REGYMEN Fitness and The Covery Bring Fitness Industry Veteran Larry Conner in as New Chief Financial Operating Officer
Posted: August 11, 2021 in Chains
Regymen Fitness
BATON ROUGE, LA – Boutique fitness franchise REGYMEN Fitness proved to be uniquely resilient against the COVID-19 pandemic thanks to strong corporate support and continued innovation. That is why, despite the challenges of the past year, REGYMEN has expanded rapidly, including a recent 10-unit signing in Texas and huge partnership in Canada. The team also rolled out a brand-new sister wellness concept called The Covery, which already opened its first location in March and has plans to open several others across the country. Now, in order to keep this momentum going, the REGYMEN and Covery leadership team has brought on fitness industry veteran Larry Conner as the new Chief Financial Operating Officer.
Conner brings more than 31 years of experience in the health and fitness industry. He entered the industry as a CFO/controller back in 1990 for Elmwood Fitness Center, overseeing the purchase of many clubs and more than 15,000 members. In 2003, Conner went on to manage Pelican Athletic Club, a large fitness club on the Northshore of Louisiana, followed by a role as the general manager of another gym, Franco’s Athletic Club.
In 2008, Conner had the opportunity to help build a successful resort club called Stone Creek in Covington, Louisiana. Since then, he has grown the club to feature more than 5,500 members and over $8 million in annual revenues. Following the COVID-19 pandemic, Conner helped Stone Creek navigate the complex reopen process, where it saw an impressive 94% of customers return.
After deciding it was time to move on to something new earlier this year, Conner got in touch with Edward “EK” Navan, REGYMEN’s co-founder and chief strategy officer. “I really wanted to help another emerging fitness brand grow from the ground up,” said Conner. “EK found out that I was available and asked if I’d be interested in talking about a position on the team. The more I learned about the brands and the business model, the more I knew it was the right choice for me.”
Conner points to several reasons why he found the REGYMEN brand so exciting and well-positioned for the future.
“REGYMEN’s technology is more advanced than everyone else’s and their results are truly based on science,” he said. “During the pandemic, more people started working out at home, and REGYMEN quickly rolled out a robust virtual workout offering. When you take a REGYMEN class, either in the studio or at home, you don’t get lost. The screens are showing members what they need to be doing, the lighting shows them what intensity they’re working at and the program is constantly changing so they don’t get bored. For people who need to be pushed, REGYMEN is hitting it on all cylinders — strength, cardio, HIIT and boxing. It was clear the team was going to continue adapting and helping their franchisees succeed.”
When it comes to The Covery, Conner says he also recognized the growing value of recovery in today’s health and wellness landscape.
“When I was at Stone Creek, I knew recovery was an important part of our success,” he said. “People need to recover from intense workouts, and that focus on health has never been more prominent. The Covery stands out because it allows members to recover according to their own schedule with a tiered approach. We also provide an array of offerings under the same roof, including cryotherapy, saunas, IVs, facials, drainage, red light therapy and much more.”
Now, in his new role, Conner is excited to help both REGYMEN and The Covery expand as the fitness industry is poised to explode in popularity. “Right now, health and fitness are more relevant than ever, but due to the amount of recent gym closures, there is an untapped demand,” he said. “REGYMEN and The Covery are perfectly positioned to satisfy this demand as they expand their footprints and establish themselves in the industry.”
If anyone has a crystal ball into the future of the fitness industry, it is Conner. From 2015 to 2019, he served as the Chair of the Standards Committee and Treasurer on the IHRSA Board of Directors, which includes more than 10,000 club owners and 180 million members in 80 countries. Now, Conner will leverage this in-depth understanding of the industry to help REGYMEN and The Covery adapt to the changing needs of customers and franchisees alike as the brand grows.
“The team at REGYMEN and The Covery are extremely passionate about what they do and are focused on the future,” said Conner. “They recognize how important it is to keep adapting, and they are adding new members to the leadership team to ensure their brands can grow the right way. From my first conversation with EK, I knew our core values aligned, and I am eager to support our team members, customers and the communities we serve. These two brands are already on the best path to success, and I am excited to help them get there.”
