Tom Brady’s TB12 Brand Winds Down as Fitness Icon Shifts Focus to NOBULL Nutrition

It’s official: Tom Brady’s original health and wellness brand, TB12, is coming to an end. The seven-time Super Bowl champion confirmed in an email to subscribers and a social media post that the company he co-founded more than a decade ago is “winding down.”

“After an incredible run, TB12 is winding down,” Brady wrote. “Your support has made TB12 a brand and community I’m proud of. Now, I’m excited to share the next chapter: NOBULL Nutrition.”

The announcement marks the latest evolution in Brady’s business portfolio, which has continued expanding even after his retirement from the NFL. TB12—launched in 2013 alongside his longtime trainer Alex Guerrero—became known for promoting the “TB12 Method,” a performance regimen built around nutrition, recovery, and the now-familiar concept of muscle pliability.

The brand sold everything from supplements and hydration mixes to workout gear and $200 nutrition guides outlining Brady’s anti-inflammatory diet, which famously included recipes like avocado ice cream. For years, TB12 centers operated in Foxboro and on Boylston Street in Boston, giving local fans a chance to train like Brady. Both facilities closed in 2023.

This latest move transitions TB12 under the umbrella of NOBULL, the Boston-based athletic brand founded in 2015. Brady and NOBULL first joined forces in 2024 in a merger that brought together TB12, Brady Brand apparel, and NOBULL’s sportswear lines. The former quarterback became NOBULL’s second-largest shareholder, behind majority owner Mike Repole.

“NOBULL Nutrition was born from the work we accomplished at TB12 Performance,” Brady said when announcing the shift. His focus, he explained, is now on expanding NOBULL’s nutrition division, positioning it as the next step in his mission to help people “become the best version of themselves.”

The change effectively closes the book on one of Boston’s most recognizable wellness ventures of the past decade. TB12 became a household name not only among Patriots fans but within the wider fitness community, helping reshape how many viewed athletic longevity and recovery.

While some longtime customers expressed nostalgia online, others said Brady’s move feels like a natural progression given how far his wellness philosophies have spread. As TB12’s digital storefront links now redirect to NOBULL products, the brand’s influence seems set to live on through this new phase.

Brady may be stepping away from TB12 as a standalone brand, but in typical fashion, he’s already setting his sights on what’s next.