TB12, the performance lifestyle brand co-founded by New England Patriots quarterback Tom Brady and business partner Alex Guerrero, acquired VitalFit Nutrition, a startup that sells plant-based fitness recovery products. No financial terms were disclosed.
VitalFit Nutrition was founded in 2017 by Alfred Schofield and Cameron Fischer, who both graduated from Babson College with masters of science in entrepreneurial leadership in 2016.
Schofield told BostInno in 2017 that the target market for VitalFit's dietary supplements was young professionals—not necessarily athletes, but people who "really want to optimize their health and just live a great lifestyle." With the acquisition, VitalFit is now selling three of its recovery products at the TB12 Performance and Recovery Centers in Boston and Foxboro and on TB12's website. TB12's Boston center just opened in Back Bay last summer.
Since launching TB12, Brady has been working to incorporate the brand into multiple aspects of today's fitness economy, including clothing—specifically, something called "recovery sleepwear"—and meal delivery, via a partnership with Boston-based Purple Carrot.
"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," TB12 CEO John Burns said in a statement.
As part of the deal, VitalFit founders Schofield and Fischer will join TB12's product innovation team and continue building VitalFit products under the brand's umbrella.
"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," Fischer said in a statement.
