The Covery Announces Ambitious Expansion to Elevate Wellness in the Northeast

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Baton Rouge, LA – The Covery, a boutique Wellness Spa brand offering a diverse collection of non-invasive therapies that help us restore, rehydrate and rest, has announced the brand’s plans for expansion into the Northeast area of the country. This new development will be spearheaded by brothers Fred and Steve Vicario, who have purchased the master area rights for Pennsylvania, New Jersey, and Delaware. The duo is eager to bring the revolutionary wellness concept to the area to help the region grow in their wellness journeys.

In a recent statement, Steve Vicario emphasized the duo's dynamic partnership, "We work so well together because we both understand the roles we play in achieving overall success. Our collaboration enables us to capitalize on each other's strengths, providing mutual support and accomplishing our business objectives. We are excited to partner with The Covery and bring its revolutionary wellness concept to the Northeast, helping communities cultivate a well-rounded approach to health."

Fred and Steve Vicario bring a wealth of experience in the wellness and franchising industries to The Covery's expansion efforts. Their 16-year partnership has seen the successful development of 40 Hand and Stone locations in New Jersey and the ongoing growth of Cherry Blow Dry Bar. Steve offers 16 years of franchising expertise, while Fred holds a remarkable 33-year career in the industry, having collaborated with esteemed brands like The Goddard Schools and MAACO, where he expanded the brand from 300 to 550 units and increased net profit from $2M to over $10M.

The Covery Wellness Spa is uniquely positioned to meet the growing demand for recovery-focused services within the rapidly evolving fitness industry. The brand recognizes the significance of post-workout recovery and the need for stress-relief and self-care in today's fast-paced society. The Covery provides innovative, restorative experiences through therapies such as Red Light therapy, Hyperbaric Oxygen chambers, IV infusions, and more, while staying abreast of industry trends to deliver the latest wellness modalities.

Tatum Crews, CEO of The Covery, expressed her confidence in the Vicario brothers, "Both Steve and Fred's impressive backgrounds in the wellness and franchising industries make them incredible assets to our brand. Collaborating with them will help propel The Covery towards our mission of providing cities throughout the U.S. with the restorative wellness they need to live their best lives. We know we can count on their expertise to identify quality franchisees committed to supporting communities in Pennsylvania, Delaware, and New Jersey in leading more balanced lives."

The Covery Wellness Spa currently has six locations open, with 15 new franchises currently in development, as well as several resort and wellness licenses in place, with an estimated 100 locations to be sold by the end of 2023. As the brand continues its franchise expansion, it is actively seeking multi-unit franchise partners that are dedicated to helping communities create a 360 approach to wellness. The initial franchise fee is $39,500 for the first location.

For more information about The Covery franchise opportunity, please visit: 

About The Covery

The Covery is a destination for IMMERSIVE Wellness. Our mission is to keep our members and communities healthy and productive through a variety of services for the Mind and Body. More than ever, immunity and mental health are the key factors for a healthy lifestyle. At The Covery, we help you understand and formulate a plan to best boost your feelings of well-being and overall health. We believe that business and everyday life is a sport, and treating yourself to 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. For more information about The Covery please visit: