Celsius and The Vitamin Shoppe Team Up for the 11th Annual 911 Fitness Challenge

2008-10-16 02:01:02 -

www.celsius.com - Celsius Holdings, Inc., Delray Beach Kim Morgan, 561-750-9800 x233 kmorgan@transmediagroup.com or Jan Norelid, 866-4-CELSIUS jnorelid@celsius.com The Celsius 911 Fitness Challenge has partnered with The Vitamin Shoppe to promote fitness, physical performance, health and quality of life of 911 First Responders. The team with the greatest averaged weight-loss improvement in each region will receive a $5000 prize and a trip to Las Vegas. There will be five teams competing: West Coast, Central, Northeast, Southeast and Canada.

As it enters its eleventh year, the 911 Fitness Challenge has become a highly anticipated event for thousands of hard-working First Responders throughout the U.S. and Canada. The Celsius 911 Fitness Challenge is a 12-week program with the objective of losing fat and gaining muscle. In addition to promoting teamwork and morale among the teams, the challenge provides incentive for the 75% of First Responders who are overweight. Last year, more than 6,000 First Responders participated, and this year the challenge expects to attract more than 10,000 participants.

Teams can register from October 15-December 15, 2008 online at www.911fitness.com. Active or retired 911 responders and their spouses are eligible. Each team consists of 3-5 members and a team captain. Weigh-ins are performed by Celsius 911 Fitness Challenge Certified Trainers at designated Vitamin Shoppe stores.

Log in to www.vitaminshoppe.com for a Vitamin Shoppe location near you. Celsius is scientifically proven to burn up to 100 calories or more per can by raising metabolism and generating increased energy and alertness. Additional benefits shown when combined with exercise include increased loss of fat mass, increased gain of muscle mass and improved endurance.

According to Irina Lorenzi, VP of Innovations at Celsius, "We are so excited to partner with The Vitamin Shoppe to improve the quality of life of 911 First Responders throughout the country." She adds, "Celsius provides delicious refreshment which is the perfect accompaniment to help participants in the 911 Fitness Challenge achieve results."

About Celsius Holdings, Inc.

Celsius Holdings, Inc. (OTCBB:CSUH) markets Celsius(R), the original, great tasting calorie burner that is backed by science, through its wholly-owned operating subsidiary, Celsius, Inc. Celsius, Inc. is dedicated to providing healthier, everyday refreshment through science and innovation. Information about Celsius Holdings, Inc. is available at our website. More information about Celsius, the original, great tasting calorie burner, is available at www.celsius.com.

Forward-Looking Statements

Certain statements made in this press release are forward looking in nature (within the meaning of the Private Securities Litigation Reform Act of 1995) and, accordingly, are subject to risks and uncertainties. The actual results may differ materially from those described or contemplated. Certain of these risks and uncertainties are discussed in the reports we filed with the SEC.

Celsius and The Vitamin Shoppe Join Forces to Promote Nationwide
Weight-Loss Challenge for 911 First Responders