Company: CELH
Filing Date: 2025-04-02
Form Type: PRE 14A
Source: 0001193125-25-071343
Chunk: 43

Company: Celsius Holdings, Inc.
Filing Date: 2025-04-02
Form: PRE 14A
Chunk 43
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 direct pay levels (salary plus target annual incentive plus target long-term incentives) for any of our NEOs effective Q1 2025. Continued Evolution of Compensation and Governance Practices Since 2022, we have been evolving our compensation and governance practices as the Company has grown. The Compensation Committee’s objective for our NEO compensation program is to align executive compensation with the Company’s achievement of its strategic objectives, its financial performance and the creation of long-term value for our stockholders. In designing our NEO compensation program, the Compensation Committee is mindful of our key stakeholders’ perspectives on executive compensation. After receiving a low approval on our advisory vote on executive compensation at our 2022 annual meeting of stockholders, we undertook a thorough examination of our executive compensation program and made changes intended to improve the program. A summary of the changes made to our executive compensation program in 2022-2024 is outlined below:

| 28 |     | 2025 PROXY STATEMENT |

COMPENSATION DISCUSSION AND ANALYSIS

| Executive Compensation Highlights                                                                                                                                                                                                                                                                                                                                                              |     |                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      |     |                                                                                                                                                                                                                                                                                                                                                                       |
| Conducted Outreach Program to Address 2022 Say-on-Pay Vote   •   Continued regular engagement with stockholders over 2022-2024, including those holding approximately 30% of our outstanding common stock (or approximately 40% of our outstanding shares not including shares held by our founder and his related parties) •   Discussions involved compensation, governance, and ESG matters |     | Enhanced Pay for Performance Alignment in our Short-Term Incentive Plan   •   Simplified the annual incentive to align executive pay with consistent Company-wide financial metrics and individual key performance indicators •   Increased the maximum payout for short-term incentives from 120% to 150% of target short-term incentive •   Moved from a stepped- to straight-line payout curve to align with market practice                                                                                                                                                                                                                                                                                      |     | Introduced Ongoing Long-Term Performance Plan for 2024   •   Adopted a long-term performance plan to better align executive compensation with long-term business goals and stockholder value •   The PSU plan is based on cumulative three-year revenue growth, relative total shareholder return, and, for 2024, includes an absolute stock price performance kicker |
| Adjusted Compensation Peer Group   •�