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NEWS
Martin Long, CEO of DW Fitness First, says cash crisis is looming
POSTED 08 Apr 2020 . BY Liz Terry
Martin Long: a cash crisis is looming
Martin Long, CEO of DW Fitness First, has called on the government to speed up the payment of furlough support.

Long told the BBC that the business normally turns over £15m a month, but that this has fallen to zero, leaving no cash to fund the company's £3m wage bill in April. “The money isn’t coming in quickly enough,” he said.

Most of DW Fitness First's 3,000 staff have been furloughed, but Long says the government’s coronavirus job retention scheme won’t be set up in time to help.

The operator has an estate of 120 gyms across the UK. All are currently closed.

“Ultimately, you’ve got to run a business with no income and no knowledge of when the income is coming, because you don't know when you're going to reopen,” said Long.

“And even when you do reopen, it's likely you'll have fewer members.”

DW Fitness First had revealed plans to become "UK’s largest sports participation brand," integrating its retail and health club operations to create a seamless consumer service.

UKActive has said difficulties getting loans and delays in accessing the government’s coronavirus job retention scheme could mean more than a third of UK gyms and leisure centres collapse.

“We're just weeks away from the closure of up to 2,800 fitness and leisure facilities, which play a crucial role in supporting the health and wellbeing of our communities,” said CEO, Huw Edwards.

That would threaten 100,000 jobs in a sector worth £7.7bn a year to the UK economy.

UKActive said some gym and leisure centre operators may only survive another five weeks as rent bills continue to mount.

“If our leisure facilities are lost, it will be incredibly difficult to rebuild them and any recovery will be extremely slow and painful,” said Edwards.

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©Cybertrek 2026
Uniting the world of spa & wellness
Get Spa Business and Spa Business insider digital magazines FREE
Sign up here ▸
News   Products   Magazine   Subscribe
NEWS
Martin Long, CEO of DW Fitness First, says cash crisis is looming
POSTED 08 Apr 2020 . BY Liz Terry
Martin Long: a cash crisis is looming
Martin Long, CEO of DW Fitness First, has called on the government to speed up the payment of furlough support.

Long told the BBC that the business normally turns over £15m a month, but that this has fallen to zero, leaving no cash to fund the company's £3m wage bill in April. “The money isn’t coming in quickly enough,” he said.

Most of DW Fitness First's 3,000 staff have been furloughed, but Long says the government’s coronavirus job retention scheme won’t be set up in time to help.

The operator has an estate of 120 gyms across the UK. All are currently closed.

“Ultimately, you’ve got to run a business with no income and no knowledge of when the income is coming, because you don't know when you're going to reopen,” said Long.

“And even when you do reopen, it's likely you'll have fewer members.”

DW Fitness First had revealed plans to become "UK’s largest sports participation brand," integrating its retail and health club operations to create a seamless consumer service.

UKActive has said difficulties getting loans and delays in accessing the government’s coronavirus job retention scheme could mean more than a third of UK gyms and leisure centres collapse.

“We're just weeks away from the closure of up to 2,800 fitness and leisure facilities, which play a crucial role in supporting the health and wellbeing of our communities,” said CEO, Huw Edwards.

That would threaten 100,000 jobs in a sector worth £7.7bn a year to the UK economy.

UKActive said some gym and leisure centre operators may only survive another five weeks as rent bills continue to mount.

“If our leisure facilities are lost, it will be incredibly difficult to rebuild them and any recovery will be extremely slow and painful,” said Edwards.

RELATED STORIES
Loophole leaves gyms open to legal action by landlords


The legislation intended to protect commercial tenants from eviction during the coronavirus (COVID- 19) pandemic has a loophole, which could see hundreds of gyms and leisure centres being hit with legal action by their landlords.
Channel 4 comedian Rosie Jones mystery shopped gyms for accessibility – guess which operator passed the test


Comedian Rosie Jones has found that just one of the three gyms she tried to train at, for a Channel 4 consumer rights programme, offered adequate accessibility and/or facilities for disabled users.
MORE NEWS
Preidlhof Luxury DolceVita Resort to unveil new spa in February 2027
Preidlhof Luxury DolceVita Resort, a destination resort and spa in Naturno, South Tyrol in Italy, will reveal a new spa in February 2027, which has been designed by wellness expert and consultant Patrizia Bortolin.
ISPA launches on-demand customer experience course by Dan Gingiss
The International Spa Association (ISPA) has launched a course by customer experience expert Dan Gingiss on its iLearn platform.
Virgin Active opens social wellness club in London's Mayfair
Corinthia appoints Peter Roth as president of hotel operations
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MSpa Oslo series: a timeless bestseller
The MSpa Oslo series is a perennial bestseller in global markets. With innovative engineering and premium performance, this completely portable spa line-up is expertly designed to meet the needs of customers worldwide. [more...]

Embrace the chill: TechnoAlpin's Snowsky revolutionises post-fitness recovery with falling snow
In the fast-paced world of fitness and wellness, where high-intensity workouts push us to our limits and the sweat pours, the importance of efficient recovery cannot be overstated. [more...]
+ More featured suppliers  
COMPANY PROFILES
Gharieni Group

For 35 years, the Gharieni Group has redefined wellness, spa and medical equipment, setting global [more...]
+ More profiles  
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+ More catalogues  

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+ More directory  
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03-05 Jul 2026

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Copenhagen, Copenhagen, Denmark
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ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
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LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS