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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.

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
Warner Bros Discovery collaborates on upcoming Pompeii attraction
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii is preparing to open near the world-famous archaeological site in southern Italy.
Bob Rogers hands BRC to long-serving leadership team
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
+ More news   

COMPANY PROFILES
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
Alterface

Alterface’s Creative Division team is seasoned in concept and ride development, as well as storyte [more...]
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FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
 

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23-26 Aug 2026

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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.

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
Warner Bros Discovery collaborates on upcoming Pompeii attraction
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii is preparing to open near the world-famous archaeological site in southern Italy.
Bob Rogers hands BRC to long-serving leadership team
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. 
Efteling expands family offer with new Hooghmoed drop tower
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
+ More news   
 
COMPANY PROFILES
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
Alterface

Alterface’s Creative Division team is seasoned in concept and ride development, as well as storyte [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
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