The team behind franchise REGYMEN Fitness opened its first The Covery, a recovery and wellness concept, on March 22 in Baton Rouge, Louisiana.
The franchise concept is focused on wellness, recovery and injury prevention offering aesthetic, athletic recovery and wellness services such as cryotherapy, infrared saunas, IV infusions, IV NAD+ Therapy, CRYOSKIN, hydrafacial, lymphatic drainage, compression therapy, red light therapy, dry float, hyperbaric oxygen treatments, salt infused saunas, whole body cryotherapy, spot cryotherapy, and a variety of other options based on each location’s demographics.
“The Covery is something we have been working on in the background for the past few years,” EK Navan, co-founder of The Covery and REGYMEN Fitness, told Club Industry. “When the pandemic hit, I had the opportunity to research the science behind the services we offer and the amazing benefits that these treatments contribute to increasing an individual's overall well-being. Now, more than ever, self-care is essential. The pandemic has taught everyone to value their health a little more and that boosting immunity and relieving stress is essential to not only our individual well-being but for all of those around us. This is the perfect time to recognize the power and importance of keeping yourself healthy both mentally and physically. To operate at maximum efficiency in life, we need to be well-rested. Self-care isn’t selfish; rather, it is essential to get the maximum benefit out of the life you live and lift the others up around you. To accomplish this, we all need to unplug to recharge—take a little time for yourself.”
The Covery and REGYMEN Fitness will be offered as two separate franchise models, but some franchisees do plan to franchise both brands because they complement each other, according to Navan. The company is testing a version of the model that has both concepts under the same roof.
The first location is an “express” setting, based in 850 square feet, but the preference is 1,400 to 2,200 square feet, Navan said, noting square footage depends on the location and investment level of the franchisee.
The Covery appeals to a wide range of people looking to franchise since the model is built for flexibility within the space, allowing a scale up-type offer, he said.
The cost to open The Covery can range from $250,000 to $575,000, depending on the services offered, according to Navan. Franchisees looking for a lower-cost investment can initially offer a smaller menu of services with the ability to grow in that space by adding additional services as they reach specific revenue points. Those who already are area developers for other brands or have a franchise pedigree tend to want the larger model with all the additional services from day one of opening, Navan said.
The initial franchise fee is $49,000.
Pricing at The Covery is both membership and drop-in based. For the locations where The Covery and REGYMEN are side by side or combined, REGYMEN members will receive the discounted Covery member drop-in rate for services as opposed to the traditional drop-in rates.
The company has not officially opened franchising and will not be fully offering territories until fourth quarter 2021. With that said, interested groups have placed deposits to hold territories in preparation for the launch of the brand.
The company has six additional corporate-owned and corporate partnered stores opening in 2021, including two locations in Louisiana and one in Alabama set to open in April, plus one in Louisiana opening in May, and one in Florida opening in the fall.