TB12 Acquires VitalFit

By Danielle Masterson

- Last updated on GMT

Getty Images
Getty Images

Related tags Mergers and acquisitions athletic performance recovery

Performance lifestyle brand TB12 announced that it has acquired wellness company VitalFit Nutrition.

TB12 is co-founded by New England Patriots quarterback Tom Brady and business partner Alex Guerrero. The company integrates concepts in muscle pliability work, hydration, nutrition, functional strength & conditioning, and cognitive fitness. TB12 says it supports athletes through an omnichannel approach that incorporates physical locations, immersive digital experiences, and innovative functional products.

Performance and recovery in the spotlight 

VitaFit offers plant-based fitness recovery products rooted in preventative and naturopathic medicine. VitalFit said they are committed to collaborating with forward-thinking wellness experts, fitness professionals and everyday health-conscious people to build a novel brand with innovative products.

The acquisition supports TB12’s mission of empowering individuals to prevent injury, improve longevity, and enhance their peak performance. Together, the joint venture will focus on performance and recovery by expanding TB12's line of plant-based nutritional supplements and exploring new product innovations.

"We're excited to welcome VitalFit to the TB12 family. VitalFit is an innovative brand that's disrupted the product development process in the nutritional supplements industry, providing exceptional high-quality and efficacious products,"​ said John Burns, CEO of TB12. "Our goal is to continue to identify key acquisitions like VitalFit that expand our product and service offerings so we can stay at the forefront of human performance and recovery."

VitalFit said the procurement will allow the company to remain committed to developing innovative solutions that aid in movement, recovery, and function.VitalFit Co-Founders Alfred Schofield and Cameron Fischer will join TB12's product innovation team. 

Nutrition offerings in more stores 

The endeavor prompted VitalFit to now offer their top three best-sellers at two TB12 Performance & Recovery Centers in Massachusetts, as well as on TB12sports.com. 

Tart cherry ($45) is a natural anti-inflammatory, which may help counter the effects of oxidative stress and free radical damage on the body through restorative plant compounds that are unique to tart cherries. 

The other product, Rested ($35), combines the melatonin found in tart cherries with 72 trace minerals from marine-derived magnesium intended to support and facilitate deep, restorative sleep.

The third offering is RedRoot ($40), a pre-training blend made of red violet beets and raw red spinach aimed to help boost energy levels, endurance, and fight muscle fatigue.

"TB12 was a brand we looked up to and aspired to be like as we were developing VitalFit,"​ said Schofield. Fischer added, "We couldn't be prouder to be joining forces with the TB12 team to help grow VitalFit and further enhance our mission of helping the body restore itself and function at its highest performance level."

Specific financial terms of the acquisition were not disclosed.

Sports Nutrition Summit

Influencers, the microbiome, protein, formulation challenges and opportunities, and female athletic consumers are just some of the topics that will take center stage at the NutraIngredients-USA Sports Nutrition Summit​ in San Diego, Feb 3-5, 2020. 

For more information and to register, please click HERE​.

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