"In an email to TB12 subscribers as well as a post on his social media, Brady alluded to a transition of the business to the brand he oversaw a merger with in 2024, " Nobull." "Your support has made TB12 a brand and community I'm proud of," Brady wrote in the email. "After an incredible run, TB12 is winding down." "Now, I'm excited to share the next chapter: NOBULL Nutrition," he added."
"In 2024, Brady merged TB12 and Brady Brand apparel with Nobull, making him the second largest shareholder behind Nobull majority owner, Mike Repole. "NOBULL nutrition was born from the work we accomplished at TB12 Performance, which I co-founded with my best friend Alex Guerrero in 2013," Brady said in an Instagram post. "I want to sincerely thank everyone who supported the brand and believed in the mission and all that we achieved."
"TB12 helped shape my perspective on performance and wellness at a pivotal time in my life," he continued, "and with NOBULL nutrition we'll take the next step and continue to innovate the best products in the industry. At its height, TB12 also had brick-and-mortar locations in Foxborough, Boston, Los Angeles, New York, and Tampa. In 2023, the Boylston Street location closed. By 2026, all TB12 locations have now shuttered."
Tom Brady is winding down his original fitness and nutrition brand TB12 and transitioning operations into NOBULL Nutrition following a 2024 merger with Nobull. Brady merged TB12 and Brady Brand apparel with Nobull and became the second largest shareholder behind majority owner Mike Repole. Nobull already carries Brady-endorsed products and TB12 web links point to Nobull. TB12 previously operated retail locations in Foxborough, Boston, Los Angeles, New York, and Tampa; all locations closed by 2026. Brady credited TB12 Performance work for NOBULL nutrition and thanked supporters while promising continued product innovation.
Read at Boston.com
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