Celsius: A Sports Community Without Borders
By John Fieldly, CEO of Celsius Holdings, Inc
Sports transcends boundaries as humanity’s universal language and unites nations through shared passion and athletic excellence. At Celsius, we have been studying how to achieve peak athletic performance for years, but it goes beyond physical fitness and mental wellness. Celsius is far more than just an energy drink. Celsius operates under three core values: performance-oriented fitness, science-backed nutrition, and cultivating an inclusive athletic community. The beverage industry needs to branch out its focus from only selling products to actively building resilient communities. Celsius is proving that companies can accomplish this while maintaining business growth. We are breaking barriers and building connections amongst champions and all-around athletes at an international level to create a social impact.
Celsius Brand Ambassadors: From Influence to Impact
Building a community takes time and effort, so Celsius offers everyone the opportunity to be an ambassador and show the world they have what it takes to keep up with the best of them. Ambassadors provide a face to the name, and on the contrary, you don’t need to be a professional athlete to be a fitness influencer; if you are passionate about leading a healthy life and share our same core values, you are the perfect candidate. Through content creation, our community has the potential to reach everyone. Influencers such as Dutch Skater Jutta Leerdam, with over 5.1 million followers on Instagram, support our cause and expand our reach. Pop-up events and sponsored events, such as your local 5k or run clubs, offer a physical space for the community to interact with each other in real life.
From outdoor dance parties featuring Two Friends to attending the Breakaway festival, Celsius associates itself with fun social events where all are welcome. It’s not just about promoting our products; ambassadors are fitness role models who share training tips, open, inclusive athlete discussions, and reimagine athlete social influence. Training can be tough, so it’s better to have good company around to get you through it and offer encouragement to ensure you hit those new personal records. In this way, Celsius fosters a sense of belonging and inclusivity, making everyone feel part of something bigger. Companies that fail to incorporate community building into their business model will fail with their consumer base.
College Bound: Celsius University
The future of sports is in the hands of our youngest and brightest minds; that is why Celsius has introduced Celsius University, a college campus outreach program. It is like our ambassador program, but it only caters specifically to students. We all know that college is one of the best experiences in your life, but it is also the most daunting. New friends and a new environment can be challenging to navigate, but Celsius University offers a helping hand to students looking to be a part of a community. We measure our success based on the number of college ambassadors we have. Between the beginning of the initiative in 2022 and 2023, Celsius University ambassadors grew from just 17 to 170 in 10 months (Lear Field, 2023). Spread awareness, attend events, and make friends. Celsius is pioneering university study night events, which are particularly important in more ways than one. In this event, we provide snacks and a safe space to help manage a healthy work-life balance. It’s not only our events, but we involve ourselves in student-run events, such as clubs and Greek life, where our ambassadors offer products to share while encouraging students to socialize.
According to the National Education Association, more than 60% of students meet the criteria of having one mental health problem, which is a 50% increase since 2013 (NEA, 2025). College athletes are especially affected by this, having to deal with the pressures of not only performing at a physical level but an academic level as well. According to a study conducted by the NCAA, “the number of student-athletes reporting mental health concerns is 1.5 to two times higher than before the COVID-19 pandemic” (NCAA,2023). That’s why putting on events such as these is vital to the community and the overall well-being of young students, not just athletes. Celsius reimagines how energy drink companies can contribute to education systems, providing the necessary support and resources to ensure the well-being of our students.
Leading The Industry: Taking On New Responsibilities
Traditional roles of beverage companies are over, and now it’s time for us to take charge of advocacy and community. Mental health is waning, and pressures for athletic and academic excellence are higher than ever. Humans are social creatures, but sometimes, they need a little nudge to get things moving. That’s why Celsius must continue to create spaces for people to let loose and enjoy themselves. Celsius is more than an energy drink. It’s a way of life. In the next 5 years, we will continue to grow our community through ambassador outreach to sustain a more resilient and interconnected sports community. As a leader in the industry, Celsius is redefining the responsibilities of beverage companies, inspiring others to follow suit and contribute to the well-being of our communities.