Tom Brady Looks to Grow Wellness Brand TB12 with IMG

Tom Brady and business partner Alex Guerrero have picked licensing company IMG to help grow their wellness brand TB12, according to The Hollywood Reporter.

The agreement will “expand TB12’s traditional retail and ecommerce presence” globally as it develops new products. 

“We are excited to collaborate with Alex, Tom and the TB12 team on an expanded set of branded nutritional products, fitness equipment, digital innovations and retail partnerships that will introduce their philosophy to new audiences around the world in an accessible and authentic way,” IMG President of Licensing Bruno Maglione said in a statement. 

Launched in 2013, TB12 has physical locations in Boston, Foxborough and Tampa.

The company has plans to open additional retail locations that combine in-person training and treatments, according to The Hollywood Reporter.

“Together with IMG, we will further democratize the principles that Tom and Alex have perfected over the years and share them with new audiences to become the world’s most trusted authority on health and wellness,” TB12 CEO John Burns said. 

Last week, TB12 — known for its supplements and training equipment — expanded into the prepared meals business, partnering with subscription service The Good Kitchen to launch TB12-branded “performance meals.” 

The IMG partnership is the second major deal this week for Brady, who also agreed to make Fanatics his exclusive memorabilia distributor. The long-term exclusive deal expands the online retailer’ collection of Tampa Bay Buccaneers products and will make game-used products from Brady’s first season in Tampa available in real time.