Greenlane appoints Web3 veteran as CEO… “aims to become the largest corporate holder of Berachain”

Nasdaq-listed Greenlane Holdings (GNLN) is accelerating its Berachain (BERA)-based Digital Asset Treasury (DAT) strategy by bringing in a decentralized finance (DeFi) specialist as chief executive officer (CEO).

Greenlane said on the 20th that it has appointed Jason Hitchcock, formerly head of business development at Web3 infrastructure platform thirdweb, as its new CEO. The company said the leadership change will strengthen its foothold in the Berachain ecosystem and put its digital-asset management strategy into full swing.

At thirdweb, Hitchcock scaled an annual recurring revenue (ARR) program worth millions of dollars across more than 150 blockchain networks and led strategic partnerships to drive adoption of developer tools among Web3 startups. He also co-founded Four Moons, which provides go-to-market advisory for DeFi protocols and liquidity token investment strategies.

He also previously worked at Twitch, where he designed a “viewer-participation community” model—an approach that aligns with Berachain’s core mechanism, Proof of Liquidity (PoL). Berachain employs a structure in which users earn rewards for providing liquidity, and those rewards in turn help drive network growth.

Hitchcock plans to ensure compliance with governance, disclosure and risk-management standards required of Nasdaq-listed companies, while positioning Greenlane as a central pillar of the Berachain ecosystem through validator infrastructure, staking and liquidity provision.

“Greenlane has a goal of becoming the ‘company that holds the most BERA,’” he said. “We will capture yields generated by deploying assets across multiple channels—including validators, reward vaults and liquidity pools—and accelerate the pace of BERA accumulation.” He added, “We will execute principle-based strategic investments and disclose all details transparently to create long-term value for shareholders.”

Founded in 2005, Greenlane is a global platform company that has developed and distributed premium lifestyle accessories and consumer products through a convenience-store retail network and direct-to-consumer (DTC) channels. The company has been pursuing its Berachain-based DAT strategy since October last year. Going beyond simple holdings, it is actively participating in the ecosystem by supporting the development and operation of Berachain infrastructure, assets and applications.