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. This strategy combines disciplined capital allocation with active ecosystem participation through validator operations, staking, and liquidity provisioning.
Hitchcock most recently 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. Prior to that, he held senior roles at Twitch and was on the founding team at Bebo, contributing to platform growth and driving Bebo's acquisition by Twitch. Since 2020, Hitchcock has been active in decentralized finance, co-founding Four Moons, a DeFi advisory and liquid token investment firm, where he managed digital asset strategies focused on yield generation.
As CEO, Hitchcock will oversee corporate strategy, capital allocation, and operational execution, with a mandate to deepen Greenlane's participation in the Berachain ecosystem. “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 Hitchcock. “Berachain’s PoL mechanism is uniquely designed to reward active liquidity provision rather than passive token lockup. 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 and accelerate our accumulation strategy.”
Greenlane, a global platform for premium lifestyle accessories, initiated its Berachain-focused digital asset treasury strategy in October 2025. The company engages in network staking, liquidity provisioning, and strategic initiatives to support decentralized protocols within its portfolio. Berachain 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, BGT, and HONEY—and has raised $150 million from investors including Brevan Howard, Framework Ventures, and Polychain Capital.
Hitchcock's appointment comes as Greenlane seeks to execute its DAT strategy with transparent reporting and disciplined capital deployment. The company's forward-looking statements highlight risks including digital asset market volatility, regulatory developments, and protocol changes. For more information, visit SEC.gov.
