Who Owns Celcius? Ownership, Shareholders, and Key Facts Explained

The Short Answer

If you've been searching for who owns Celcius, here's the direct answer: Celsius Holdings, Inc. is a publicly traded company on Nasdaq no single person or company owns it outright. Carl DeSantis holds the largest individual stake, and PepsiCo is a minority investor. Despite what many assume, PepsiCo does not own or operate Celsius.

Celsius Holdings Ownership Breakdown

Ownership of Celsius Holdings falls into three broad groups: a concentrated founding-family stake, a large block of institutional investors, and a strategic corporate position held by PepsiCo. Understanding this requires some basic startup booted financial modeling to parse what each stake actually represents.

Owner / Group	Approximate Stake	Notes
Carl DeSantis	~41.87%	Largest individual shareholder
Institutional Investors	~57.49%	992 institutions as of April 2025
PepsiCo	~11%	As of August 2025, on as-converted basis
Retail / Public Investors	Remaining	Traded on Nasdaq under CELH

One thing worth noting: PepsiCo's stake is held as convertible preferred stock, meaning its percentage of common shares can change if and when that stock converts. The 11% figure reflects an "as-converted" calculation the stake PepsiCo would hold if all preferred shares were converted to common stock today. 

This detail gets glossed over in most coverage, but it matters for understanding actual voting dynamics.In practice, analysts tracking public company ownership structures commonly note that institutional ownership above 50% is normal for mid-cap Nasdaq companies it does not indicate institutional control over day-to-day operations.

Who Owns Celcius Holdings? Meet the Key Shareholders

Carl DeSantis — The Largest Individual Shareholder

Carl DeSantis holds approximately 107.92 million shares, representing around 41.87% of Celsius Holdings. That makes him the single most influential individual shareholder by a significant margin comparable in scale to how analysts examine matt walsh net worth and other high-profile individual wealth profiles tied to single asset concentrations.

What's often overlooked is that DeSantis is not a co-founder of Celsius. He became involved as an early financial backer.In 2010, when the company was struggling to fund advertising for new product launches.

DeSantis provided a $3 million credit line that helped keep operations moving a classic example of an early-stage fundraising strategy that converted into long-term equity. That early bet eventually translated into a substantial ownership position.

The DeSantis Family Position

The DeSantis family collectively holds considerable influence. Additional shares are held by other family-connected individuals, and the combined family voting power has been reported at approximately 49.6%. 

Damon DeSantis also sits on the company's board of directors, giving the family both financial and governance presence.

Institutional Shareholders: Who Else Owns Celsius?

The Major Institutional Holders

As of mid-2025, according to data from MarketBeat, the three largest institutional positions in Celsius Holdings are:

• Alliancebernstein L.P. — approximately 18.66 million shares

• Vanguard Group — approximately 17.33 million shares

• BlackRock Inc. — approximately 15.30 million shares

State Street, Morgan Stanley, and Citigroup also hold positions, though their share counts shift regularly. This is standard behavior for large asset managers their holdings reflect index fund rebalancing and active fund decisions rather than strategic interest in Celsius specifically.

Recent Shifts Worth Noting

In Q2 2025, Vanguard increased its position by roughly 18.3%, while Morgan Stanley cut its stake by about 36.7%. Norges Bank the Norwegian sovereign wealth fund reduced its position by approximately 89.6%. 

These movements drew some attention, but institutional exits and entries at this scale are common and don't necessarily signal anything about the company's underlying direction.

PepsiCo's Stake in Celcius: What It Actually Means

The 2022 Investment

PepsiCo's relationship with Celsius started in 2022 with a $550 million investment that gave it roughly 8.5% of the company. That deal also established PepsiCo as Celsius's primary distribution partner in the United States a commercially significant arrangement separate from the equity stake itself.

The August 2025 Deal

In August 2025, PepsiCo deepened the relationship. As reported by CNBC, it acquired an additional $585 million in newly issued convertible preferred stock, raising its ownership to approximately 11% on an as-converted basis.

As part of the same deal, Celsius acquired the Rockstar Energy brand in the U.S. and Canada from PepsiCo, and Celsius's Alani Nu brand moved into PepsiCo's distribution network. PepsiCo also gained the right to nominate an additional director to Celsius's board.

What PepsiCo Controls and What It Doesn't

This is where a lot of confusion lives around who owns Celcius. PepsiCo handles distribution for Celsius, Alani Nu, and Rockstar Energy across the U.S. and Canada. That's a significant operational role. But Celsius Holdings retains ownership of those brands and controls strategic direction.

PepsiCo is a minority investor with board representation. It is not a parent company. It does not set Celsius's product strategy, pricing, or brand decisions.

At first glance the partnership can look like an acquisition but it isn't. Celsius operates independently as a publicly traded company.

What Does Celsius Holdings Actually Own?

Following the 2025 transactions, Celsius Holdings owns:

• CELSIUS® — the original energy drink brand

• Alani Nu® — acquired in February 2025 for $1.8 billion

• Rockstar Energy® — acquired in the U.S. and Canada from PepsiCo in August 2025

• CELSIUS HYDRATION™ — a hydration-focused line

PepsiCo retains ownership of the Rockstar Energy brand outside the U.S. and Canada. So the same brand name is split between two companies depending on geography an unusual structure worth being aware of.

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Who Runs Celsius Holdings?

Executive Leadership

John Fieldly serves as President, Chairman, and CEO of Celsius Holdings. He is one of the original co-founders from the company's 2004 launch and has led it through its transformation from a small startup into a billion-dollar public company. 

His role gives him both operational authority and board leadership simultaneously.

Board of Directors

The nine-member board includes a mix of independent directors, a PepsiCo nominee, and family representation. Independent directors include Hal Kravitz (Lead Independent Director), Cheryl S. Miller, Caroline Levy, Joyce Russell, and Nick Castaldo.

Israel Kontorovsky joined in October 2024 as PepsiCo's board nominee. Hans Melotte joined in September 2024, bringing consumer goods experience. Damon DeSantis represents the founding family.

How Celsius Holdings Came to Be Publicly Owned

Founded in 2004

The company launched in April 2004 as Elite FX Inc. The founding team included Steve Haley, Janica Lane, and John Fieldly. Initial capital was approximately $2.5 million, raised through private investors and angel funding. 

The early focus was on developing a thermogenic formula an energy drink positioned around metabolism and fitness rather than just caffeine.

Early Growth and DeSantis Support (2010–2016)

The years between founding and public listing were not smooth. The company changed its name from Elite FX to Celsius Holdings and cycled through various leadership and funding challenges.

Carl DeSantis's 2010 credit line was a notable stabilizing moment. By the mid-2010s, the company had found its market positioning in the fitness and health-conscious consumer segment.

Nasdaq Listing (2017)

Celsius went public on Nasdaq in 2017 under the ticker CELH. The listing shifted the ownership structure considerably from a tightly held private company to one with public shareholders, institutional funds, and SEC reporting requirements. 

Retail investors gained access to the stock, and institutional ownership grew substantially over the following years.

The PepsiCo Era (2022–Present)

The 2022 PepsiCo deal marked a turning point in Celsius's distribution reach and market visibility. According to Wikipedia, by 2024 Celsius held roughly 11.8% of the U.S. energy drink market. 

The 2025 acquisitions of Alani Nu and Rockstar Energy (U.S./Canada) position it as a multi-brand operator rather than a single-product company.

Key Takeaways

So, who owns Celcius? Celsius Holdings is publicly traded, independently operated, and not owned by PepsiCo. Carl DeSantis holds the largest individual stake. PepsiCo is a minority investor managing distribution. As of 2025, Celsius owns three energy brands in the U.S. market.

Frequently Asked Questions

Who owns Celcius?

Celsius Holdings, Inc. owns the Celsius brand. It is a publicly traded company on Nasdaq (CELH). Carl DeSantis is the largest individual shareholder with approximately 41.87% of shares. PepsiCo holds an 11% minority stake but does not own the company.

Does PepsiCo own Celcius?

No. PepsiCo holds approximately 11% of Celsius Holdings as a minority investor. Celsius is independently operated and publicly traded on Nasdaq. PepsiCo manages distribution but does not own or control the company.

Who is the biggest shareholder of Celsius?

Carl DeSantis holds approximately 41.87% of Celsius Holdings shares around 107.92 million shares making him the largest individual shareholder by a wide margin.

Did PepsiCo buy Celsius outright?

No. PepsiCo made two investments $550 million in 2022 and $585 million in 2025 but holds a minority stake. It has board representation but does not operate or own Celsius.

Who founded Celsius?

Celsius was founded in April 2004 as Elite FX Inc. by Steve Haley, Janica Lane, and John Fieldly. Fieldly continues to serve as President, Chairman, and CEO today.