Company: CELH
Filing Date: 2025-04-02
Form Type: PRE 14A
Source: 0001193125-25-071343
Chunk: 52

Company: Celsius Holdings, Inc.
Filing Date: 2025-04-02
Form: PRE 14A
Chunk 52
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 | 50%      |
| < 80%             |     | 0%       |

The Compensation Committee determines the extent to which the year’s performance goals have been achieved and the corresponding payout, which is finalized following receipt of the Company’s audited financial statements for the applicable year then-ended. The Compensation Committee has discretion to adjust the level of payout with respect to any financial performance target based on its assessment of circumstances relating to the Company’s business. The Compensation Committee did not adjust any of the final results for 2024 performance. For 2024, we continued to use the same financial performance metrics and weightings as we used in 2023. Weightings represent the portion of the total target annual cash incentive that will be paid out based on that performance metric.

| Financial Metric |     | Weighting |     |    |   |
| Revenue          |     |           |     | 25 | % |
| Gross Profit     |     |           |     | 25 | % |
| Adjusted EBITDA  |     |           |     | 25 | % |

The financial metrics above are defined as:

| • |     | Revenue: Based on GAAP revenue recognition standards as reported in the Company’s audited financial statements filed with its Annual Report on Form10-K. |

| • |     | Gross Profit: Based on GAAP reported revenue less reported cost of goods as reported in the Company’s audited financial statements filed with its Annual Report on Form10-K. |

| • |     | Adjusted EBITDA: Based onnon-GAAPAdjusted EBITDA as reported in our earnings press releases. For additional information with respect to how we calculate Adjusted EBITDA, please see Annex B to this proxy statement. |

| 38 |     | 2025 PROXY STATEMENT |

COMPENSATION DISCUSSION AND ANALYSIS

| ❖ | Non-FinancialIndividual Performance Ratings |

In addition to the financial performance targets, 25% of the annual cash incentives paid to our NEOs reflect individual performance ratings that relate to our performance in certain strategic organizational categories. The Compensation Committee subjectively rates this performance on a scale of 0-5based on our overall performance with respect to our strategic plan relating to the given category, as well as the individual performance of the particular NEO in that category. The payout for performance between points is determined using straight-line interpolation.

| Performance Rating |     | Payout % |     |      |
| 5                  |     |