The Celsius Story: From Turnaround to Global Success
John Fieldly: The Man Behind the Brand
John Fieldly, 44, is the president, CEO, and chairman of Celsius Holdings, the company behind the popular energy drink Celsius. With a background in finance and a passion for health and wellness, Fieldly has been instrumental in transforming Celsius from a struggling brand to a global success story.
The Origins of Celsius
Celsius was born in South Florida, created by scientists in the sports-nutrition industry. The company’s initial product was a thermogenic beverage designed to burn calories. Despite its promising start, Celsius faced challenges, including competition from larger brands and a failed national launch. Fieldly joined the company in 2012 as its CFO, part of a turnaround team aimed at getting the company back on track.
The Turnaround
Fieldly’s team focused on building a strong foundation for the brand, including rebranding, repositioning, and rebuilding relationships with retailers. The company’s early success was fueled by its unique thermogenic formula, which was clinically proven to burn 100-140 calories. As the brand gained traction, Fieldly’s team expanded its distribution channels, partnering with major retailers and launching new products.
The Pepsi Partnership
In 2021, PepsiCo took a $550 million stake in Celsius, providing the company with the resources and distribution channels needed to take its products to the next level. This partnership has enabled Celsius to expand its reach, entering new markets and food service channels.
The Secret to Success
So, what’s behind Celsius’s success? According to Fieldly, it’s the company’s ability to connect with consumers on a meaningful level. "We’re all about living fit, living life to the fullest, and accomplishing your health and wellness goals," he says. "That’s been the DNA of the brand’s original thesis from the beginning."
The Future of Celsius
Looking ahead, Fieldly is focused on continued growth and expansion. "We want to be the most refreshing beverage in the world," he says. "We’re well-positioned to go after the total beverage market." With a target audience of 18-24-year-olds, Celsius is poised to capitalize on the growing demand for healthy, functional beverages.
Conclusion
John Fieldly’s story is one of perseverance and vision. From his early days as a CPA to his current role as CEO of Celsius, Fieldly has remained committed to his core values of health, wellness, and innovation. As the company continues to grow and evolve, it’s clear that Fieldly’s leadership and vision will be instrumental in shaping its future.
FAQs
Q: What is Celsius’s secret to success?
A: Connecting with consumers on a meaningful level about living fit, living life to the fullest, and accomplishing your health and wellness goals.
Q: What is the company’s target audience?
A: Celsius’s target audience is 18-24-year-olds, with a focus on college students.
Q: What is the company’s stance on energy drinks for younger children?
A: Celsius does not promote its products to children under 18 and believes that energy drinks are not suitable for young children.
Q: Does John Fieldly drink Celsius every day?
A: Yes, Fieldly drinks Celsius every day, about two cans a day.
Q: What is the company’s biggest competitor?
A: Celsius competes with other energy drink brands, including Monster and Red Bull.
Q: What is the company’s goal for the future?
A: Celsius aims to be a Fortune 500 company and continue to grow and expand its reach in the global beverage market.
Author: fortune.com
Orginal Source link