Houston Texans defensive end J.J. Watt praises the New England Patriots’ Tom Brady as the “best quarterback of all time.” But you’ve got to wonder whether Watt — whose squad fell to Tom’s team in 2018 and faces them again in December — would dare lift a single weight in the Brady-branded gym that’s on tap for Houston.
Brady’s lifestyle and fitness brand, TB12, just debuted a flagship gym in Boston. It’s the second gym to open under the TB12 banner; the first one is in Foxboro, Massachusetts, where the Patriots play their home games.
TB12 (Brady’s initials and jersey number) isn’t stopping there, though. It’s got its sights set on establishing locations in Los Angeles and New York City in 2020, with subsequent gyms planned for Houston, Chicago, London, Miami, San Francisco, and Toronto, Men’s Health magazine reports.
John Burns, CEO of TB12, says in a recent release that the Boston flagship gym “marks an important step in our plans for national expansion of our training center business.” In March, the Boston Globe quoted Burns as saying that TB12 intends to roll out 10 to 12 more gyms over the next few years.
The release explains that TB12 “advocates a holistic approach to overall health and athletic performance,” with Brady — a six-time Super Bowl champ — serving as the inspiration. This approach centers on “preparation, performance, and recovery.”
Representatives of TB12 couldn’t be reached for comment.
If the proposed Houston location is set up like the Boston flagship, it will offer:
- An array of fitness services and equipment.
- “Luxury” locker and shower facilities.
- Small-group fitness classes.
- One-on-one sessions with “body coaches.”
- A smoothie bar.
- A shop hawking TB12 apparel and gear.
Brady founded TB12 in 2013. The brand aims to “redefine strength, health, and wellness for an entire generation of men.” As noted by Men’s Health, the brand extends beyond gyms to encompass newsletters, workout videos, brain games, exercise equipment, and protein supplements and snacks.
Brady, hailed for his astounding strength, agility, and pro-football longevity at age 42, adheres to a strict health and fitness routine dubbed the TB12 Method (which also is the title of his best-selling book). This method, based on a plant-based diet that cuts out processed foods and an exercise regimen that stresses muscle “pliability,” has been lauded by devotees as valuable but panned by critics as pushing questionable health claims.
“Everything that is done at TB12 is inspired by Tom and how he lives his life, focused on prevention, recovery, and performance so he can get back on the field,” Burns told the Beacon Hill Times in Boston.