Brady’s TB12 in Foxborough will be closing
Tom Brady’s TB12 health and recovery business is closing up its last shop in Massachusetts on Oct. 20.
The Foxborough location notified clients in an email that the facility, which opened 10 years ago, would close “as we evolve the TB12 business.”
The TB12 website still offers an array of protein and electrolyte supplements as well as TB12 apparel — the “Keep Going” TB12 T-shirt is marked down $5, to $30 — but the store locator option no longer exists.
Brady and Alex Guerrero, his health consultant and friend, co-founded the business in 2013.
The TB12 location on Boylston Street in the Back Bay, which opened four years ago, closed in May. TB12 also opened facilities in Las Vegas as well as three Florida locations (Miami, West Palm Beach, and Tampa).
Representatives from TB12 did not immediately respond to requests for comment and clarification.
Guerrero told the Globe’s Ben Volin, “Tom and I are still in business together.”
In another email sent to a TB12 Foxborough client Tuesday, one of the TB12 body coaches, Joseph Koudelka, announced what’s apparently the next phase of the TB12 business, “TBRx Franklin,” with the “TB” in the name now standing for “Total Body Recovery” rather than Brady’s initials.
“Today, TB12 announced the closing of the Foxboro facilities. I have been so blessed to be a part of the TB12 brand and recognize the impact we have had on the lives of so many of our clients through the delivery of exceptional service, care and methodology.
“I am communicating with you today to announce a new journey in the original TB12 method as I launch TBRx Franklin and by doing so, intend to service all former TB12 clients from Foxboro, Boston, and remote locations.
“As I continue to work with Alex and spread our influence globally through TBRx, Total Body Recovery, TBRx Franklin, will serve all of our local clients with this next generation offering for optimizing recovery and eliminating pain.”
According to the TBRx website, Guerrero co-founded the business with Dr. Peter Cummings.
The website includes an endorsement from Brady: “I have personally witnessed the transformative power of Alex’s Total Body Recovery approach throughout my career. It has been instrumental in keeping me at my peak performance level year after year. TBRx will undoubtedly extend the benefits of this method both on and off the field.”
Guerrero’s involvement with Brady has not been without controversy. Brady’s strong belief in the holistic advice of Guerrero that includes alternative therapeutic substances and nutrition counseling as well as pliability-focused exercises led to Guerrero gaining office space at Gillette Stadium as well as sideline privileges.
In 2017, Patriots coach Bill Belichick banned Guerrero from the sidelines and team charter flights, and prohibited him from treating any player other than Brady at the stadium.
Guerrero earned a degree in traditional Chinese medicine from a defunct Los Angeles university. Before working with Brady, he was sanctioned for falsely presenting himself as a medical doctor and for deceptive promotional efforts, according to government records, the Globe reported six years ago.
Brady’s belief in Guerrero’s philosophies and practices extended to the quarterback promoting in 2010 a Neurosafe beverage marketed by Guerrero’s company as “a drink that protects your brain from the consequences of sports-related traumatic brain injury.” After the Federal Trade Commission intervened, marketing of the drink stopped and refunds were issued.
The 46-year-old Brady, who performed at an elite level as quarterback for the Patriots and the Buccaneers into his 40s until his retirement before this season, explained the motivation for the TB12 health and recovery model on the TB12 website: “You don’t have to be a pro athlete to feel like one. That’s why Alex & I started TB12 in the first place. The TB12 Method transforms lives, starting with smart choices & healthy nutrition habits.”
Brady goes on to explain how pliability and health supplements allowed him to recover and rehab more quickly from the tolls of playing in the NFL.