Greenlane Holdings, Inc. (NASDAQ: GNLN) announced the appointment of Jason Hitchcock as its Chief Executive Officer, effective immediately. Hitchcock brings over 15 years of technology leadership experience across SaaS, blockchain infrastructure, and decentralized finance to guide the company's digital asset treasury initiatives.
Hitchcock 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 scaled enterprise go-to-market strategies 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 comes as Greenlane 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 has been an active participant in decentralized finance since 2020, with hands-on experience deploying capital across DeFi protocols for yield generation and token management. He co-founded Four Moons, a DeFi advisory and liquid token investment firm, where he raised private funds and managed digital asset strategies focused on yield generation.
As CEO, 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 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 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 intends to become the largest public holder of BERA tokens and use the scale of its position across validators, reward vaults, and liquidity pools to capture yield generated by this economic flywheel. The company's focus remains on disciplined capital deployment, transparent reporting, and building durable long-term value for shareholders.
Berachain (BERA) 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 (gas and staking), BGT (governance and rewards), and HONEY (native stablecoin)—designed to support sustainable on-chain economies. Berachain has raised $150 million from leading digital asset investors including Brevan Howard, Framework Ventures, Polychain Capital, and Samsung Next.
This leadership change represents a significant strategic commitment by a publicly traded company to digital asset treasury management, potentially setting a precedent for how traditional corporations might participate in blockchain ecosystems. The move signals growing institutional interest in active participation rather than passive holding of digital assets, with implications for how public companies manage treasury assets and generate yield in evolving financial markets.
