1. Communication
Fix the language, this is the simplest starting point and can have the biggest impact. Inclusive, respectful language – in staff conversations, induction forms, social media posts – helps people feel welcome.
Train your managers, customer service and PT teams in disability inclusion.
Lived experience training is far more powerful than just sending a PDF. But if training isn’t an option yet, start with getting a few books for the team, such as Demystifying Disability: What to know, what to say, and how to be an ally by Emily Ladau. Better still, encourage your team to take Level 3 CPD training in disability inclusion. Future Fit offers a course called Exercise Programme Design for Disabled Clients.
2. Visibility and representation
Seeing disabled people, and a realistic cross-section of society, in marketing, on the gym floor, and among staff sends a clear message: you belong here.
We created a campaign for Wattbike featuring “everyday athletes” which resonated widely because it built trust and fostered belonging.
As a quick solution, audit your website and social media. Feature real disabled members and ambassadors in your visual communications. And for the longer term, invest your time in creating a clear inclusion strategy, hire and train people with disabilities and staff.
3. Accessible spaces
76 per cent of disabled people say they want to be more active, but can’t, because of inaccessible equipment or environments.
Start with the basics: is there a ramp if there’s a step? Do you have a range of equipment such as arm bikes, ski-ergs, rowing machines, or Speedflex Blades to accommodate different needs? Inclusive design – such as wider doors, and new equipment – does require investment (sometimes minimal), but it transforms your space for hundreds of prospective members who are currently excluded.
4. Consider your full customer journey
Inclusion doesn’t start at your front desk, it starts when someone Googles your gym from their sofa. Are your photos and gym campaigns inclusive? Did you update your Google listing and your website with accessible features with clear descriptions and photos? Can users book a tour or speak to someone easily?
Too often, accessible showers have no grab rails, or lifts are out of order. Audit your whole customer journey – from website to workout – and bring in disabled people to walk through it with you and share honest feedback.
76 per cent of disabled people say they want to be more active, but can’t, because of inaccessible equipment or environments
