Greenlane Holdings, Inc. (NASDAQ: GNLN) announced the appointment of Jason Hitchcock as Chief Executive Officer, effective immediately. Hitchcock, a technology executive with over 15 years of experience in SaaS, blockchain infrastructure, and decentralized finance, will lead the company's Berachain-focused Digital Asset Treasury (DAT) strategy, which combines disciplined capital allocation with active ecosystem participation through validator operations, staking, and liquidity provisioning.
Hitchcock previously served as Head of Business Development at thirdweb, a leading open-source Web3 developer tools platform, where he built enterprise go-to-market strategies across more than 150 blockchain networks. Earlier roles included senior leadership at Twitch and Bebo, where he contributed to platform growth and go-to-market execution. He also co-founded Four Moons, a decentralized finance advisory and liquid token investment firm, raising two private funds and managing strategies focused on yield generation through DeFi protocols.
As CEO, Hitchcock will oversee corporate strategy, capital allocation, and operational execution, with a mandate to deepen Greenlane's participation in the Berachain ecosystem. The company intends to become the largest public holder of BERA and leverage its position across validators, reward vaults, and liquidity pools to capture yield generated by Berachain's Proof of Liquidity mechanism. "Berachain's PoL mechanism is uniquely designed to reward active liquidity provision rather than passive token lockup—validators, liquidity providers, and stakers all participate in an economic flywheel where network activity drives BGT emissions, protocol incentives, and yield opportunities," said Hitchcock.
Greenlane, a global platform for premium lifestyle accessories and consumer products, initiated its Berachain-focused digital asset treasury strategy in October 2025. The company engages in network staking, liquidity provisioning, and strategic initiatives to support blockchain-based infrastructure. Berachain, the first blockchain powered by Proof of Liquidity, aligns network security with ecosystem liquidity using three native tokens: BERA (gas and staking), BGT (governance and rewards), and HONEY (native stablecoin). The network has raised $150 million from investors including Brevan Howard, Framework Ventures, Polychain Capital, Samsung Next, and others.
The appointment comes as Greenlane continues executing its strategy amid volatile digital asset markets and evolving regulatory landscapes. The company has emphasized transparent reporting and risk management, noting that investments in digital assets like BERA carry substantial risks, including extreme price volatility, regulatory uncertainty, and technological risk. Forward-looking statements in the announcement highlight the company's expectations regarding its treasury strategy and ecosystem participation, but caution that actual results may differ materially due to factors such as market conditions, protocol changes, and capital availability.
For more information, visit SEC filings or contact the company at IR@greenlane.com.
