Celsius Holdings, Inc. (NASDAQ:CELH) announced a restructuring of its US operations into three brand-focused business units, appointing new presidents to oversee its Celsius and Rockstar Energy divisions while beginning a search for a leader of its Alani Nu business.
The new organizational structure establishes separate units for Celsius, Alani Nu, and Rockstar Energy & Emerging Growth. Each division will be managed by a brand president reporting directly to Chairman and Chief Executive Officer John Fieldly.
The company said the changes will establish dedicated leadership for its principal beverage brands while maintaining shared marketing, sales, operations and corporate functions.
Celsius Holdings Establishes Three Business Units
Under the revised operating model, Celsius Holdings will organize its US business around three divisions: Celsius, Alani Nu, and Rockstar Energy & Emerging Growth.
Each business unit will have a president responsible for its respective brand operations, with all three leaders reporting to Fieldly.
The divisions will operate through a shared platform that brings together marketing, sales, operational and corporate resources.
The arrangement is intended to provide individual brand leadership while retaining common business functions across the organization.
Celsius Holdings said its international operations will continue under their existing commercial structure and will not be reorganized as part of the US changes.
Alex Zigliara Appointed President of Celsius Brand
Celsius Holdings named Alex Zigliara President of the Celsius brand.
Zigliara joins the role with executive experience across the beverage and consumer products industries.
He previously served as Global President of FIJI Water and held chief executive positions at MrBeast Feastables and Clif Bar & Company.
Earlier in his career, Zigliara spent 22 years at The Coca-Cola Company, working in positions covering North America, Europe and global markets.
His appointment places him in charge of the Celsius business under the company’s new brand-led structure.
Zigliara will report directly to Chairman and Chief Executive Officer John Fieldly.
Rishi Daing Named President of Rockstar Energy & Emerging Growth
Rishi Daing has been appointed President of Rockstar Energy & Emerging Growth, expanding his responsibilities within Celsius Holdings.
Daing has served as the company’s Chief Marketing Officer since September 2025.
In his new position, he will oversee the Rockstar Energy brand across the United States and Canada.
His responsibilities will also include non-ready-to-drink energy products and other functional beverages within the company’s emerging growth portfolio.
Before joining Celsius Holdings, Daing held senior positions at Mark Anthony Brands, Tata Consumer Products and PepsiCo.
He spent 16 years at PepsiCo, gaining experience across the beverage and consumer products sectors.
The appointment combines oversight of Rockstar Energy with responsibility for developing product categories beyond traditional ready-to-drink energy beverages.
Search Underway for Alani Nu President
Celsius Holdings confirmed that it is conducting a search for a President of Alani Nu.
The successful candidate will lead the Alani Nu business as one of the company’s three US operating divisions.
Like the presidents of Celsius and Rockstar Energy & Emerging Growth, the Alani Nu president will report directly to Fieldly.
The company did not provide a timetable for completing the appointment or identify potential candidates.
Until the position is filled, Alani Nu remains one of the three divisions established under the revised organizational structure.
Shared Business Functions to Support Brand Operations
Although each brand will have dedicated leadership, Celsius Holdings plans to maintain a common platform for several core business functions.
Marketing, sales, operations and corporate activities will be shared across the three units.
The structure combines separate brand management with centralized resources, rather than establishing entirely independent operating organizations.
International operations will remain under their current commercial arrangements.
The company did not disclose any associated restructuring costs, workforce changes or financial targets linked specifically to the organizational changes.
Third-Quarter Results and Management Webcast
Celsius Holdings also announced its third-quarter 2026 financial results in a separate release.
Management scheduled a webcast for November 5, 2026, to discuss both the quarterly financial performance and the new organizational structure.
The webcast will provide an opportunity for management to address the leadership appointments and the division of responsibilities across the three brands.
The company did not include financial figures from the quarterly results in its organizational restructuring announcement.
Celsius Holdings Outlook
The restructuring establishes dedicated leadership for Celsius, Alani Nu and Rockstar Energy & Emerging Growth while maintaining shared corporate and operational functions.
Alex Zigliara will lead the Celsius brand, while Rishi Daing will oversee Rockstar Energy and emerging beverage categories. The company is continuing its search for an Alani Nu president.
The changes apply to US operations, with the company’s international commercial structure remaining unchanged.
Investors will be able to assess additional information about the restructuring alongside the company’s third-quarter financial results during the November 5 management webcast.