided practices, and reflection questions were provided for journaling.
After the 12 weeks were complete, Kendra and I reviewed the overall experience. We adapted the curriculum to 6 modules and became medicine and dose agnostic, so once you own the course, it can be used for all psychedelic medicine work.
SetSet’s Medicine Audio Guides cover the essentials for understanding and working with specific psychedelic medicines, including psilocybin, ketamine, LSD, MDMA, and cannabis.
Kendra wrote the psilocybin guide, and for the ketamine guide, she partnered with Dr. Mark Shortt, who has practiced ketamine-assisted therapy for a decade, among other esteemed ventures and titles in the psychedelics sector. The remaining audio guides will be released by the end of 2024 as the collaborators we’ve identified complete the work, and I record and edit the audio.
Because we create the PDFs and audio in-house, updates to reflect new scientific research can be easily integrated to update our education efficiently. We can also add information requested by our members over time.
SetSet ensures the accuracy and reliability of the information provided on its platform by creating our content in collaboration with licensed medical professionals who actively practice psychedelic integration. So far, no other platform exists to provide accessible, medically-guided information for consumers for safe microdosing.
Ganjly: Given your extensive experience in the cannabis industry and your successful exits, what parallels do you see between the cannabis and psychedelics markets in terms of consumer adoption and regulatory challenges?
April Pride: Having navigated the cannabis industry and observed its consumer adoption and regulatory hurdles, I see clear parallels with the psychedelics market. Both industries face challenges in gaining public trust and navigating complex regulatory landscapes. Consumer education is critical in both sectors to drive informed adoption and safe outcomes.
Additionally, both markets show immense potential for growth as societal attitudes shift, and more research is needed to underscore the benefits. Entrepreneurs in psychedelics can learn from the cannabis industry’s journey, particularly the importance of advocating for fair regulations and focusing on product quality and safety.
Ganjly: Can you elaborate on the “Mushroom Moms” trend and how you’ve observed differences in how women and men perceive and microdose psychedelics?
April Pride: The “Mushroom Moms” trend speaks to what I learned about cannabis: People often find these ancient, natural yet prohibited, and highly stigmatized interventions as a last resort, only to find them to be the first thing that worked.
There is evidence that women are drinking more than ever before, and those who are also moms may find themselves motivated to change this short-term “fix” if for no other reason than to mother differently. Enter microdosing as an alternative to “rosé all day” and larger dose psilocybin mushroom journeys to address the anxiety and trauma that may contribute to self-medicating with alcohol.
This is one example that speaks to why women often approach microdosing with a focus on mental health, emotional well-being, and holistic self-care, while men might be more driven by performance enhancement or recreational exploration.
This difference in perception and use underscores the importance of tailored education and resources that address different user groups’ unique needs and concerns. It’s encouraging to see more women embracing psychedelics for personal growth and wellness, paving the way for a more inclusive dialogue around these substances.
Ganjly: What do doctors and medical professionals have to say about microdosing? Can you discuss the different psychedelics (MDMA, Ketamine, LSD, Psilocybin) and when and why one might choose to use each?
April Pride: Medical professionals have varied perspectives on microdosing because no clinical evidence shows its effects can be attributed to anything beyond the placebo effect. More research is needed to substantiate decades of anecdotal evidence.
Related to different psychedelics:
Currently, MDMA is anticipating FDA approval for the treatment of PTSD. LSD and psilocybin are being explored for their potential in treating anxiety, depression, substance use, and other mental health conditions.
While the aforementioned are Schedule 1 controlled substances, ketamine – used commonly in operating rooms as an anesthetic and analgesic – is Schedule 3 and is prescribed off-label for treatment-resistant depression and major depressive disorder. Under the name Spravato, ketamine is the only FDA-approved drug. Spravado is a nasal spray, while other forms of ketamine are administered through intramuscular, intravenous, and sublingual lozenges.
The choice of psychedelic often depends on the specific therapeutic goals, the individual’s medical history, and the desired outcomes. As research evolves, users and healthcare providers must stay informed about the latest findings to make safe and effective decisions.
Ganjly: What are some of the main challenges and opportunities you see in the use of psychedelics for healing and therapy? How is SetSet addressing these?
April Pride: One of the primary challenges in integrating psychedelics into mainstream mental health care is undoubtedly the legal and regulatory landscape. Currently, most psychedelics are classified as Schedule I substances, meaning they are considered to have a high potential for abuse and no accepted medical use. Reevaluating and rescheduling these substances will require extensive advocacy, scientific evidence, and legislative change, which is time-consuming and complex.
Another significant barrier is the stigma attached to psychedelics due to decades of prohibition and negative propaganda. This stigma permeates both the general public and the medical community, causing resistance to accepting psychedelics as legitimate therapeutic tools. Overcoming this will require comprehensive education initiatives, continuous public dialogue, and visible endorsement from respected figures in medicine and science.
Additionally, there is a need for a robust infrastructure to support psychedelic-assisted therapy. This includes training a new cadre of therapists and practitioners proficiently administering these treatments safely and effectively. Developing standardized protocols and creating specialized care settings will also be essential to ensure patients receive the highest quality of care.
Finally, the cost and accessibility of psychedelic treatments pose a considerable challenge. Should it be approved by the FDA, the MAPS MDMA protocol is priced at $30,000; a retreat costs $2,000-10,000; and a 1:1 psychedelic coach is a minimum of $150 per hour. Initial treatments and ongoing therapy might be expensive, and without insurance coverage, these revolutionary therapies may remain out of reach for many who could benefit. Addressing these financial barriers through policy changes and pilot programs will be crucial in making psychedelics an equitable option in mental health care.
In conclusion, while the potential of psychedelics in mental health care is immense, the road to integration will require overcoming significant legal, cultural, infrastructural, and financial challenges. However, with sustained effort, strategic advocacy, and widespread education, these obstacles can be surmounted, paving the way for a new era in mental health treatment.
Ganjly: Gender bias is a significant issue in many emerging industries, including cannabis and psychedelics. Can you share your experiences and insights on how this bias manifests and how it can be overcome?
April Pride: Gender bias is an undeniable challenge in all industries, and my unique experience in cannabis and psychedelics has shown me the impact this plays on delivering the right health solution to women. The issues start in the boardroom, with women representing less than one-third of board seats across industries.
At this top level, decisions are not only made, but priorities are set. From there, the implications are seen in research and product development. Although publicly traded cannabis companies have made billions of dollars, research into women’s health needs has gone unpursued, and the net result is that women spend nearly $200 before they find a product that works for their desired outcome.
In the MAPS MDMA clinical trial, 64% of participants were women, which is both remarkable considering the historical exclusion of women in clinical trials and also appropriate since women are 2-3 times more likely to experience PTSD than men. This feels like a net positive for both the direction of psychedelic research and for women looking for relief.
Ganjly: Reflecting on your journey as a female founder with three successful exits in male-dominated spaces, what key lessons have you learned that you believe are crucial for other female entrepreneurs to hear?
April Pride: Reflecting on my experiences as a proven female founder, I’ve learned that resilience and a clear vision are paramount. In full transparency, the launch of SetSet was disrupted when the web hosting provider for our platform deactivated us ten days before launch. The delay was costly, yet it also gave me the time to assess.
In the month since our deactivation, I’ve listened and read so much. What keeps coming up is the need to speak to women directly about how to use psychedelic medicine to address health concerns that negatively impact their lives. Although I’ve considered this for at least a year, my conclusion has always been that if we’re not helping the men they love, we’re not helping women.
Today, I am fearful that if we don’t put on our oxygen masks first, the potential harm may be irreversible because the need is too great to trust progress will be made without a directed focus. I mentioned the increase in women’s Alcohol Use Disorder and the greater likelihood of a PTSD diagnosis as two examples of women’s health needs that psychedelic medicine is showing promise to address.
I learned with my first cannabis brand that being an exceptional resource to this underserved population is both a great mission and business decision. This first cannabis company was not women-focused at launch, but I learned quickly that it should be. I (now) have no doubt this is the right path for SetSet. I share my journey in our brand positioning because no matter my success in honing our target audience, the desire to be the best solution to the largest total addressable market persists. My prediction is reducing our potential numbers by half will yield exponential returns for the greatest good.
Ganjly: With the legalization of magic mushrooms in Oregon and Colorado and the rise of ketamine therapy clinics, how do you see the landscape of psychedelics evolving in the next few years?
April Pride: The legalization of magic mushrooms in Oregon and Colorado and the rise of ketamine therapy clinics signal a significant shift in the perception and acceptance of psychedelics. In the coming years, I foresee a greater integration of these substances into mainstream wellness and medical practices. As research continues to validate their therapeutic benefits, psychedelics will likely become more accessible and destigmatized. However, this evolution will require robust regulatory frameworks to ensure safe and ethical use, alongside comprehensive education to dispel myths and misconceptions.
Ganjly: Finally, what are the primary goals for SetSet in the coming year, and how do you plan to expand the platform to reach more people who could benefit from safe and informed microdosing?
April Pride: We depend on our fundraising of $2m to achieve this goal, and frankly, the investment climate is very stark. With funding, we are set to deploy capital into SEO campaigns and direct outreach to medical and mental health professionals looking for a trusted, evidence-based resource to which they can refer patients.
When envisioning the future of psychedelic integration in healthcare, I foresee a paradigm shift that systematically incorporates these transformative substances into both mental health and general medical practices.
Psychedelics possess incredible potential for treating conditions like PTSD, depression, and anxiety, which traditional treatments often fail to address adequately. In the coming years, I believe we will see rigorous clinical trials further validating the effectiveness of psychedelics, leading to FDA approval and mainstream acceptance.
Moreover, psychedelic-assisted therapy will likely become a specialized field within mental health care, necessitating trained therapists and practitioners who can guide patients through these profound experiences safely and effectively.
Integration into healthcare will not only focus on therapeutic use but also on education and destigmatization, helping the public understand these substances’ safe and beneficial potential.
Overall, the future of psychedelics in healthcare is bright and transformative, promising innovative solutions for mental health and a holistic approach to well-being that could revolutionize medicine as we know it.
Thank you, April, for taking the time to do the interview. To know more about April and her company, head on over to GetSetSet.com.
