Greenlane Holdings, Inc. has appointed technology executive Jason Hitchcock as its Chief Executive Officer, effective immediately, as the company continues to execute its Berachain-focused Digital Asset Treasury strategy. The appointment represents a strategic move by the Nasdaq-listed company to deepen its involvement in blockchain infrastructure and decentralized finance operations.
Mr. Hitchcock brings over 15 years of experience building revenue engines 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, where 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 appointment is significant because it signals Greenlane's serious commitment to its digital asset treasury initiatives at a time when institutional participation in blockchain networks is expanding. As CEO, Mr. Hitchcock will oversee corporate strategy, capital allocation, operational execution, and the continued development of Greenlane's digital asset treasury initiatives, with a specific mandate to deepen the company's participation within 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 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's strategy involves becoming the largest public holder of BERA and using its scale across validators, reward vaults, and liquidity pools to capture yield generated by Berachain's economic flywheel. 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. 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.
Mr. Hitchcock 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.
The company's activities involve network staking, liquidity provisioning, and strategic initiatives intended to contribute to the long-term sustainability of decentralized protocols within its portfolio. This move represents a notable example of a publicly traded company integrating blockchain-based treasury management into its core operations, potentially setting a precedent for other corporations considering similar strategies. The company's filings with the U.S. Securities and Exchange Commission are available at https://www.sec.gov.
