The Covery Wellness Spa Promotes Tatum Crews to Chief Executive Officer

HW-Tatum Crews, The Covery Wellness Spa

Crews Endorses the Boutique Spa Franchisor’s Holistic Approach

The Covery Wellness Spa has promoted Tatum Crews to CEO. She previously served as the boutique spa franchisor’s vice president of franchise development.

“I am passionate about helping people achieve their health and wellness goals through noninvasive and natural modalities. When I first discovered the brand, I was immediately drawn to the company’s commitment to providing high-quality evidence-based therapies that have been proven to help people feel their best,” Crews said. 

The Covery’s services include intravenous therapy, cryotherapy, red light therapy, compression therapy and sauna therapy for clients seeking to promote healing, reduce inflammation, boost energy and improve overall wellness. Crews is a staunch advocate of the brand’s holistic approach to health.  

Tatum Crews, The Covery Wellness Spa.
Tatum Crews is the new CEO for The Covery Wellness Spa.

The Covery is a great personal fit for Crews, who has always been passionate about health and grew up playing sports. She also has participated in women’s fitness competitions. When she needed injury recovery, Crews found the wellness space intriguing. “The end goal for me is longevity and living a happy, healthy life with my kids and grandkids one day. I have always been health-conscious and lived a healthy lifestyle, and I am excited to bring my passion and experience to The Covery.”

Crews’ Health and Wellness Experience

Throughout her career, Crews has served various roles with Orangetheory Fitness and REGYMEN Fitness, the sister company to The Covery. Her favorite role in franchising is sharing a brand’s mission and values with a wider audience. She appreciates that franchising allows entrepreneurs to expand their businesses and make a positive impact on people’s lives.

Staying Competitive in Franchising

Crews encourages prospective franchisees to be committed to ongoing learning and growth by attending industry events, participating in training programs, or working with mentors. She also emphasizes the importance of building a strong team of individuals who share their vision and are committed to the franchise’s success. “The wellness industry is constantly evolving, and franchisees need to stay up-to-date on the latest trends, technologies and best practices in order to remain competitive.” 

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Haley Cafarella is a passionate journalist and writer for IFPG. In her role as content and marketing specialist, she creates original articles for FranchiseWire and Franchise Consultant Magazine. Her specialties include educational articles about buying a franchise and franchise consulting. She also reports on franchise professionals who were recently promoted or hired through FranchiseWire’s popular HireWire series.

Haley has contributed to a variety of regional publications, including Quo Vadis, New Brunswick Today, and the Trenton Monitor. She holds a bachelor's degree in journalism from Rutgers University.
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