Nutrabolt, the parent company of C4 Energy and Cellucor, has revamped its leadership team with three new executive-level appointments including Red Bull veterans Louisa Lawless and Jason Cantelli as EVP of commercial marketing and sales and, EVP of commercial operations, respectively, and Jack Harnedy as VP of revenue growth management.
“Adding this level of expertise to our industry-leading organization is one way we are driving momentum for Nutrabolt’s best-in-class beverage and active nutrition lines of business,” said Kyle Thomas, who was promoted to global CCO in January, in a press release. “We will continue to invest in our portfolio, people, and go-to-market rigor as we deliver on our commitment to make products that maximize human potential, accessible to all.”
Lawless arrives at her new role at Nutrabolt with over 20 years of experience in brand building and management, including most recently a stint at wellness beverage incubator Stratus Group where she served as chief strategy officer building brands like KÖE Kombucha and Perfect Hydration. Before that, Lawless held leadership positions at beverage giants such as Red Bull North America and Core Nutrition, where she helped guide the $525 million sale of Core Nutrition to Keurig Dr Pepper (KDP).
As EVP of commercial marketing and sales, Lawless will oversee the company’s marketing, strategy, and nutritional sales functions across all revenue segments.
Meanwhile, Cantelli most recently spent 15 years at Red Bull in leadership roles for key accounts, distribution and marketing. Prior to that, he seven years at the Boston Beer Company in distribution management and key accounts. In his new role as EVP of commercial operations, Cantelli will take charge of food service, specialty retail and beverage distribution.
Finally, Harnedy comes to Nutrabolt from snack giant Hostess Brands, where he established the RGM function and “achieved significant revenue growth through efficient and engaging promotions, trade programs and data democratization.” At the supplement and energy drink company, he will be responsible for pricing and promotion scheduling and the analysis of new brands and innovations.
“As they say, ‘Embrace the new, for it’s a path to growth.’ With incredible brands in explosive growth categories, I look forward to contributing to Nutrabolt’s continued success,” wrote Harnedy in a LinkedIn announcement.
Founded in 2002, Nutrabolt first gained momentum among performance athletes and fitness enthusiasts. Over time, the company has expanded into mainstream retail and introduced new lines – such as C4 Smart Energy and its rebranded C4 Workout Powder – to reach everyday consumers who prioritize healthy, active living.
In January, the Austin, Texas-based nutrition supplement maker acquired a 20% ownership stake in TikTok-favorite greens and superfood brand Bloom Nutrition. Aligning with Bloom will help Nutrabolt broaden its audience to include female consumers within the greater health and wellness space; the greens brand is primarily targeted at females between the ages of 18 and 34.
Nutrabolt’s portfolio – which includes energy drink C4, post-workout recovery XTEND, and sports nutrition Cellucor – is currently distributed in over 125 countries, sold online through the brand’s website and Amazon and in-store at retailers like Walmart, Target, 7-Eleven, and Walgreens, among others.
In the two-week period ending April 6, Nutrabolt’s C4 Energy brand posted 35.3% sales growth, according to Goldman Sachs Equity Research’s latest analysis of NielsenIQ data. Additionally, based on Q1 2024 results, C4 claims to have moved into the No. 4 spot in the U.S. energy drink market.