Company: CELH
Filing Date: 2025-04-14
Form Type: DEF 14A
Source: 0001193125-25-080192
Chunk: 48

Company: Celsius Holdings, Inc.
Filing Date: 2025-04-14
Form: DEF 14A
Chunk 48
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 of grant.                                                                                                      
 •   PSUs vest based on the achievement of 3-year revenue, relative TSR, and share price goals.                                                                                  
 •   Motivates NEOs to achieve our long-term business objectives by tying value of incentives to tangible financial goals and to driving long-term shareholder value             |

CEO Off-CyclePay Review As part of the renewal of Mr. Fieldly’s employment agreement in January 2024, and in light of Celsius’ strong performance in 2023 and into 2024, as well as Mr. Fieldly’s pay positioning as compared to the market at the end of 2023, the Compensation Committee planned to conduct an off-cyclecompetitive review of CEO pay after the new primary compensation peer group was approved in May 2024. The Compensation Committee believed that timing the CEO compensation increase during this window was more reflective of Celsius’ current size and took into consideration the latest market data available. Based on its assessment, the Committee approved an increase to all components of Mr. Fieldly’s target 2024 compensation, with retroactive adjustments to his salary and target bonus, effective January 1, 2024. These adjustments are reflected in the tables below. The Compensation Committee also increased Mr. Fieldly’s target LTI award, and as a result, issued an incremental RSU grant in May 2024 to align his 2024 LTI award with his go-forwardtarget LTI value. This incremental RSU award resulted in RSUs comprising 60% of his total LTI. Going forward, Mr. Fieldly’s annual target LTI award is intended to consist of an equal mix of RSUs and PSUs. The Compensation Committee believes that this mid-yearreview recognized Mr. Fieldly’s leadership in driving Celsius’ unique growth trajectory and maintained competitiveness with the refreshed primary compensation peer group. Target Compensation (Salary + Target Annual Incentive + Target Long-Term Incentive) In January 2024, in recognition of our revenue increase from $653.6 million in 2022 to $1,318.0 million in 2023, we increased the target pay of all our NEOs to recognize their expanding scope of responsibility and to align to market- competitive levels of companies of comparable sizes. The pay increases reflect our migration to market-competitive pay levels for companies of our size and complexity and provide adequate differentiation between executive roles.

| 36 |     | 2025 PROXY STATEMENT |

COMPENSATION