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Recovery-focused spa brand The Covery outlines 2023 expansion plans
By Megan Whitby 25 Jan 2023
The Covery offers a range of services including red light therapy, IV infusions, HydraFacial rituals, hyperbaric oxygen therapy, cryotherapy and more Credit: 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.


News
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23 Mar 2023
International spa and wellness consultancy bbspa_Group has been appointed by Italian football club Cagliari Calcio to create an urban destination spa inside the club’s upcoming new stadium. Cagliari Arena will open with a 4,000sq m ... More
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Health and wellbeing should be at the heart of all government policymaking according to a new report from UK member of Parliament Kim Leadbeater, who has called for a major transformation in the way the ... More
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Melvin “Mel” Zuckerman, industry legend and founder of iconic US wellness lifestyle brand Canyon Ranch, has died aged 94 years. Revered as one of the early pioneers of the wellness movement, Zuckerman opened the flagship ... More
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Traditional Roman bathing and Greek mythology have inspired the new spa launching at Six Senses' first Italian outpost, Six Senses Rome. Located inside an original 18th-century UNESCO-listed palazzo, the 96-key hotel will open in Rome ... More
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Holistic wellness destination Kamalaya Koh Samui in Thailand has added Kamalaya Connect to its line-up of wellness offerings. The new launch is a digital platform offering an ongoing roster of virtual wellness programmes, bespoke workshops ... More
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The Global Wellness Institute (GWI) has penned a new report about the US wellness economy after partnering with the National Academy of Sports Medicine (NASM). Valued at more than US$1.2trn (€1.1trn, £994.3bn), the report names ... More
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European health spa hotel operator Ensana is growing its portfolio with a flagship destination in Greece. Launched in 2019, Ensana manages 27 hotels in the Czech Republic, Hungary, Slovakia, Romania and the UK, many of ... More
     
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Gharieni GmbH
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NEWS
Recovery-focused spa brand The Covery outlines 2023 expansion plans
POSTED 25 Jan 2023 . BY Megan Whitby
The Covery offers a range of services including red light therapy, IV infusions, HydraFacial rituals, hyperbaric oxygen therapy, cryotherapy and more Credit: Shutterstock/Jacob Lund
Credit: The Covery
We’re excited to double down on our commitment to growth in the next year
– Edward Navan
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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Nancy Griffin, founder of podcast Glowing Older and principal of Contento Marketing, has launched an initiative to create awareness about ageism in the spa, wellness and beauty industries.
'More productive and happier' – Kim Leadbeater calls for transformation in UK wellbeing policy
Health and wellbeing should be at the heart of all government policymaking according to a new report from UK member of Parliament Kim Leadbeater, who has called for a major transformation in the way the government protects the health and wellbeing of all citizens.
Hand Picked Hotels unveils Spa Therapist Apprenticeship academy partnered with Armonia Training Academy and Diane Hey
Hand Picked Hotels (HPH) has launched its new Spa Therapist Apprenticeship programme, working alongside national provider Armonia Training Academy and industry veteran Diane Hey.
Canyon Ranch announces death of founder Mel Zuckerman
Melvin “Mel” Zuckerman, industry legend and founder of iconic US wellness lifestyle brand Canyon Ranch, has died aged 94 years.
Massage Robotics develops one of the world’s first life-sized massage robots
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