Exercise everyone's right to be active on National Fitness Day
Friday 27 September is National Fitness Day. Now in its third year, the organisers want it to become the biggest national day to celebrate fitness. But is the fitness sector still missing out on the opportunities to engage more disabled customers in meaningful physical activity?
The English Federation of Disability Sport (EFDS) works to support the health and fitness industry to be more inclusive, as well as encouraging disabled people to engage in physical activity, through our Inclusive Fitness Initiative (IFI).
Statistics show that less than half the number of disabled people take part in sport or physical activity once a week compared to non-disabled people (18.2% vs 38.76%)- with 71.4% disabled people taking part in no sport or physical activity in the last month (Active People 7 2012-2013). This contrasts with the demand by disabled people for more opportunities to be active. Seven in ten want to do more- highlighted in EFDS's recent lifestyle report released in September.
What more can be done in the fitness sector?
The demand for fitness activities is clear in the same EFDS report. Exercise was the most popular sport and physical activity related hobby. It was chosen as a hobby by 46% disabled people overall and the most popular hobby for disabled men (57%).
While the barriers in sport and exercise participation for disabled people have been determined as psychological, physical and logistical, the barriers for providers seem to centre around two areas.
The Atkins Management Consultants for the Office for Disability Issues study 2010 organisations identified two main barriers in businesses' focus on disabled customers. Firstly, fear and discomfort around disability, a narrow understanding of “access” and confusion about what is meant by “reasonable adjustments”. Then, low awareness of how to boost sales and profits by making their business more attractive to disabled customers.
Inclusive Fitness aims to help eliminate these fears and insecurities with providers. It leads the way in providing accessible physical activity and increasing participation amongst disabled people. EFDS has been delivering the programme for over ten years and in this time has accredited over 400 IFI Mark gym facilities nationally. Those gyms realise how important accessibility and service provision is for disabled people.
The IFI Mark is a standard of accreditation which addresses the physical access of the building, accessible fitness equipment, customer service training and exercise programming and marketing to disabled people. Any gym can apply to be audited for the IFI Mark- whether publicly or privately owned.
Barry Horne, the Chief Executive of the English Federation of Disability Sport (EFDS) commented:
“EFDS is confident that the infrastructure is in place within IFI Mark gyms to support the demand on a local level. With support, like the Inclusive Fitness Initiative, everyone can enjoy exercise at their own leisure. We look forward to welcoming more gyms as accredited sites, so provision is far greater- both geographically and access wise”.
More exercise, more opportunities
To attract more disabled customers as well as their family and friends, it is important that sport and fitness providers understand what opportunities are better suited and more appealing. Disabled people are not contained in one homogenous group. Instead, it may be better to identify the main drivers and motivations for disabled people to take part, and use those to guide opportunity ideas.
Greater awareness, improved communications and wider connections, as well as local opportunities were noted in the EFDS report as needed. A new 'Marketing Gyms to Disabled People' kitbag is now available to all IFI accredited sites to support these facilities to embed the good marketing practices, which do exactly that.
If eight out of ten (78%) disabled people identify that they use the internet to find out about hobbies and interests, then it is worthwhile for fitness facilities to improve their presence online. Not only that, but thinking wider than the usual distribution lists helps to reach more disabled people. Although the internet is not suitable for all customers, when teamed with more distribution channels, it means there is better access to the information.
Fitness providers are in a great position to deliver more opportunities which match one crucial finding in the EFDS report. More than six in ten (64%) disabled people said they would prefer to take part in sport and physical activity with a mix of disabled and non-disabled people. As well as the gym environment itself, there are lots of examples of facilities delivering mixed classes.
Whilst it is acknowledged that a mixed setting of disabled and non-disabled people is not suitable for all sport and physical activity situations, more can be done to increase the number of offers available.
For example, the EFDS report showed that three in ten disabled people currently use the gym. Gyms are usually within facilities that provide other opportunities such as swimming pools and sports halls. Combining activity offers and promotion placement can have many advantages.
Top tips for fitness facilities
- IFI accreditation: Consider the IFI Mark to celebrate your facility's inclusive environment. It is assessed every three years, accredited at one of three levels to support continuous improvement and ensures inclusion is achievable from entry level to excellence.
- Insight on and market research with disabled people: knowing more about the demographics of disabled people, their interests and information points in your local area can really help you to add value and fill in the service gaps. Perhaps set up your own disability forum to support your policies, processes and promotions.
- Monitor and improve customer services: increase your channels for feedback from disabled customers and the potential customers, who could be tempted to use your facility. It is a crucial part of marketing to identify and satisfy customer needs.
- Workforce training: as well as your customers, the people who work as staff or volunteers in your facility are your most valuable asset. Training is available to ensure your facility is welcoming to everyone. Perhaps have your own method to recognise their achievements to champion inclusion. Ask IFI about the upcoming customer service training!
- Use inclusive imagery: include disabled people on promotional and marketing material. This includes leaflets, banners and especially websites. Include imagery which shows disabled people enjoying your facility with non-disabled people.
- Widen your reach: identify local disability groups, GP referrals, local public and voluntary organisations. Remember disabled people look for family, work-convenient, mixed ability offers too.
- Come and try: open days and taster sessions can often be a good way for everyone to experience your facility. Trial periods also support disabled people's decision-making.
National Fitness Day encourages everyone to take part in Empower Half Hour at 1pm doing 30 minutes of fun activities and exercise. Schools, gyms, sports clubs, workplaces are invited to join and to promote health and well-being.
For more information on National Fitness Day, click here.
