Mandates of inclusivity and equality should be at the forefront of any business operation. Providing a safe and accessible space for everyone, regardless of their gender, sexuality, race, disability, age or any other factor is crucial in this day and age. For facilities like fitness studios or recreation centers, that means making sure that all members feel comfortable and respected. The move to an entirely inclusive facility is unlikely to happen with one or two quick fixes. Rather, it should be looked at as a long-term cultural reimagining - and can come in several different forms.
Keep reading for insight into the importance of inclusion in your facility, and how to go about enforcing these practices.
Inform your workforce of inclusive practices
There are a number of practices that people may not instantly recognize as being non-inclusive. Many different identities need to be addressed in order for a facility to be inherently inclusive. Regardless, enforcing equal practices at your facility requires having a unified front to deliver them.
Making sure that your missions and values of diversity and equity are understood and communicated by all your members of staff, even when management can’t be there to oversee them, is critical. Hosting training sessions with inclusivity experts can help your staff know what to keep in mind when developing fitness programs, interacting with minority members and selecting language to use to try in order to infuse inclusion at every step.
Reach out to your members
Nobody knows what kind of practices they need more than your members themselves. Reaching out to member to ask for suggestions about what they would like to see at your facility is an open and honest method of directing your business operations. Doing so while ensuring anonymity is a way to make everyone feel more comfortable.
Some common changes may include:
Incorporating gender-neutral washrooms or changerooms, so that all members of the LGBTQ+ community feel comfortable
Change the language that revolves around ‘women-’ or ‘men-only’, to account for other identities
Ensuring that as many resources as possible are accessible to those with physical or mental disabilities
Hiring staff and instructors of different cultural or ethnic backgrounds, so more members may feel represented and comfortable
Having signage in multiple languages, where possible
Inclusivity builds community
Communities, no matter how large or small, benefit from diversity. Being a part of a fitness community can help improve an individual’s physical and mental wellbeing, among a number of other perks. Especially after the turbulent year we have all had, having fair and comfortable access to fitness, recreation and health resources is something that everyone should be able to look forward to.
Establishing communities can come in a variety of forms. For example, a gym in Edmonton that is run by two queer and disabled people has explored online classes, portable outdoor training spaces, affordable lifestyle coaching and more, in attempts to serve members of different orientations, abilities, and financial limitations. On the topic of community, they believe “the commodification of health and wellness favours practices that are inherently classist, racist, ableist, sexist, ageist, and sizeist… there's a really big difference between targeting diversity or marketing to diversity and creating a space that is philosophically, inherently inclusive.”
Benefits for you
Studies have long shown that institutions which value and celebrate diversity, inclusivity and equity are more enjoyable to be a part of, more profitable and more likely to succeed. Not only is promoting inclusivity the right thing to do, but it can also positively benefit your bottom line and your customer retention rates - it’s a win-win! When it comes to fitness and recreational facilities specifically, inclusivity has major upsides. For example, in a recent study looking at health clubs that were inclusive to people with disabilities, 72% of owners saw an increase in customer loyalty, and 51% saw a significant increase in their overall revenue. Facilities which value the inclusion and representation of LGBTQ+ and racialized communities have also reported higher satisfaction and higher retention rates. There may also be a certain number of institutions that do not meet the requirements of inclusivity practices, leaving a portion of the community in the lurch. Positioning your club as one that is inclusive can present a huge opportunity for your facility to gain new members if competitors can’t meet their needs. Univerus believes in supporting inclusive, diverse and equitable practices wherever possible. To learn more about our member management software solutions, contact us today!
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