Celsius Holdings, Inc. (CELH): History, Ownership, Mission, How It Works & Makes Money

Ever wondered how Celsius Holdings, Inc. (CELH), has become a significant player in the competitive energy drink market? In 2024, the company reported a record $1.36 billion in revenue, reflecting a 3% increase year-over-year, driven by strong consumer demand for its functional beverages. With innovative product lines and strategic acquisitions, like the planned acquisition of Alani Nu for $1.8 billion, Celsius is poised to further disrupt the industry, but how exactly did they get here and what's their secret sauce? Keep reading to explore the history, ownership, mission, operational mechanics, and revenue streams that define Celsius Holdings.

Celsius Holdings, Inc. (CELH) History

Celsius Holdings, Inc. Founding Timeline

Year established

The company was established in April 2004.

Original location

The original location was in Boca Raton, Florida.

Founding team members

The founding team included:

• Steve Haley
• Janica Lane
• John Fieldly (current CEO)

Initial capital/funding

Initially, the company was funded with $2.5 million from private investors.

Celsius Holdings, Inc. Evolution Milestones

Celsius Holdings, Inc. Transformative Moments

• Strategic Partnership with PepsiCo: The 2022 partnership with PepsiCo marked a transformative moment. This deal not only provided a significant capital infusion of $550 million but also leveraged PepsiCo's extensive distribution network, dramatically increasing product availability and market penetration.
• Leadership of John Fieldly: The appointment of John Fieldly as CEO was pivotal. His strategic vision and focus on innovation and market expansion drove substantial growth and positioned the company as a key player in the energy drink market.
• Focus on Health and Wellness: By focusing on beverages that offer health benefits, the company tapped into a growing market of health-conscious consumers. This strategic positioning helped differentiate it from traditional energy drinks.

To gain further insights into the company's guiding principles, check out: Mission Statement, Vision, & Core Values of Celsius Holdings, Inc. (CELH).

Celsius Holdings, Inc. (CELH) Ownership Structure

Celsius Holdings, Inc. has a mix of institutional, insider, and retail ownership, influencing its governance and strategic direction.

Celsius Holdings, Inc.'s Current Status

Celsius Holdings, Inc. is a publicly traded company, meaning its shares are available for purchase on the stock market by the general public. It is listed on the Nasdaq Stock Market under the ticker symbol CELH.

Celsius Holdings, Inc.'s Ownership Breakdown

The ownership of Celsius Holdings, Inc. is distributed among various types of shareholders. Here's a general overview:

Celsius Holdings, Inc.'s Leadership

The leadership team is responsible for the strategic direction and operational management of the company. Key members of the leadership team as of April 2025 may include:

• John Fieldly: Chief Executive Officer
• Jarrod Langhans: Chief Financial Officer
• Caroline Levy: Executive Vice President

These individuals, along with other executives and board members, guide the company's strategic initiatives and oversee its financial performance. For more insights, check out: Breaking Down Celsius Holdings, Inc. (CELH) Financial Health: Key Insights for Investors

Celsius Holdings, Inc. (CELH) Mission and Values

The company is committed to innovating and providing unique essential and functional energy products with efficacious ingredients. This commitment is reflected in their mission to be the leading global fitness and energy drink brand.

Celsius Holdings, Inc. Core Purpose

Official mission statement

The official mission statement is: To be the leading global fitness and energy drink brand, offering proprietary, proven and innovative formulas that drive performance and are an essential part of people's daily lives.

• The company focuses on creating unique and effective energy drinks.
• They aim to make their products an integral part of consumers' routines.

Vision statement

While a specific, distinct vision statement is not explicitly declared, the vision can be inferred from their actions and goals:

• To innovate continually and expand their product line to meet diverse consumer needs.
• To extend their global presence, making Celsius a household name worldwide.
• To lead in the health and fitness beverage sector by providing scientifically-backed products.

Company slogan/tagline

The primary slogan is 'Live Fit.'

• This tagline encapsulates the brand's focus on fitness and active lifestyles.
• It communicates the company's goal to help consumers achieve their health and wellness objectives.

To gain more insights into the financial aspects, check out: Breaking Down Celsius Holdings, Inc. (CELH) Financial Health: Key Insights for Investors

Celsius Holdings, Inc. (CELH) How It Works

Celsius Holdings, Inc. specializes in commercializing and marketing calorie-burning fitness beverages and products. The company's primary offering is a range of ready-to-drink Celsius beverages, which are designed to boost metabolism and burn body fat through thermogenesis.

Celsius Holdings' Product/Service Portfolio

Celsius Holdings' Operational Framework

Celsius Holdings operates through a multifaceted approach that integrates product development, marketing, and distribution to deliver its fitness beverages to consumers. The company focuses on:

• Product Innovation: Continuously developing new flavors and product lines to meet consumer preferences and market demands.
• Strategic Marketing: Utilizing social media, influencer partnerships, and targeted advertising to promote brand awareness and product benefits.
• Extensive Distribution Network: Distributing products through a variety of channels, including:
  • Retail stores (grocery, convenience, and specialty stores)
  • Online platforms (e-commerce sites and direct-to-consumer sales)
  • Gyms and fitness centers
  • Distributors
• Quality Control: Ensuring high standards of product quality and safety through rigorous testing and compliance with industry regulations.
• Supply Chain Management: Optimizing the supply chain to ensure efficient production and timely delivery of products to meet consumer demand.

To further understand the core values, mission, and vision that guide Celsius Holdings, refer to: Mission Statement, Vision, & Core Values of Celsius Holdings, Inc. (CELH).

Celsius Holdings' Strategic Advantages

Celsius Holdings has several strategic advantages that contribute to its market success:

• Unique Product Formulation: The proprietary blend of ingredients in Celsius beverages is clinically proven to boost metabolism and burn calories.
• Strong Brand Positioning: As a leading fitness beverage, Celsius has cultivated a strong brand image associated with health, energy, and performance.
• Effective Marketing Strategies: The company's targeted marketing campaigns and influencer partnerships have helped to drive brand awareness and consumer engagement.
• Versatile Distribution Channels: Celsius's extensive distribution network ensures that its products are readily available to consumers across various retail and online platforms.
• Growing Market Demand: The increasing consumer focus on health and wellness has fueled demand for Celsius beverages, driving revenue growth and market expansion.

As of the fiscal year 2024, Celsius Holdings reported a revenue increase of 43% to $1.33 billion, with gross profit increasing to $607 million from $346 million the previous year. These figures highlight the company's strong financial performance and growing market presence.

Celsius Holdings, Inc. (CELH) How It Makes Money

Celsius Holdings, Inc. primarily generates revenue through the development, marketing, sale, and distribution of functional drinks and liquid supplements.

Celsius Holdings, Inc. Revenue Breakdown

The revenue streams can be broken down by geography and product type. While specific percentages for fiscal year 2024 are not available, the following table provides a generalized overview based on available information and historical trends:

Celsius Holdings, Inc. Business Economics

The business economics of Celsius Holdings, Inc. are influenced by several factors:

• Pricing Strategy: Premium pricing is used, reflecting the perceived value of its health-focused benefits.
• Distribution Network: Celsius utilizes a wide distribution network, including direct store delivery (DSD), distributors, and e-commerce platforms.
• Ingredient Costs: The cost of ingredients and raw materials impacts profitability.
• Marketing Expenses: Significant investment in marketing and branding drives consumer awareness and demand.
• Manufacturing Costs: Efficiency in manufacturing processes affects the cost of goods sold.

Celsius Holdings, Inc. Financial Performance

Key aspects of Celsius Holdings, Inc.'s financial performance include:

• Revenue Growth: The company has experienced substantial revenue growth in recent years, driven by increased demand for its products. For example, net revenue increased by 94% to $385 million in the third quarter of 2023, from $198.7 million in the prior year quarter.
• Gross Margin: Gross margin is a critical indicator of profitability. In the third quarter of 2023, gross profit increased to $178.5 million from $84.2 million in the prior year quarter. Gross margin increased to 46.4% from 42.4% in the prior year quarter.
• Operating Expenses: Operating expenses include selling, marketing, and administrative costs. These expenses are significant as the company invests in expanding its market presence.
• Net Income: Net income reflects the company's overall profitability after all expenses.
• Cash Flow: Strong cash flow from operations supports investments in growth initiatives and shareholder value.

To gain a deeper understanding of the company's financial health, refer to this analysis: Breaking Down Celsius Holdings, Inc. (CELH) Financial Health: Key Insights for Investors

Celsius Holdings, Inc. (CELH) Market Position & Future Outlook

Celsius Holdings is strategically positioned for continued growth, leveraging its innovative fitness-drink offerings and expanding distribution network. The company's future outlook appears positive, driven by increasing consumer demand for healthier energy drink alternatives and successful partnerships to penetrate new markets.

Competitive Landscape

Opportunities & Challenges

Industry Position

Celsius Holdings has carved out a significant niche in the energy drink market by focusing on health-conscious consumers. Its position is strengthened by:

• A unique thermogenic formula that appeals to fitness enthusiasts.
• Strategic distribution agreements with major retailers like Target and Walmart.
• Effective marketing campaigns targeting active lifestyle consumers.

For more insights into the financial standing of the company, check this out: Breaking Down Celsius Holdings, Inc. (CELH) Financial Health: Key Insights for Investors