Celsius Holdings has announced a series of senior leadership changes as it continues to develop its multi-brand energy drinks portfolio.

Tyler Bohannon has been appointed chief commercial officer, effective 10 August 2026, succeeding Tony Guilfoyle in the commercial leadership function.

Bohannon, who has served as executive vice president of North American sales since February 2025, will oversee field sales, key retailer accounts, direct-store-delivery operations and revenue growth management across the company's portfolio.

He has played a key role in strengthening Celsius Holdings' partnership with PepsiCo and supporting the integration of Alani Nu and Rockstar Energy. Bohannon has more than 20 years of beverage industry experience, with previous roles at Nestlé Waters, Coors Brewing, Rockstar Energy and PepsiCo.

Meanwhile, Guilfoyle has moved into the newly created role of chief business transformation officer, effective 1 July 2026.

In the position, he will lead company-wide initiatives focused on operational execution, cross-functional working, AI adoption and capability development as Celsius Holdings continues to scale its portfolio.

Guilfoyle joined Celsius Holdings in 2020 and became chief commercial officer in 2024 before being appointed chief customer officer in February 2026. Prior to joining the company, he spent more than a decade as executive vice president of sales at Rockstar Energy Drink.

The leadership changes also include the departure of president and chief operating officer Eric Hanson, who joined Celsius Holdings in early 2025. During his tenure, Hanson supported the company's strategic partnerships and the integration of recent acquisitions.

John Fieldly, chairman and chief executive officer of Celsius Holdings, said: “Together with our board, we continue to take action to ensure our leadership structure evolves alongside the priorities and opportunities of the business".

He continued: “Strengthening our commercial organisation 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 organisation 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 are confident that together they are well positioned to support the continued growth of our total energy portfolio and capitalise on the growing consumer demand for Modern Energy. We also want to thank Eric for his contributions to Celsius and wish him all the best in his future endeavors."