---
title: "The Covery Continues Growth Through Partnerships"
url: https://burnaze.com/article/7d182445-ec32-44fd-8b79-959ce8c271f7
source: "Franchising.com"
original_url: https://www.franchising.com/news/20230523_the_covery_continues_growth_through_partnerships.html
category: "Recovery"
industry: "Fitness"
segment: "Recovery"
published: 2023-05-23T12:00:00.000Z
modified: 2026-11-01T22:32:51.815Z
image: https://images.unsplash.com/photo-1551836022-deb4988cc6c0?w=1600&q=80&auto=format&fit=crop
---

# The Covery Continues Growth Through Partnerships

**TL;DR:** The Covery has announced partnerships with The Houstonian and MUV Brands, and a development deal for the Northeast area of the country. The partnerships aim to expand The Covery's reach and introduce innovative recovery practices to communities in the Northwest and Northeast regions.

*originally published in Franchising.com on 2023-05-23. [Read the original](https://www.franchising.com/news/20230523_the_covery_continues_growth_through_partnerships.html).*

## Story

Baton Rouge, LA - The Covery has recently announced three new partnerships within the past seven months with The Houstonian, MUV Brands, and a significant development deal for the Northeast area of the country.

The Houstonian has found a match in The Covery. The partnership brings a new spa location to the luxurious resort, offering an array of outstanding therapies to the Houston area. Furthermore, The Covery has joined forces with MUV Brands to introduce innovative recovery practices to communities in the Northwest region. This exclusive deal grants MUV Brands the rights to license, in association with health clubs, in the Northwest United States and franchise standalone locations in Washington State, Idaho, Oregon, and Montana.

In a recent development, The Covery has signed a deal to bring restorative rejuvenation to the Northeast. Collaborating with entrepreneurial brothers Fred and Steve Vicario, the brand is expanding its reach as the two have secured the master area rights for Pennsylvania, New Jersey, and Delaware. Eager to contribute, the duo plans to open at least one or two locations of their own.

Tatum Crews, CEO of The Covery, expressed her enthusiasm, stating, "We are delighted to announce our new partnerships as we continue to grow and innovate in the wellness industry. We hold ourselves accountable for providing communities across the nation with top-tier therapies that encourage relaxation, revitalization, and rejuvenation. Our collaborations with The Houstonian and MUV Brands, along with our development deal in the Northeast, bring us closer to our mission of cultivating a holistic approach to health and wellness."

As the fitness industry embraces new trends like HIIT, Yoga, and Pilates, The Covery Wellness Spa understands that the recovery process is just as crucial as the workout itself. Recognizing the universal applicability of this concept, The Covery aims to alleviate the stresses of daily life by emphasizing recovery and stress-relieving practices. Offering cutting-edge, non-invasive therapies like Red Light therapy, Hyperbaric Oxygen chambers, IV infusions, and more, The Covery stays ahead of the curve to bring the most advanced modalities to their guests.

For the busy, the overwhelmed, and those in need of respite, mental and physical recovery is the key to wellbeing.

## Entities

- Franchising.com (publication)
- Beauty & Wellness (sector)
- expansion (topic)
- wellness industry (topic)
- partnerships (topic)
- Tatum Crews (person)
- The Covery (company)
- recovery practices (topic)
- The Houstonian (company)
- MUV Brands (company)
- Fred Vicario (person)
- Steve Vicario (person)

---
Originally reported by Franchising.com (https://www.franchising.com/news/20230523_the_covery_continues_growth_through_partnerships.html). Summarized by Burnaze (https://burnaze.com/article/7d182445-ec32-44fd-8b79-959ce8c271f7).