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Tatum Crews Promoted to CEO of The Covery, the Boutique Wellness Spa Brand Centered on Performance Optimization
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Tatum Crews Promoted to CEO of The Covery, the Boutique Wellness Spa Brand Centered on Performance Optimization

Tatum Crews smiling
The Covery estimates 100 locations sold by the end of 2023 and is actively seeking multi-unit franchise partners

Tatum Crews has been appointed the CEO of boutique wellness spa brand The Covery, previously serving the brand for the last six years as VP of Operations and Marketing.

The wellness spa brand says it’s committed to providing a diverse collection of non-invasive therapies and views recovery as just as necessary as exercise, offering services such as aesthetics, wellness, and performance optimization. 

Man at The Covery

Crews shared on LinkedIn that she is passionate about the health and wellness space and wants to create a safe haven for guests to find peace and rejuvenation for their minds, body, and soul.

“As a company, we will work towards providing innovative and personalized experiences that exceed our clients’ expectations, while also ensuring that our team members are valued, engaged, and motivated to provide the best possible service. I am confident that with our team and commitment to excellence, we will achieve great success in the years to come,” she wrote.

The new Covery CEO began her career with Orangetheory, where she focused on regional operations training, studio openings, and employee development. Crews has also served as Marketing Account Manager for Target, overseeing high-budget marketing campaigns. 

“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.”

In her new role, Crews will concentrate on a controlled and aggressive growth strategy for The Covery’s expansion plans, focusing on quality and brand awareness, and will work closely with franchisees.

The announcement coincides with Women’s History Month and that, according to Club Automation, women make up roughly 70% of the global health and wellness workforce but hold only about 25% of its leadership positions.

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“I’m incredibly proud of this opportunity I have been given, especially as a woman in this industry,” added 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.”

Crews assures that she will provide an inclusive brand with services for everyone

The brand currently has six open locations with 15 franchises in development and several resort and wellness licenses in place. The Covery estimates 100 locations sold by the end of the year and is actively seeking multi-unit franchise partners.

The wellness economy is a $4.5 trillion market, according to the Global Wellness Summit, with wellness recovery named one of Mindbody’s biggest wellness trends this year.

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