How Celsius became a cult-favorite energy drink

How the Celsius CEO turned a cult-favorite energy drink into a stock-market lightning rod with 6,000% growth.

Transcript

00:00At Celsius I've been here almost 13 years. I have two cans a day, so that's over 9,000 cans of

00:05Celsius I've drank so far and we're still going. Love the product, really refreshing, many more to

00:10come. I got involved in Celsius back in 2012 and it was really part of a turnaround story here.

00:15The original investor tried to sell the business, couldn't find any buyers. All their investors lost

00:20their money in the company and one thing the main investor wanted to do is make everyone whole again

00:25and the goal was to get the company back listed on NASDAQ. It was on the OTC pink sheet companies,

00:31more of a penny stock really. We basically got delisted out of all the retailers, so it was a

00:37really troubled time. I probably only thought it maybe I had another six months or a year left at

00:41the company, but we were all fully committed. We knew we had a great product. It was just trying

00:46to find our niche in the industry to be able to scale and grow the business. When I started with

00:50Celsius, we had 12 employees and today we have close to 800 employees nationwide and around the

00:56world. It's amazing. So how I turned Celsius around once I became CEO is really focusing

01:03on a disciplined approach. Continue to focus on core markets, really focusing on the financials,

01:10to our activation, to our tactics, driving with a focused approach on the core consumer that we

01:15were looking at. We've been profitable since 2015. When I took over Celsius as the CEO,

01:21we did $36 million in total revenue for the year and just now in 2023, we did $1.3 billion.