Greenlane Holdings, Inc. has appointed Jason Hitchcock as its Chief Executive Officer, effective immediately. The appointment comes as the Nasdaq-listed company continues to execute its Berachain-focused Digital Asset Treasury strategy, which combines disciplined capital allocation with active ecosystem participation through validator operations, staking, and liquidity provisioning.
Mr. Hitchcock brings over 15 years of technology leadership experience, most recently serving as Head of Business Development at thirdweb, a leading open-source Web3 developer tools and infrastructure platform. In that role, he built and led enterprise go-to-market strategy across more than 150 blockchain networks. His background includes senior business development roles at Twitch and Bebo, where he contributed to platform growth in high-scale digital environments.
The new CEO has been an active participant in decentralized finance since 2020, with hands-on experience deploying capital across DeFi protocols for yield generation, liquidity provisioning, and token management. He co-founded Four Moons, a DeFi advisory and liquid token investment firm, where he raised two private funds and managed digital asset strategies focused on yield generation through decentralized finance protocols.
At Greenlane, Mr. Hitchcock will oversee corporate strategy, capital allocation, operational execution, and the continued development of the company's digital asset treasury initiatives. His mandate includes deepening Greenlane's participation within the Berachain ecosystem while maintaining governance, disclosure, and risk management standards consistent with a public company.
"I'm excited to lead Greenlane's strategy to accumulate BERA and put our treasury to work within Berachain's Proof of Liquidity ecosystem," said Mr. Hitchcock. "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."
Greenlane intends to become the largest public holder of BERA and use its scale across validators, reward vaults, and liquidity pools to capture yield generated by this economic flywheel. The company's focus is on disciplined capital deployment, transparent reporting, and building durable long-term value for shareholders.
Berachain (BERA) is the first blockchain powered by Proof of Liquidity, an extension of Proof of Stake that aligns network security with ecosystem liquidity. The network operates with three native tokens—BERA (gas and staking), BGT (governance and rewards), and HONEY (native stablecoin)—designed to support sustainable on-chain economies. Berachain reports that it has raised $150 million from leading digital asset investors including Brevan Howard, Framework Ventures, Polychain Capital, Samsung Next, Laser Digital by Nomura, Goldentree Asset Management, SBI VC Trade and more.
This leadership change represents a significant strategic shift for Greenlane, which historically operated as a global platform for premium lifestyle accessories and consumer products. The company initiated its Berachain-focused digital asset treasury strategy in October 2025, dedicated to acquiring BERA and increasing BERA-per-share through treasury management. The company's SEC filings, available at https://www.sec.gov, detail the risks associated with digital asset investments, including volatility, regulatory uncertainty, and technological risk.
The appointment of a CEO with deep Web3 and DeFi experience signals Greenlane's commitment to becoming a major participant in blockchain infrastructure development. For business and technology leaders, this move illustrates how traditional public companies are increasingly integrating blockchain strategies into their core operations, potentially creating new models for corporate treasury management and shareholder value creation in the digital asset era.
