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The Covery inks partnership with Aura Spa to bring recovery services to Northeastern US
By Megan Whitby 21 Mar 2024
The Covery aims to alleviate the stresses of daily life by emphasising recovery and stress-relieving practices such as cryotherapy Credit: Shutterstock/Jacob Lund
The Covery has entered into a licensing partnership with Aura Spa to increase access to recovery and wellness therapies in the US
The partnership will initially introduce The Covery's services to three Aura Spa locations in the Northeast, with potential for further expansion
Services on offer will include IV therapy, NAD infusions, hyperbaric oxygen therapy, cryotherapy and lymphatic drainage compression
The Covery currently operates 12 locations, with 85 new franchises in development and plans to sell territories to over 50+ franchisees by the end of 2024
The Covery, a lifestyle optimisation wellness brand, has announced a new licensing partnership with Aura Spa, solidifying its commitment to broadening access to recovery and wellness therapies throughout the US.

This strategic partnership will introduce The Covery and its services to three Aura Spa locations in the Northeast – in Washington DC and Northern Virginia – with the potential to expand further in the future.

Aura Spa plans to integrate a variety of The Covery’s offerings, including IV therapy, NAD infusions, hyperbaric oxygen therapy, cryotherapy and lymphatic drainage compression.

The Covery currently has 12 locations open, with 85 new franchises currently in development, as well as several resort and wellness licenses in place, and plans to sell upwards of 50+ territories by the end of 2024.

As the fitness industry embraces new trends like HIIT, yoga and Pilates, The Covery wants to champion the idea that the recovery process is just as crucial as the workout itself.

Recognising the universal applicability of this concept, The Covery aims to alleviate the stresses of daily life by emphasising recovery and stress-relieving practices.

Aaron Moore, president of Aura Spa, said: “The Covery's passionate approach to wellness services and its outstanding support in product launches were compelling factors in our decision to join forces with their brand.

“This partnership presents us with the opportunity to extend our list of services available to the communities we serve and provide them with a more well-balanced approach to wellness.”

Tatum Crews, CEO of The Covery, said: “As we navigate further growth and evolution within the wellness sector, we anticipate that this partnership will play a pivotal role in enhancing individuals’ relaxation, revitalisation and rejuvenation needs through the combination of our exceptional services."

As The Covery continues its franchise expansion, it is actively seeking multi-unit franchise partners, specifically in the Southeast part of the country.

The initial franchise fee is US$39,500 (€36,400, £31,000) for the first location. For more information, visit The Covery’s official website.


News
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Victoria Brownlie, the British Beauty Council’s chief of policy and sustainability, has been named in King Charles’ Birthday Honours 2024 for her services to the UK’s beauty and personal care industry. Brownlie has been praised ... More
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The Great Spa Towns of Europe (GSTE) has announced the successful approval of its funding application under the European Town Twinning Programme. This funding will support a year-long project named INTERSPACE, aimed at fostering intercultural ... More
     
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Art of Cryo
Art of Cryo
Art of Cryo
Art of Cryo
Jobs    News   Products   Magazine
NEWS
The Covery inks partnership with Aura Spa to bring recovery services to Northeastern US
POSTED 21 Mar 2024 . BY Megan Whitby
The Covery aims to alleviate the stresses of daily life by emphasising recovery and stress-relieving practices such as cryotherapy Credit: Shutterstock/Jacob Lund
Credit: The Covery
This partnership will play a pivotal role in enhancing individuals’ relaxation, revitalisation and rejuvenation needs
– Tatum Crews
The Covery has entered into a licensing partnership with Aura Spa to increase access to recovery and wellness therapies in the US
The partnership will initially introduce The Covery's services to three Aura Spa locations in the Northeast, with potential for further expansion
Services on offer will include IV therapy, NAD infusions, hyperbaric oxygen therapy, cryotherapy and lymphatic drainage compression
The Covery currently operates 12 locations, with 85 new franchises in development and plans to sell territories to over 50+ franchisees by the end of 2024
The Covery, a lifestyle optimisation wellness brand, has announced a new licensing partnership with Aura Spa, solidifying its commitment to broadening access to recovery and wellness therapies throughout the US.

This strategic partnership will introduce The Covery and its services to three Aura Spa locations in the Northeast – in Washington DC and Northern Virginia – with the potential to expand further in the future.

Aura Spa plans to integrate a variety of The Covery’s offerings, including IV therapy, NAD infusions, hyperbaric oxygen therapy, cryotherapy and lymphatic drainage compression.

The Covery currently has 12 locations open, with 85 new franchises currently in development, as well as several resort and wellness licenses in place, and plans to sell upwards of 50+ territories by the end of 2024.

As the fitness industry embraces new trends like HIIT, yoga and Pilates, The Covery wants to champion the idea that the recovery process is just as crucial as the workout itself.

Recognising the universal applicability of this concept, The Covery aims to alleviate the stresses of daily life by emphasising recovery and stress-relieving practices.

Aaron Moore, president of Aura Spa, said: “The Covery's passionate approach to wellness services and its outstanding support in product launches were compelling factors in our decision to join forces with their brand.

“This partnership presents us with the opportunity to extend our list of services available to the communities we serve and provide them with a more well-balanced approach to wellness.”

Tatum Crews, CEO of The Covery, said: “As we navigate further growth and evolution within the wellness sector, we anticipate that this partnership will play a pivotal role in enhancing individuals’ relaxation, revitalisation and rejuvenation needs through the combination of our exceptional services."

As The Covery continues its franchise expansion, it is actively seeking multi-unit franchise partners, specifically in the Southeast part of the country.

The initial franchise fee is US$39,500 (€36,400, £31,000) for the first location. For more information, visit The Covery’s official website.
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Turkish hospitality group Maxx Royal Resorts has launched a new upscale coastal retreat on Türkiye's Bodrum peninsula, complete with a large 4,500sq m destination spa.
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Victoria Brownlie, the British Beauty Council’s chief of policy and sustainability, has been named in King Charles’ Birthday Honours 2024 for her services to the UK’s beauty and personal care industry.
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A new retreat focused on helping people lead longer, happier lives is launching on the Japanese island of Okinawa.
RLA Global: Wellness hotels experience positive growth trend globally in 2023
Hotels incorporating wellness amenities experienced a significant boost in Total Revenue per Available Room (TRevPAR) in 2023, according to the latest Wellness Real Estate Report by RLA Global, produced in partnership with P&L benchmarking firm HotStats.
World leaders gather at luxury Italian wellness retreat Borgo Egnazia for G7 Summit
The 2024 G7 Summit is now underway at a destination spa resort in Puglia, Italy, with leaders from Canada, France, Germany, Italy, Japan, the UK and the US convening to address some of the world’s most urgent issues.
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