Tom Brady announced TB12 winding down publicly as he prepares to transition the brand into NOBULL Nutrition.
The message arrived in an email to TB12 subscribers and in Brady’s Instagram post to fans. Brady explained that TB12’s mission will continue under NOBULL Nutrition, which grew from TB12 Performance’s work. As a result, product lines and expertise will migrate seamlessly into Nobull’s operations and new offerings.
In 2024, TB12 merged with NOBULL in a profile deal and Brady became a major shareholder behind Mike Repole. However, the shift also means TB12’s physical clinics and stores will close throughout the country by 2026. For longtime customers and athletes, this marks an ending and a new start for performance nutrition and supplements. Moving forward, Brady framed the change as an evolution that will accelerate innovation and product development more quickly. Overall, the announcement pairs gratitude for TB12’s legacy with clear optimism about Nobull Nutrition’s future ahead.
TB12 winding down: timeline and details
Tom Brady confirmed that TB12 is winding down and that its products, expertise, and community will move into NOBULL Nutrition. He communicated the change by email and on Instagram. As a result, the brand shifts from clinics and physical retail to a nutrition-focused priority under Nobull. Brady framed the move as an evolution, not an abandonment.
Key details and timeline
- 2024 merger with Nobull: TB12 and Brady Brand apparel merged with Nobull in 2024. At the time, Brady became the second largest shareholder behind Nobull majority owner Mike Repole. “After an incredible run, TB12 is winding down,” Brady wrote.
- Store closures and clinics: TB12 operated locations in Foxborough, Boston, Los Angeles, New York, and Tampa. The Boylston Street location closed in 2023, and by 2026 all TB12 locations had shuttered. Therefore, in-person services and in-store shopping ended across the network.
- Origin of Nobull Nutrition: NOBULL nutrition traces its roots to TB12 Performance, which Brady co-founded with Alex Guerrero in 2013. “NOBULL nutrition was born from the work we accomplished at TB12 Performance,” Brady said in an Instagram post.
- Communication and public message: The announcement appeared in an email to TB12 subscribers and on Brady’s Instagram. “Your support has made TB12 a brand and community I’m proud of,” he wrote, and he added, “Now, I’m excited to share the next chapter: NOBULL Nutrition.”
- Current TB12 website status: As of publication, the TB12 website remains live. It features links and redirects to Nobull, signaling a transition of digital assets.
These steps make the winding down orderly and forward-looking. Moving forward, Nobull Nutrition will carry TB12’s performance and product DNA into the next chapter.
TB12 winding down: Nobull Nutrition expansion and strategy
Nobull Nutrition grew out of TB12 Performance and now carries the torch after TB12 winding down. Tom Brady framed the shift as a strategic next step. In an email he wrote, “Your support has made TB12 a brand and community I’m proud of.” He added, “After an incredible run, TB12 is winding down” and said, “Now, I’m excited to share the next chapter: NOBULL Nutrition.”
Key origins and merger facts
- Roots in TB12 Performance: NOBULL nutrition was born from the work at TB12 Performance, co-founded by Tom Brady and Alex Guerrero in 2013. As a result, product development keeps TB12 expertise.
- 2024 merger details: In 2024 TB12 and Brady Brand apparel merged with Nobull. Brady became the second largest shareholder behind Nobull majority owner Mike Repole, which strengthened capital and distribution.
- Headquarters and expansion: Nobull’s headquarters sits at 135 William T. Morrissey Boulevard in Boston. The company moved into the renovated building in 2023, and it now scales nutrition, R&D, and distribution from Boston.
- Strategic importance: Because TB12 built credibility in performance and wellness, Nobull Nutrition inherits a tested product DNA. Therefore, Nobull ramps product innovation and market reach faster than a new brand could.
- Communication and credibility: The message went to TB12 subscribers and appeared on Brady’s Instagram. He emphasized continuity, writing that NOBULL nutrition was born from TB12 Performance’s work.
Taken together, these elements explain why Nobull Nutrition represents the planned next chapter after TB12 winding down.
TB12 winding down: TB12 vs NOBULL Nutrition at a glance
Below is a quick comparison of TB12 and NOBULL Nutrition. It highlights origins, ownership, product focus, and store footprints as TB12 winding down. Use this table to see how the brands differ and connect.
| Attribute | TB12 | NOBULL Nutrition |
|---|---|---|
| Founding or origin | Originated as TB12 Performance, co-founded by Tom Brady and Alex Guerrero in 2013. | Born from TB12 Performance; transition formalized in a 2024 merger with Nobull. |
| Key founders and leaders | Tom Brady; Alex Guerrero; TB12 leadership centered on Brady and the TB12 team. | Mike Repole majority owner; Tom Brady became second largest shareholder after the 2024 merger. |
| Product focus | Performance coaching, wellness products, supplements, and Brady Brand apparel. | Nutrition and supplement R&D, scaled product development, and broader distribution. |
| Store locations and clinics | Foxborough; Boston; Los Angeles; New York; Tampa. Boylston Street closed in 2023; by 2026 all locations had shuttered. | Headquarters at 135 William T. Morrissey Boulevard in Boston; moved into the renovated building in 2023 and scales distribution through Nobull channels. |
| Ownership structure | Originally owned and led by Tom Brady before the merger. | Majority ownership held by Mike Repole; Tom Brady is the second largest shareholder post-merge. |
| Brand philosophy | Athlete-first, clinic-based performance and holistic wellness. | Scale-driven nutrition brand that inherits TB12 performance DNA and prioritizes innovation. |
| Notable quote | “Your support has made TB12 a brand and community I’m proud of.” | “NOBULL nutrition was born from the work we accomplished at TB12 Performance,” Brady said. |
Note: This table reflects key points as TB12 winding down and the brands transition.
CONCLUSION
TB12 winding down marks a clear transition from clinic-based performance work to a nutrition-first strategy under Nobull Nutrition. Tom Brady shared the change by email and on Instagram, stressing continuity and gratitude. He wrote, “Your support has made TB12 a brand and community I’m proud of.” As a result, TB12’s stores closed and its product DNA moves into Nobull.
Nobull Nutrition grows from TB12 Performance and the 2024 merger. Mike Repole holds majority ownership while Brady remains a key shareholder. Alex Guerrero’s early work helped shape the product approach. Therefore, Nobull can scale research and distribution faster than TB12 could alone.
For fans and customers this means change but not disappearance. The TB12 website remains live and offers links to Nobull for continuity. Moving forward, Nobull aims to carry TB12’s athlete-first philosophy into broader nutrition offerings and innovation.
Patriots Report LLC covered this transition and will follow future developments. Company profile and online presence: patriotsreport.com and Twitter/X: @ZachGatsby. Follow those accounts for updates and deeper analysis.
Frequently Asked Questions (FAQs)
What does TB12 winding down mean?
TB12 winding down means TB12 is ending clinic and retail operations. Instead, the brand’s products and expertise will move into NOBULL Nutrition. Tom Brady announced the change by email and on Instagram. He wrote, “After an incredible run, TB12 is winding down.”
Why is TB12 winding down now?
In 2024 TB12 and Brady Brand apparel merged with Nobull. As a result, the company consolidated resources to focus on nutrition. Mike Repole became the majority owner and Tom Brady remained a key shareholder. Because Nobull offers bigger distribution, the move aims to scale faster.
Will TB12 products still be available?
Yes. The TB12 website remains live and links to Nobull. Therefore, TB12 product DNA will appear under Nobull Nutrition offerings and new formulations.
What happened to TB12 stores and clinics?
TB12 closed locations in Foxborough, Boston, Los Angeles, New York, and Tampa. The Boylston Street location closed in 2023. By 2026 all TB12 physical sites had shuttered.
How will Nobull Nutrition carry TB12’s legacy forward?
Nobull Nutrition grew from TB12 Performance and Alex Guerrero’s early work. Consequently, Nobull will use that expertise for R&D and scaled nutrition products. Tom Brady framed the change as an evolution into the next chapter.
