Hat & Tat | S1E6 | Celsius and John Fieldly

Craig and Steve dissect the wild turnaround of Celsius and its CEO John Fieldly, tracking how a "negative calorie" weight loss drink pulled itself back from near-bankruptcy, NASDAQ delisting, and retail exile. They dive into the brand repositioning, direct-to-consumer hustle, and distribution that transformed a 12-person operation into a multi-billion-dollar beverage powerhouse.TakeawaysProduct is important, but in the beverage world, distribution channels and shelf space dictate whether you survive or suffocate.Pivoting from a niche weight loss drink hidden in pharmacy aisles to a broad "better-for-you" lifestyle energy drink saved the company from total obscurity.Test multiple grassroots channels—from Amazon subscriptions to campus ambassadors and 5K freebies—to build organic consumer demand before betting everything on one play.ResourcesListen to John Fieldly on The Logan Bartlett Show