PERSPECTIVES | John Fieldly says Celsius is just getting started – and its partnership with Aston Martin Aramco is supercharging its growth
Celsius is a brand on the move. Producing a range of fitness and energy drinks, it has always been popular but has recently been making acquisitions and rapidly increasing its market share in the US. Now, it has broader global ambitions.
That's where collaboration with Aston Martin Aramco comes in. Celsius signed a multi-year global partnership with our team at the start of the year, and, so far, has been really bringing the fun.
The Celsius message of LIVE FIT chimes well with our team, who have taken part alongside fans in a range of Celsius Run Club events ahead of race weekends – designed to further integrate fitness and wellness into the experience, irrespective of their starting position.
John Fieldly has been with Celsius since 2012, and CEO since 2018. Here, he gives us his views on the future for the brand, and the ways in which our partnership can help achieve its goals.
Evolution of the brand
"I've been on this journey with Celsius for 14 years. We've gone from an unknown brand to one that connects to consumers at an emotional level. A brand known for great beverages made with great ingredients. The central message of our brand has never changed: it has always been about living fit, living life to its fullest. These are exciting times for us. And we're very glad to be a partner of Aston Martin Aramco.
"When I started, we were 12 employees. Today, we have around 1,300 across the globe. That isn't cause for complacency, it isn't 'job done'. You have to continue to evolve and always challenge yourself. It applies to the business, but also to the style of leadership. That has to evolve with technology, with team structures. It feels like it evolves every day.
"The company right now is going through a transformation. We've moved from a singular brand into a portfolio of brands. We have three energy drink brands now, representing more than 20 per cent market share in the US and expanding globally. That requires a continuous evolution of the management teams and infrastructure across all departments.
"We're a challenger brand, going up against some of the largest CPG (Consumer Packaged Goods) companies in the world. We were told we wouldn't make it, didn't belong, and yet here we are. In the broadest sense, it is like an F1 team. Everyone is trying to be their best and perform at their maximum.
"At the moment, 90-95 per cent of our revenue comes from the US, but we have global ambitions. We have just launched in the UK, Ireland, Australia and New Zealand. F1, and our partnership with Aston Martin Aramco, is a way to supercharge that expansion, and is key to its success."
Shared passion
"Why did we come to Aston Martin Aramco? I think their passion was the most important thing. We are all about living fit, inspiring people to be their best, accomplish their goals and give it their all. That's what we saw in this organisation, and that made the difference.
"The team in the garage helps as well – their commitment to health and wellness, their passion to compete, their drive and their goals. They're out there each and every day, trying to get better; they're undoubtedly one of the healthiest teams in the pit lane. It's a good fit for us. At our amazing Run Club 5k events before race weekends this season, we've had a lot of Aston Martin Aramco and Celsius team members out running with us, bringing those positive LIVE FIT vibes. It's exciting."
Standing out
"How do we make our brand stand out? We have to show up every day. Just like the team does at the track. We've got to connect with consumers in an emotional way. We need to be part of a daily lifestyle, a daily routine. That's in the DNA of Celsius and our LIVE. FIT. GO campaign. We're bringing that energy to help everyone do something, accomplish their goals, live life to the fullest. It's been key to our success.
"And now, we think there are collaborations to explore with Aston Martin Aramco to further our goals. We're really just getting started with that. It is to be hoped this is a two-way thing, but speaking for myself, there's a lot of great insight here that can help with our business – and not purely in the obvious areas. Just looking in isolation at, for example, the logistics of F1, you try to understand what the process is. What kind of infrastructure and systems are used? There are a lot of ways to collaborate on that."
The best thing about the Run Clubs is that it's inclusive. You get all kinds of people turning up, from elite athletes to people keen to hit that 5k mark.
Run Club with Celsius
"The Run Club has been a great initiative. I'm very happy with it – but not as happy as everyone that has experienced it in Melbourne, Miami, Montréal and London. There are a lot of smiles on show. It's fun, it's health and wellness at its finest; it's Celsius LIVE FIT at its core: celebrating a city, celebrating culture and celebrating F1.
"The best thing about the Run Clubs is that it's inclusive. You get all kinds of people turning up, from elite athletes to people just keen to try to hit that 5k mark. Different fitness goals, different fitness aspirations, and we're tailoring what we offer to each of those groups. Ultimately, everyone who participates is trying to live better, live their lives to the fullest: we want to live healthier, we want to live longer.
"We bring a lot of energy to these events, and the collaboration with Aston Martin Aramco raises the level. We have plenty of prizes to give away, we bring DJs – even having them run as part of a group – the one we call the Party Vibe Group. We'll break the 5k up into three sections to allow everyone to participate, but also connect through fun, health and wellness.
"We've got big plans for the Run Club. We're definitely going bigger. We're learning a lot as we go along with Aston Martin Aramco, developing plans for deeper collaboration, learning how to elevate it to another level."
The future
"What's the future for Celsius? We're going up against some of the largest consumer products companies in the world – and it's a world in which consumers continue to evolve and adapt. We're really excited about that. We're rooted in health and wellness, and are well positioned for the future. It's in our favour. We call ourselves the modern energy for tomorrow. The sky really is the limit.
"These are exciting times in our partnership with Aston Martin Aramco. We've been creating amazing activations, bringing in influencers and customers, and strengthening our ties. It will only get bigger. It is the perfect step for developing our global business."
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