Company: CELH
Filing Date: 2025-04-14
Form Type: DEF 14A
Source: 0001193125-25-080192
Chunk: 53

Company: Celsius Holdings, Inc.
Filing Date: 2025-04-14
Form: DEF 14A
Chunk 53
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     | Expanded into at least two new markets |

| • |     | Built a strategy on margin improvement |

| • |     | Continued to manage investor and stockholder relationships |

| • |     | Continued to manage the PepsiCo partnership |

| ❖ | 2024 Individual Achievements for Jarrod Langhans: 106% payout (percentage of target) |

| • |     | Streamlined certain internal functions and migrated to newer systems |

| • |     | Continued to strengthen internal controls |

| • |     | Developed a uniform treasury management and banking strategy |

| • |     | Executed operational efficiency plans in Ireland |

| • |     | Rolled out a monthly review process for international markets |

| ❖ | 2024 Individual Achievements for Tony Guilfoyle: 110% payout (percentage of target) |

| • |     | Increased average SKU store count |

| • |     | Increased ARP by liquid ounce |

| • |     | Maintained target ACV |

| • |     | Led numerous successful product launches and promotional activities |

| • |     | Surpassed Canada case volume sales target |

| ❖ | 2024 Individual Achievements for Paul Storey: 130% payout (percentage of target) |

| • |     | Implemented value chain transformation |

| • |     | Continued expansion ofco-packingnetwork to support US growth |

| • |     | Implemented logistics dashboard to improve visibility |

| • |     | Continued global supply chain implementation |

| ❖ | 2024 Individual Achievements for Richard Mattessich: 130% payout (percentage of target) |

| • |     | Ensured compliance with SEC and Nasdaq filing requirements |

| 2025 PROXY STATEMENT |     | 39 |

COMPENSATION DISCUSSION AND ANALYSIS

| • |     | Improved internal Board and Committee governance processes |

| • |     | Established asize-appropriatecorporate insurance coverage program |

| • |     | Developed a strong legal team |

The following summarizes 2024 annual cash incentive payouts to our NEOs based on the achievement of the financial performance metrics and the non-financialorganizational and individual goals:

| NEO        |     | Total % ofTarget Achieved |     | ActualAward Amount |
| Fieldly    |     | 44%                       |     |           $459,800 |
| Langhans   |     | 39%                       |     |            $97,500 |
| Guilfoyle  |