The Covery Announces Key Change to Executive Lineup

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Emerging franchise energizing the health & wellness industry announces new Chief Executive Officer as brand continues national expansion

Baton Rouge, LA – The Covery, a boutique Wellness Spa brand committed to offering a diverse collection of non-invasive therapies that strengthen both the mind and the body, is proud to announce that their Vice President of Franchise Sales and Development, Tatum Crews, has been promoted to the role of Chief Executive Officer for the fast-growing health and wellness concept that is set on taking over the wellness industry.

Crews has been in the franchise industry for 10 years, beginning her career with nationally recognized brand Orangetheory, where she focused on regional operations training, studio openings and employee development. Most recently, she worked with REGYMEN Fitness, sister company to The Covery, for the past six years, where she was the first employee of this start-up as VP of Operations and Marketing. Before venturing into the franchising space, she worked as a Marketing Account Manager for Target, where she oversaw all marketing campaigns with a budget of over $20M+. Her impressive business and management experience as well as her love for the health and wellness space led her to The Covery. She has worked for the brand since its inception, with her primary focus working to help the brand grow during her position as VP of Franchise Sales and Development prior to her promotion. She is the perfect fit for her new role as CEO, committed to propelling the brand towards their goals and ultimately success.

“Growing up playing sports and participating in women’s fitness competitions, I have always had a passion for health and wellness,” said Crews. “As time went on and my body saw a need for recovery, the wellness space became more and more intriguing. The end goal for me is longevity and living a happy, healthy life with my kids and grandkids one day. I have always been health conscious and lived a healthy lifestyle, and I am excited to bring my passion and experience to The Covery in my new role.”

Crews is eager to take The Covery to new heights by sharing her passion for health and wellness with as many people as possible. She plans to focus on a controlled and aggressive growth strategy for the brand’s expansion plans, with an emphasis on quality and brand awareness. Crews is committed to working closely with franchisees to ensure that the brand’s high standards are met in every location in order to help them meet their ultimate goal of making The Covery a household name in the wellness space.

Utilizing a strong and empowering leadership style paired with the lessons she has learned throughout her career; Crews is eager to help push The Covery forward. As a leader, her goal is to entrust, believe in and empower her team to become the best versions of themselves and make executive decisions that will propel the brand in the right direction. Her promotion to CEO is an amazing step towards a more gender diverse health and wellness space, as she is one of few women in the wellness industry to advance to a leadership position within a brand. In fact, according to Club Automation, women make up around 70% of the global health and wellness workforce, but hold only about 25% of its leadership positions. 

“I’m incredibly proud of this opportunity I have been given, especially as a woman in this industry,” continued Crews. “While wellness is not exclusive to one gender, it has long served a consumer market with a larger audience of women than men. This industry has found success due to women who have been seeking alternative methods of health and wellness long before the wellness surge we have seen post-pandemic. And yet, despite this, women continue to be underrepresented in executive-level positions across this industry. I am proud to take on this new role and work to bring insight and perspective that is underrepresented at this level, and in turn provide an inclusive brand with services for everyone.”

The idea of The Covery started in early 2019, as the fitness industry continually grows to embrace trends such as HIIT, Yoga, and Pilates programs. The Covery Wellness Spa recognized that recovering from these workouts was just as important as the actual workout itself. This concept quickly leaped from those who work out to everyone and the natural stresses in their daily lives. The Covery views everyday life as a sport, so people should have the opportunity to recover just as athletes do. For those that own a business, or are managing others, or just dealing with the stresses of everyday life, mental and physical recovery is essential to performance. With this consideration, The Covery wanted to expand what recovery and wellness could be, including services ranging from aesthetics, wellness, and performance optimization.

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 sold by the end of 2023. As the brand continues its franchise expansion, it is actively seeking multi-unit franchise partners that are passionate about health and wellness andwant to bring restorative therapies to new communities. The initial franchise fee is $39,500 forthe 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: