Company: CELH
Filing Date: 2025-04-02
Form Type: PRE 14A
Source: 0001193125-25-071343
Chunk: 81

Company: Celsius Holdings, Inc.
Filing Date: 2025-04-02
Form: PRE 14A
Chunk 81
---
, 2025 and the Board approved on February 12, 2025, subject to stockholder approval at the Annual Meeting. No awards have been granted under the 2025 Plan, which will not become effective unless and until it is approved by our stockholders. The 2025 Plan will replace our existing 2015 Stock Incentive Plan (“2015 Plan”), which expires by its terms on April 30, 2025. Therefore, the Board believes that it is critical that our stockholders approve the 2025 Plan so that we may continue to grant equity awards to attract and retain key employees and non-employeedirectors and provide compensation that aligns the interests of those persons with those of our stockholders. In the event the 2025 Plan is not approved, our ability to grant equity awards will be materially limited, and will be required to use alternative forms of compensation such as cash, which could have an adverse impact on our recruitment and retention efforts as well as on our financial position. Why Stockholders Should Vote to Approve the 2025 Plan

| • |     | We must attract, retain and motivate talent at all levels. The ability to issue equity is fundamental to our compensation strategy and our ability to attract and retain top talent. Our continued success is dependent, in large part, on our ability to deliver market-relevant compensation to a highly motivated and mobile employee base with unique expertise. |

| • |     | We use equity compensation to align employee and stockholder interests. Equity compensation is a critical means of aligning the interests of our employees with those of our stockholders. Our employees, particularly our senior executives, are motivated under our current equity compensation programs to drive the business to maximize returns over the long-term. |

| • |     | Granting equity awards allows us to utilize cash more effectively. As described above, we compete for critical talent in a very competitive labor market. As a result, if we were not able to offer equity compensation, we will have to increase our cash compensation in order to continue to attract and retain employees who are critical to our business and creating stockholder value. Cash compensation would not provide the same benefits as equity compensation and would limit cash available for other purposes. |

| • |     | The 2025 Plan reflects what we believe to be the best practices in equity compensation. |

| ○ |     | Appropriately Sized Share Pool. The number of shares of our common stock that may be awarded under the 2025 Plan is 6