In the January/February 2023 issue, we went outside the industry to talk to recovery expert Edward Navan, the co-founder and chief strategy officer of REGYMEN Fitness and The Covery Wellness, in order to educate campus rec and showcase upcoming recovery trends in the private fitness sector.
First off, can you share about The Covery Wellness and highlight some of its offerings?
EN: The Covery Wellness is a place for lifestyle and wellness optimization. We are a membership-based concept with a focus on aesthetics, athletic recovery and wellness optimization. Our services are based on the member’s outcome-based goals and include IV infusions, NAD+, cryotherapy, redlight, hyperbaric oxygen therapy, pulsed electromagnetic field therapy (PEMF), BioCharger, Cryoskin, HydraFacial and more.
What are you seeing members using the most in terms of your recovery offerings?
EN: The most popular therapies we offer really do range by location. The most requested overall are IV infusions, hyperbaric oxygen therapy, cryotherapy and compression. People aren’t always sure what they want when they visit us for the first few times, so education on each platform is essential for our members.
What do you think the biggest recovery trends are in the health and fitness industry right now?
EN: Mental health and mental wellness are starting to really drive the recovery trend. By shutting down for 15 to 25 minutes a day and utilizing the technology of frequencies and binary beats to rest our minds, this is the type of activity that gives us greater returns on our day. The therapies that offer immediate relief and instant gratification are bringing a lot of new customers to this space.
Our society tends to view the idea of recovery as more of an athletic scenario when the truth is life is a sport of survival and everyone needs a moment to recover. When we are always running around stressed and exhausted, the point of diminished returns occurs with regularity. We all want more energy, more “go” and more quality of life. The therapies we offer at The Covery Wellness help lead people down the path to a better quality of life.
What do you predict the biggest recovery trends will be over the next five years?
EN: I believe we are going to see services such as PEMF, light and frequency therapy, and IV infusions grow exponentially. With a greater focus on stress management, I do believe you will see an explosion in the mental wellness field as well. I also believe the use of technology, and the ability to measure how the body and mind respond to different therapies, will be a game changer.
What initial steps can a fitness facility take to introduce recovery into its offerings?
EN: I believe the most important items come in two steps. Step One is figuring out if you want this to be a membership “enhancement or perk” or a revenue generator for the facility. This also determines the budget for equipment, which can range from as little as $2,000 to as much as $300,000-plus.
Step Two is deciding if you want your recovery to include medical oversight, whereas you can include offerings such as IV therapy, NAD+ and other services. It’s important to remember each state has different medical laws and restrictions, so it is essential to understand what you can and cannot do without medical oversight included. Once you have decided these two steps, you then need to create the identity and story of the “why” — as to why you are now offering these services to members.
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