Taste Radio

For the leader of a company that is generating $1.5 billion in measured retail sales annually, Celsius CEO John Fieldly is remarkably frugal. He insists on flying coach and eschews expensive dinners while on the road. Thriftiness is a part of his personality, he says, but it’s also about setting an example.  Since taking the helm in 2017, Fieldly has built Celsius into one the fastest-growing beverage companies in the world. The brand, whose positioning has evolved from a focus on dieting to that of fitness-oriented energy, has emerged as the third best-selling energy brand behind Red Bull and Monster.  Throughout his tenure, Fieldly has consistently emphasized traditional business fundamentals and profitability, maintaining that every expense requires a valid reason. Financial discipline, he notes, is embedded in company culture and has helped get Celsius to where it is today. In this episode, Fieldly spoke about Celsius’ progress since his last appearance on Taste Radio in 2021, why brand-building is about