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25 Jan 2023
Recovery-focused spa brand The Covery outlines 2023 expansion plans
BY
Megan Whitby
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The Covery offers a range of services including red light therapy, IV infusions, HydraFacial rituals, hyperbaric oxygen therapy, cryotherapy and more
photo: Shutterstock/Jacob Lund
Recovery wellness spa franchise The Covery will expand with 15 new US locations and new partnerships in 2023 – including a destination at Texas’ iconic Trellis Spa at The Houstonian. The Covery works with a mission to keep its members and communities healthy and productive through a variety of non-invasive services for the mind and body such as recovery, aesthetic and wellness therapies.
The company started in early 2019 based on the idea that recovering from fitness workouts is just as important as the actual workout itself. This concept quickly evolved to target everyone – including those who don’t work out – and help them recover from the natural stresses in their daily lives.
The Covery team sees “business and everyday life as a sport” and believes that recovery is essential because a “healthy and rested mind and body will not only keep you in the game, it will keep you in the lead”.
With four new spas opened and nine more franchises sold in 2022, it was a successful year for the brand after each franchise is projected to have made between US$900K-1m (€828,000-920,000, £731,200-812,300) per location.
The Covery is also in the process of developing a further 45 locations, 15 of which are anticipated to launch in 2023. So far, the brand has locations in Louisiana, Alabama and Florida where guests can visit for day treatments or sign up for membership packages.
New partnerships on the horizon
“2022 has been an incredible year for us,” said Edward Navan, co-founder and CVO of The Covery.
“Our passionate leadership team is helping to guide our brand as well as our franchisees to greatness. We’re excited to double down on our commitment to growth in the next year as we’re continuously looking for dedicated franchisees to help carry out the mission of bringing mental and physical wellness to even more communities.”
For example, The Covery is set to open a spa location inside the well-known Texas destination spa The Houstonian in February of 2023 to bring restorative wellness to the Houston community.
The brand has also partnered with fitness and wellness company MUV Brands to offer The Covery exclusive rights to the Northwest Region of the US for licensing and franchising for MUV Well by The Covery (associated with health clubs) and standalone The Covery Clinics. This agreement includes Washington State, Idaho, Oregon and Montana.
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