Company: CELH
Filing Date: 2025-04-02
Form Type: PRE 14A
Source: 0001193125-25-071343
Chunk: 47

Company: Celsius Holdings, Inc.
Filing Date: 2025-04-02
Form: PRE 14A
Chunk 47
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 with our stockholders and encourage retention through multi-year vesting. We believe that placing a significant portion of executive pay at risk motivates our executives to achieve performance goals and create value for our stockholders. The annual incentive bonus rewards are earned by our NEOs for the achievement of short-term performance goals. The amount paid is tied to the level of performance achieved, with higher payout levels reflecting superior performance. Long-term equity awards reward our executives for achieving long-term performance goals and increasing stockholder value. As reflected in the charts that follow, 83% of our CEO’s target total 2024 compensation was variable or “at risk,” and an average of 72% of our other NEOs’ target total 2024 compensation was variable or “at risk.”

The charts above are based on the target bonus and the target value of annual long-term incentive (“LTI”) awards, excluding the one-timePSU kicker award.

| 32 |     | 2025 PROXY STATEMENT |

COMPENSATION DISCUSSION AND ANALYSIS How Compensation Decisions are Made The Compensation Committee operates under a written charter and is responsible for reviewing, approving, or recommending to the Board to approve, the amount and form of compensation for our CEO and other NEOs. The Compensation Committee is also responsible for:

| • |     | Monitoring the performance and compensation of our NEOs; |

| • |     | Reviewing executive compensation policies and practices; |

| • |     | Reviewing and administering compensation plans; |

| • |     | Reviewing the mix and level of compensation by each component individually and in the aggregate; |

| • |     | Determining whether proposed goals or structure of awards might have the inadvertent effect of encouraging unnecessary risk taking; and |

| • |     | Reviewing the independence and potential conflict of interests of any advisors under applicable Nasdaq listing standards and SEC rules. |

In carrying out its duties, the Compensation Committee considers the input of management, and information from the Compensation Committee’s independent compensation consultant regarding practices of a peer group of similarly sized companies in our industry and survey data for our industry in general. The role of each in our executive compensation program is described below. Compensation-Related Risk Assessment The Compensation Committee has conducted a risk assessment of all of our compensation policies and practices to ensure that they do not foster excessive risk taking. Based upon its assessment, the Compensation Committee has concluded that the Company’s compensation programs do not encourage executives or other employees to take inappropriate risks that are reasonably likely to have a material adverse