Executive Bios

Executive Team
Steve Haley, CEO, Chairman of the Board of Directors
Prior to founding Celsius, from 2004 to 2006, Mr. Haley invested in multiple companies including the beverage industry. From 1999 to 2001, he held positions as COO and Chief Business Strategist for MAPICS, a publicly held, international software company with 500+ employees and $145 million in revenue. From 1997 to 1999, he was CEO of Pivotpoint, a Boston based innovative ERP firm, by a venture backed team to include Goldman, TA Associates, and Greyloc to transform a difficult turnaround situation into a profitable sale. He is a frequent speaker at national and international events on innovation and strategy. He was honored in Fortune Magazine's "Men of the Century Edition" in 2000 and featured on the cover of the international magazine Beverage Innovation in 2006. He holds a BSBA in Marketing from the University of Florida.

Jan Norelid, Chief Financial Officer and director of the Company
Jan Norelid joined Celsius as Chief Financial Officer in November 2006. Mr. Norelid has 27 years of local and international financial experience. Most recently, from 2005 to 2007 he worked as consultant for Bioheart Inc and FAS Group, a consulting firm specialized in SEC related matters. Previously, from September 1997 to January 2005, Mr. Norelid served as Chief Financial Officer for Devcon International Corp, a $80 million NASDAQ listed company which manufactures building materials and provides a comprehensive range of heavy-construction and support services. From January 1996 to September 1997, Mr. Norelid owned and operated a printing franchise. Prior to this, from 1990 to 1995, Mr. Norelid worked as Chief Financial Officer for Althin Medical Inc., a $100 million public medical device company. Previous experience since 1977 consisted of various controller and CFO positions for Swedish companies, stationed in six different countries in four continents. Mr. Norelid holds a degree in Business Administration from the Stockholm School of Economics.

Jeff Perlman, Chief Operating Officer
Jeff Perlman has a varied background in marketing, strategic planning, management, branding, public relations and publishing. Prior to joining Celsius, he served as Vice President for New Product Development for BRN Media Group, a privately held media company. He worked on print, niche and digital media products for the company working on new distribution channels, business partnerships and community relations. He managed 95 people and positioned the company for acquisition in 2001. In 2000, he was elected to the Delray Beach, Florida City Commission and was re-elected four times. He served as mayor of the city of 65,000 from 2003-2007 winning national acclaim for his business development efforts, innovative policies and efforts to market the city. He was a finalist for World Mayor of the Year in 2004, Florida Mayor of the Year and was featured on Fast Company magazine's website for his entrepreneurial approach to government. Mr. Perlman had fiduciary responsibilities for a $120 million annual operating budget, 900 employees and over $200 million worth of pension investments. When he left office due to term limits in 2007, he formed Community Ventures Inc., a consulting firm that has worked on a variety of projects ranging from real estate developments in South Florida, the creation of a new glossy magazine and the creation of America's first eco-sustainable city, Destiny, a 43,000 acre new city in Central Florida that is a joint venture between the founder of Subway restaurants and the Land Company of Osceola.

Richard McGee, President of Field Operations
Richard McGee joined Celsius as COO in September 2005. His experience includes over 40 years in beverage manufacturing, operations, and distribution. Dick McGee was President of Cotton Club Bottling Group in Cleveland Ohio, which manufactured its own brands and distributed other nationally recognized beverages throughout the Midwest. Mr. McGee arranged the sale of Cotton Club in 1998 to the American Bottling Group Company which was jointly owned by Cadbury Schweppes and The Carlyle Group. Dick McGee has a degree in Business from Montana State University.

Janice Haley, Strategic Accounts and Business Development Vice President
Janice Haley is a founder of Celsius and has worked as in the company in two roles, VP of Strategic Accounts and previously as VP of Marketing. Janice and her husband Steve have worked together for over 20 years to launch and grow innovative, entrepreneurial companies in the industries of beverage manufacturing and distribution, and information technology. Janice Haley has 20+ years management expertise specializing in business strategy, sales and marketing. From 1999 to 2001 she was Director of Corporate Communications of Mapics, an international public software company. Previously, from 1997 to 1999 she worked as VP of Marketing of Pivotpoint, a Boston based, venture-funded, software company. She transformed the company's corporate identity from a turnaround situation to position it for a profitable sale to Mapics. She began her career in production in commercial and defense manufacturing firms such as ITT and Honeywell Inc. She holds certifications in manufacturing and has been Chapter President of APICS, a manufacturing related organization. She has been a frequent speaker and was selected in 2001 as one of the top ten women in her field by Fortune Magazine - "Women Move up in Manufacturing". Janice Haley holds a BSBA in Marketing from University of Florida.

Board of Directors
Steve Haley, CEO, Chairman of the Board of Directors
Prior to founding Celsius, from 2004 to 2006, Mr. Haley invested in multiple companies including the beverage industry. From 1999 to 2001, he held positions as COO and Chief Business Strategist for MAPICS, a publicly held, international software company with 500+ employees and $145 million in revenue. From 1997 to 1999, he was CEO of Pivotpoint, a Boston based innovative ERP firm, by a venture backed team to include Goldman, TA Associates, and Greyloc to transform a difficult turnaround situation into a profitable sale. He is a frequent speaker at national and international events on innovation and strategy. He was honored in Fortune Magazine's "Men of the Century Edition" in 2000 and featured on the cover of the international magazine Beverage Innovation in 2006. He holds a BSBA in Marketing from the University of Florida.

James Cast, CPA, Director
James Cast is a director of the Company. Mr. Cast joined Elite as director in 2007. Mr. Cast is a certified public accountant and is owner of a CPA firm in Ft. Lauderdale, FL, which specializes in taxes and business consulting. Prior to forming his firm in 1994, Mr. Cast was senior tax Partner-in-Charge of KPMG Peat Marwick's South Florida tax practice with over e hundered ten (110) employees. During his rtwenty-two (22) years at KPMG he was also the South Florida coordinator for all mergers, acquisitions, and business valuations. He is a member of AICPA and FICPA. He currently serves on the Board of the Covenant House of Florida and is the former President of the Board of Trustees, First Presbyterian Church of Ft. Lauderdale. He has a BA from Austin College and a MBA from the Wharton School at the University of Pennsylvania.

William Milmoe
William Milmoe is a director of the Company. Mr. Milmoe joined Celsius Holdings, Inc as director in August 2008. Mr. Milmoe is President and Cheif Financial Officer of CDS International Holdings, Inc., a position he has held since 2006. From 1997 to 2006, he was CDS' Chief Financial Officer and Treasurer. Mr. Milmoe is a Certified Public Accouintant with over 30 years of broad business experience in both public accounting and private industry. His financial career has included positions with PricewaterhouseCoopers, an internal public accounting firm, General Cinema Corporation, and independent bottler of Pepsi Cola and movie exhibitor. Mr. Milmoe is a member of both the Florida and the American Institute of Certified Public Accountants.

Geary Cotton
Geary Cotton is a director of the Company. Mr. Cotton joined Celsius Holdings, Inc as director in September, 2008. Mr. Cotton is a Director of a privatley held insurance industry company, XN Financial. Mr. Cotton was from 1986 to 2000 Cheif Financial Officer of Rexall Sundown, and public entity sold in 2000 for $1.8 billion. Mr. Cotton was a Director and Audit Committee Chairman of QEP Co. Inc. from 2002 to 2006. Mr. Cotton is a Certified Public Accountant with over 30 years of broad business experience in both public accounting and private industry. Mr. Cotton is a graduate of University of Florida.

Jan Norelid, Chief Financial Officer and director of the Company
Jan Norelid joined Celsius as Chief Financial Officer in November 2006. Mr. Norelid has 27 years of local and international financial experience. Most recently, from 2005 to 2007 he worked as consultant for Bioheart Inc and FAS Group, a consulting firm specialized in SEC related matters. Previously, from September 1997 to January 2005, Mr. Norelid served as Chief Financial Officer for Devcon International Corp, a $80 million NASDAQ listed company which manufactures building materials and provides a comprehensive range of heavy-construction and support services. From January 1996 to September 1997, Mr. Norelid owned and operated a printing franchise. Prior to this, from 1990 to 1995, Mr. Norelid worked as Chief Financial Officer for Althin Medical Inc., a $100 million public medical device company. Previous experience since 1977 consisted of various controller and CFO positions for Swedish companies, stationed in six different countries in four continents. Mr. Norelid holds a degree in Business Administration from the Stockholm School of Economics.

Disclosure
This profile is based on data obtained from sources we believe to be reliable, but is not guaranteed as to accuracy and does not purport to be complete. As such, the profile should not be construed as advice designed to meet the particular investment needs of any investor. Any opinions expressed herein are subject to change and are not the opinions of Celsius Holdings, Inc. or its management or board of directors. RedChip Companies Inc. is an affiliate of the Aurelius Consulting Group, Celsius Holdings, Inc. is a client of the Aurelius Consulting Group, Inc. In the purview of Section 17(b) of the Securities Act of 1933 and in the interest of full disclosure, we call the reader's attention to the fact that the Aurelius Consulting Group is an investor relations firm hired by the Company and receives a monthly fee of $5,500 and 30,000 in shares of Rule 144 stock for investor relations services.