MUV Brands, the parent company of several fitness and wellness brands including MUV Fitness, MUV Studio and MUV Training, has partnered with The Covery Wellness to introduce MUV Well, a new wellness brand aimed at bringing recovery and rejuvenation to the Northwest Region.
MUV will have exclusive rights for licensing and franchising for both MUV Well by The Covery in their associated health clubs and stand-alone The Covery Clinics. This agreement includes Washington State, Idaho, Oregon and Montana as part of the Northwest Region.
“After investigating the recovery and rejuvenation industry from many different angles and looking at different opportunities, we came away extremely impressed with The Covery and their team,” said Joel Tallman, the CEO of MUV Brands, in a statement. “Not to mention the progress they have already made growing their brand and providing a premium service experience and results to their customers. We look forward to growing with them rapidly in the future.”
The Covery offers a variety of premium therapies such as IV infusion, cryotherapy, hyperbaric chambers, red light therapy, infrared salt saunas, Normatec compression therapy, and more.
“When Joel reached out to me to learn more about The Covery Wellness, our conversation flowed really well, and I think we both felt that we were aligned in both vision and values,” said Edward Navan, a co-founder of The Covery Wellness, in a statement. “We see Joel and his MUV Brands team being able to develop extremely strong markets in both the Northwest and Montana. The success of these locations will lead to greater visibility of the The Covery Wellness brand and help us strengthen our offering as we expand nationally in 2023 and beyond.”
MUV Well — Edmonds, Washington and MUV Well — Missoula, Montana will be the first locations to expand under this new brand.
