About the Author

Avery Martz is a Boise-based wellness educator, strength & conditioning coach, and CBD industry specialist focused on practical THC-free wellness, independent product verification, and long-term transparency in the hemp industry.

Before entering the CBD industry, Avery spent years in athletics and strength training as a runner, swimmer, and lifter before eventually specializing as a barbell-based strength & conditioning coach. Much of his coaching work focused on helping adults over 40 stay strong, active, and independent later into life. His oldest client was 90 years old the first day she touched a barbell.

That experience shaped the philosophy behind Herbal Edge: robust health is rarely built through shortcuts, miracle cures, or trendy marketing. It is usually built through practical education, regular intense exercise, and self directed consistent cumulative habits.

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Entering the Industry

CBD became part of Avery’s own wellness routine years ago while navigating injuries, stress management, and chronic health challenges. Over time, he also began helping clients, friends, and customers integrate CBD into broader wellness routines focused on sleep, recovery, and everyday quality of life.

After entering the CBD industry professionally, Avery spent roughly two years in CBD retail management and regional distribution, helping curate product catalogs, evaluate manufacturers, and work directly with customers searching for trustworthy wellness products. During that time, one problem became impossible to ignore: basic quality control standards were often missing across large parts of the CBD industry.

Many products were poorly tested, inconsistently manufactured, dramatically overpriced, and sold by retailers who knew very little. In many cases, laboratory reports were outdated, incomplete, or never meaningfully reviewed at all. Avery became increasingly frustrated watching companies rely on vague compliance language, luxury branding, and aggressive markups while offering little real accountability or value to customers.

Those experiences became the foundation for Herbal Edge’s independent verification process.

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Independent by Nature 

Today, Avery focuses on independently evaluating formulations, studying practical herbalism and cannabinoid wellness, comparing products across the broader CBD market, and helping customers navigate an often confusing industry with more confidence. His approach combines scientific research, practical coaching experience, real-world customer feedback, and a strong skepticism toward marketing claims.

Herbal Edge itself was heavily shaped by Idaho’s stricter THC-free hemp standards. Rather than treating Idaho as an obstacle, Avery used the state’s higher compliance expectations as an opportunity to create stronger quality assurance procedures and more rigorous product evaluation standards.

His work today centers around three core ideas:

• Wellness products should be practical and useful in real life
• Transparency and accountability are basic expectations
• CBD should remain affordable as a long-term supplement, not an occasional luxury

Through Herbal Edge, Avery continues to publish educational resources, review products independently, work directly with trusted makers, and advocate for a more transparent and experience-driven wellness industry centered around informed adult choice and practical long-term health.