Keegan Peterson

Each week we highlight entrepreneurs in the cannabis industry so our viewers can learn who is behind the team of the upcoming and leading businesses, organizations, and non-profits in the industry.

This week we would like to introduce Keegan Peterson, CEO and Founder of Wurk. Keegan has many years of enterprise sales for high-growth Human Resources technology companies. When one of his friends in the cannabis space repeatedly came to him looking for tools to help with workforce management, Keegan realized that there needed to be a solution made just for the cannabis industry.

In our interview we asked Keegan a variety of questions sharing his experiences, he had some insightful information and advice to share with each of you.

Please share with our viewers, a little about Wurk.            

Keegan Peterson: Wurk is an HR and Payroll Platform built for the highly-regulated cannabis industry.

What is the best piece of advice you can give to others looking to launch a company in the cannabis industry?

Keegan Peterson: Do not underestimate the importance of building the right team for the job. Startups always have a challenge of recruiting experienced people because you don’t always have the ability to pay competitive rates. This industry amplifies that challenge. My recommendation is to first find the perfect person for your company and then find a way to compensate them. Compensation can come in the form of money, equity, opportunities, growth, and several other areas that interest that person. Get creative. But always make sure the person is right for the job and the company culture.

Is there anything that surprised you about being an entrepreneur in the cannabis industry?

Keegan Peterson: I was surprised with the number of business owners willing to help and support each other and each other’s businesses. They have formed a community, unlike anything I have ever seen. Being a part of this community gives me the feeling that we are all in this together. It’s very special and I am glad I can be apart of it and support others in the same way they are supporting me.

Being a founder, we are bound to make a mistake or two, what is one mistake you made that turned up being one of your biggest learning lessons?

Keegan Peterson: I am a very trusting person and sometimes in business that comes to bite you if you are not cautious. Especially when it comes to forming partnerships where your business in one sense or another relies on that partnership. This was a lesson I learned very early in the business. Partnerships are no joke. I think they get thrown around in this industry loosely which is nerve-racking. My recommendation is to date before you get married. Really come to understand that partnership and how it will impact your business both positively and negatively.

How do you stay balanced? Any hobbies outside of your work?

Keegan Peterson: Being from Florida, I grew up wakeboarding, racing dirt bikes, and scuba diving. Now that I am in Colorado, I have traded in my water sports for snow sports. I love snowboarding and snowmobiling when I can find time to get out of the office.

How are you helping the cannabis industry in a positive way?

Keegan Peterson: We help businesses stay compliant with all federal, state, and cannabis regulatory bodies.

To learn more about Wurk, you can learn more at

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