Rockstar Energy Founder Acquires Major Stake in Celsius and Calls for Leadership Change

Russ Savage, the billionaire founder of Rockstar Energy, has amassed more than 12 million shares of Celsius Holdings, representing roughly 4.7 % of the company and valued at about $300 million at current stock levels. The energy-drink maker’s stock now trades near $27 per share after a sharp gain following the public disclosure of Savage’s involvement.

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Celsius Holdings issued a statement emphasizing continued demand and resilience across its consumer base. Celsius reaffirmed its focus on executing its total-energy portfolio strategy to drive durable, long-term growth.

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• “The CEO, the COO, the brand manager and the marketing manager all need to be fired,” — Russ Savage, founder of Rockstar Energy

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• “The chains will give it to Red Bull or Monster .” — Russ Savage, founder of Rockstar Energy

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• “The CEO has lost credibility with the investment community.” — Russ Savage, founder of Rockstar Energy

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Savage argues that Celsius suffers from excessive managerial layers and high costs, asserting that “the CEO has lost credibility with the investment community.” He contends that the company’s recent earnings miss signals a loss of shelf-space, warning that and that “the chains will give it to Red Bull or Monster.” Savage has offered to assume the CEO role, stating that “the CEO, the COO, the brand manager and the marketing manager all need to be fired.” If Celsius adopts his cost-conscious, hands-on leadership style—mirroring his approach at Rockstar—it could reshape the firm’s operational focus and influence investor confidence in the highly competitive energy-drink market.

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