- 1. Learn about the needs of 15% of the population with a
disability that are not being catered for in your facility.
Discover how you can meet both your business objectives and
corporate social responsibility and increase the bottom line. Hear
about changing demographics and how to adapt by using innovative
concepts to attract and retain the 15%. Learn how to use the latest
digital marketing and social media platforms to attract and retain
more members, especially the missing 'majority'. Learn about the
right marketing tools (digital and offline), appropriate
programmes, and staff training needed to deliver the best services
to this special population.
2. Kilian Fisher, Marketing Director MomentumBD , IHRSA Europe
Council, IHRSA representative to BIAC/ OECD Catherine Carty,
Project Manager, UNESCO Chair in Inclusive PE, Sport, Recreation
and Fitness, former ILAM White Flag Standards Jury & REPS
Ireland Chair Javier Perez Tejero, PhD, Professor Faculty Sport
Sciences, Technical University Madrid, Spain. Centre for Inclusive
Sport Studies (CEDI) director. 3. Transforming the Lives of People
with Disabilities through Physical Education, Sport, Fitness and
Recreation.UNESCO Chair in ITTralee, IrelandCatherine Carty UNESCO
Chair Project Manager ITTralee4 4. Presentation Aim Catherine will
introduce the activities of the UNESCO Chair project and outline
how it is relevant to your club operation. 7P model E-FIT-W MINEPS
VCatherine Carty UNESCO Chair Project Manager ITTralee5 5. UNESCO
is known as the "intellectual" agency of the United Nations.
Intercultural dialogue is vital. Education, scientific research and
the sharing ofknowledge. Respect for fundamental rights. New global
public space. Catherine Carty UNESCO Chair Project Manager
ITTralee6 6. Disability is part of the human condition almost
everyone will be temporarily impaired at some point in life 15% - 1
billion people have a disability PWD encounter many barriers which
restrict their participation in life Catherine Carty UNESCO CHAIR
Catherine Carty UNESCO Chair Project Project Manager 2013 Manager
ITTralee77 7. The World is Changing 2013: 7 billion rising 2030: 8
billion 2050: 9 billionBy 2050: 65+ up 70% 80+ up 170% 8. How Do
You View Disability Medical Model? You consider the person with a
disability to be the problem?Social Model? You consider the
inaccessible environment to be the problem? 9. Biopsychosocial
Model WHO: The interaction of the individual with the physical and
social environmentCatherine Carty UNESCO CHAIR Project Manager
201310 10. International Classification of
Functionhttp://www.rehab-scales.org/international-classification-of-functioning-disabilityand-health.html
Catherine Carty UNESCO CHAIR Project Manager 201311 11. Why Talk
about Disability? We need to become more inclusive, from design,
standards, training employment. Disability inclusion training as a
added extra should it be? UNCRPD 2006 If you must.Profit.. 12.
Mainstream Inclusion Standards 5 reasons to target the disability
market 1. 2. 3. 4. 5.Size of the market Ageing Population Market
leader Positive attitude Customer Loyalty+ They want to be included
13. What could you do in your club? 7 P Development policy
Philosophy Processes Policy People Places Catherine Carty UNESCO
Chair ProgrammesManager ITTralee Project14 14.
Philosophy/principles. The values and ideas that underpin club
offerings The vision of the service offerings or the rationale. The
principles that guide the all work A shared and widely accepted
philosophy helps to bring clarity to what constitutes success.DOES
YOUR CLUB PHILOSOPHY Project Catherine Carty UNESCO Chair EMBODY
Manager ITTralee INCLUSION?15 15. Processes. Describes the methods
and approaches used within an organisation. Allow for the
development of competence in relation to inclusion. Engage with PWD
as part of the training Engage with disability services to
disability Catherine Carty UNESCO Chair Project proof processes.
Manager ITTralee16 16. Policy is often defined as decisions that
give direction to action If it is your clubs policy to be inclusive
then you will need to cater for this This can be a tough battle and
reemphasises the importance of buy in of all stakeholders Catherine
Carty UNESCO Chair Project Manager ITTralee17 17. People refers to
the leadershipand staff within an organisation/sector living its
philosophy The staff need to show how they are embodying inclusion
everyday. Part of the knowledge, competence and skillset of all
those working in the club We may also need APA specialists
Catherine Carty UNESCO Chair Project Manager ITTralee18 18. 19
Catherine Carty IHRSA Las Vegas 2013 19. Places focuses on
facilities and amenities which enable sport, fitness and physical
activity to happen. Access to places is determined by cost, design
and location. Places should cater for PWD ideally by means of
Universal Design or retrofitting to cater for a broad range of
individuals with varying disabilities. Catherine Carty UNESCO Chair
Project Manager ITTraleeOperating policies should be inclusive and
needs for access20 20. Programmes. What programmes are on offer in
your club and are they accessible? There may be need/demand for
both inclusive and segregated programmes.What training programmes
do your staff do?Life-wide and life-long programming Project
Catherine Carty UNESCO Chair Manager ITTralee21 21. Promotion. This
involves heightening awareness of the work of an organisation and
the benefits that it confers on its stakeholders. It involves
activities such as marketing, advocating and relationship building.
Clubs catering for those with disabilities should promote this
widely Catherine Carty UNESCO Chair Project Manager
ITTraleePromotional materials should be accessible to all22 22.
Catherine Carty UNESCO Chair Project Manager ITTralee23 23.
European Fitness Inclusion Training For Work 2013-2015 EU Funded
Project in the fitness arena Opportunity to become part of a pilot
and/or research Building on many positive developments Aimed at
making it easier for fitness centres to become more inclusive. 24.
Declaration of Berlin 2013 Commission I Access to Sport as a
Fundamental Right for AllCommission II Promoting Investment in
Physical Education and Sport Programmes 25. Catherine Carty UNESCO
CHAIR Project Manager 201327 26. Opportunity for the fitness sector
to be an International leader, making a difference to the lives of
pwd. It can start in your club. [email protected] 00 353
87 Catherine Carty UNESCO Chair Project Manager ITTralee28 27.
Learn how to use the latest digital marketing and social media
platforms to attract and retain more members, especially the
missing 'majority Learn about the right marketing tools (digital
and offline), appropriate programmes, and staff training needed to
deliver the best services to this special population. 28. The
problem = not attracting/retaining the 88% not using gyms/leisure
facilities & not attracting/retaining the 15% of the population
with disabilities 29. Attract and retain that 88% of the Market not
using your Fitness/Sports/Leisure Facilities attracting/retaining
the 15% of the population with disabilities by innovating with the
latest technologies and programmes 30. Building Communities to
attract and retain more customers Global Perspective Local
Community Your Customers/ Members Your Staff Industry Community The
Health/fitness Club/ Sports /Leisure as the New Church= the
Community Hub 31. Digital Marketing Kilian Fisher Marketing
Director, MomentumBD Ltd IHRSA EU Council, BIAC Health Task Force,
EOSE Expert, Former IHRSA (Global) Board Director and ILAM CEO 32.
FUN 33. INNOVATE OR DIE Learn from History: Marketing &
Training are Critical Success factors especially in recession ,
companies that don't invest die! 34. Solutions to attract the 88%
of the General Population not using gyms/leisure facilities, and
the 15% of PWD increase membership and improve secondary spend
Focus on Innovation Learn from History: Marketing & Training
are Critical Success factors especially in recession 35.
U.K.Britain is the biggest online shopping nation in the developed
world, with almost twothirds of adults using the internet to buy
goods or services. 36. Is the Fitness Sector ready? Have we the
technology to embrace the new world? Have we the skills, knowledge
& competencies Can we achieve our goals without change? What
are these goals? Profit, Social Objectives, Health Agenda, 37.
Marketing Strategy Segmentation Segmentation Segmentation 38.
Marketing Strategy Digital Marketing Strategy Social Media Strategy
Tools/Platforms Resources Innovative Programmes Training 39. Key
Trends for 20131. Faster Mobile Connections 2. Remarketing 3. Video
4. Content Marketing 40. Video easier than you think 41. Disruptive
Technologies Disruptive technologies with Erik Brynjolfsson
Technologies to watch Big Data- Data Capture,CRM, Marketing
Automation Robotics- PWD, DIY fitness A.I.- no more PTs? 42.
Customer Profiling Market Segmentation Do we really understand our
segments Catchment areas Profiling Facebook LinkedIn Data Capture
43. CRM Lead Generation Web to lead/ Facebook to lead Sales process
Tracking Tasks/calendar Retention> Engagement > instructors
Building relationships/communities 44. What the hell is social
media? 45. Social Media Facebook Twitter Linkedin Hootsuite
YouTube- 2nd Biggest search engine Building OUR Communities 46. The
1% rule states that the number of people who create content on the
Internet represents approximately 1% (or less) of the people
actually viewing that content. For example, for every person who
posts on a forum, generally about 99 other people are viewing that
forum but notposting.McConnell, Ben; Huba, Jackie (May 3, 2006).
"The 1% Rule: Charting citizen participation". Church of the
Customer Blog. Archived from the original on 11 May 2010. Retrieved
2010-07-10. 47. Social Media B2C Building YOUR Community Facebook
Twitter Linkedin- NO? Corporates YouTube- 2nd Biggest search engine
Hootsuite 48. Facebook Is it it dead? Are you using facebook
effectively? Consumer profiling and targeting Lead generation/ Data
capture Book online 49. Email/SMS Marketing Email & SMS
Marketing Split testing Marketing automation Campaign design
Tracking and Stats Learning and Applying the lessons learned 50.
Book Online Online, 24x7. Ability to book from home Lead generation
eg soul cycle (www.indoorgroupccycling.com) Classes aerobics,
zumba, group cycling etc Programmes/Courses- trimbelly, RMC,
Swimming, Sports etc Customers can see classes & availability
in real time picture galleries, videos, instructors bio... send
confirmation emails and SMS reminders offer courses, group classes
and personal training 51. FACEBOOK Business Page
Likes/Comments/Sharing Engagement Data capture widget Bookings
widget Accept online bookings directly from within your Facebook
page, easy for your social networking friends and fans to book
straight away offer simplified 'Sign in with Facebook' button. No
more passwords to remember. 52. FACEBOOK Facebook advertising>
Data Capture >> Email Marketing >> Marketing Automation
Remarketing 53. GOOGLE ADWORDS Google major Changed 22nd July 2013
Mobile World > smart phones > tablets Adwords Choosing A/B
Testing Data capture Remarketing 54. WEB SEO- Google algorithms
Data Capture Landing pages Remarketing Online Booking Email
Marketing to Marketing automation Social Media World of Mouth 55.
Building Communities to attract and retain more customers
Solutions: Social Media CRM & Marketing Automation Online
booking, membership, promotions, social etc Your Staff..Training,
Structures, Processes, systems Industry CPD keeping up The
Health/fitness Club/ Sports /Leisure as the New Church= the
Community Hub 56. SATURDAY, 19 OCTOBER 2013Are You Missing Over 15%
of the Population in Your Club? Some reflections and practical
implications 13TH ANNUAL IHRSA EUROPEAN CONGRESSJavier Prez Tejero,
PhD Faculty of Physical Activity and Sport Sciences, INEF
Polytechnic University of Madrid, Spain 57. ndex1.- Integration and
inclusion2.- What CEDI is? Research and practical examples3.-
Target population and needs: some data4.- Importance of corporate
social responsability and social image5.- Some conclusions75 58.
1.- Integration and inclusionexample in one club7613TH ANNUAL IHRSA
EUROPEAN CONGRESS 59. 2.- What CEDI is? Research and practical
examples7713TH ANNUAL IHRSA EUROPEAN CONGRESS 60. CEDI mision and
visionTo be able to analyze and spread the benefits, at al levels,
of the health-oriented PAS for persons with disability
throughMisionsensibilization and awareness of all agents, specially
institutions from regular sport, offering opportunities of real
practice andknowledge actualizationTo be a reference point at
national and international level in the diffusion, research,
knowledge and best practices (evidence-basedVisionpreferibly)
related health-oriented physical activity and sports for persons
with disability7813TH ANNUAL IHRSA EUROPEAN CONGRESS 61. CEDI aimTo
promote sport practice of people with disabilities from a healht
perspective, through concrete actions from scientific academic, and
educational fields. Action contexts come from inclusive sport
situations (initiation)13TH ANNUAL IHRSA EUROPEAN CONGRESS 62. Main
CEDI action linesResearch and knowledgeTraining and
formationActivities implementationKnowledge diffusion13TH ANNUAL
IHRSA EUROPEAN CONGRESS 63. Travelmates Strategic partnersSport
clubs and associationsHigher Sports CouncilSpinal Cord
FundationSpanish Paralimpic CommitteeAna Valdivia FundationONCE
FundacinTambin FundationReal Madrid FundationPatn Alcobendas
ClubTelemadridPatn Aluche ClubMadrid City HallMajadahonda Track and
FieldLiberty assurancesTriUM Triathlon clubRepresentatives of PWD
Spain(CERMI)8113TH ANNUAL IHRSA EUROPEAN CONGRESS 64.
Travelmates8213TH ANNUAL IHRSA EUROPEAN CONGRESS 65. Inclusive
Basketball Camp 2009 2013 Real Madrid Foundation83 66. Research
projects APRADDIS: Habits and sports practices analysis of persons
with disability inSpain. Spanish High Council for Sport (January
October 2010). Four different research areas:APAVET: Adapted
Physical Activity in Vocational Education and Training. Partner in
the European Leonardo Da Vinci project (LLP 2010), coordinated by
ITT-CARA (Ireland, EIPET) (from October 2010 to June 2012).E-FIT
for Work: European Fitness Inclusion Training for Work. Partner in
the European Leonardo Da Vinci project (LLP 2013), coordinated by
ITT-CARA (Ireland, EIPET) (from August 2013 to August 2015).8413TH
ANNUAL IHRSA EUROPEAN CONGRESS 67. 3.-Target population and needs:
some data European Sport Charter (1975-1992) European Charter on
Sport for All: Disabled Persons (1986) Convention on the Rights of
Persons with Disabilities (UN, 2006, article 30.5) Exercise
prescription for PWD (ACSM 2008)) Survey on Disability, Personal
Autonomy and Dependency Situations (EDAD; INE 2008, Spain)3.8
million people with disabilities (8.5% of the population). 1.39
million can not perform any of the ADLs without help. The main
disability groups: mobility problems (67.2%), difficulties in
domestic life (55.3%) and self-care (48.4%) With more than 65
years, disability appears in the 52.5%8513TH ANNUAL IHRSA EUROPEAN
CONGRESS 68. 3.-Target population and needs: some dataPercentage of
population with disability by age group (in years, IECM, 2009)Type
of disability by age and evolution (in years, IECM, 2009)Physical
Intelectual Mental Illness Sensorial86 69. 3.-Target population and
needs: some data Leisure time (% PWD) Main activities See TV or DVD
Listen radio or music Physical exercise Read76 34,9 28,3 27,8They
would like to do but they cannot because of disability Physical
exercise 23 Traveling 22,4 Hobbies, crafts 12 Shopping 10,8
Inclusive (wheelchair) rugby practice (2011) (EDAD; INE 2008,
Spain)13TH ANNUAL IHRSA EUROPEAN CONGRESS 70. 3.-Target population
and needs: some data Sports habits of Spanish population (survey,
CSD, 2010) 43% of the whole Spanish population practice sport every
week Sport more practiced: fitness training (35%), soccer (27,5),
swimming (22,4), cycling (19,4) Butno data for PWD!! 2006 Sport
Licenses Federation FEDDF
680420122012ClubsLicensesClubsLicenses3722231170869320ClubsIntelectualFEDDI40141376461921940772821027
Soccer 4053 BasketballBlindnesFEDC24871115200903698955831HuntingC.
PalsyFEDPC162428615571064044221FEDS919702703413291196Fencing Winter
sportsTotal15848385111119536PhysicalDeafnessNumber of licenses and
clubs per (disabled) sport federation in Spain (CSD, 2006, 2012)
8813TH ANNUAL IHRSA EUROPEAN CONGRESS 71. Inclusive (electrical
wheelchair) hockey practice (2011)89Enhancing Performance in
Competitive Sports 72. 3.-Target population and needs: some data
APRADDIS: Habits and sports practices analysis of persons with
disability (Prez et al., 2011)Criteria for ParticipationSampleAge
(15 years - 74 years) People with physical disabilities Community
of Madrid Informed consent142 people participated in the study (96
men 46 women)Results 82% are very or just interested in sport 2/ 3
practiced at least one sport discipline, and 45% some of them Type
of facility for practice: 68% public municipal; 43% open air, 28%
at home, club 25% 53% practices for fun/hobbie, no competition, 18%
for competition, 18% with friendsNo realiable data about sphysical
activity / sports practice of PWD Population very diverese and with
specific needs and requirements However, it is a clear demand of
this collective 13TH ANNUAL IHRSA EUROPEAN CONGRESS 73. 3.-Target
population and needs: VAT adequation APAVET: Adapted Physical
Activity in Vocational Education and Training (2012) Competences1.
To adapt for PWD.the sports curriculum to cater for the needs2. To
identify the needs and performance of the participant 3. Prepare
sportsassess current level ofenvironment, for inclusion and
participant4. Adapt coaching in order to meet the needs of the
participant 5. Communicate with SEN and others who are directly and
indirectly involved in coaching. 6. Use sports specific functional
increase participation.classification as a tool to7. Advocate for
the needs and rights of participants9113TH ANNUAL IHRSA EUROPEAN
CONGRESS 74. 4.- Importance of corporate social responsability and
social image Corporate Social Responsibility is the voluntary
integration by companies of social and environmental concerns in
their business operations and in their interaction with their
stakeholders (European Commission).Sport sector, enterprises and
clubs are still away from the applications of CSR in their
structures, processes and policies, especially regarding disability
sector.To be socially responsible towards PWD in a sport club or
enterprise has a positive impact in its reputation and image, and
in many countries (as Spain) has tax benefits.9213TH ANNUAL IHRSA
EUROPEAN CONGRESS 75. 9313TH ANNUAL IHRSA EUROPEAN CONGRESS 76. 5.-
Some conclusionsSport is a right for all, included those with
disabilities.Little information is availiable regarding sporting
habits of this population. This sensitivity still has to come to
sport sector, as industry. Many times PWD is seem as a problem,
instead as an opportunity for the institution. This may be seen by
sport sector as an opportunity to diversify their products and
market share, having a social direct positive impact .Attention to
this population group implies staff training and adaptations Key
factor: the conviction of the enterprise and their managers that
inclusion is a club / enterprise commintent and an added value to
their actual services.9413TH ANNUAL IHRSA EUROPEAN CONGRESS 77.
THANK YOU SO MUCH FOR YOUR ATTENTION!!9513TH ANNUAL IHRSA EUROPEAN
CONGRESS 78. Kilian Fisher +353894322125
[email protected] www.momentumbd.ieCatherine Carty
[email protected] +353 87 2868250Javier Prez Tejero, PhD
[email protected] www.deporteinclusivo.es www.eucapa2014.eu
