Tom Brady’s rigorous training regimen is coming to a facility near you — if you live in the Back Bay.
The TB12 Sports Performance & Recovery Center is scheduled to open a flagship location on Boylston Street on Aug. 1, and several more locations could follow across the country, a company official said.
“It’s my objective to see us launch this Boston flagship location this year, and then begin the process over the next few years of probably getting 10 to 12 more locations open, in a pretty broad geography,” John Burns, the chief executive of TB12, said in an interview Thursday.
The Boylston Street location will become the second center the six-time Super Bowl champ will operate in Massachusetts. Brady opened the TB12 Sports Therapy Center with his friend, trainer and business partner Alex Guerrero, in 2013 at Patriot Place in Foxborough.
The Back Bay location will take over space formerly occupied by Boston Sports Clubs, which last month notified members that it was closing March 1 and said a TB12 center would move into the space, the Globe reported.
After Boston, the company is considering opening centers in New York, Miami, Chicago, Los Angeles, and San Francisco, as well as international sites such as London and Toronto.
Burns acknowledged that, while Brady is beloved in New England, the GOAT may be met with more sneers than cheers in other regions.
He said, though, that the company has seen ample interest in Brady’s training methods, which have spawned a book and a documentary series, as well as a line of TB12 products that he said doubled their online sales each year for the last few years.
Burns thinks there will be a public demand, even in areas where Pats fans are scarce.
“New York’s probably still the one place where it might be a little bit tricky, but we’ll figure that out,” he said with a laugh.
The centers, he said, will take a holistic approach to health and athletic performance, with a “focus on muscle pliability, functional strength and conditioning, hydration, nutrition, and then ultimately cognitive health, and getting your mind and body in sync.”
Clients will have access to both group fitness classes and one-on-one sessions with body coaches, many of whom are physical therapists, Burns said. In Boston, he said, the two-story, 10,000-square-foot facility will also include a smoothie bar and offer wellness events, a speaker series, and VIP services.
“Everything that we do at TB12 is inspired by Tom and how he lives his life,” Burns said, “and how he prepares and gets himself ready to perform every day in football, but then, I think, also importantly, how he focuses on his recovery, so he can get back and do it again the next day.”
But the site of the TB12 center in the heart of Back Bay will also inevitably renew the question that intrigues Patriots fans: What’s next for the 41-year-old quarterback after his playing days finally end?
Burns insisted that he expects to see Brady continue to play until he’s 45, as the quarterback has planned. But after that, he said, Brady is welcome to expand his role in TB12.
“He’s a competitive guy — that wouldn’t be a surprise to anyone,” Burns said. “When he’s 45 and moves on from playing football, I think he’ll want to bring that competitive drive somewhere, and we’d love to have him more involved day-to-day with us here in the office at TB12.”
Correction: An earlier version of this report misstated the credentials of TB12’s body coaches.