Tom Brady announces new book and it’s already a bestseller

You can call it the Tom Brady effect.

The New England Patriots quarterback has a book lined up for a September release and it’s already a best seller.

The five-time Super Bowl champion took to Instagram to share the news about “The TB12 Method: How to Achieve a Lifetime of Sustained Peak Performance.� The book is described as an “athlete’s bible� that reveals Brady’s methods and approaches to sustained peak performance for people of all ages.

The 320-page book is touted as detailing lessons learned from Brady’s own peak performance training and step-by-step action steps to help readers develop and maintain their own peak performance. There are also tips on nutrition and exercise, publisher Simon & Schuster said.

The company said it will publish the book in hardcover, e-book and audio editions. On Amazon, it is already listed as a bestseller.

“We expect this book to become an essential source for the way athletes of all ages live and train, whether they are in high school or in retirement,� said Jonathan Karp, president and publisher of Simon & Schuster. “The fact that Tom Brady is the greatest quarterback of all time gives him the authority to write this book — but the fact that the principles that he’s espousing go well beyond sports is one of the reasons readers are going to pay close attention to his message.�

For Brady, 39, business outside of football continues to boom. He has a $200 cookbook that continues to sell out, a food delivery service through Purple Carrot, and a clothing line and snacks through his TB12 business.

[email protected]

Twitter: @edmgonzalez