Celsius Holdings, Inc. (CELH) · Insider Trading (Form 4) SEC Filing

=== SEC Form 4 — Statement of Changes in Beneficial Ownership === Document Type: 4 Period of Report: 2026-07-28 10b5-1 Pre-arranged Plan: No --- Issuer --- Name: Celsius Holdings, Inc. (CELH) CIK: 0001341766 --- Reporting Owner --- Name: Milmoe William H. CIK: 0001443194 Role: Other (Former 10% owner) --- Non-Derivative Transactions --- [Transaction #1] Security: Common Stock Date: 2026-07-28 | Code: J (Other acquisition/disposition) Shares: -150,000 | Price: $46.25 Total Value: $6,937,905.00 Shares Owned After: 11,482,396 | Ownership: I (Indirect) | Nature: See Footnote Footnotes: [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F1] The Reporting Person is the manager of CD Financial LLC ("CD") and a trustee of the Carl DeSantis Revocable Trust, which owns a 99% beneficial interest in CD. CD is the record holder of the shares which are the subject of this report. The Reporting Person has shared voting and dispositive power with respect to such shares. [Transaction #2] Security: Common Stock Date: 2026-07-29 | Code: J (Other acquisition/disposition) Shares: -150,000 | Price: $46.25 Total Value: $6,937,905.00 Shares Owned After: 11,332,396 | Ownership: I (Indirect) | Nature: See Footnote Footnotes: [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F1] The Reporting Person is the manager of CD Financial LLC ("CD") and a trustee of the Carl DeSantis Revocable Trust, which owns a 99% beneficial interest in CD. CD is the record holder of the shares which are the subject of this report. The Reporting Person has shared voting and dispositive power with respect to such shares. [Transaction #3] Security: Common Stock Date: 2026-07-30 | Code: J (Other acquisition/disposition) Shares: -150,000 | Price: $46.25 Total Value: $6,937,905.00 Shares Owned After: 11,182,396 | Ownership: I (Indirect) | Nature: See Footnote Footnotes: [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F1] The Reporting Person is the manager of CD Financial LLC ("CD") and a trustee of the Carl DeSantis Revocable Trust, which owns a 99% beneficial interest in CD. CD is the record holder of the shares which are the subject of this report. The Reporting Person has shared voting and dispositive power with respect to such shares. --- Derivative Transactions --- [Transaction #1] Security: Variable Prepaid Forward Sale Contract (obligation to sell) Date: 2026-07-28 | Code: J (Other acquisition/disposition) Shares: -150,000 | Price: $0.00 Shares Owned After: 0 | Ownership: I (Indirect) | Nature: See Footnote Footnotes: [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F1] The Reporting Person is the manager of CD Financial LLC ("CD") and a trustee of the Carl DeSantis Revocable Trust, which owns a 99% beneficial interest in CD. CD is the record holder of the shares which are the subject of this report. The Reporting Person has shared voting and dispositive power with respect to such shares. [Transaction #2] Security: Variable Prepaid Forward Sale Contract (obligation to sell) Date: 2026-07-29 | Code: J (Other acquisition/disposition) Shares: -150,000 | Price: $0.00 Shares Owned After: 0 | Ownership: I (Indirect) | Nature: See Footnote Footnotes: [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F1] The Reporting Person is the manager of CD Financial LLC ("CD") and a trustee of the Carl DeSantis Revocable Trust, which owns a 99% beneficial interest in CD. CD is the record holder of the shares which are the subject of this report. The Reporting Person has shared voting and dispositive power with respect to such shares. [Transaction #3] Security: Variable Prepaid Forward Sale Contract (obligation to sell) Date: 2026-07-30 | Code: J (Other acquisition/disposition) Shares: -150,000 | Price: $0.00 Shares Owned After: 0 | Ownership: I (Indirect) | Nature: See Footnote Footnotes: [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F2] On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. [F3] On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. [F1] The Reporting Person is the manager of CD Financial LLC ("CD") and a trustee of the Carl DeSantis Revocable Trust, which owns a 99% beneficial interest in CD. CD is the record holder of the shares which are the subject of this report. The Reporting Person has shared voting and dispositive power with respect to such shares. --- Footnotes (Complete Index) --- F1: The Reporting Person is the manager of CD Financial LLC ("CD") and a trustee of the Carl DeSantis Revocable Trust, which owns a 99% beneficial interest in CD. CD is the record holder of the shares which are the subject of this report. The Reporting Person has shared voting and dispositive power with respect to such shares. F2: On July 28, 2026, July 29, 2026, and July 30, 2026, CD settled three tranches of a prepaid variable forward sale transaction (the "VPF") entered into on June 6, 2023 with an unaffiliated third-party buyer. For these three tranches of the VPF, physical settlement applied. F3: On the maturity dates for each tranche (July 27, 2026, July 28, 2026, and July 29, 2026), the volume-weighted average price of CELH common stock was below $41.6275 (under the contract of the VPF, the "Floor Price"). Accordingly, in physical settlement of each of these three tranches, CD transferred to the buyer 150,000 shares for each tranche as indicated in the table above without additional payment from the buyer. --- Signature --- /s/ /s/ William H. Milmoe (2026-07-30)