The Covery Announces Key Change to Executive Lineup
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The Covery Announces Key Change to Executive Lineup

March 03, 2023 // Franchising.com // Baton Rouge, LA - The Covery is proud to announce that their Vice President of Franchise Sales and Development, Tatum Crews, has been promoted to the role of Chief Executive Officer.

Crews has been in the franchise industry for 10 years, beginning her career with Orangetheory, where she focused on regional operations training, studio openings and employee development. Most recently, she worked with REGYMEN Fitness, sister company to The Covery, for the past six years, where she was the first employee of this start-up as VP of Operations and Marketing. Before venturing into the franchising space, she worked as a Marketing Account Manager for Target, where she oversaw all marketing campaigns. Her impressive business and management experience as well as her love for the health and wellness space led her to The Covery. She has worked for the brand since its inception, with her primary focus working to help the brand grow during her position as VP of Franchise Sales and Development prior to her promotion. She is the perfect fit for her new role as CEO.

“Growing up playing sports and participating in women’s fitness competitions, I have always had a passion for health and wellness,” said Crews. “As time went on and my body saw a need for recovery, the wellness space became more and more 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 in my new role.”

Crews is eager to take The Covery to new heights by sharing her passion for health and wellness with as many people as possible.

Utilizing a leadership style paired with the lessons she has learned throughout her career; Crews is eager to help push The Covery forward.

“I’m incredibly proud of this opportunity I have been given, especially as a woman in this industry,” continued Crews. “While wellness is not exclusive to one gender, it has long served a consumer market with a larger audience of women than men. This industry has found success due to women who have been seeking alternative methods of health and wellness long before the wellness surge we have seen post-pandemic. And yet, despite this, women continue to be underrepresented in executive-level positions across this industry. I am proud to take on this new role and work to bring insight and perspective that is underrepresented at this level, and in turn provide an inclusive brand with services for everyone.”

The idea of The Covery started in early 2019, as the fitness industry continually grows to embrace trends such as HIIT, Yoga, and Pilates programs. The Covery Wellness Spa recognized that recovering from these workouts was just as important as the actual workout itself. This concept quickly leaped from those who work out to everyone and the natural stresses in their daily lives. The Covery views everyday life as a sport, so people should have the opportunity to recover just as athletes do.

SOURCE The Covery

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