Alexis Dubourdieu’s path into the cannabis industry is anything but traditional. His connection to cannabis started nearly 20 years ago, long before he ever imagined building a career around it. At the time, his mother was undergoing chemotherapy, and Alexis and his father became increasingly concerned about the quality of the cannabis they were finding. Some of the flower they came across had even been contaminated with things like crushed glass to make it appear shinier and heavier.

So they decided to grow their own.

What started as a way to provide his mother with clean, quality flower eventually became the beginning of a much longer relationship with cannabis. Alexis eventually moved to Mexico and built a career in an entirely different industry, but years later, reconnecting with longtime friends in cannabis brought him back into the space. That connection eventually led to Shawn Brissette, an industry veteran and founder of Quantum Horticulture, and ultimately to What Rebates.

When Shawn gave Alexis the reins of What Rebates, they saw an opportunity to solve a problem that was costing cultivators money: utility incentive programs were available, but many operators either didn’t know they existed or didn’t understand how significantly those incentives could change the economics of a project.

That opportunity became the foundation for what What Rebates is today.

Navigating energy incentives is complicated. Every state and utility has different rules, requirements, calculation methodologies, and qualifying technologies. Even the engineering approach used to determine energy savings can vary from one program to another.

For Alexis, learning how to navigate that complexity became a major part of the journey.

In the early days, one of the biggest challenges wasn’t simply understanding the programs, it was building credibility. What Rebates was entering a space where energy incentives were available, but the process was unfamiliar to many people in cannabis. Alexis and the team had to prove that these opportunities were real, that they understood the engineering behind them, and that they could actually deliver results.

They also had to build the right relationships.

Manufacturers, distributors, consultants, engineers, contractors, and other industry professionals all play a role in getting a cultivation project across the finish line. In the beginning, that meant a lot of conversations, education, and relationship building before What Rebates had the track record it has today.

The strategy was simple: stay persistent and let the results speak for themselves.

Every successful project became another proof of concept. Every relationship opened the door to another opportunity. Over time, manufacturers and distributors began seeing What Rebates less as an outside rebate consultant and more as an extension of their own teams, someone who could help strengthen their offerings, improve the economics for their customers, and ultimately help more projects move forward.

That approach has paid off.

What Rebates has grown from overseeing roughly 20 projects a year to approximately 150 annually and now operates across every state in the U.S., as well as Canada. Along the way, the company has built relationships with some of the biggest names in lighting, equipment distribution, and controlled-environment agriculture.

For Alexis, though, the numbers are only part of the story.

One of the milestones he is most proud of is the network that has developed around the company. Many of those relationships started because someone was willing to take a chance on What Rebates. Today, many have evolved into long-term partnerships.

If there is one philosophy that seems to follow Alexis through every part of his work, it’s this: never burn bridges.

His advice is simple.

Answer your phone.
Do what you said you would do.
Never burn bridges.
Your reputation is built on consistency.

That relationship-first mindset has also shaped the way What Rebates operates. The company is completely brand agnostic, meaning it doesn’t have to push a particular light, racking system, HVAC solution, or piece of equipment. Instead, the team can look at the project objectively, understand what the cultivator is trying to accomplish, and help identify the solution that makes the most sense.

That neutrality has become one of the company’s biggest strengths.

It allows What Rebates to bring companies that might traditionally be competitors to the same table and get them focused on the same objective: helping the customer build a better facility.

Over the years, that philosophy has helped Alexis build connections across nearly every part of facility development, from architects, engineers, and MEPs to consultants, contractors, installation teams, lighting, racking, HVAC, dehumidification, controls, and other equipment manufacturers.

As a result, What Rebates has grown into something much larger than its name might suggest.

It can be a resource throughout the entire development or retrofit process. And if something falls outside of the company’s direct scope, chances are Alexis knows someone who can help.

That network is particularly important in an industry where relationships matter.

“Cannabis is a surprisingly small industry,” Alexis says, and he’s seen firsthand how quickly a reputation can travel. Some of the people he works with today started as customers or partners and have become friends over the years.

For Alexis, that is one of the things that makes cannabis special.

As What Rebates has grown, Alexis has also grown as a leader.

In the early days, he was managing most aspects of the company himself. Today, What Rebates has a team dedicated to sales, business development, rebate processing, and project management.

That evolution has taught Alexis that leadership isn’t about having control over everything. It’s about setting a clear direction, removing obstacles, and trusting the people around you to do their jobs.

He believes strongly in leading by example. If you expect accountability, you have to hold yourself accountable. If you expect people to communicate, work hard, and take ownership, they need to see you doing the same.

But perhaps the bigger lesson has been learning to let go.

One mistake Alexis made early on was trying to do too much himself. When you’ve been involved in every part of building a company, it can be difficult to hand responsibilities over to someone else. Eventually, though, he realized that approach simply doesn’t scale.

You have to trust good people.

You have to give them real ownership.

And you have to be comfortable with the possibility that they might approach something differently than you would, and sometimes even better.

Watching that happen has become one of the most rewarding parts of leadership for Alexis. Seeing someone grow more confident, develop their expertise, take on more responsibility, and eventually teach others is something he doesn’t take for granted.

He is equally proud of the culture that has developed within What Rebates. It’s a relatively small team managing a significant number of projects across North America, which makes communication, accountability, and trust essential.

Everyone understands that what they do affects the rest of the team, and ultimately, the customers they serve.

The work What Rebates does has a very tangible impact on cultivators, particularly independent operators trying to make major investments in their facilities.

A lighting upgrade, HVAC system, dehumidification equipment, or other efficiency improvement can require a significant upfront investment. For some operators, that cost can be enough to delay or abandon a project altogether.

Identifying incentives that operators didn’t know existed can change that equation.

In some cases, What Rebates can help maximize those incentives or provide upfront financing against an expected rebate. In certain markets, qualifying equipment can potentially be brought down to little or no net cost after incentives.

But Alexis is quick to point out that the rebate itself isn’t the real goal.

The goal is the impact it creates.

Reducing energy consumption and operating costs can free up capital for other areas of the business. It can allow an operator to invest in better equipment, improve efficiency, become more competitive, and build a more sustainable operation.

That is what Alexis considers a successful project.

Not simply securing a rebate, but knowing the work created measurable value for the customer.

And that same philosophy extends into the broader community.

Education has always been a major part of What Rebates’ work. Alexis and his team participate in industry events and trade shows, speak on panels, and work with cultivators, manufacturers, distributors, consultants, and industry organizations to help operators understand what resources are available to them.

They also make introductions.

If a grower needs a contractor, an equipment manufacturer needs a new connection, or a consultant could benefit from knowing another professional, What Rebates is often willing to make the introduction, even when there isn't an immediate business opportunity attached to it.

Because for Alexis, strengthening the industry means strengthening the entire ecosystem.

That philosophy is part of what has made Minnesota particularly exciting for Alexis.

He has spent significant time in the state over the past year, meeting growers, attending events, visiting projects, and watching the market begin to take shape.

There is something unique about being involved in a cannabis market this early. Operators are still building their businesses, developing their brands, establishing relationships, and figuring out what Minnesota cannabis will ultimately look like.

Alexis sees a major opportunity to help those businesses think about efficiency from the beginning.

Minnesota has utility programs that can significantly reduce the cost of building and equipping a cultivation facility, and educating operators about those opportunities before major purchasing decisions are made can have a meaningful impact.

But beyond the incentives, Alexis is excited to see what Minnesota cultivators create.

Every market develops its own personality. It has its own growers, brands, products, and community. Being able to contribute while that identity is still being formed is something he finds especially exciting.

Over the next 12 to 24 months, Alexis wants to continue pushing What Rebates beyond what people traditionally think of as a rebate company.

Utility incentives will remain an important part of the business, but he sees a much larger opportunity around energy, financing, and facility solutions.

The company has already started expanding into areas including solar, battery storage, cogeneration, R&D tax credits, and broader energy consulting.

The goal is to look at an operation as a whole.

Instead of simply asking whether a project qualifies for a rebate, Alexis wants to ask where else value can be created.

Can energy consumption be reduced?
Can financing make the project possible?
Can a different technology improve the economics?
Can the right equipment lower long-term operating costs?

Those questions are becoming increasingly important as cannabis markets mature and margins tighten.

Alexis believes one of the biggest opportunities the industry is overlooking is everything that happens around cultivation, not just the plant itself.

Cannabis has historically focused heavily on increasing production, improving yields, and adopting the newest cultivation technology. But as operators become more disciplined about margins, operational efficiency is going to matter more.

Energy is one of the largest expenses for many indoor cultivation facilities, yet equipment is still sometimes evaluated primarily by purchase price instead of total cost of ownership.

That is a mindset Alexis believes needs to change.

Lighting, HVAC, dehumidification, controls, solar, battery storage, and cogeneration can all play a role in the long-term economics of a facility. At the same time, there is significant outside capital available through utility incentives, tax credits, financing programs, and other energy initiatives that the cannabis industry has historically underutilized.

Connecting those two worlds is where Alexis sees a tremendous amount of opportunity.

Alexis expects the next five years to bring continued consolidation and professionalization across the cannabis industry.

The industry has moved from a period where growth was the primary focus into a much more competitive environment where operators have to pay close attention to margins, efficiency, and execution.

He expects technology to play a major role, from automation and environmental controls to data, genetics, lighting, HVAC, and energy management.

But he also believes operators are becoming better at separating technology that genuinely improves an operation from technology that simply has good marketing behind it.

Energy strategy, in particular, will become increasingly important as facilities grow and utilities face greater pressure on the grid. On-site generation, battery storage, demand management, automation, and energy-efficient equipment will likely become increasingly common parts of facility planning.

At the same time, cannabis will continue borrowing knowledge from traditional agriculture, construction, finance, and energy.

That cross-pollination is exciting to Alexis because cannabis is still developing its own standards.

There isn't one universally accepted way to design, build, finance, or operate a cultivation facility. That leaves a lot of room for innovation, and for companies willing to challenge the way things have traditionally been done.

He believes the operators who remain open-minded, learn from other industries, and focus on measurable results will be positioned well for what comes next.

If Alexis could offer one piece of advice to someone entering the cannabis industry, it would be to come in with an open mind and be ready to learn.

Cannabis moves quickly, and there will always be someone who knows more than you about a particular part of the business.

Listen to growers. Ask questions. Visit facilities. Learn from the people who have been doing it longer.

And, perhaps most importantly, build relationships before trying to build business.

Some of the most valuable relationships in Alexis’s career started with conversations that had no immediate business opportunity attached to them. In a small, relationship-driven industry, reputation matters.

Answer your phone.

Do what you say you're going to do.

Never burn bridges.

And don’t expect everything to happen overnight.

For Alexis, contributing to the cannabis industry means bringing something real to the table. That could be cultivation, technology, finance, construction, energy, genetics, or any other area of expertise, but the value has to be genuine.

That mindset has been at the heart of his own journey.

From growing cannabis with his father for his mother nearly two decades ago, to building What Rebates into a company serving cultivators across North America, Alexis has continued to follow the same basic principles: stay curious, build relationships, solve problems, and follow through.

And while the free samples and trade show perks certainly aren't bad, the real reward is being part of an industry that continues to evolve.

For Alexis, What Rebates is ultimately about creating value wherever it can be found. Sometimes that means securing an incentive. Sometimes it means finding financing, introducing the right partner, identifying a better technology, or helping an operator understand an opportunity they didn't know existed.

Whatever the solution, his goal is the same: make the business better for the people on the other side of the table.

That commitment to being accessible, resourceful, and willing to connect people is what has helped Alexis build What Rebates, and what continues to make him a valuable part of the cannabis community.

Founded: 2023

Location: California

Three words that describe What Rebates: Reliable - Resourceful - Connected

What does your company do in one sentence? What Rebates helps cultivators reduce the cost of building, upgrading, and operating their facilities by combining utility incentives, energy consulting, financing, and equipment solutions.

Favorite cannabis industry event: Canna Connect Brainerd has honestly become one of my favorite industry events. I’ve always preferred smaller, more intimate shows because they create a much better environment for building real relationships. You actually have the opportunity to sit down with people, have meaningful conversations, and get to know the community rather than just exchanging business cards.

That being said, even if it has lost a little of its grandeur over the last few years, MJBizCon is still unavoidable. The sheer number of people from every corner of the industry who come together in one place makes it a unique event and one I always look forward to. 

Alexis's favorite Minnesota business: Trailhead Cannabis Company. I had the chance to stop by during one of my trips through Brainerd and later met some of their team at an event on Gull Lake. Great people, great energy, and a great representation of the Minnesota cannabis community.

Website: whatrebates.com

Instagram: @alexisdubourdieu

LinkedIn: Alexis Dubourdieu

Email: [email protected]

One last thing the Cannaverse should know: I’d probably just say: reach out.

One of my favorite parts of this industry has always been meeting people, exchanging ideas, and finding unexpected ways to work together. Some of the best relationships and opportunities we’ve built started with a simple conversation and no specific business attached to it.

If you’re a grower, manufacturer, distributor, consultant, or simply someone doing something interesting in the industry, I’m always happy to connect. If there’s a way we can help, we will, and if we can’t, there’s a good chance we know someone who can.

Cannabis has given me the opportunity to build a career around an industry that has fascinated me for most of my life, travel, meet incredible people, and contribute in my own way to its evolution. I’m extremely grateful for that, and I’m excited to see where the next chapter takes us.

And if you see me at Canna Connect Duluth, come say hi. I’ll answer my phone, but I’d much rather have the conversation in person.

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