Tom Brady confirms TB12 is ending after more than a decade
Tom Brady has confirmed that TB12, the personal fitness and nutrition brand he built during his playing career, is coming to an end.
In an email sent to subscribers, Brady told customers the brand is “winding down” after more than a decade in operation.
“Your support has made TB12 a brand and community I’m proud of,” Brady wrote. “After an incredible run, TB12 is winding down.”
The message signals the formal shutdown of the brand that promoted Brady’s approach to training, recovery, and nutrition, often centered on flexibility and what the company called “pliability.”
Tom Brady said the business is transitioning into NOBULL, the sportswear company he merged TB12 with in 2024.
“Now, I’m excited to share the next chapter: NOBULL Nutrition,” Brady wrote.
TB12’s website remains live and now links directly to NOBULL products. The move follows the 2024 merger of TB12, Brady Brand apparel, and NOBULL, which made Brady the company’s second largest shareholder behind majority owner Mike Repole.
In a separate social media post, Brady credited the work done under the TB12 banner to his new venture.
“NOBULL nutrition was born from the work we accomplished at TB12 Performance,” Brady wrote, noting he co founded the company in 2013 with longtime friend and trainer Alex Guerrero.
“I want to sincerely thank everyone who supported the brand and believed in the mission and all that we achieved,” he added.
At its peak, TB12 operated physical performance centers in Foxborough, Boston, Los Angeles, New York, and Tampa. The Boylston Street location closed in 2023. By 2026, all TB12 brick and mortar locations have shut down.
NOBULL’s headquarters is now listed at 135 William T. Morrissey Boulevard in Boston, a redeveloped building that once housed the offices of The Boston Globe and Boston.com.
For a boston brand built around longevity, the end came without drama. TB12 did not collapse. It concluded, folded into a larger company with a broader consumer focus and a familiar face still attached to the label.
