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Marketing to People with Disabilities

Expanding Membership Potential

 

It is estimated that 50 million people have a disability.  As the population continues to age, the number of people with disabilities will only increase.  By the year 2050, 1 in every 4 Americans will be over the age of 65, and it is estimated that 50% of this age group will have a mobility limitation.  This number is projected to increase to greater than 70% after the age of 74.  The number of people with disabilities is growing and those who acquire a disability early in their lives are living longer with medical advances. 

 

People with disabilities represent a huge untapped and growing market for fitness and recreation professionals.  Most health clubs focus marketing efforts on those who are young and athletic.  Though this is slowly changing, the shift is still not reflecting the real demographic changes in society.

 

Creating a Welcoming Facility

 

Do you ever wonder why more people with disabilities do not ask about membership or participation? Here are some ways to increase the appeal to people with a wide range of abilities:

 

  • Portray people of all ability levels in brochures and promotional materials and include people with disabilities in marketing campaigns;
  • Remove any physical barriers to make the facility accessible and make sure it complies with the Americans with Disabilities Act;
  • Go beyond the requirements of the law and incorporate principles of Universal Design to make the facility more useable for everyone;
  • Provide a range of equipment that offers features for users of varying degrees of ability;
  • Expand marketing to include places in the community that serve people with disabilities or older adults.

     

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