Meet The Man Behind TB12: Co-Founder Alex Guerrero

Meet The Man Behind TB12: Co-Founder Alex Guerrero

The 15-year partnership between Tom Brady and Alex Guerrero has forever changed both of their lives – they’ve been together through 3 Super Bowl wins, the birth of Tom’s three kids and two of Alex’s grandkids, the creation of TB12, and now a big move to Tampa. While millions across the world watch Tom excel on the field every Sunday, his TB12 Co-Founder and best friend has remained behind-the-scenes – that is, until now.

Meet Alex Guerrero, the man behind TB12.

How it All Began

Alex has been the engine that drives TB12 since long before anyone even knew what TB12 was – and it all started with a conversation in May of 2012. Alex and Tom sat together in Tom’s living room during a break in their offseason training and reflected on the impact that their work together had made on a then 35-year-old Tom’s ability to improve his performance with age. They wanted to find a way to bring everything they had learned together to as many athletes as possible, so Alex posed a question: 'If what we’re doing works for you, why wouldn’t it work for everyone?'.

Inspired by that simple — but powerful — conversation, the pair got to work on what would eventually become the first TB12 facility in Foxboro, MA in 2013. Now 7 years – and 3 Super Bowls and 1 new flagship TB12 location in Boston – later, TB12 has grown far beyond anything Guerrero and Brady could have anticipated during that life-altering conversation in 2012.

“TB12 has brought me so many meaningful experiences over the last 7 years,” says Guerrero. “I’ll never forget watching our first clients walk in the door on the day we opened in Foxboro back in 2013 with only two Body Coaches, or the feeling I had when we celebrated the opening of our second center in Boston with everyone who helped us build TB12 from the ground up.”

Helping People Feel Their Best

No matter how much TB12 evolves, Alex’s focus will always be on helping as many people as he possibly can. As he looks forward to the future of TB12, the goal is a simple one: improve the lives of our clients.

"The most moving experiences I’ve had have come from watching the clients work and grow, accomplishing things they never thought were possible,” said Guerrero. “I’m most excited about spreading the message of health and wellness to as many people as possible, whether that is through our own facilities, other health practitioner facilities or through our growing online community.”

A crucial part of the growth that Alex describes among our clients comes as a result of the bonds they form with their Body Coaches – bonds that are inspired by the deeply beneficial relationship that he and Tom have formed during their time working together. His experience with Tom is what inspired Alex to build TB12 around the relationship between a Body Coach and client – one in which each person learns from the other, and they both grow as a result.

“The Body Coach-client relationship has to be a partnership. That’s what I value most about being able to work hand in hand with someone – you’re both working towards the same goal, and it’s so rewarding to watch as that goal is achieved,” says Alex. “You truly form a special bond when you accomplish something together.”

Family First

Teamwork is everything to Alex, and there’s no more important team in his life than his family.

Alex and his wife Alicia have been married for 32 years, and have actually known each other since she was 7 and he was 9. Alex and Alicia have four amazing children, and they now have two beautiful grandkids. Raising a young family is never easy, and Alex’s work schedule meant that – over the course of 16-plus years – he spent most of the week travelling while Alicia was home with the kids. The Guerrero family embraced the challenge that Alex’s work schedule provided, and everyone stepped up while he was away for work.

“I certainly couldn't do what I do without them. I don't know how many other families would have been able to support someone leaving and being on the road as much as I was, but my family has been extremely supportive,” says Alex. “They shaped so much of who I am and what I’ve been able to do over the course of my life and career.”

When he’s not enjoying time with his growing family, keeping Tom healthy and at his best, or at one of our TB12 Centers, you’ll probably find Alex doing something adventurous. He’s a self-professed “adrenaline junkie”, and actually has his racing license – which he uses regularly to drive Formula 3 cars in his free time. Although not quite as intense as racing, he also enjoys playing tennis regularly too.

Rapid Fire Q&A With AG:

What is your favorite sport to play?

Tennis! I played in high school and I still really enjoy playing. I also love soccer, my Dad played in Argentina. And of course, football.

What is your favorite recipe/food?

I go old school with a nice home-cooked meal from my Mom. My mom is italian, so I would have to say her Milanese and her Gnocchi. Those are my comfort foods. Empanadas are another one!

What is something people don’t know about you?

I am a big musical theatre fan. I was in drama club in High School

What is your favorite quote?

The one I always say is: “Where your concentration goes, your energy flows, and that’s what grows.” But I have so many quotes saved on my phone. At this moment, I really like the following quote from Steve Jobs, “Have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”

What’s your favorite book?

So many good ones. The Four Agreements. It’s what I go back to all the time. I am always learning from it. It brings me back to the things I know I should be doing and the way I should be living my life. I also really enjoy inspirational true stories, like Seabiscuit and Unbroken.

What’s been the proudest moment of your time working with Tom?

Career-wise, I think the proudest moment is when he won his 5th Super Bowl and 4th Super Bowl MVP -- the comeback year. There was so much going on that year, and we overcame so much. It was really one of the sweetest moments.

Give us your favorite TB12 Tip

Hydrate! The most important thing you can do. I say it so much, that whenever my youngest daughter’s friends have any physical complaints, she tells them, “Drink more water!”

How did you and Tom come up with the term "Pliability"?

I remember when Tom and I were discussing this. He asked, “how do you describe what you do?” and we were talking about the body work and the process with his muscles and I said I was trying to make them more...pliable. And that was the ah-ha moment! Pliability.

What does Longevity mean to you?

To me, it means being able to do what you love doing for as long as you are able to and want to do it.

How has your experience in Tampa been so far?

Tampa has been great! The people are extremely nice and accommodating. The weather is amazing! Right now, Tom is getting acclimated with his teammates. We’ve added some water workouts this year. We’re excited to expand our TB12 presence down in Tampa over the next few months and help even more people!

What are some of your favorite TB12 products?

All of the products that we offer are truly what Tom and I use everyday and they play an integral role in our training and recovery. If I had to pick a few favorites they would be both our looped and handled Resistance Bands, our Vibrating Pliability Roller and Sphere, and our Electrolytes. Lemon is my favorite flavor!