Tom Brady's TB12 Brand To Expand Out Of Massachusetts In '20
Tom Brady's performance lifestyle brand TB12 "plans to double its retail outlets from two to four" in '20, with one more Massachusetts store "in the works as well as another out of state," according to Michael Silverman of the BOSTON GLOBE. With a customer base of "aging men and women concerned with living an active lifestyle pain-free," TB12 CEO John Burns believes Brady's personal story will "prove more compelling than NFL team loyalty." Burns said, "We are working hard to transition a little bit of the narrative and dialogue around Tom to get people to focus on who he is as a person as opposed to a Patriot player." But Burns "did not drop a pin on a map to indicate where either of the new locations will be." TB12 currently has two retail outlets in the Boston area that "sell apparel, workout gear, nutritional and dietary supplements, as well as one-on-one sessions with body coaches that are focused on performance, pliability, and recovery." The company "still has a couple of perception issues to overcome" when it comes to "attracting customers to its stores or e-commerce business." One misconception is that the company is "only for professional athletes." But Burns said that that is "not true" (BOSTON GLOBE, 11/9).