I am the wrong person to ask as I can only speculate, so here goes.
Maybe they are putting in their own money.
Likely, it's being funded in part by people that they know and their funds might be in the Wall Street group they are working with.
The old statement "time is money" plays a role also.
I believe (IMO) they are going to hit up many contacts from their success at Celsius including financial, distribution, marketing etc.
Why wouldn't they? It fits hand in glove.
They might say something to the effect of "Guys we have a tiger by the tail again. Only this time it's got better legs. Want in? What role do you want to take on?"
I bet soon we have news on the new, experienced VP, a new Marketing Director who knows the industry.
Celsius went from ~.20 to ~30.00/share and it was their first shot at the beverage industry.
This time they have names, methods and experience.
I'm excited to see what they have planned.
The adults are now running the company!
News 
Market Data 
Discover 
