Athletes-Turned-Franchisees Are Bringing Emerging Franchise The Covery Wellness Spa to Tampa

The Covery Wellness Spa, a sister concept of the fast-growing fitness franchise REGYMEN Fitness, is establishing itself as a unique offering in the $4.5 trillion health & wellness industry. The brand, which uses aesthetics, athletic recovery and wellness treatments to create safe and effective solutions for a range of acute and chronic ailments such as fibromyalgia, rheumatoid arthritis, multiple sclerosis and pain related to aging and athletic injuries, is preparing to open its flagship location in Tampa, Florida with the help of athletes-turned-franchises Tony Jones and Nabilah Shamseddine.

“Tony and I have been in the fitness industry for close to 28 years, having previously owned Orangetheory Fitness locations in Oklahoma,” said Nabilah Shamseddine. “We really loved the concept behind The Covery Wellness Spa, and when we were ready for something else we decided that a partnership with REGYMEN and The Covery Wellness Spa to bring a flagship location to Tampa was the best move for us.”

The Covery Wellness Spa prides itself on offering wellness opportunities for the whole person, rather than just focusing on fitness. The brand helps support clients’ mental health and clarity, while also helping to prevent injuries, and enables clients to look and feel better utilizing the best equipment in the industry.

The wellness options provided by the brand excite former athletes Jones and Shamseddine, both of whom truly appreciate the importance of physical wellness. “I was attracted to The Covery Wellness Spa because of my experience in sports,” said Jones. “I played professional sports, my son played for the Saints the last two years and I’ve coached and played football at every level, so I know all of these things are needed by more than just us. They’re needed by the Tom Bradys of the sports world, and this concept checks all those boxes for them.”

Meanwhile, Shamseddine has experience as an elite gymnast. “I moved to Houston to train as an Olympic gymnast, where I was in the gym six days a week,” she explained. “If an injury came, the modalities we use now are far more advanced than they were in the 1980s – we didn’t have cryo chambers, we had to sit in buckets of ice. We had weird machines we had to work with to regenerate cellular levels. These are all things that we can now solve in our community with The Covery Wellness Spa.”

The team behind the development of The Covery Wellness Spa is excited about the partnership between Jones and Shamseddine, and they’re looking forward to building a brand that can be sold to future franchisees as a packaged deal.

“We’re very excited about our partnership with Tony and Nabilah,” said Tatum Crews, vice president of franchise sales and marketing at REGYMEN. “They are going to lead the way for the brand as we build a presence in Tampa, and as the first location in the area they’re going to be helping us create protocols and processes moving forward. We want to essentially build a business-in-a-box for future franchisees, and working with Tony and Nabilah is going to help us get there.”

Through the Tampa flagship location of The Covery Wellness Spa, Jones and Shamseddine said they hope to utilize their proven track record in the industry to establish the processes and systems that will help the brand be successful as it continues to grow.

“We’re excited about the idea of trying to create something that can be repeated for other franchisees,” said Jones. “We want to build this and copy and paste it throughout the entire U.S. It’s going to be a lot of hard work now so that we’re able to sit back later and say that we did it the right way.”

The duo is planning to officially launch their location during Q2 of 2022 with a one-day kickoff offering the lowest price on membership. Crews said that the brand plans for as many as 10-12 more locations in the Tampa Bay area.