Joshua Cuby is a Gibraltarian-British entrepreneur and a pioneering voice in the European medical cannabis space. As Co-Founder and Chief Sales Officer of Cantourage UK, he plays a leading role in shaping patient access to cannabinoid therapies through a clinic-led, data-driven model.
His journey into the sector was fuelled by personal experience — witnessing the power of cannabis during a Gabriels’ younger brothers battle with cancer — which ignited his mission to humanise the industry and ensure its medical potential reaches those who need it most. In 2019, he co-founded NICE Partners alongside Gabriel Newman, Niall Ivers, and Benjy Cuby, with a focus on building trusted, patient-first cannabis ventures.
A true category builder, Joshua was also behind the launch of the UK’s first CBD functional drink, helping to bring cannabinoids into mainstream wellness before the medical market gained traction.
