Company: CELH
Filing Date: 2025-04-14
Form Type: DEF 14A
Source: 0001193125-25-080192
Chunk: 41

Company: Celsius Holdings, Inc.
Filing Date: 2025-04-14
Form: DEF 14A
Chunk 41
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 incentive program with our largest distributor. Despite our difficulties in 2024, we continued to fulfill our commitment to deliver attractive total stockholder returns to our stockholders of 25% for the three-year period ended December 31, 2024. We continue to believe that we have the right strategy to drive sustained, long-term growth, and we believe the February 2025 agreement to acquire Alani Nu will further strengthen Celsius’ position as an innovative leader in the large, growing global energy category. A summary of our financial successes is outlined below.

| 26 |     | 2025 PROXY STATEMENT |

COMPENSATION DISCUSSION AND ANALYSIS

| (1) | Adjusted EBITDA is a non-GAAP financial measure. For a description of the rationale for presenting Adjusted EBITDA and a reconciliation of net income to Adjusted EBITDA, please see Annex B to this proxy statement. |

| (2) | Total Stockholder Return (“TSR”) is calculated based on Celsius’ 20-trading-day stock price averages ended on 12/31 in each period. |

2024 Performance Highlights The Company continued to deliver strong results amid a challenging year for the CPG and energy drink category:

| • |     | Grew revenue by 3% in 2024 to $1.36 billion, driven by 37% revenue growth in international markets |

| • |     | Improved gross profit margins by 220 bps from 2023 to 2024 |

| • |     | Delivered 22% volume growth year-over-year |

| • |     | Contributed 30% of all energy drink category growth in 2024, continuing to bring in new consumers and increasing consumption(1) |

| • |     | Continued strong innovation and portfolio expansion, with expansion of CELSIUS ESSENTIALS and launch of CELSIUS HYDRATION in early 2025 |

| • |     | Acquired Big Beverages, supporting innovation, R&D, supply chain control; expected near and medium-term financial benefits |

| • |     | Continued international expansion with entrance into six countries, including Canada, U.K., Ireland, Australia, New Zealand, and France |

| (1) | Circana, US MULO+ W/C, RTD Energy Full Year 2024 ended 12/29/24 |

2024 Executive Compensation Highlights Celsius strives to maintain a pay-for-performanceorientation, and our pay decisions made with respect to 2024 were