Covery CEO Brings Franchise Development Savvy to New Role

Franchise Times – In her previous franchise development role at wellness franchise The Covery, Tatum Crews sold 67 franchises in about a year. The brand has around 20 locations open in the southern United States.

Now, as CEO, she’s looking to open another 10 to 15 spas by the end of 2023, “with the goal of selling an additional 50, which will put us a little over that 100 marker after two years of franchise sales,” Crews said.

Crews joined The Covery in January 2022 after spending nearly six years with sister company Regymen Fitness.

There was “lots of hard work and blood, sweat and tears that went into it over the past seven years of working with individuals who own the company,” Crews said.

Before that, she held various roles at Orangetheory, including as the director of employee development for six studios in Florida. Regymen, then a startup, approached Crews with an opportunity to join the team early on. Since then, Regymen sold out its territories in Canada and its U.S. stores have been successful thus far, she said.

“It was a challenge that I was willing to take on and it was a great accomplishment at the end of the day, knowing that I fully helped to build their infrastructure from start to finish,” Crews said. “And now I’m doing it for another brand.”

As CEO of The Covery, she’s focusing on developing the brand’s infrastructure.

“I have an awesome team,” Crews said. “I give them the autonomy to make decisions that I feel like they need to make at their level.”

The Covery offers services separated into three categories: live, glow and perform. Crews’ favorites are an IV infusion (from the “live” category), paired with pulsed electromagnetic field therapy (from the “perform” category). PEMF send waves of energy through the body, which is meant to reduce pain and help the body recover.

The combination helps the vitamins from the IV bag enter the body faster and assist the body with cellular function.

“In my role, I have a lot on my plate, so that combo just really helps rejuvenate me, make me more energized and feel better on a regular basis,” Crews said.