Rockstar Energy founder Russ Savage says he built a stake in Celsius and wants to replace the CEO

Rockstar Energy founder Russ Savage said he has built a position in Celsius Holdings and is seeking to take over the company’s chief executive role, according to an interview with CNBC published August 7, 2026. Savage told the outlet that he now controls 12 million shares of Celsius, a stake he described as roughly 4.7% of the energy drink company.

In the CNBC interview, Savage characterized his shareholding as the foundation for his push to change management, saying he wants to replace the current CEO. The report describes his plan as centered on the voting power associated with the shares he holds rather than on a sale of assets or a merger approach.

The disclosure places Celsius, a widely held consumer brand, in the familiar position of facing pressure from a large minority shareholder seeking a governance shift. While the CNBC report focuses on Savage’s stake and stated intent to pursue the CEO role, it does not describe any specific timetable for board action or shareholder votes.

Savage’s comments also highlight the practical leverage that a mid-single-digit ownership position can provide in contested corporate governance. A stake of about 4.7% is typically significant enough to factor into shareholder discussions, proxy fights, or negotiations with the board, depending on the company’s ownership structure and the voting process required for leadership changes.

The next steps in such efforts generally depend on whether Savage reaches agreements with the board or pursues formal shareholder mechanisms. The CNBC report, as summarized in the provided packet, does not specify whether he has filed any documents with regulators, launched a proxy campaign, or requested a special meeting, and those details are therefore not included here.

For Celsius investors and employees, the key issue is how quickly governance questions can move from public statements to concrete corporate procedures. In cases where an activist or large shareholder seeks board or executive changes, boards may respond with outreach, additional disclosures, or a defense of existing strategy through shareholder communications, while shareholders decide whether to back the proposed leadership change at any vote that may follow.

Savage’s bid also underscores the governance and disclosure expectations for corporate leadership contests, particularly when an investor publicly frames a leadership takeover. Until the company or regulators provide additional documentation, the scope and mechanics of Savage’s plan remain limited to his announced stake and his stated goal of taking the CEO position.