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. 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 available at https://thirdweb.com. In that role, he built and led the company's enterprise go-to-market strategy across more than 150 blockchain networks.
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 decentralized finance advisory and liquid token investment firm, where he raised two private funds and managed digital asset strategies focused on yield generation through DeFi protocols. At Greenlane, 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," Hitchcock stated. "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 the scale of its position across validators, reward vaults, and liquidity pools to capture yield generated by this flywheel.
The company's focus is on disciplined capital deployment, transparent reporting, and building durable long-term value for shareholders through its digital asset treasury strategy. Berachain, which has raised $150 million from leading digital asset investors, operates with three native tokens—BERA (gas and staking), BGT (governance and rewards), and HONEY (native stablecoin)—designed to support sustainable on-chain economies. The network's Proof of Liquidity mechanism represents an extension of Proof of Stake that aligns network security with ecosystem liquidity, creating market-driven incentives for participants. The company's digital asset activities involve significant risks, including volatility in digital asset markets, regulatory developments affecting blockchain networks, and changes in protocol design or governance. These risks are detailed in the company's SEC filings available at https://www.sec.gov. Greenlane emphasizes that investments in and exposures to digital assets such as BERA are highly speculative and may result in the loss of all or a substantial portion of invested capital.
