Greenlane Holdings, Inc. (NASDAQ: GNLN) announced the appointment of Jason Hitchcock as its Chief Executive Officer, effective immediately. The appointment comes as the 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 across SaaS, blockchain infrastructure, and decentralized finance. He most recently served as Head of Business Development at thirdweb, a leading open-source Web3 developer tools and infrastructure platform available at https://thirdweb.com. In that role, he built and led the company's enterprise go-to-market strategy, scaling a program across more than 150 blockchain networks and structuring channel partnerships to drive developer tool adoption among startups building in web3.
Earlier in his career, Mr. Hitchcock held senior business development and partnership leadership roles at Twitch and Bebo, contributing to platform growth in high-scale digital environments. He has been an active participant in decentralized finance since 2020, with hands-on experience deploying capital across decentralized finance protocols for yield generation, liquidity provisioning, and token management. He co-founded Four Moons, a decentralized finance 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.
As Chief Executive Officer, Mr. Hitchcock will oversee corporate strategy, capital allocation, operational execution, and the continued development of Greenlane's digital asset treasury initiatives. His mandate includes deepening the Company's participation within the Berachain ecosystem across validator infrastructure, staking, and liquidity provisioning, while maintaining governance, disclosure, and risk management standards consistent with a Nasdaq-listed 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 Jason Hitchcock, Chief Executive Officer. "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 be the largest public holder of BERA and to use the scale of our position across validators, reward vaults, and liquidity pools to capture yield generated by this flywheel and accelerate our accumulation strategy."
The appointment signals Greenlane's commitment to its digital asset treasury strategy initiated in October 2025, which is dedicated to acquiring BERA and increasing BERA-per-share through treasury management. The Company is a Berachain ecosystem participant focused on supporting the development and operation of blockchain-based infrastructure, including assets and applications built on Berachain. The Company engages in network staking, liquidity provisioning, and strategic initiatives intended to contribute to the long-term sustainability of decentralized protocols within its portfolio.
Berachain (BERA) is the first blockchain powered by Proof of Liquidity, an extension of Proof of Stake that aligns network security with ecosystem liquidity. Rather than locking tokens in isolation, Berachain's PoL mechanism incentivizes users to provide liquidity to decentralized finance applications and stake receipt tokens in Reward Vaults to earn BGT, a non-transferable governance token. 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.
This leadership change represents a significant development for public company involvement in blockchain ecosystems, as Greenlane seeks to leverage its Nasdaq-listed status to bring institutional-grade governance and transparency to digital asset treasury management. The company's filings with the U.S. Securities and Exchange Commission are available at https://www.sec.gov, providing investors with access to detailed financial and risk information. The strategy focuses on disciplined capital deployment, transparent reporting, and building durable long-term value for shareholders through active participation in emerging blockchain economies.
