John Fieldly

President, CEO, Chairman of the Board at Celsius Holdings

Board

Since April 2018

Age

44 years

Education

Holds a Bachelor of Science degree in Accounting from the University of South Florida.

Tenure

Joined CELH in January 2012 as Chief Financial Officer, later served as Interim CEO and CFO from March 2017 to March 2018, was appointed as CEO in April 2018, and assumed the role of Chairman of the Board in August 2021.

Also at Celsius Holdings

Jarrod Langhans

Chief Financial Officer

Kyle Watson

Chief Marketing Officer

Paul Storey

Chief Supply Chain Officer

About

John Fieldly is a seasoned executive with deep financial expertise and a background as a Certified Public Accountant in Florida, which has shaped his successful career journey.

He built his foundation by earning a Bachelor of Science degree in Accounting from the University of South Florida, and he later honed his skills through leadership roles in retail financial management and at companies like Eckerd and Lebhar-Friedman.

At CELH, his strategic leadership has been instrumental in transforming the company, first as Chief Financial Officer from January 2012, then as Interim CEO and CFO during a transitional phase, and ultimately as CEO since April 2018. His guidance has driven significant growth, operational improvements, and key partnerships that have solidified CELH’s market presence.

$CELH Performance Under John Fieldly

Past Roles

Organization	Role	Date Range	Details
Celsius Holdings, Inc.	Interim Chief Executive Officer and Chief Financial Officer	March 2017 - March 2018	Held dual role prior to becoming President, CEO, and Chairman
Celsius Holdings, Inc.	Chief Financial Officer (CFO)	2012 - 2017	Served as CFO before his interim dual role
Celsius Holdings, Inc.	Member of the Board of Directors	March 2017 - August 2020*	Served as non-chair board member before being appointed Chairman (inferred from context)
Lebhar-Friedman	Leadership Role	N/A	Held a leadership role prior to joining CELH
Oragenics, Inc.	Leadership Role	N/A	Held a leadership role prior to joining CELH
Eckerd Drugs, Inc.	Leadership Role	N/A	Held a leadership role prior to joining CELH

Fixed Compensation

Data from FY 2024

Component Name	Amount	Payment Schedule	Additional Details
Base Salary	$850,000	Payable in installments (at least monthly)	Subject to periodic review by the Board; consistent with the Company's practice for its other executives

Performance Compensation

Data from FY 2024

Annual Cash Bonus

Metric	Details
Target Bonus	100% of base salary: $850,000
Breakdown	75% tied to financial goals (e.g., revenue, gross profit, adjusted EBITDA) ; 25% tied to organizational & individual performance goals
Performance Levels	Threshold: 50% payout at 80% target performance ; Target: 100% payout at 100% performance ; Maximum: 150% payout when performance is 116% or above
Evaluation Period	Calendar year 2024; payouts finalized post receipt of audited financial statements
Payout Cap	Maximum payout capped at 150% of the target bonus (i.e., up to $1,275,000)

Annual Equity Awards

Metric	Details
Grant Date	January 1, 2024
Grant Date Target Value	$3,000,000 for the long-term incentive award
Award Plan	Issued under the 2015 Stock Incentive Plan (or its successor)
Vesting Schedule	Not explicitly detailed for 2024; prior awards (e.g., RSUs) typically vested in equal installments over three years
Performance Metrics	Specific performance metrics (e.g., financial targets, TSR) for 2024 are not provided; prior metrics have included such financial and strategic organizational goals
Conditions	Subject to Board approval and the plan’s terms; may include double-trigger change-in-control provisions

Note: Some details such as exact performance metric thresholds for equity awards and grant date fair value/stock price are not disclosed in the documents.