TB12 By Tom Brady At Wynn

The GOAT has finally met the GOAT. Wynn Las Vegas has just announced that it is partnering with Tom Brady’s fitness and nutrition company TB12, and really, the only question is “What took so long?” The Encore Fitness Center will soon begin offering body coaching sessions based on the TB12 training method. Soon, you too can look like Tom Brady, who attributes the fact that he never ages and is the greatest quarterback of all time to his training regimen and surely not selling his soul to the devil.

According to the press release, you’ll receive a one-on-one training session with a Body Coach trained in the TB12 methodology, which is based Brady’s (and trainer Alex Guerrero’s) holistic approach to wellness and the system’s “five pillars,” pliability, nutrition, hydration, movement, and mental fitness. And if a couple of training sessions don’t get the job done, you can but TB12 snacks, smoothies and supplements at the Encore Juice Bar. No word on the avocado ice cream.

The TB12 Method

It’s an appealing picture, though. Brady is notorious for a heavy emphasis on stretching and drinking gallons of water daily, and he has been virtually injury-free his entire career. The TB12 method focuses on injury prevention and recovery, and he has been one of the most durable players in football history, despite playing one of the most dangerous positions in the game. The guy is 45 years old and shows no signs of slowing down, so maybe a few sessions can’t hurt…

“Lifestyle Brands”

All kidding aside, I’m really curious to see how this pairing turns out. Both Tom Brady and Wynn are marketing geniuses, with Steve Wynn’s aura hanging over everything with his name on it, even if he’s no longer the CEO. Both are aiming to position themselves as “lifestyle brands” for luxury consumers. Wynn has certainly already done so, and Brady began planning his second career long before he left the New England Patriots.

The combination of the two could be a real powerhouse. The press release uses words like “prestigious,” “elite” and “prestigious,” and that’s no mistake. I don’t think the average Wynn customer is going to turn into Tom Brady anytime soon, but I’ve gotta think that the association with their partner is a good fit.

Neither of the names comes without a history: Steve Wynn had to resign after accusations of harassment, and Alex Guerrero has been investigated multiple times and been sanctioned by the FTC. But both carry a strong brand and one that people want to identify with.