In a surprising turn of events, rumors have been swirling around the future of Tom Brady's TB12 company, hinting at a potential shift in the business model and partnership dynamics. The whispers began with a tweet from former NESN host Dale Arnold, suggesting that Brady and his longtime business partner and trainer, Alex Guerrero, might no longer be in business together. Arnold's tweet hinted at the closure of all TB12 facilities and the emergence of a new business model for the seven-time Super Bowl champion.
TB12, co-run by Brady and Guerrero, has been a prominent name in the health and performance industry. With stores in major cities such as Boston, Foxborough, Tampa, Los Angeles, and New York City, the company has been a beacon for those seeking a holistic approach to health, promoting the TB12 Method. This method, coupled with a range of fitness products from equipment to apparel and even food, has garnered a significant following.
However, recent developments have cast a shadow over the brand's future. While Guerrero confirmed to the Boston Globe that he and Brady are still in business together, there have been undeniable signs of change. For instance, attempts to access certain sections of the TB12 website result in a "page not found" error, raising eyebrows about the company's current status.
Further fueling the speculations, WEEI in Boston confirmed Arnold's initial claims. According to their sources, the business side of TB12 wasn't proving beneficial for Brady, leading him to sell off most of his share in the company nearly a year ago. The source also revealed that TB12 was "losing tons of money."
In a significant rebranding move, TB12 is set to transform into TBRx, led by Guerrero. The new entity, TBRx, is slated to open its doors in Franklin, Mass., on October 23. Meanwhile, the TB12 location at Patriot Place in Foxborough is scheduled for closure on October 20. The Boston TB12 store had already shut its doors in May after over three years of operation.
Despite the changes, Brady's association with the new brand remains evident. The TBRx website features a testimonial from Brady, where he praises the "transformative power" of Guerrero's total body recovery approach. Brady credits this method for maintaining his peak performance levels throughout his illustrious career.
