 · Learn about the needs of 15% of the population with a
disability that are not being catered for in your facility.
 · ...


Kilian Fisher, Marketing Director MomentumBD ,
IHRSA Europe Council, IHRSA representative to
BIAC/ OECD
 Catherine Car...
Transforming the Lives of
People with Disabilities through
Physical Education, Sport,
Fitness and Recreation.

UNESCO Chai...
Presentation Aim
• Catherine will introduce the activities of the
UNESCO Chair project and outline how it is
relevant to y...
UNESCO is known as the "intellectual" agency of
the United Nations.
• Intercultural dialogue is vital.
• Education, scient...
• “Disability is part of the human
condition… almost everyone will be
temporarily impaired at some point in
life”
• 15% - ...
The World is Changing
2013: 7 billion
rising 2030: 8
billion
2050: 9 billion

By 2050:
65+ up 70%
80+ up 170%
How Do You View Disability
Medical Model?
• You consider the person
with a disability to be the
problem?

Social Model?
• ...
Biopsychosocial Model
• WHO: The interaction of the individual with
the physical and social environment

Catherine Carty U...
International Classification
of Function

http://www.rehab-scales.org/international-classification-of-functioning-disabili...
Why Talk about Disability?
• We need to become more
inclusive, from design, standards,
training employment.

• Disability ...
Mainstream Inclusion Standards
• 5 reasons to target the disability
market
1.
2.
3.
4.
5.

Size of the market
Ageing Popul...
• What could you do in your club?
• 7 P Development policy
– Philosophy
Processes
– Policy
People
– Places
Catherine Carty...
Philosophy/principles.
The values and ideas that underpin club offerings
The vision of the service offerings or the ration...
Processes.
• Describes the methods and approaches used
within an organisation.
• Allow for the development of competence i...
Policy is often defined as decisions that give
direction to action –
If it is your clubs policy to be inclusive then you w...
‘People’ refers to the leadership

and staff within an
organisation/sector ‘living’ its philosophy
The staff need to show ...
19
Catherine Carty IHRSA Las
Vegas 2013
Places focuses on facilities and amenities which
enable sport, fitness and physical activity to happen.
Access to places i...
Programmes. What programmes are on offer in your
club and are they accessible?
There may be need/demand for both inclusive...
Promotion. This involves heightening awareness of
the work of an organisation and the benefits that it
confers on its stak...
Catherine Carty UNESCO Chair Project
Manager ITTralee

23
European Fitness Inclusion Training
For Work
• 2013-2015 EU Funded Project in the
fitness arena
• Opportunity to become pa...
Declaration of Berlin 2013
Commission I
Access to Sport as a Fundamental Right for All

Commission II
Promoting Investment...
Catherine Carty UNESCO CHAIR
Project Manager 2013

27
Opportunity for the fitness sector to
be an International leader, making a
difference to the lives of pwd.
It can start in...


Learn how to use the latest digital
marketing and social media platforms
to attract and retain more members,
especially...
The problem = not
attracting/retaining the 88%
not using gyms/leisure facilities
& not attracting/retaining the
15% of the...


Attract and retain that 88% of the
Market not using your
Fitness/Sports/Leisure Facilities
 attracting/retaining the 1...
Building Communities to attract and
retain more customers








Global Perspective
Local Community
Your Customers/...
Digital Marketing
Kilian Fisher
Marketing Director,
MomentumBD Ltd
IHRSA EU Council, BIAC Health
Task Force, EOSE Expert, ...
FUN
INNOVATE OR DIE


Learn from History: Marketing & Training
are Critical Success factors especially in
recession , compani...






Solutions to attract the 88% of the General
Population not using gyms/leisure
facilities, and the 15% of PWD
inc...
U.K.

Britain is the biggest online shopping nation
in the developed world, with almost twothirds of adults using the inte...
Is the Fitness Sector ready?






Have we the technology to embrace the
new world?
Have we the skills, knowledge &
c...
Marketing Strategy




Segmentation
Segmentation
Segmentation
Marketing Strategy








Digital Marketing Strategy
Social Media Strategy
Tools/Platforms
Resources
Innovative Pro...
Key Trends for 2013



1. Faster Mobile Connections
 2. Remarketing
 3. Video
 4. Content Marketing
Video – easier than you think
Disruptive Technologies







Disruptive technologies with
Erik Brynjolfsson
Technologies to watch
Big Data- Data Cap...
Customer Profiling









Market Segmentation
Do we really understand our segments
Catchment areas
Profiling
Face...
CRM









Lead Generation
Web to lead/ Facebook to lead
Sales process
Tracking
Tasks/calendar
Retention> Engagem...


What the hell is social media?
Social Media








Facebook
Twitter
Linkedin
Hootsuite
YouTube- 2nd Biggest search engine
Building OUR Communities
The 1% rule states that the number of
people who create content on the Internet
represents approximately 1% (or less) of
t...
Social Media
B2C Building YOUR Community







Facebook
Twitter
Linkedin- NO? Corporates
YouTube- 2nd Biggest search...
Facebook






Is it it dead?
Are you using facebook
effectively?
Consumer profiling and targeting
Lead generation/ D...
Email/SMS Marketing








Email & SMS Marketing
Split testing
Marketing automation
Campaign design
Tracking and St...
Book Online










Online, 24x7.
Ability to book from home
Lead generation eg soul cycle
(www.indoorgroupccycl...
FACEBOOK










Business Page
Likes/Comments/Sharing
Engagement
Data capture widget
Bookings widget
Accept onlin...
FACEBOOK


Facebook advertising>
 Data Capture >> Email Marketing >>
 Marketing Automation
 Remarketing
GOOGLE ADWORDS










Google major Changed 22nd July 2013
Mobile World > smart phones > tablets
Adwords
Choosing...
WEB











SEO- Google algorithms
Data Capture
Landing pages
Remarketing
Online Booking
Email Marketing to Mar...
Building Communities to attract and
retain more customers
Solutions:








Social Media
CRM & Marketing Automation...
SATURDAY, 19 OCTOBER 2013

Are You Missing Over 15% of the
Population in Your Club?
Some reflections and practical implica...
Índex

1.- Integration and inclusion

2.- ¿What CEDI is? Research and practical examples

3.- Target population and needs:...
1.- Integration and inclusion…example in one club

76

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

77

13TH ANNUAL IHRSA EUROPEAN CONGRESS
CEDI mision and vision

•

To be able to analyze and spread the benefits, at al levels, of the
health-oriented PAS for per...
CEDI aim

To promote sport practice of people
with disabilities from a healht
perspective, through concrete
actions from s...
Main CEDI action lines

Research and
knowledge

Training
and formation

Activities
implementation

Knowledge
diffusion

13...
Travelmates
Strategic partners

Sport clubs and associations

Higher Sports Council

Spinal Cord Fundation

Spanish Parali...
Travelmates

82

13TH ANNUAL IHRSA EUROPEAN CONGRESS
Inclusive Basketball Camp
2009 – 2013
Real Madrid Foundation

83
Research projects
APRADDIS: Habits and sports practices analysis of persons with disability in

Spain. Spanish High Counci...
3.-Target population and needs: some data
European Sport Charter (1975-1992)
European Charter on Sport for All: Disabled P...
3.-Target population and needs: some data

Percentage of population
with disability by age group
(in years, IECM, 2009)

T...
3.-Target population and needs: some data
Leisure time (% PWD)
Main activities
See TV or DVD
Listen radio or music
Physica...
3.-Target population and needs: some data
Sports habits of Spanish population (survey, CSD, 2010)

•
•
•

43% of the whole...
Inclusive (electrical wheelchair) hockey practice (2011)

89

Enhancing Performance in Competitive Sports
3.-Target population and needs: some data
APRADDIS: Habits and sports practices analysis of persons with disability (Pérez...
3.-Target population and needs: VAT adequation
APAVET: Adapted Physical Activity in Vocational Education and Training (201...
4.- Importance of corporate social responsability and social image
Corporate Social Responsibility
is the voluntary integr...
93

13TH ANNUAL IHRSA EUROPEAN CONGRESS
5.- Some conclusions

•

Sport is a right for all, included those with disabilities.

•

Little information is availiable ...
THANK YOU SO MUCH FOR YOUR ATTENTION!!

95

13TH ANNUAL IHRSA EUROPEAN CONGRESS
Kilian Fisher
+353894322125
kilianfisher@momentumbd.com
www.momentumbd.ie

Catherine Carty
catherine.carty@ittralee.ie
+35...
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
Are you missing 15% ihrsa madrid reduced text oct 13
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  • Incidence of Disability rises with age x % 18 year oldsY % 65 year olds
  • A pole of innovation and excellence
  • Are you missing 15% ihrsa madrid reduced text oct 13

    1. 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. 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. 3. 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
    4. 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 V Catherine Carty UNESCO Chair Project Manager ITTralee 5
    5. 5. 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
    6. 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 ITTralee 7 7
    7. 7. The World is Changing 2013: 7 billion rising 2030: 8 billion 2050: 9 billion By 2050: 65+ up 70% 80+ up 170%
    8. 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. 9. Biopsychosocial Model • WHO: The interaction of the individual with the physical and social environment Catherine Carty UNESCO CHAIR Project Manager 2013 10
    10. 10. International Classification of Function http://www.rehab-scales.org/international-classification-of-functioning-disabilityand-health.html Catherine Carty UNESCO CHAIR Project Manager 2013 11
    11. 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. 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. 13. • What could you do in your club? • 7 P Development policy – Philosophy Processes – Policy People – Places Catherine Carty UNESCO Chair ProgrammesManager ITTralee Project 14
    14. 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. 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 ITTralee 16
    16. 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 ITTralee 17
    17. 17. ‘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
    18. 18. 19 Catherine Carty IHRSA Las Vegas 2013
    19. 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 ITTralee Operating policies should be inclusive and needs for access 20
    20. 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 ITTralee 21
    21. 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 ITTralee Promotional materials should be accessible to all 22
    22. 22. Catherine Carty UNESCO Chair Project Manager ITTralee 23
    23. 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. 24. 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
    25. 25. Catherine Carty UNESCO CHAIR Project Manager 2013 27
    26. 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. catherine.carty@ittralee.ie 00 353 87 Catherine Carty UNESCO Chair Project Manager ITTralee 28
    27. 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. 28. The problem = not attracting/retaining the 88% not using gyms/leisure facilities & not attracting/retaining the 15% of the population with disabilities
    29. 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. 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. 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. 32. FUN
    33. 33. INNOVATE OR DIE  Learn from History: Marketing & Training are Critical Success factors especially in recession , companies that don't invest die!
    34. 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. 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. 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. 37. Marketing Strategy    Segmentation Segmentation Segmentation
    38. 38. Marketing Strategy       Digital Marketing Strategy Social Media Strategy Tools/Platforms Resources Innovative Programmes Training
    39. 39. Key Trends for 2013  1. Faster Mobile Connections  2. Remarketing  3. Video  4. Content Marketing
    40. 40. Video – easier than you think
    41. 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 PT‟s?
    42. 42. Customer Profiling        Market Segmentation Do we really understand our segments Catchment areas Profiling Facebook LinkedIn Data Capture
    43. 43. CRM        Lead Generation Web to lead/ Facebook to lead Sales process Tracking Tasks/calendar Retention> Engagement > instructors Building relationships/communities
    44. 44.  What the hell is social media?
    45. 45. Social Media       Facebook Twitter Linkedin Hootsuite YouTube- 2nd Biggest search engine Building OUR Communities
    46. 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 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.
    47. 47. Social Media B2C Building YOUR Community      Facebook Twitter Linkedin- NO? Corporates YouTube- 2nd Biggest search engine Hootsuite
    48. 48. Facebook      Is it it dead? Are you using facebook effectively? Consumer profiling and targeting Lead generation/ Data capture Book online
    49. 49. Email/SMS Marketing       Email & SMS Marketing Split testing Marketing automation Campaign design Tracking and Stats Learning and Applying the lessons learned
    50. 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. 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. 52. FACEBOOK  Facebook advertising>  Data Capture >> Email Marketing >>  Marketing Automation  Remarketing
    53. 53. GOOGLE ADWORDS        Google major Changed 22nd July 2013 Mobile World > smart phones > tablets Adwords Choosing A/B Testing Data capture Remarketing
    54. 54. WEB         SEO- Google algorithms Data Capture Landing pages Remarketing Online Booking Email Marketing to Marketing automation Social Media World of Mouth
    55. 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. 56. 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
    57. 57. 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
    58. 58. 1.- Integration and inclusion…example in one club 76 13TH ANNUAL IHRSA EUROPEAN CONGRESS
    59. 59. 2.- What CEDI is? Research and practical examples 77 13TH ANNUAL IHRSA EUROPEAN CONGRESS
    60. 60. 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
    61. 61. 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
    62. 62. Main CEDI action lines Research and knowledge Training and formation Activities implementation Knowledge diffusion 13TH ANNUAL IHRSA EUROPEAN CONGRESS
    63. 63. 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
    64. 64. Travelmates 82 13TH ANNUAL IHRSA EUROPEAN CONGRESS
    65. 65. Inclusive Basketball Camp 2009 – 2013 Real Madrid Foundation 83
    66. 66. 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
    67. 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% 85 13TH ANNUAL IHRSA EUROPEAN CONGRESS
    68. 68. 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
    69. 69. 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
    70. 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) 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
    71. 71. Inclusive (electrical wheelchair) hockey practice (2011) 89 Enhancing Performance in Competitive Sports
    72. 72. 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
    73. 73. 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
    74. 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. 92 13TH ANNUAL IHRSA EUROPEAN CONGRESS
    75. 75. 93 13TH ANNUAL IHRSA EUROPEAN CONGRESS
    76. 76. 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
    77. 77. THANK YOU SO MUCH FOR YOUR ATTENTION!! 95 13TH ANNUAL IHRSA EUROPEAN CONGRESS
    78. 78. 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
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