Company: CELH
Filing Date: 2025-04-14
Form Type: DEF 14A
Source: 0001193125-25-080192
Chunk: 44

Company: Celsius Holdings, Inc.
Filing Date: 2025-04-14
Form: DEF 14A
Chunk 44
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 determine whether compensation is in line with the market to better reflect our industry, business focus and increased size                                                                                                                                                                                           |     | Improved Governance Practices/ Policies   •  Adopted a compensation clawback policy in line with SEC and Nasdaq requirements •  Established stock ownership requirements, applying to all NEOs and non-employee directors •  Entered into new employment agreements with our CEO and CFO which align their severance arrangements to market-competitive norms •  Adopted a new equity compensation plan subject to stockholder approval at this year’s Annual Meeting, with stockholder-friendly enhancements including double trigger change-in-control provisions and elimination of the evergreen provision •  Adopted a market-aligned executive severance and change in control plan that covers top executives |     |                                                                                                                                                                                                                                                                                                                                                                       |

| 2025 PROXY STATEMENT |     | 29 |

COMPENSATION DISCUSSION AND ANALYSIS Compensation Philosophy and Best Practices Our Compensation Committee has established three key principles that provide the framework for our executive compensation program:

| Attract and retain highly qualified and experienced executives 
 Motivate executives to                                         
 achieve strategic goals                                        |     | •   Peer group and compensation survey data is used to help ensure compensation is market-competitive.   •   A majority of incentive compensation is paid only if an executive continues to perform services for the Company over multi-year periods.                                                                                                                                                                                     
 •   Annual incentive bonus is tied to short-term financial objectives and individual measures related to the achievement of strategic objectives.   •   Awards under our new long-term performance plan adopted in 2024 tied to long-term revenue growth and stock price improvement   •   The majority of performance-based awards granted in 2022 following the PepsiCo transaction vested only upon completion of critical milestones. |
|:---------------------------------------------------------------|:----|:------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|
| Encourage and reward delivery of stockholder value             |     | •   Long-term incentives are in the form of Restricted Stock Units (“RSUs”) and PSUs.   •   Awards under our new long-term performance plan adopted in 2024 are measured over three years and require sustained performance.                                                                                                                                                                                                              |

We seek to reinforce equity ownership and entrepreneurialism by our executives, align their interests with those of our stockholders and link compensation