Who Owns Celsius Company?

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Who Owns Celsius?

Ever wondered about the driving force behind one of the fastest-growing beverage brands? Understanding who holds the reins of Celsius Holdings, Inc. offers crucial insights into its market strategy and future trajectory. The company's journey has seen significant shifts in its ownership landscape, particularly with a major strategic investment that reshaped its market presence.

Celsius Holdings, Inc., established in 2004, has rapidly become a dominant player in the functional beverage sector, aiming to provide healthier energy alternatives. As of early 2025, the company reported impressive revenues of $1.36 billion for 2024, a testament to its growing market share, which stood at approximately 11% of the $19 billion energy drink industry. This growth trajectory is closely linked to its ownership structure and strategic partnerships, including a significant investment from PepsiCo in 2022 that bolstered its distribution capabilities and market reach, making products like Celsius BCG Matrix more accessible.

The ownership of Celsius Holdings, Inc. is a dynamic mix of founders, early investors, institutional shareholders, and strategic partners. While the founders laid the initial groundwork, the company's expansion and market penetration have been significantly influenced by its public listing and the subsequent influx of capital from major entities. Examining the evolution of Celsius Network ownership reveals how different stakeholders have shaped its path, from its early days to its current status as a publicly traded entity with a substantial market capitalization, estimated around $9 billion as of August 2024. This analysis will explore the key players and their stakes, shedding light on who controls Celsius Network and its strategic direction.

Celsius Holdings, Inc. began its corporate journey in April 2004, initially established under the name Elite FX, Inc. The founding vision was to carve a niche in the beverage market by developing functional alternatives, rather than directly competing with established energy drink brands. The core idea revolved around creating beverages designed to support calorie burning, which ultimately led to the development of the Celsius drink.

The initial capital infusion for the company amounted to $2.5 million, raised from private investors. While precise details regarding the initial equity distribution among the founders are not publicly disclosed, early ownership was primarily held by the founding team and these initial private backers who supported the functional beverage concept. By 2007, the company received significant backing from entrepreneurs within the vitamin industry, which was instrumental in advancing product development and marketing initiatives. Information concerning early agreements, such as vesting schedules or buy-sell clauses, is not publicly detailed.

Carl DeSantis played a pivotal role as an early investor, offering guidance and assisting with leadership transitions. His involvement ultimately resulted in a substantial return, with him earning $1.2 billion from a 31% stake in Celsius Holdings. This early investment and strategic input were crucial in shaping the company's trajectory.

Founding Team

The company was founded by Steve Haley, Janica Lane, and John Fieldly, who is also the current CEO.

Initial Capital

The venture was launched with an initial capital of $2.5 million, secured from private investors.

Early Vision

The founders aimed to innovate in the beverage industry by offering healthy, functional alternatives.

Key Early Investor

Carl DeSantis was an early investor who provided crucial advice and support, eventually realizing a significant return on his investment.

Product Focus

The company's initial focus was on developing and marketing beverages designed to burn calories.

Vitamin Industry Support

By 2007, the company received substantial backing from vitamin industry entrepreneurs, aiding product development and marketing.

Founders and Early Investment Landscape

The initial ownership structure of Celsius Holdings, Inc. was concentrated among its founders and early private investors. While specific share percentages from inception are not publicly detailed, the company's early growth was significantly fueled by strategic investments, including substantial backing from vitamin industry entrepreneurs by 2007. Carl DeSantis's early investment of capital and strategic guidance was particularly impactful, leading to his substantial financial return and underscoring the importance of early financial backing in the company's formative years. Understanding these early dynamics is key to grasping the Mission, Vision & Core Values of Celsius.

• Founding date: April 2004
• Initial company name: Elite FX, Inc.
• Founders: Steve Haley, Janica Lane, John Fieldly
• Initial capital raised: $2.5 million
• Key early investor: Carl DeSantis
• DeSantis's stake and return: 31% stake, earning $1.2 billion

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The ownership journey of Celsius Holdings, Inc. has seen considerable shifts since its inception, culminating in a landscape where institutional investors play a dominant role. Following its Nasdaq listing in 2017, the company's equity structure has evolved, with a significant portion now held by various investment management firms, mutual funds, and index funds as of early 2025. These entities collectively represent a substantial block of voting power, influencing the company's strategic direction.

A landmark event that reshaped Celsius's ownership was the strategic investment by PepsiCo, announced in August 2022. This collaboration saw PepsiCo inject $550 million for a minority equity stake, securing approximately 8.5% ownership. This infusion of capital, coupled with the leverage of PepsiCo's vast distribution network, has been instrumental in expanding Celsius's market reach and product availability, a key aspect of its Target Market of Celsius. As of March 31, 2025, the company's market capitalization stood just under $14 billion as of June 2024, underscoring its significant market presence.

The collective holdings of these major institutional investors, totaling 185,317,795 shares as of July 18, 2025, highlight the significant influence these entities wield over Celsius Holdings, Inc. This concentration of ownership among large financial institutions shapes the company's governance and strategic decision-making processes.

Key Ownership Insights

Institutional investors are the primary holders of Celsius stock, wielding substantial voting power. PepsiCo's strategic investment in August 2022 significantly altered the ownership landscape.

• Major institutional shareholders include AllianceBernstein, BlackRock, and Vanguard.
• These institutions collectively held over 185 million shares as of July 18, 2025.
• PepsiCo holds an approximate 8.5% minority equity stake.
• The company's market capitalization was nearly $14 billion as of June 2024.

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The Board of Directors at Celsius Holdings is responsible for guiding the company's strategic path and ensuring sound governance. As of early 2025, this board comprises a blend of independent directors and representatives connected to significant stakeholders. A notable development occurred in 2022 when PepsiCo made an investment, which granted them the privilege of appointing one non-voting member to the board, thereby offering valuable insights into Celsius's operational activities.

The executive leadership team, as of April 2025, features key individuals such as John Fieldly, who serves as Chief Executive Officer and Chairman. Jarrod Langhans holds the position of Chief Financial Officer, and Caroline Levy is the Executive Vice President. The roster of independent directors, as of 2021, included Hal Kravitz as Lead Independent Director, William H. Milmoe as Chairman Emeritus, Nicholas A. Castaldo, Cheryl Scully Miller, Joyce Russell, and Damon DeSantis. Further strengthening the board, Israel Kontorovsky and Hans Melotte were appointed as independent directors in 2024.

Regarding the voting structure, holders of Celsius Holdings' common stock typically possess one vote per share for all matters presented to shareholders. The company's articles of incorporation permit the issuance of up to 300 million shares of common stock, a figure adjusted following a 3-for-1 stock split that became effective on November 15, 2023. As of April 1, 2025, there were 257,734,354 shares of common stock issued and outstanding, all eligible to vote. It is important to note that common stock shareholders do not have cumulative voting rights, which means a majority of shares can indeed elect all directors. Certain affiliated stockholders may hold significant influence over the company's corporate decisions, impacting the overall control and direction of Celsius Holdings. Understanding this voting power is crucial for comprehending the Growth Strategy of Celsius.

Voting Power Dynamics

Shareholders of Celsius Holdings have voting rights tied to their common stock holdings. The company's structure allows for a substantial number of authorized shares.

• Each share of common stock grants one vote.
• A 3-for-1 stock split occurred in November 2023.
• As of April 1, 2025, over 257 million shares were outstanding and eligible to vote.
• Lack of cumulative voting means a majority can elect all directors.

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In the last three to five years, Celsius Holdings' ownership structure has seen significant evolution, largely influenced by its aggressive growth strategy and key partnerships. A pivotal moment occurred in August 2022 when PepsiCo made a strategic investment, acquiring an 8.5% stake for $550 million. This infusion of capital not only bolstered Celsius's financial standing but also secured a preferred distribution agreement, substantially expanding the company's market reach. This partnership has been instrumental in Celsius's expansion, pushing its all-commodity value percentage in the convenience channel to 98.7% by the end of 2024, a remarkable increase from 63% in Q2 2022. This strategic move has clearly enhanced Celsius's market penetration and growth trajectory.

Further solidifying its market position, Celsius announced in February 2025 its intention to acquire Alani Nutrition LLC (Alani Nu) for $1.8 billion, a transaction expected to conclude in the second quarter of 2025. This acquisition is designed to forge a leading platform in the 'better-for-you' functional lifestyle sector, uniting two rapidly expanding energy drink brands. Complementing these strategic moves, Eric Hanson was appointed President and Chief Operating Officer in March 2025. The company's financial health is robust, with record revenue of $1.36 billion reported for the full year 2024, representing a 3% increase and contributing 30% to overall category growth. As of March 31, 2025, Celsius maintained $977 million in cash and equivalents with minimal debt, a position significantly strengthened by PepsiCo's investment. This financial stability supports its ambitious growth plans and demonstrates a strong operational foundation. The company's Marketing Strategy of Celsius has been a key driver in its recent success.

The ownership trends indicate a growing influence of institutional investors, reflecting confidence in the company's strategic direction and market performance. The substantial equity investment by PepsiCo has not only provided financial resources but also strategic distribution advantages, significantly expanding Celsius's market footprint. This blend of strategic partnerships and internal growth initiatives, such as the planned acquisition of Alani Nu, positions Celsius for continued expansion in the functional beverage market.

PepsiCo's Strategic Investment

PepsiCo acquired an 8.5% stake in Celsius Holdings in August 2022 for $550 million. This partnership significantly enhanced Celsius's distribution capabilities and market access.

Acquisition of Alani Nu

Celsius announced plans in February 2025 to acquire Alani Nutrition LLC for $1.8 billion. This move aims to create a leading 'better-for-you' functional lifestyle platform.

Increased Institutional Ownership

As of March 31, 2025, institutional investors held 58.26% of Celsius's outstanding shares. This indicates strong backing from major financial entities.

Financial Performance and Stability

The company reported $1.36 billion in revenue for 2024, with $977 million in cash and equivalents as of March 31, 2025. This financial strength supports ongoing expansion and strategic initiatives.

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