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Destination Wellness: The Covery Spa Plots Northeast Expansion
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Destination Wellness: The Covery Spa Plots Northeast Expansion

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The Covery, a boutique wellness spa that provides red light therapy, hyperbaric o2 chambers and IV infusions, expects to sell 100 locations by the end of the year

Boutique wellness spa brand The Covery has announced bold expansion plans into the northeast.

The development is led by brothers Fred and Steve Vicario, who have purchased the master area rights for Pennsylvania, New Jersey and Delaware. The brothers say they look forward to bringing The Covery’s non-invasive therapies focusing on restoration, rehydration and rest to the northeast.

With the increased demand for recovery services in the fitness space, The Covery Wellness Spa says its uniquely positioned to offer stress relief and self-care as it recognizes the importance of post-workout recovery. The boutique wellness spa offers visitors a “restorative experience” with red light therapy, hyperbaric oxygen chambers and IV infusions. 

The Covery currently has nine locations open in Florida, Alabama, Louisiana and Texas, a handful of new new franchises in the works in the southeast and northwest and several resorts and wellness licenses in place. The spa has an estimated 100 locations to be sold by the end of the year.

As brothers and partners, Fred and Steve Vicario say they’re well-positioned to help The Covery grow its footprint in the northeast.

“Our collaboration enables us to capitalize on each other’s strengths, providing mutual support and accomplishing our business objectives,” Steve Vicario said. “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.”

The Vicario brothers have a 16-year partnership in wellness and franchising that has resulted in the development of 40 Hand & Stone Massage and Facial Spa locations in New Jersey and the growth of Cherry Blow Dry Bar, a salon franchise.

Their backgrounds in the wellness and franchising space make the Vicario brothers primed to propel The Covery forward in the U.S., says Tatum Crews, CEO of The Covery.

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“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,” said Crews.

Crews was recently named CEO of the boutique wellness spa after serving as VP of operations and marketing for six years. On LinkedIn, Crews stated that she is passionate about the health and wellness industry and wants to create a haven for guests to find peace and rejuvenation.

Crews began her career with Orangetheory, where she was responsible for regional operations training, studio openings and employee development. Crews is working closely with franchisees in her new role as CEO of The Covery, focusing on a controlled and aggressive growth strategy while building quality and brand awareness.

The Covery Wellness Spa will be at the new Caesars Forum in Las Vegas from April 25-28 for the 22nd Annual Multi-Unit Franchising Conference

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