Celsius Holdings announced the departure of its chief operating officer as the company reshapes its executive suite days after reporting a nearly 12% revenue decline for its namesake energy drink.
COO Eric Hanson worked with Celsius since early 2025, and the company credited him with unlocking value through strategic partnerships and integrating recent acquisitions, according to a Tuesday press release. Celsius didn’t immediately respond to a request for comment about whether it would seek a replacement.
The energy drink giant also announced a slate of new appointments, including naming Tyler Bohannon, executive vice president of North American Sales, as chief commercial officer. In the role, Bohannon will be tasked with leading commercial organization and strategy, as well as field sales, retailer accounts and distribution operations, according to a Tuesday press release.
Tony Guilfoyle, chief customer officer, has been named chief business transformation officer, a newly created position. He will be responsible for leading initiatives focused on operations, execution and AI adoption.
Last week, the founder of Rockstar Energy Russ Savage called for sweeping leadership changes at Celsius, telling CNBC he bought up a roughly 4.7% stake in the company, making him an activist investor.
The changes also come as Celsius works to rebalance its namesake brand after focusing on new acquisitions Alani Nu and Rockstar. In its most recent earnings, Celsius brand sales decreased 11.7% year over year, primarily due to a planned moderation in innovation and SKU optimization initiatives.
“Strengthening our commercial organization and enterprise capabilities is an important part of our long-term strategy to grow our scaled portfolio of leading brands, and these actions have been evaluated and discussed over the past several months,” CEO John Fieldly said in a statement.
Celsius isn't expected to return to growth until next year, executives said in an earnings call last week. Fieldly told analysts the company purposefully cut SKUs and moved away from smaller innovations or exclusive flavors with retailers.
However, Fieldly noted that “we went too deep” on the Celsius rationalization, adding that he "would have not cut as many SKUs within the organization" upon reflection.
Celsius is also working to scale Alani Nu and build stability within Rockstar, which it acquired from PepsiCo last year. Alani Nu, which it also bought in 2025, surpassed $1 billion in retail sales in the first half of the year.
"Energy remains one of the strongest-performing categories in beverage, and our portfolio is key to driving that growth," Fieldly said. “We are a key growth driver for the energy category, and we are just beginning to unlock the full potential of our expanding portfolio."
Celsius’ overall revenue totaled $817 million in the second quarter, an 11% increase year over year.
