DISABILITY SPORT
Providing access is crucial
The study
shows disabled people prefer to take part in sport alongside non-disabled people. This was reflected in a recent Guinness advert that went viral and could change the perception of disability sport for many
To assist leisure providers and
purchasers of fitness equipment, the IFI operates an endorsement scheme for commercial fitness equipment which recognises products which have been designed with accessibility in mind. All IFI Accredited fitness equipment must meet IFI Equipment Design Standards to be fully inclusive: this means it allows both disabled and non-disabled people to use it for a full body, cardiovascular and resistance-based workout. The IFI works pro-actively alongside
the fitness equipment industry to influence and support the development of accessible fitness equipment.
MORE EXERCISE, MORE OPPORTUNITIES To attract more disabled customers and their family and friends, it’s important sport and fitness providers under- stand what opportunities are better suited and more appealing. Greater awareness, improved communications and wider connections, as well as local opportunities were noted in the report; a new toolkit is now available to IFI accredited sites to support them in em- bedding good marketing practices. Eight out of 10 (78 per cent) of disabled people said they use the
To attract more disabled customers, it’s important
that sport providers understand what opportunities are better suited and more appealing
internet to find out about hobbies and interests, so it is worthwhile for fitness facilities to improve their pres- ence 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’s better access to the information. Horne said: “For disabled people who
are keen to be active and want to be included, the development, delivery and active promotion of appropriate opportunities is vital. Our research will help inform policy and practice that enables full participation at every level.” 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 (60 per cent) of disabled people said they would prefer to take part in sport and physical activity with a mix of disabled and non-disabled people.
50 Read Sports Management online
sportsmanagement.co.uk/digital As well as in the health club or gym
environment, there are lots of examples of facilities delivering mixed classes which meet this need. While it’s 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 of- fers available. For example, the EFDS report showed that three in 10 disabled people currently use the gym. Gyms are usually within facilities that provide other facilities, such as swimming pools and sports halls. Combining activity offers and promotion placement can have many advantages and can help to extend facility usage and participation among disabled people who are already doing some exercise. • The English Federation of Disability Sport (EFDS) is the national body and charity dedicated to disabled people in sport and physical activity. For more details, go to
http://www.efds.co.uk
Issue 3 2013 © cybertrek 2013
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