How WPG Works: The Experience Behind an Independent Brand Commercialization Company

WPG Brands did not begin with a theory about how consumer brands should be built. It began with people whose careers had already placed them inside the decisions that determine whether products reach consumers, earn trust and survive the distance between an idea and a functioning business.

Patrick Sills understood the commercial and regulatory realities

Patrick Sills brought experience from Philip Morris International and the Canadian retail expansion surrounding IQOS into Cannitec Solutions and WAKE. That work required commercial strategy, market entry, retail execution and consumer adoption to move together in a complex oral-products market. At WPG, Patrick leads global commercial strategy, growth and partnerships: the route between product and revenue, and the discipline required before expansion begins.

Abeer Subhani understood how brands enter culture

Abeer Subhani brought more than 15 years across marketing, music, entertainment, branded experiences and retail, including work connected to major consumer and lifestyle brands such as Red Bull and TELUS. At WPG, he leads brand strategy, marketing and communications. His work begins before advertising: defining who a brand serves, what it can credibly stand for and whether its identity can remain coherent across product, packaging, retail, partnerships, publishing and growth.

WAKE brought those careers together

Patrick and Abeer co-founded and developed WAKE through Cannitec Solutions beginning in 2024. Patrick brought commercial planning, regulated-market experience and partnerships. Abeer brought positioning, identity and cultural strategy. WAKE launched in the first quarter of 2026 as a non-nicotine energy pouch positioned around action sports, culture and retail.

Clocked N’ Loaded widened the operating foundation

At the end of 2025, the Cannitec Solutions and Clocked N’ Loaded teams brought their work together under WPG Brands. Clocked N’ Loaded is the operating and brand-development team behind PULSE and a wider body of work connecting product concepts, commercial intelligence, culture, publishing and growth systems. James Cappellano developed PULSE with the CNL team beginning in the middle of 2025; it entered the U.S. market in mid-February 2026. His role at WPG is to architect the intelligence and operating systems that connect opportunity, narrative and execution without replacing the brand leadership that makes each product credible.

A wider leadership team turns access into execution

Lionel Khoury contributes relationships and opportunity access across sport, combat sports, culture and luxury. Maria Krivochei works alongside that opportunity flow through finance and operations, testing what WPG can structure, fund and execute responsibly. Maya Zor contributes board-level governance and perspective. Together, their work helps prevent a valuable introduction, partnership or product idea from becoming an unsupported promise.

One company, distinct brands

WPG now supports WAKE, PULSE and ALRT without requiring them to become interchangeable. WAKE is rooted in action sports, culture and retail. PULSE is built around performance and competitive communities. ALRT is organized around first responders and shift-based work. Each brand needs its own product story, audience, commercial route and publishing record; what they share is the accountable infrastructure underneath the work.

What WPG offers independent brands

Independent founders are often forced to coordinate product development, brand strategy, compliance, finance, partnerships, distribution, publishing and measurement through separate providers. WPG exists to make those decisions agree with one another. A founder does not need to become an expert in every function required to commercialize a product, but the functions still have to operate as one business.