Celsius Holdings said Aug. 10 that it made leadership changes that it says aligns with its “total energy portfolio strategy.”
Eric Hanson, president and COO, has left the company. Since his appointment in early 2025, Hanson “helped unlock additional value from the company’s strategic partnerships and optimize the integration of recent acquisitions,” according to Celsius Holdings.
Tyler Bohannon, formerly EVP of North American sales, has been named chief commercial officer, effective Aug. 10. He leads key elements of the company’s commercial organization and strategy, with responsibility for field sales, key retailer accounts, DSD operations and revenue growth management across the company’s portfolio of brands, which includes Celsius, health and wellness brand Alani Nu and Rockstar Energy.
Tony Guilfoyle, former chief customer officer, was appointed to the newly created role of chief business transformation officer, effective July 1. Guilfoyle is leading enterprise-wide initiatives focused on strengthening cross-functional execution, advancing operational excellence, supporting AI adoption and building capabilities to support the company’s growth as a multi-brand portfolio.
“Together with our board, we continue to take action to ensure our leadership structure evolves alongside the priorities and opportunities of the business,” said John Fieldly, chairman and CEO of Celsius Holdings, based in Boca Raton, Florida. “Strengthening our commercial organization and enterprise capabilities is an important part of our long-term strategy to grow our scaled portfolio of leading brands, and these actions have been evaluated and discussed over the past several months.
“Tyler and Tony have each played important roles in helping Celsius scale. Tyler has helped build a strong commercial organization and deepen our partnership with PepsiCo, while Tony has helped strengthen operational execution and will now lead enterprise-wide initiatives focused on execution and capability building. We also want to thank Eric for his contributions to Celsius and wish him all the best in his future endeavors.”
Executive backgrounds
Bohannon has served as EVP of North American sales since February 2025 and in addition to his role in the PepsiCo partnership, he has supported the integration of Alani Nu and Rockstar Energy. He has more than 20 years of experience in the beverage industry and previously served as Celsius Holdings’ EVP of field sales. Before joining the company, he held leadership roles at Nestlé Waters, Coors Brewing, Rockstar Energy and PepsiCo, where he led DSD operations and e-commerce.
Guilfoyle served as Celsius Holdings’ chief commercial officer beginning in 2024 and as chief customer officer from February 2026 until his appointment to the new role. He helped scale the company’s commercial capabilities during a period of significant growth, building much of its commercial field infrastructure and supporting its recent integration and distribution transitions, the company said. Before joining Celsius Holdings in 2020, he served as EVP of sales for Rockstar Energy Drink for more than a decade.