Who Owns Celsius Company?

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Who Owns Celsius Holdings, Inc.?

Understanding the ownership of Celsius Holdings, Inc. is key to grasping its strategic direction and market influence. A significant development was PepsiCo's strategic investment in 2022, which bolstered its distribution and market presence.

This insight into ownership illuminates the company's decision-making, long-term vision, and resilience in the competitive functional beverage sector.

Celsius Holdings, Inc., founded in 2004, is a global functional beverage company. In 2024, it reported $1.36 billion in revenue, a 3% increase year-over-year, and held an 11.8% share of the U.S. energy drink market by December 29, 2024. Its market capitalization was around $9.8 billion as of June 30, 2024. The company's product line includes beverages designed to boost metabolism and energy. For a deeper look at the external factors influencing the company, see the Celsius PESTEL Analysis.

Celsius Holdings, Inc. was established in April 2004, initially known as Elite FX, Inc. The founding group included Steve Haley, Janica Lane, and John Fieldly, who is the current CEO. Some accounts also name Greg Horn and Irina Lorenzi as co-founders. Steve Haley was instrumental in co-founding Elite FX, Inc. and served as its chief executive. The company's early development was supported by approximately $2.5 million in initial capital, raised from private investors, angel investors, and private placements, fueling the research and development of its unique thermogenic formula.

Founding Team

The company's inception involved a core group of founders, with Steve Haley playing a significant role as co-founder and CEO of the initial entity.

Early Funding Sources

Initial capital was secured through a mix of private investors, angel investors, and private placements, totaling around $2.5 million.

Product Development Focus

The early funding was crucial for the research and development of the company's distinctive thermogenic formula.

Key Early Investor

Carl DeSantis was a significant early backer, providing a $3 million credit line in 2010 to support product advertising.

Investor Support

DeSantis also offered advisory support and assisted with leadership transitions during challenging periods for the company.

Ownership Concentration

Early ownership was primarily held by the founding team and initial private investors who supported the functional beverage concept.

While precise equity distribution details from the company's inception are not publicly disclosed, the initial ownership structure was concentrated among the founding team and the early private investors who championed the functional beverage concept. Carl DeSantis emerged as a notable early supporter, investing throughout the company's growth and providing a $3 million credit line in 2010 to fund advertising for new products. DeSantis also contributed by advising the Celsius team and aiding in leadership changes in 2012 when the company encountered difficulties in meeting its business objectives. Information regarding early agreements, such as vesting schedules or buy-sell clauses, is not readily available in public records. Understanding the Revenue Streams & Business Model of Celsius provides context for the early investment and ownership dynamics.

Early Ownership Structure

The initial ownership of Celsius Holdings, Inc. was concentrated among its founders and early private investors who believed in the company's vision.

• Founders: Steve Haley, Janica Lane, John Fieldly, Greg Horn, Irina Lorenzi
• Early Investors: Private investors, angel investors
• Key Backer: Carl DeSantis
• Funding: Approximately $2.5 million initial capital
• Investor Support: Provided credit lines and advisory roles

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Celsius Holdings, Inc. became a publicly traded entity on Nasdaq in 2017, marking a significant shift in its ownership landscape. A pivotal moment arrived in 2022 with a strategic investment from PepsiCo, which acquired a minority stake, bolstering Celsius’s capital and distribution capabilities.

As of August 20, 2025, Celsius Holdings (US:CELH) is held by 992 institutional owners and shareholders, who collectively possess 209,880,516 shares. Institutional investors, as of April 2025, accounted for 57.49% of the company's total shares. This significant institutional backing, alongside substantial insider ownership, plays a critical role in shaping the company's strategic direction and governance. Carl DeSantis remains the largest individual shareholder, holding a considerable 41.87% stake, underscoring the influence of founding members on the company's trajectory. Understanding the Growth Strategy of Celsius requires acknowledging the impact of these major stakeholders.

Key Ownership Dynamics

The ownership structure of Celsius Holdings is characterized by a blend of strategic corporate investment, significant institutional holdings, and substantial insider stakes.

• PepsiCo's 2022 investment of $550 million established it as a key strategic partner.
• Institutional investors collectively hold over half of the company's shares as of April 2025.
• Carl DeSantis, the largest individual shareholder, maintains a controlling interest.
• Insider ownership, including that of other DeSantis family members and key executives, significantly influences company decisions.
• The concentration of ownership among a few major entities suggests a strong influence on corporate governance and future strategic decisions.

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The Board of Directors for Celsius Holdings, Inc. is instrumental in the company's governance, reflecting its ownership dynamics and strategic direction. Key members include John Fieldly, serving as President, Chairman, and CEO, alongside Hal Kravitz as Independent Lead Director. Other directors are Cheryl S. Miller, Caroline Levy, Damon DeSantis, Joyce Russell, Nick Castaldo, Hans Melotte, and Israel Kontorovsky.

Hans Melotte joined the board in September 2024, bringing significant experience from the consumer goods industry. Israel Kontorovsky was appointed in October 2024, representing a strategic investor's interest as PepsiCo's nominee, succeeding Jim Lee. This board composition highlights the influence of major shareholders, such as PepsiCo, in shaping the company's leadership and strategic decisions. Understanding the Marketing Strategy of Celsius can provide further context on how these directors influence the company's direction.

Board and Shareholder Influence

Shareholders of record as of April 1, 2025, held voting rights for the Annual Meeting. The voting power is generally based on a one-share-one-vote principle.

• As of April 1, 2025, there were 257,734,354 shares of common stock outstanding.
• Executive officers, directors, and principal shareholders collectively held approximately 49.6% of the total voting power.
• This concentration of ownership allows for significant influence over board composition and shareholder resolutions.
• No recent major activist investor campaigns or proxy battles have been publicly reported.

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Celsius Holdings, Inc. has seen substantial shifts in its ownership landscape over the past few years, marked by strategic acquisitions and notable insider transactions. The company's trajectory is increasingly influenced by its expansion within the functional beverage market.

Recent insider trading activity provides insight into executive ownership trends. For instance, CFO Jarrod Langhans sold a total of 10,000 shares in August 2025 under a trading plan. Caroline S. Levy also divested 70,000 shares in Q2 2025, and a Form 144 filing on June 30, 2025, indicated a proposed sale of 130,803 shares by another insider. These transactions reflect individual decisions within the broader ownership structure.

Institutional Investor Activity

As of August 21, 2025, 314 institutional investors increased their holdings in Celsius Holdings. Conversely, 301 institutions reduced their positions in the most recent quarter.

Notable Q2 2025 Institutional Changes

Vanguard Group Inc. added 2,683,596 shares, an 18.3% increase. Morgan Stanley reduced its stake by 2,590,280 shares, a 36.7% decrease. Norges Bank significantly decreased its holdings by 2,469,650 shares, an 89.6% reduction.

Stock Performance and Growth

The company's stock price demonstrated robust growth, rising by 50.07% from $41.28 on August 21, 2024, to $61.95 on August 20, 2025. This growth aligns with the company's strategic focus on international expansion.

Financial Performance Highlights

In Q2 2025, Celsius reported revenue of $739.3 million, marking an impressive 84% increase year-over-year. The acquisition of Alani Nu is expected to further bolster these figures and enhance the company's market position. Understanding the Mission, Vision & Core Values of Celsius provides context for these strategic moves.

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