2.  · 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.

3. 
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.

4. Transforming the Lives of
People with Disabilities through
Physical Education, Sport,
Fitness and Recreation.
UNESCO Chair in
ITTralee, Ireland
Catherine Carty UNESCO Chair Project
Manager ITTralee
4

5. 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 V
Catherine Carty UNESCO Chair Project
Manager ITTralee
5

6. UNESCO is known as the "intellectual" agency of
the United Nations.
• Intercultural dialogue is vital.
• Education, scientific research and the sharing of
knowledge.
• Respect for fundamental rights.
• New global public space.
Catherine Carty UNESCO Chair Project
Manager ITTralee
6

7. • “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 ITTralee
7
7

8. The World is Changing
2013: 7 billion
rising 2030: 8
billion
2050: 9 billion
By 2050:
65+ up 70%
80+ up 170%

9. 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?

10. Biopsychosocial Model
• WHO: The interaction of the individual with
the physical and social environment
Catherine Carty UNESCO CHAIR
Project Manager 2013
10

11. International Classification
of Function
http://www.rehab-scales.org/international-classification-of-functioning-disabilityand-health.html
Catherine Carty UNESCO CHAIR Project
Manager 2013
11

12. 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…..

13. 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

14. • What could you do in your club?
• 7 P Development policy
– Philosophy
Processes
– Policy
People
– Places
Catherine Carty UNESCO Chair
ProgrammesManager ITTralee Project
14

15. 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

16. 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 ITTralee
16

17. 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 ITTralee
17

18. ‘People’ refers to the leadership
and 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 ITTralee
18

19. 19
Catherine Carty IHRSA Las
Vegas 2013

20. 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 ITTralee
Operating policies should be inclusive and needs for access
20

21. 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 ITTralee
21

22. 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 ITTralee
Promotional materials should be accessible to all
22

23. Catherine Carty UNESCO Chair Project
Manager ITTralee
23

24. 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.

26. Declaration of Berlin 2013
Commission I
Access to Sport as a Fundamental Right for All
Commission II
Promoting Investment in Physical Education and Sport
Programmes

27. Catherine Carty UNESCO CHAIR
Project Manager 2013
27

28. Opportunity for the fitness sector to
be an International leader, making a
difference to the lives of pwd.
It can start in your club.
catherine.carty@ittralee.ie 00 353 87
Catherine Carty UNESCO Chair
Project Manager ITTralee
28

29. 
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.

30. The problem = not
attracting/retaining the 88%
not using gyms/leisure facilities
& not attracting/retaining the
15% of the population with
disabilities

31. 
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

32. 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

34. 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

35. FUN

36. INNOVATE OR DIE

Learn from History: Marketing & Training
are Critical Success factors especially in
recession , companies that don't invest
die!

37. 



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

38. 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.

39. 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,

40. Marketing Strategy



Segmentation
Segmentation
Segmentation

41. Marketing Strategy






Digital Marketing Strategy
Social Media Strategy
Tools/Platforms
Resources
Innovative Programmes
Training

43. Key Trends for 2013

1. Faster Mobile Connections
 2. Remarketing
 3. Video
 4. Content Marketing

44. Video – easier than you think

46. 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 PT‟s?

47. Customer Profiling







Market Segmentation
Do we really understand our segments
Catchment areas
Profiling
Facebook
LinkedIn
Data Capture

48. CRM







Lead Generation
Web to lead/ Facebook to lead
Sales process
Tracking
Tasks/calendar
Retention> Engagement > instructors
Building relationships/communities

49. 
What the hell is social media?

51. Social Media






Facebook
Twitter
Linkedin
Hootsuite
YouTube- 2nd Biggest search engine
Building OUR Communities

54. 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 not
posting.
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.

56. Social Media
B2C Building YOUR Community





Facebook
Twitter
Linkedin- NO? Corporates
YouTube- 2nd Biggest search engine
Hootsuite

57. Facebook





Is it it dead?
Are you using facebook
effectively?
Consumer profiling and targeting
Lead generation/ Data capture
Book online

58. Email/SMS Marketing






Email & SMS Marketing
Split testing
Marketing automation
Campaign design
Tracking and Stats
Learning and Applying the lessons learned

59. 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

61. 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.

62. FACEBOOK

Facebook advertising>
 Data Capture >> Email Marketing >>
 Marketing Automation
 Remarketing

63. GOOGLE ADWORDS







Google major Changed 22nd July 2013
Mobile World > smart phones > tablets
Adwords
Choosing
A/B Testing
Data capture
Remarketing

64. WEB








SEO- Google algorithms
Data Capture
Landing pages
Remarketing
Online Booking
Email Marketing to Marketing automation
Social Media
World of Mouth

73. 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

74. SATURDAY, 19 OCTOBER 2013
Are You Missing Over 15% of the
Population in Your Club?
Some reflections and practical implications
13TH ANNUAL IHRSA
EUROPEAN CONGRESS
Javier Pérez Tejero, PhD
Faculty of Physical Activity and Sport Sciences, INEF
Polytechnic University of Madrid, Spain

75. Índex
1.- Integration and inclusion
2.- ¿What CEDI is? Research and practical examples
3.- Target population and needs: some data
4.- Importance of corporate social responsability and
social image
5.- Some conclusions
75

76. 1.- Integration and inclusion…example in one club
76
13TH ANNUAL IHRSA EUROPEAN CONGRESS

77. 2.- What CEDI is? Research and practical examples
77
13TH ANNUAL IHRSA EUROPEAN CONGRESS

78. CEDI mision and vision
•
To be able to analyze and spread the benefits, at al levels, of the
health-oriented PAS for persons with disability through
Mision
sensibilization and awareness of all agents, specially institutions
from regular sport, offering opportunities of real practice and
knowledge actualization
•
To be a reference point at national and international level in the
diffusion, research, knowledge and best practices (evidence-based
Vision
preferibly) related health-oriented physical activity and sports for
persons with disability
78
13TH ANNUAL IHRSA EUROPEAN CONGRESS

79. CEDI aim
To 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

80. Main CEDI action lines
Research and
knowledge
Training
and formation
Activities
implementation
Knowledge
diffusion
13TH ANNUAL IHRSA EUROPEAN CONGRESS

81. Travelmates
Strategic partners
Sport clubs and associations
Higher Sports Council
Spinal Cord Fundation
Spanish Paralimpic Committee
Ana Valdivia Fundation
ONCE Fundación
También Fundation
Real Madrid Fundation
Patín Alcobendas Club
Telemadrid
Patín Aluche Club
Madrid City Hall
Majadahonda Track and Field
Liberty assurances
TriUM Triathlon club
Representatives of PWD Spain
…
(CERMI)
81
13TH ANNUAL IHRSA EUROPEAN CONGRESS

82. Travelmates
82
13TH ANNUAL IHRSA EUROPEAN CONGRESS

83. Inclusive Basketball Camp
2009 – 2013
Real Madrid Foundation
83

84. Research projects
APRADDIS: Habits and sports practices analysis of persons with disability in
Spain. 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).
84
13TH ANNUAL IHRSA EUROPEAN CONGRESS

85. 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%
85
13TH ANNUAL IHRSA EUROPEAN CONGRESS

86. 3.-Target population and needs: some data
Percentage 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
Sensorial
86

87. 3.-Target population and needs: some data
Leisure time (% PWD)
Main activities
See TV or DVD
Listen radio or music
Physical exercise
Read
76
34,9
28,3
27,8
They 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

88. 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)
But…no data for PWD!!
2006
Sport
Licenses
Federation
FEDDF
6804
2012
2012
Clubs
Licenses
Clubs
Licenses
372
2231
170
869320
Clubs
Intelectual
FEDDI
4014
1376
4619
219
407728
21027 Soccer
4053 Basketball
Blindnes
FEDC
2487
1115
2009
0
369895
5831
Hunting
C. Palsy
FEDPC
1624
286
1557
106
4044
221
FEDS
919
702
703
41
3291
196
Fencing
Winter
sports
Total
15848
3851
11119
536
Physical
Deafness
Number of licenses and clubs per (disabled) sport federation in Spain
(CSD, 2006, 2012)
88
13TH ANNUAL IHRSA EUROPEAN CONGRESS

89. Inclusive (electrical wheelchair) hockey practice (2011)
89
Enhancing Performance in Competitive Sports

90. 3.-Target population and needs: some data
APRADDIS: Habits and sports practices analysis of persons with disability (Pérez et
al., 2011)
Criteria for Participation
Sample
Age (15 years - 74 years)
People with physical disabilities
Community of Madrid
Informed consent
142 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 friends
No 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

91. 3.-Target population and needs: VAT adequation
APAVET: Adapted Physical Activity in Vocational Education and Training (2012)
Competences
1. To adapt
for PWD.
the sports curriculum to cater for the needs
2. To identify the needs and
performance of the participant
3. Prepare sports
assess current level of
environment, for inclusion and participant
4. 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 to
7. Advocate for the needs and rights of participants
91
13TH ANNUAL IHRSA EUROPEAN CONGRESS

92. 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.
92
13TH ANNUAL IHRSA EUROPEAN CONGRESS

93. 93
13TH ANNUAL IHRSA EUROPEAN CONGRESS

94. 5.- Some conclusions
•
Sport 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.
94
13TH ANNUAL IHRSA EUROPEAN CONGRESS

95. THANK YOU SO MUCH FOR YOUR ATTENTION!!
95
13TH ANNUAL IHRSA EUROPEAN CONGRESS

96. Kilian Fisher
+353894322125
kilianfisher@momentumbd.com
www.momentumbd.ie
Catherine Carty
catherine.carty@ittralee.ie
+353 87 2868250
Javier Pérez Tejero, PhD
j.perez@upm.es
www.deporteinclusivo.es
www.eucapa2014.eu