New Recovery and Wellness Concept The Covery Opens First Location in Baton Rouge

There’s a new recovery and wellness concept that’s openings its doors to the public: The Covery. Developed by the team behind REGYMEN Fitness, a fast-growing boutique-fitness-studio franchise, this new Wellness spa concept blends the world of Aesthetics, Athletic Recovery, and Wellness. Its first location is set to open in Baton Rouge, Louisiana on March 22, with 4 additional Louisiana locations to open throughout the year.  Franchising begins this fall, and territory development deals are in progress for Tampa, Oklahoma City, Alabama, and Texas.

The Covery is a standalone concept with a small retail footprint ranging from 1400 - 2500 sq. ft. The model itself offers the ability for franchisees to choose between a lower cost start up express model with a specific selection of services; as well as a full services model for those groups with experience in developing franchise territories. These two different entry point levels into The Covery franchise allows for freedom for the franchisee to select the version that is best for them, while still allowing them the ability to evolve as the business matures. Services can vary by location, however, treatments such as IV infusions, compression therapy, Red Light therapy, ZO skin care, and others will be standard at all locations.

In addition to the stand alone retail locations, The Covery is also being added into several REGYMEN Fitness corporate locations,  with a small retail footprint of just 900 to 1200 feet,” said EK Navan, co-founder of both REGYMEN Fitness and The Covery. “It’s an expandable model that can stand alone, as well as  complement existing facilities and give entrepreneurs a comfortable entry into the brand with an affordable initial investment.”

According to Navan, the country right now is dealing with unprecedented levels of stress in our everyday lives. The Covery’s approach is to educate their consumers on the best practices and therapies that help deal with the bombardments of stressors that are part of every person's life in one form or another. 

Why Invest In Recovery?

“The level of stress and cumulative pressures we’re all facing as we live through a pandemic right now make this the perfect time to focus on yourself and getting more centered while taking care of yourself mentally and physically,” said Navan. “It’s an ideal time to enter the wellness market, and that’s what we put The Coverytogether for. The term “selfish” isn’t always negative; at this moment, we all need to understand that making self care, mentally and physically, should be a priority to everyone. When you take care of yourself, you feel better, you perform better, and you in turn, take care of those around you better as well. We want our communities to be healthier and more holistic about their health by offering proven procedures, treatments and a focus on being present through taking a moment for ourselves, unplugging from the noise in order to recharge”.

To do that, The Covery has been researching and testing  treatments for the last 2 years. After much education and testing, The Covery  brought together an all star roster that addresses all of the most in-demand services and hottest new products. The Covery’s scalable model brings together services that a customer normally would have to visit several different brick-and-mortar locations for, and it does them all well. 

“We're bringing in cutting-edge, best-in-class products, set in an amazing environment and member experience, to communities across the country,” said Navan. “The combination of services is intended to tell a story, as each has an application towards aesthetics, recovery, and wellness.  Many of these treatment categories are connected, it is our job to both understand and create the customer journey for the most effective uses of these treatments for that individual's unique needs. The Covery is focused on only bringing in best in class products.  For their Cryotherapy, the Covery researched every manufacturer on the market and decided to go Nitrogen free. “We understood that the way of the future is Electric Cryotherapy, so we were fortunate to connect with Marcus Wilson and his team at Cryobuilt.  After a series of discussions, the decision was made that Electric Cryotherapy is the way of the future, so Cryobuilt has been named the exclusive cryotherapy partner of all Covery locations. In addition to best in class cryotherapy, The Covery will also be offering the Ballancerpro, a product bridging the gap between Athletic Recovery and Aesthetics, as well as overall wellness due to its Lymphatic Drainage benefits.  Guests can use the same FDA-approved Balancer Pro device for lymphatic damage that the NFL uses to help athletes recover.”

Athletic and Aesthetic Healing

The Covery stays on top of the best trends in new therapies, but also takes a holistic approach that can treat athletic recovery as well as enhance aesthetic recovery and beauty routines.

“With products and services that address aesthetics,  athletic recovery and wellness, as well as we’re offering a wide range of services to fit everyone’s needs,” said Navan. “We understand that for many of us, if we look better, we feel better, so we  offer a range of aesthetic services including CRYOSKIN, Ballancerpro, and HYDRAFACIAL, because all are impactful to individuals in a different way, with different goals.. Our holistic approach to health means we know that starting the day with clear skin and great self esteem makes people feel great.”

For example, The Covery offers Hyperbaric Oxygen Therapy, where clients breath pressurized oxygen in a pure environment to help oxygenate and heal the cells.  As cells regenerate, they need oxygen access to oxygen to help us heal.  HBOT treatments have been linked to everything from Stem Cell production to overall skin health. 

“Hyperbaric Oxygen Therapy is truly the swiss army knife of health gadgets,”said Navan. “This therapy forces oxygen into cells in the body like a fountain of youth.”

How The Covery Fits With REGYMEN

While plenty of spa concepts focus on a single therapy, The Covery brings them all together under one roof in a way that makes managing wellness a breeze. Plus, The Covery’s concept aligns perfectly with REGYMEN Fitness and  virtually all other fitness studios, ultimately providing an ideal location for the athletic recovery services offered by the concept. 

“We’re already helping you exercise and stay active, so now let us also help you heal. In turn, your workouts will become more beneficial,’” Navan said. “We want people to know it’s not about driving yourself into the ground; it’s also about letting your body heal and we’re infusing science and providing you that option in our studios.” 

Not only does REGYMEN Fitness provide a physical and business compliment to The Covery concept, but it also demonstrates that the brand’s leadership has a proven track record. Navan, at the helm of REGYMEN, has already demonstrated that even the pandemic wouldn’t stop his leadership. “I am fortunate to have a great supporting team at Regymen that has allowed our ownership group to expand into this venture” said Navan. 

The Covery is already taking off — in addition to its first location in Baton Rouge, pre-sales are already happening for another unit in Gonzales, Louisiana. Additional Covery locations are also set to open in Denham Springs, Louisiana; Zachary, Louisiana; Huntsville, Alabama and Pensacola, Florida this year.

For more information on The Covery, please visit https://thecovery.com/franchise-opportunity/.