DISABILITY SPORT
it’s a much bigger challenge to engage them later in life when their behaviours and attitudes towards sports participa- tion are more deeply ingrained.” However, seven in ten said that they
enjoyed taking part in sport and physi- cal activity outside of school. This means there is potential for the leisure sector to provide opportunities for those who en- joy taking part in other settings.
WHAT MORE CAN BE DONE? The demand for fitness activities is clear. In the same EFDS report, exercise was cited as the most popular sport- and physical activity-related hobby, being chosen by 46 per cent of disabled people overall. It was also the most popular hobby for disabled men (57 per cent). While the barriers to sport and exer-
cise participation have been determined as psychological, physical and logisti- cal, the barriers for providers seem to be centred in two areas: firstly, fear and discomfort around disability, a narrow understanding of access and confusion about what is meant by “reasonable adjustments”. Secondly, low awareness by operators of how to boost sales and profits by making their operation more attractive to disabled customers. EFDS’s IFI programme aims to help
eliminate these fears and insecuri- ties. It leads the way in providing accessible physical activity and increas- ing participation amongst disabled people. EFDS has been delivering the IFI programme for more than 10 years and in this time has accredited more
TIPS FOR FITNESS FACILITIES
● IFI accreditation: Consider the IFI Mark to celebrate your facility’s in- clusive 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 up. ● 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 disabil- ity forum to support your processes. ● Monitor and improve customer services: increase your channels for
feedback from disabled customers and potential customers who could be tempt- ed to use your facility. It is a crucial part of marketing to identify and satisfy cus- tomer 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 avail- able to ensure your facility is welcoming to everyone. Perhaps have your own method to recognise their achievements to champion inclusion. Ask IFI about upcoming customer service training. ● Use inclusive imagery: include disabled people on marketing materials. This includes leaflets, banners and especially
websites. Include imagery which shows disabled people enjoying your facility with non-disabled people. ● Widen your reach: identify disabil- ity groups, GP referrals, 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. If you’re looking to find out more
about the IFI Mark, visit EFDS’s dedi- cated website:
www.efds.co.uk/ inclusive_fitness/the_ifi_mark
48 Read Sports Management online
sportsmanagement.co.uk/digital Issue 3 2013 © cybertrek 2013
Schemes such as the Inclusive Fitness Initiative have helped bring down barriers for accessibility
than 400 gyms. Those gyms realise how important accessibility and service provision is for disabled people. The IFI Mark is an accreditation
standard which addresses the physical access of the building, fitness equipment, customer service training, marketing and exercise programming for disabled people. Any gym can apply to be audited – whether publicly or privately owned.
“EFDS is confident the infrastructure
is in place within IFI Mark gyms to sup- port the demand for fitness training at a local level,” says Horne. “With support from programmes like the IFI, everyone can enjoy exercise at their own leisure – including disabled people. We look forward to welcoming more gyms as ac- credited sites, so provision is increased – both geographically and access wise”.
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