Form 4: Celsius Officer Plans Sale of 7,500 Shares

Celsius Holdings' Chief Supply Chain Officer, Paul H. Storey, reported a pre-planned sale of 7,500 shares of common stock for September 3, 2025.

Summary

• Paul H. Storey, Chief Supply Chain Officer of Celsius Holdings, Inc., reported the sale of 7,500 shares of common stock.
• The transaction is scheduled for September 3, 2025, and was executed under a Rule 10b5-1(c) plan.
• The shares were sold at a weighted average price of $60.93, resulting in total proceeds of approximately $456,975.
• Following this planned transaction, Mr. Storey will directly own 37,550 shares and indirectly own 450 shares through his spouse.

Sentiment

Score: 4

Explanation: The Chief Supply Chain Officer's pre-planned sale of shares under a Rule 10b5-1 plan is a routine event for executive diversification and liquidity. While it reduces insider ownership, the pre-scheduled nature mitigates the negative signal typically associated with open-market insider sales, suggesting it is not based on new, undisclosed material information.

Negatives

• The Chief Supply Chain Officer is reducing his direct ownership in the company by selling 7,500 shares. While executed under a Rule 10b5-1 plan, which indicates a pre-scheduled sale, it still represents a decrease in insider holdings.

Future Outlook

The filing does not provide specific forward-looking statements or guidance regarding the company's future outlook.

Industry Context

This filing reports an individual insider transaction and does not provide information related to broader industry trends or competitors.

Stakeholder Impact

• Shareholders may interpret the insider sale as a slight negative signal, though mitigated by the pre-planned nature under a Rule 10b5-1 plan.

Key Dates

Recommendation

The reported sale by the Chief Supply Chain Officer is a pre-planned transaction under a Rule 10b5-1 plan, which is a common practice for executives to manage personal finances and diversify portfolios. This type of sale typically does not reflect a change in the company's fundamental outlook or new material information. Therefore, based solely on this filing, a 'hold' recommendation is appropriate, as it does not provide new information to alter an existing investment thesis.

Keywords

Celsius Holdings, CELH, Insider Sale, Paul H. Storey, Chief Supply Chain Officer, Stock Transaction, Form 4, Equity Sale, 10b5-1 Plan