The Covery Wellness Spa has been acquired by FitCo Health Club in partnership with Donnie Jarreau, an original co-founder.
The new ownership group includes Daniel Stickler, the CEO; Donnie Jarreau, who will serve as president; and Stacy Bryant Jr. who will be vice president. The group will serve as an umbrella managing The Covery and FitCo Health Club. While the two businesses will share a leadership team, the two brands will still operate separately.
The Covery Wellness Spa is a boutique wellness spa brand founded in Baton Rouge, Louisiana, that offers a collection of non-invasive therapies for the mind and body. It offers a variety of services including cold plunge, compression therapy, cryotherapy, guided meditation, BioCharger therapy, halotherapy, heat therapy, PEMF therapy, red light therapy and more.
“What we’re most excited about with this acquisition is obviously what the future holds in the health and wellness space,” said Stickler. “We know the health and wellness space is changing on a day-to-day basis. What we’re looking to do is get back the love that our franchisees deserve through our new leadership team, selling franchises at a profitable rate and make sure that all our franchisees are profitable moving forward.”
Also joining The Covery team is Jim Burtoft, who will serve as chief strategy officer. Burtoft has over 45 years of experience in the wellness industry. Equipped with a degree in exercise physiology and an MBA, he shifted from a high-ranking executive to a successful entrepreneur. His knowledge extends to human performance labs, rehabilitation services, hospitals, health clubs and medical spas.
The Covery has also hired Julie Phillips to be the director of operations and franchise growth. As a seasoned leader in the health and wellness industry, Phillips brings over 12 years of diverse experience and a passion for fostering growth and success in every endeavor. Throughout her career, she’s had the privilege of managing numerous fitness clubs and wellness spas.
“I am a dedicated leader with a wealth of experience and a genuine passion for promoting health, wellness and personal growth,” said Phillips. “I’m committed to making a positive impact, both professionally and personally, and I look forward to continuing to inspire others on their journey to holistic well-being.”
The Covery will also be adding a chief medical officer who will be licenses in all 50 state and a chief nursing officer in the weeks to come.
In addition to new ownership, The Covery is also going to be expanding in the holistic health area. The business will be adding to its menu of offerings to make it a one-stop-shop for consumer needs. In addition to the previously mentioned therapies and recovery modalities, the franchise will also offer testosterone replacement therapy, hormone replacement therapy, peptides for weight loss, platelet-rich plasma, Botox, stem cell therapies and more.
Currently The Covery has 13 locations open with another 17 looking to open in the next 24 months.
“We are full-fledged,” said Stickler. “Moving forward, our franchisees and future franchisees will have full support of our corporate team, and we’re looking for more growth opportunities in all areas. We’re ready to turn back on and expedite the sale of franchisees with a healthy and profitable rate for both the franchisor and the franchisee. We’re looking to create more partnerships and looking to add more units to the map that will benefit the group as a whole.”
