The Covery, a lifestyle optimisation wellness brand, has announced a new licensing partnership with Aura Spa, solidifying its commitment to broadening access to recovery and wellness therapies throughout the US.

This strategic partnership will introduce The Covery and its services to three Aura Spa locations in the Northeast – in Washington DC and Northern Virginia – with the potential to expand further in the future.

Aura Spa plans to integrate a variety of The Covery’s offerings, including IV therapy, NAD infusions, hyperbaric oxygen therapy, cryotherapy and lymphatic drainage compression.

The Covery currently has 12 locations open, with 85 new franchises currently in development, as well as several resort and wellness licenses in place, and plans to sell upwards of 50+ territories by the end of 2024.

As the fitness industry embraces new trends like HIIT, yoga and Pilates, The Covery wants to champion the idea that the recovery process is just as crucial as the workout itself.

Recognising the universal applicability of this concept, The Covery aims to alleviate the stresses of daily life by emphasising recovery and stress-relieving practices.

Aaron Moore, president of Aura Spa, said: “The Covery's passionate approach to wellness services and its outstanding support in product launches were compelling factors in our decision to join forces with their brand.

“This partnership presents us with the opportunity to extend our list of services available to the communities we serve and provide them with a more well-balanced approach to wellness.”

Tatum Crews, CEO of The Covery, said: “As we navigate further growth and evolution within the wellness sector, we anticipate that this partnership will play a pivotal role in enhancing individuals’ relaxation, revitalisation and rejuvenation needs through the combination of our exceptional services."

As The Covery continues its franchise expansion, it is actively seeking multi-unit franchise partners, specifically in the Southeast part of the country.

The initial franchise fee is US$39,500 (€36,400, £31,000) for the first location. For more information, visit The Covery’s official website.