The Logan Bartlett Show EP 116: John Fieldly (CEO, Celsius) How He Saved Celsius From Near Bankruptcy to a $10B Company
Aug 30, 2024
John Fieldly, CEO of Celsius, a nearly $10B energy drink company, reveals the brand's hair-raising journey from near bankruptcy to market dominance. He discusses overcoming massive revenue losses and legal challenges while redirecting the brand's focus from weight loss to energy. John shares insights on securing pivotal distribution deals, including a major partnership with Pepsi, and leveraging digital marketing and influencers to connect with younger consumers. His leadership journey showcases resilience and strategic vision in transforming Celsius into a health-oriented powerhouse.
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Celsius's Origins and Early Marketing
- Celsius originally aimed to be a negative calorie drink, backed by clinical studies showing calorie and fat burning properties.
- Early marketing attempts focused on this functionality, but it proved challenging to convey.
Celsius's Rocky Start in the Public Market
- Celsius went public through a reverse merger with a mining company, initially experiencing success before facing lawsuits and delisting.
- Competition from Coke and Nestle's Enviga further complicated the situation.
Direct-to-Retail Strategy
- After delisting, Celsius lost major retail partners like Costco, Walgreens, and CVS, impacting revenue significantly.
- To overcome this, the company adopted a direct-to-retail strategy, focusing on health food sections.