Amateur triathlete Fernando Paternostro, 45, was almost a “hypochondriac” about supplements and allopathic medicines. I took everything, without medical supervision. He had a habit of self-medicating for any pain and discomfort. It didn’t take long for continued use of anti-inflammatories to cause gastritis. It was when he needed yet another medication that ended up altering his appetite, which led to an increase in the consumption of supplements, generating an increase in expenses… A waste, as he himself defined it.
After a medical consultation, during which he made it clear that his goal was to live a healthy life, with as few medications and supplements as possible, have better muscle recovery, optimize sleep quality and reduce anxiety, he began treatment with medicinal cannabis.
— This treatment gave me the opportunity to redefine my lifestyle — says Fernando, who six years ago founded Atleta Cannabis, the largest cannabis and sports community in Latin America, the second in the world, having sponsored more than 300 athletes (today there are 15, from running to jiu jitsu). — During trips to the United States, I learned that cannabis could be used as a preventative measure and not as a last option.
Atleta Cannabis, which today has 22,000 followers on Instagram, is a platform for access to cannabinoid medicines, and Fernando, in addition to being a sales representative for these pharmaceutical companies, is in the Top 10 of the Ironman circuit in Brazil.
— For me, the first thing that improved was the quality of sleep. Afterwards, my appetite diminished. In talking with my nutritionist, we realized that this was a consequence of reducing anxiety. It became easier to follow the diet and the end result was an improvement in my triathlon performance. In the first year of the Brazilian Circuit with this treatment, I finished third — says Fernando, who has been following this treatment for about six years.
Medical cannabis use continues to grow in Brazil and has already reached unprecedented scale, even in the face of regulatory challenges and access barriers.
For Fernando, this “good time” is linked to the search for health after the Covid-19 pandemic. In addition to the search for sport, more natural care has become a priority.
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According to the Medicinal Cannabis Yearbook 2025, produced by Kaya Mind, 873,111 Brazilians consumed cannabis products in 2025, an increase of 30% compared to the previous year, consolidating the treatment as a relevant therapeutic alternative in the country. In 2024, the mark was 672 thousand patients (and already represented 56% more than the previous year).
The study indicates that 85% of Brazilian municipalities have registered at least one patient treated with medicinal cannabis since 2019. It also notes that one of the main drivers of this growth is the importation route. Regulated by Anvisa RDC 660/22, this is the predominant form of access (40.55%) — pharmacies (33.6%) and services provided by associations (25.85%).
The survey also highlights that 2025 should be the year when the number of requests will be the highest since the start of authorizations, with a forecast of around 200 thousand requests, driven by the diversity of products and remote prescription. On average, the year saw more than 500 daily orders, an increase of 18% compared to 2024.
In this context, Click Cannabis stood out. The Rio startup, founded in 2023, focuses on a digital model, at affordable prices (R$50 per consultation), connecting patients to specialists. It has provided more than 50,000 medical services related to the therapeutic use of cannabidiol since its creation.
Click Cannabis operates within Anvisa regulations and guides patients through the import journey. It currently has 570 partner doctors practicing in all regions of the country and with a greater presence in Rio de Janeiro, São Paulo and Minas Gerais.
The company does not disclose its profits, but says they increased sevenfold from last year. And he found running to be an effective way to connect with the community.
In 2025, it organized two races in Rio de Janeiro, in São Conrado and in Lagoa. Click Runner registrations were food donations. Both were a success and the company wants to increase the number of races and reach São Paulo.
According to João Drummond, COO of Click Cannabis, the idea is to diversify the menu of events to reach even more people seeking health and well-being.
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— The events were a great success, both in terms of momentary impact and impact on the community. In 2026 we will repeat at least the two races, one in Rio de Janeiro and the other in São Paulo. Both with the same imprint of well-being and to encourage a healthy lifestyle — explains João.
He explains that the company offers a health approach that considers everything, from food to nutrition, including emotional support and medical monitoring. For him, medical cannabis is an important piece of this puzzle.
— We do not want to associate what we do only with treatments but also with well-being — he says, recalling that medicinal cannabis is an effective therapy for anxiety, depression, insomnia, chronic pain, muscle recovery, among other cases.
And, according to him, regular physical activity strengthens the therapeutic effects of CBD, especially in cases of anxiety, insomnia and pain.
Additionally, studies indicate that medicinal cannabis has positive effects in the treatment of multiple sclerosis, epilepsy, autism, Parkinson’s disease, fibromyalgia, among others.
— We still suffer from many prejudices, but it is our duty to break them. It’s a treatment like any other. The market as a whole has grown and I think people are better informed on the subject and are looking for knowledge — comments João. — What we hope is that this treatment is not considered the last option. And yes, as a main solution, of course, for certain cases in which CBD is effective. It is common to receive people who have already tried everything and who are looking for a “last alternative”.
In 2024, according to the Kaya Mind report, the segment generated R$853 million, an amount that exceeds the 2023 figure (R$699 million) by 22%. Revenue is expected to reach 1 billion reais by the end of 2025.
— We haven’t even scratched the surface of what this market could become. In the United States, for example, the market is more mature and this figure amounts to 15 billion dollars (2024) — says João, who hopes to close the year having generated around 30 million reais. — In 2026, we want to increase tenfold the number of patients and the number of treatments initiated, in addition to the financial aspect.
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