“Carl stated when I first started, the goal for me joining the company was, number one, to get the company profitable,” says John Fieldly, who joined Celsius as its CFO in 2012 and has been its CEO since 2017. After it was delisted, he recruited a new CEO and management team to orchestrate a turnaround. He invested early, and extended Celsius a $3 million line of credit to fuel an advertising campaign in 2010, but it didn’t get the business off the ground. “It fits in with a healthy lifestyle, and that’ll never go out of style.” “This goes hand in hand with what I was doing,” DeSantis says. None caught his attention quite like Celsius, which was founded in 2004 and started selling its drinks a year later. With his newfound cash pile, DeSantis set up a family office in Boca Raton, Florida, and diversified his investments, including local real estate and restaurants, a 50,000-acre ecotourism reserve that he developed in South Africa and sold in 2012, the Tabanero hot sauce brand and his own necktie collection. DeSantis owned a third of the business, and his two sons Dean and Damon, who worked for him, owned an additional 17%.Ĭarl DeSantis owns a 31% stake in Celsius Holdings worth $1.2 billion. In 2000, he cashed out when former Dutch food giant Royal Numico bought Rexall Sundown for $1.8 billion.
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He recruited famed TV personality Dick Clark to be a spokesperson for the business, which he took public in 1993, and appeared on Forbes' Best Small Companies list several times in the 1990s. It was generating $20 million in annual revenue by 1985, when he bought the Rexall trademark, adding national name recognition from the brand that once had 25,000 drugstores across the nation but had fallen to the brink of bankruptcy. His three children and his wife’s friends from church helped him pack orders in the beginning, and when he was passed over for a district manager job at Super X, he quit to devote himself to Sundown Vitamins full-time.
He and the pharmacist at the store invested a total of $5,000 to start a sunscreen business as a side hustle, and soon expanded to offer vitamins by mail too after customers at the store would badger him for cheaper options.
He got an opportunity to be a store manager in Greensboro, N.C., in 1962, but moved back to Miami after a few years to manage a Kroger-affiliated Super X drugstore.īy 1976, DeSantis felt that the sunscreen products the drugstore sold were inadequate and thought he could do better. He started working at Walgreens as a stock boy while he was a student at Florida State, then dropped out and took a job at a store closer to home in Miami.
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