Rumors surround future of Tom Brady's TB12 business

May 2024 · 3 minute read

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Rumors are circulating regarding the future of Tom Brady’s TB12 company and whether or not he is still in business with his longtime business partner and trainer, Alex Guerrero.

It all started with a tweet from former NESN host Dale Arnold.

“Word I’m hearing is that Tom Brady and Alex Guerrero are no longer in business together,” Arnold posted on X on Tuesday. “TB12 seems to be closing all facilities and there may be a new business model for Brady.”

TB12 is run by Brady and Guerrero, and they opened stores in cities such as Boston, Foxborough, Tampa, Los Angeles and New York City.

The company is focused on health and performance and promotes the TB12 Method, and sells fitness products, including equipment, apparel and food.

Guerrero didn’t deny the report but offered a picture of a unified front, telling the Boston Globe’s Ben Volin: “Tom and I are still in business together.”

The two sat courtside with Raiders owner Mark Davis for the Aces’ win over the Liberty in Game 1 of the WNBA Finals on Sunday night in Las Vegas.

Tom Brady (l) and Alex Guerrero (r) at the WNBA Finals. Brian Prahl / SplashNews.com

However, Volin noted: “There does appear to be something going on with the TB12 business.”

Attempting to click on a store locator on the tb12sports.com page provides a “page not found” landing with the caption: “Sorry, this page does not exist.”

The same page is posted for links to pages regarding in-center membership and a page designed to provide details about the services.

The landing page for the store locator for TB12. TB12sports.com

WEEI in Boston confirmed Arnold’s report, stating that Brady and Guerrero will split as business partners since, per a source, the “business side of TB12 was not working in Brady’s favor, and he sold off most of his share of the company close to a year ago.”

“TB12 was losing tons of money,” the source told WEEI.

Tom Brady celebrates the Grand Opening of TB12 Performance & Recovery Center in Boston in 2019. Getty Images for TB12
Tom Brady (l) and Alex Guerrero (c) at the opening of the TB12 Performance & Recovery Center in Boston in 2019. Getty Images for TB12

TB12 will be now be rebranded into TBRx, which will be led by Guerrero, and will open in Franklin, Mass. on Oct. 23, per a tweet from WEEI’s Mike Kadlick.

The TB12 location at Patriot Place in Foxborough is set to close Oct. 20, per the tweet.

The Boston TB12 store location already closed in May after three-plus years of operation, according to wcvb.com.

The TBRx website has a testimonial from Brady on its landing page, while listing him as a client.

Tom Brady’s testimonial for TBRx. https://www.tbrxsports.com/

“I have personally witnessed the transformative power of Alex’s total body recovery approach throughout my career,” Brady wrote in the testimonial. “It has been instrumental in keeping me at my peak performance level year after year. TBRx will undoubtedly extend the benefits of this method to many others, allowing them to thrive both on and off the field.”

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