Shauntel Ludwig, CEO of Synergy Innovation – Interview Series

Shauntel Ludwig, CEO of Synergy Innovation, is a seasoned executive with deep experience in product development, operations, and distribution, having built a career around bringing consumer products from concept to market at scale. With leadership roles spanning companies such as Greenlane Holdings and DaVinci Vaporizer, she has overseen everything from supply chain strategy and manufacturing partnerships to sales channel expansion and go-to-market execution. Her background reflects a strong focus on aligning product innovation with commercial growth, positioning her to drive long-term value, profitability, and operational efficiency in highly competitive industries.

Synergy Innovation operates as a product development and distribution company focused on helping brands scale through integrated solutions that span design, manufacturing, and market entry. The company emphasizes end-to-end execution, enabling businesses to move quickly from idea to shelf by leveraging established supply chains, strategic partnerships, and distribution networks. With a focus on growth, efficiency, and adaptability, Synergy Innovation positions itself as a platform for accelerating brand expansion while optimizing logistics, retail placement, and overall market performance.

You spent more than a decade helping build the DaVinci Vaporizer brand, including leading operations and product launches before becoming CEO of Synergy Innovation. How did that long history with the brand shape the way you approach leadership and long-term strategy today?

Being with DaVinci since day one meant doing every job imaginable: packing boxes, sales, marketing, finance, opening global distribution warehouses. That breadth gives me an unfair advantage as a leader. I can spot when something’s off and fix it fast, without anyone pulling the wool over my eyes. It also taught me what I’m not good at, which is just as valuable. The best thing I’ve done is build a team that’s better than me in their lanes. I’m always hiring to replace myself.

Synergy Innovation now brings together both DaVinci Vaporizers and Eyce Silicone. What advantages does operating multiple cannabis device brands under one umbrella provide in today’s competitive market?

The biggest win is at the retail level. We’re not a one-trick pony. Between vaporization and silicone, we can service more retailers directly rather than going through distribution where we lose market insight. Eyce has a price point for every dispensary and smoke shop on the planet. DaVinci is more selective, but the trust we’ve built there opens doors for both brands. Running two distinct consumer voices is a challenge, but it’s also a live testing ground. What works for one, we adapt for the other.

DaVinci built its reputation around precision-engineered dry flower vaporizers. What opportunity in the market led to the development of the new Electric Quartz Rig designed for concentrates?

We always start with one question: what problem are we solving? With the EQ, two things stood out. Every e-rig on the market uses ceramic or titanium bangers. Great materials, but they don’t hit like quartz. Serious concentrate consumers know this, which is why so many still reach for a torch. We wanted to change that. The second issue was app dependency. Since the iOS vaporizer ban in 2018, it’s been a headache for everyone. We built a touchscreen so the device stands completely on its own. Full control, no phone required.

You’ve been involved in the cannabis hardware industry since the early days of the modern vaporizer market. What are the biggest shifts you’ve seen in consumer expectations over the past decade?

In 2011, if it worked, that was enough. The first shift was materials and safety. Consumers started asking the same questions they ask about anything they put in their body. The second was precision over power. Consistency every session became the expectation, not a bonus. The third shift is where we are now: away from complexity. More features used to mean more value. Today’s consumer wants the best outcome with the least friction. That’s not a cannabis trend. That’s just where all consumer hardware is heading.

Product design in cannabis devices often comes down to materials, temperature control, and vapor quality. How important is engineering and material science when creating devices that preserve terpene profiles and flavor?

For us, it’s everything. If your cannabis touches it, whether directly or through vapor, you’re going to taste it. We use non-reactive materials throughout: polished zirconia, glass-lined ceramic, quartz. Nothing that leaches. Beyond materials, temperature precision is critical. Terpenes are delicate and every one has a specific boiling point. If your temperature swings wildly, the consumer never has real control over flavor or what cannabinoids they’re actually getting. Managing that precision is at the core of every engineering decision we make.

Eyce is known for durable silicone products while DaVinci focuses on precision vaporization technology. How do you approach product innovation differently for these two brands while maintaining a consistent standard?

On the surface they look completely different, but the development ethos is identical: build the best hardware in the category, full stop. For Eyce that means platinum-cured, non-offgassing silicone. For DaVinci it’s our Clean First approach. The consumer isn’t as different as people assume either. Both are just looking for the best product for how they prefer to consume. It’s a choice of method, not a different mindset.

Cannabis consumption technology sits at the intersection of consumer electronics, wellness, and regulated goods. How does the complex regulatory environment influence how you design and distribute devices globally?

It’s genuinely exhausting. In the US, we fight being classified and taxed as tobacco devices. The EU has strict battery and packaging disposal rules. Australia requires landing permits and Therapeutic Goods registration. It’s a full-time job just staying compliant. Does it change how we design products? Honestly, not really. We build what the market needs and stay true to our brand pillars. The compliance work lives around the product, not inside it.

As legalization spreads internationally, which emerging markets do you believe will have the biggest impact on the future of cannabis hardware?

Europe, without question. Germany’s legalization was a watershed moment, not just for Germany but as a signal to the entire continent. What makes Europe compelling isn’t just the market size, it’s the consumer. They’re more quality-conscious and health-driven. They ask harder questions about materials and manufacturing. That’s exactly the environment where hardware built on purity and precision has a natural advantage.

Your career has spanned manufacturing, sourcing, sales, and operations. How has that hands-on experience influenced the way you bring new cannabis technology products to market?

It means I can see the train before it leaves the station, not when it’s barreling through the tunnel. I can anticipate regulatory issues in different markets, navigate certifications, catch bad packaging language before it goes to print, find better import suppliers. I approach every launch from a wide global lens rather than a narrow one. The product development process itself doesn’t change. We’re still just solving problems. Everything around it, though, that’s where the experience pays off.

Looking ahead five years, what innovations in cannabis consumption technology will most significantly change how consumers experience cannabis?

Two things: normalized form factors and AI. Right now, cannabis consumption still looks like drug use to a lot of people. Start putting low-dose products in bright, approachable packaging and that changes fast. On the hardware side, AI is going to be transformative. Most consumers have no idea what temperature to use, what their strain does, or how to track their sessions. AI can handle all of that. As frictionless technology becomes the standard everywhere, cannabis hardware will follow.

Thank you for the great interview, readers who wish to learn more should visit Synergy Innovation.