What TB12 does

TB12 was a performance and recovery brand co-founded by Tom Brady in 2013 and headquartered in Foxboro, United States. The company operated a unified portfolio of performance nutrition supplements (TB12 Performance Nutrition) and athletic recovery products (TB12 Sports), targeting individual athletes and sports-focused consumers. Distribution was direct-to-consumer via the company's own global e-commerce storefront (tb12sports.com), with no disclosed wholesale or enterprise channels. The brand's value proposition was anchored on Tom Brady's athletic credibility, his pliability/recovery methodology, and the VitalFit Nutrition assets TB12 acquired in January 2020. Leadership was comprised of Tom Brady (Founder), John Burns (CEO), and Grant Shriver (President), supported by a headcount in the 11–50 range.

TB12's revenue model was consumer-direct sales of physical supplements and recovery goods, with pricing not publicly disclosed. There were no standalone institutional funding rounds recorded for TB12 — only a 2018 placeholder from Cue Ball — and the brand's economics are not disclosed. In January 2026, TB12 was wound down and merged into NoBull, the footwear and apparel company acquired by Mike Repole in July 2023. Tom Brady became NoBull's second-largest shareholder in connection with the merger, and the combined entity reached a $1 billion valuation following a $50 million funding round. The combined company subsequently launched NoBull Nutrition in January 2026, absorbing TB12's supplements SKUs under a unified wellness platform. TB12's website now redirects to NoBull with a 30% migration offer, and the company's operating status is recorded as closed.

Name

TB12

Website

https://tb12sports.com

Company type

Private

Founded year

2013

Operating status

Closed

Headcount range

11–50 employees

Short description

TB12 was a Tom Brady-founded performance and recovery brand selling nutrition supplements and athletic recovery products direct-to-consumer. Headquartered in Foxboro, the brand wound down in January 2026 when merged into NoBull, where Brady became the second-largest shareholder.

Ownership category

akta.pro rank

Product category

Sports Nutrition

NAICS

Food (Health) Supplement Retailers (456191), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949), Food And Kindred Products (2000)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL)

Keywords

• Sports nutrition supplements
• Athletic recovery products
• Performance nutrition
• Athlete wellness products
• Direct-to-consumer supplements

Headquarters

HQ city

Foxboro

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations

Distribution channels1 record

Core offering

TB12 was a performance and recovery brand that sold nutrition supplements (including protein and electrolyte powders) and sports/recovery products directly to athletes and fitness consumers via its own e-commerce storefront. Founded by Tom Brady in 2013, the brand's product line emphasized athletic performance optimization and training recovery, and was wound down in January 2026 when it was merged into NoBull.

Product overview

TB12 was a unified performance and recovery product portfolio consisting of TB12 Performance Nutrition (supplements and wellness products) and TB12 Sports. Founded by Tom Brady, the brand focused on performance and recovery solutions for athletes. As of January 2026, TB12 has been wound down and merged with NOBULL, with Tom Brady becoming the second-largest shareholder in the combined wellness company. TB12 operations have ceased as part of this transition.

Differentiator

Problem solved

Functional benefit

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered flagship.

• Mike RepoleflagshipStrategic or Co-development Partner · 1 July 2023Mike Repole acquired NoBull in July 2023 and merged it with Tom Brady's TB12 brand six months later, creating a combined wellness company. Repole, who previously sold Vitamin Water and BodyArmor to Coca-Cola for nearly $10 billion, is partnering with Brady to build a complete wellness company combining apparel and supplements. Brady became the second-largest shareholder after the merger.
• NoBullflagshipStrategic or Co-development PartnerTB12 performance nutrition brand discontinued and merged into NoBull as part of transition. The combined entity launched NoBull Nutrition product line starting with grass-fed protein and electrolyte powders. Tom Brady's involvement as equity investor is credited as a catalyst for the high $1B valuation in the subsequent funding round.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Thorne: Thorne is an established premium supplement brand serving athletes and health-conscious consumers through DTC and practitioner channels — overlapping TB12's recovery and performance positioning with greater catalog breadth.
• Cellucor (C4): Cellucor's C4 brand is a major sports nutrition incumbent selling pre-workout, protein, and performance supplements across mass and specialty retail — competing with TB12 in the performance nutrition category.
• BodyArmor: BodyArmor is a sports hydration and functional beverage brand now owned by Coca-Cola, positioned around athlete performance — comparable to TB12's electrolyte and recovery offerings, with significantly broader distribution.
• GNC: GNC is a long-established specialty retailer of vitamins, supplements, and sports nutrition — competing with TB12 in the protein, recovery, and performance supplement category at scale.

Direct peers

• Athletic Greens (AG1): AG1 is a leading DTC nutritional supplements brand targeting health-conscious and performance-oriented consumers with premium pricing — directly comparable to TB12's athlete-positioned supplement lineup.
• Vital Proteins: Vital Proteins is a premium collagen and protein supplements brand selling DTC and through retail — overlapping TB12's recovery and nutrition product categories with celebrity and athlete-driven marketing.
• Momentous: Momentous is a premium sports nutrition and recovery brand founded by athlete-focused marketers, offering protein, creatine, and recovery supplements to elite and prosumer athletes — overlapping TB12's performance positioning.
• Onnit: Onnit is a premium supplements and fitness brand selling protein, performance nutrition, and recovery products directly to athletes and fitness consumers — closely overlapping TB12's core product positioning and athlete-focused customer base.

Others

• NoBull: NoBull is the footwear, apparel, and now nutrition brand that absorbed TB12 in January 2026. While not a pre-merger peer, NoBull is the surviving entity through which TB12's products and brand now operate, making it a direct continuation platform.

Emerging players

• Klean Athlete: Klean Athlete is a sports-focused supplement brand serving professional and competitive athletes with NSF-certified nutrition products — directly comparable to TB12's elite athlete positioning and product mix.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/TB12sports

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TB12