Greg Horn originated the Celsius concept with a simple idea: Functional beverages with a real functional benefit validated with human clinical trials in the final product. With this idea in mind, Greg played a co-founded Celsius Holdings Inc. as co-founder with Irina Lorenzi and Steve Haley and formulated the first CELSIUS fitness drink in 2004. Based on his original idea, CELSIUS, known as a healthy energy drink, quickly rose to the top of the functional beverage category for fitness and energy drinks. From 2007-2016, CELSIUS won 16 international awards, and in 2017, it received the InnoBev “Best Functional Drink” award. The original CELSIUS drink was sold in seven different flavors. Under Greg’s formulation guidance, CELSIUS is free of preservatives, aspartame, high fructose corn syrup, artificial flavors or colors, very low in sodium and certified non-GMO. Most importantly, CELSIUS is proven to work in multiple human clinical trials, unique in the crowded energy drink category. This combination propelled the company to the top of the functional beverage category gaining massive popularity among fitness energy drinks globally and is currently valued at more than $20 billion.