Form 4: Celsius Holdings Director Sells 300,000 Shares Under Pre-Arranged Plan

Celsius Holdings, Inc. Director and 10% owner William H. Milmoe reported the sale of 300,000 shares of common stock in pre-scheduled transactions set for July 1, 2025.

Summary

• William H. Milmoe, a Director and 10% owner of Celsius Holdings, Inc. (CELH), reported the disposition of 300,000 shares of common stock.
• The sales are scheduled to occur on July 1, 2025, and are being conducted pursuant to a Rule 10b5-1(c) pre-arranged trading plan.
• The shares were sold in three separate transactions of 100,000 shares each, at prices of $47.50, $47.30, and $47.00 per share.
• Following these transactions, William H. Milmoe's indirect beneficial ownership of Celsius Holdings, Inc. common stock will be 18,017,770 shares.
• The beneficial ownership is indirect, as the shares are held by CD Financial LLC, where Mr. Milmoe serves as manager and also as a trustee of the Carl DeSantis Revocable Trust, which holds a 99% beneficial interest in CD Financial LLC. Mr. Milmoe has shared voting and dispositive power over these shares.

Sentiment

Score: 4

Explanation: While the sale is pre-planned under a 10b5-1 plan, which mitigates some negative implications, a significant insider sale by a director and 10% owner can still be perceived negatively by the market, potentially leading to a slight bearish sentiment.

Positives

• The sales are conducted under a Rule 10b5-1(c) plan, which indicates the transactions were pre-scheduled and not based on immediate, non-public information, potentially mitigating negative market perception of insider selling.

Negatives

• A Director and 10% owner selling a significant block of 300,000 shares could be perceived negatively by the market, as it reduces insider ownership and may signal a lack of confidence, even if pre-planned.

Risks

• The market may react negatively to the news of a significant insider sale, potentially leading to short-term downward pressure on the stock price, regardless of the pre-planned nature of the transaction.

Future Outlook

The document does not provide any forward-looking statements or guidance regarding the company's future performance or strategic direction.

Industry Context

This filing is a routine disclosure of insider trading activity and does not provide broader industry context or trends. It reflects an individual director's pre-planned share disposition rather than a company-wide strategic move.

Stakeholder Impact

• Shareholders: May interpret the insider sale as a negative signal, potentially influencing their investment decisions or the stock's short-term performance.

Key Dates

Recommendation

Keywords

Celsius Holdings, CELH, Form 4, Insider Sale, Director Sale, 10b5-1 Plan, Beneficial Ownership, Stock Disposition, William H. Milmoe