The fitness industry is being urged to hire more trainers with disabilities as new research has revealed that the majority of disabled people don’t feel welcome in fitness spaces.
New research from Lakeshore Foundation, a global non-profit specialising in sports science for athletes with disabilities, revealed that 81% of people with disabilities do not feel welcome in fitness spaces. It also found that disabled athletes face heightened discrimination and bias as a result of societal ability standards. This is compounded by the lack of representation of disabled trainers and coaches in the fitness industry; and the limited access to inclusive fitness spaces, according to the research.
In response to the survey, Degree Deodorant (also known as Rexona, Sure and Shield in different countries), has launched the #TrainersForHire initiative; a call for more representation in the fitness industry by encouraging fitness companies to hire trainers with disabilities. The antiperspirant and deodorant brand from Unilever has also created TrainersForHire.com. This is a site where fitness companies can find a growing roster of diverse disabled trainers and coaches looking for employment within the industry; and reach out to them directly for potential employment. The site also features a free online portal with curated and educational resources; so companies can learn more about how to make their spaces accessible and inclusive for people with disabilities.
MORE DIVERSE MOVEMENT CHAMPIONS WANTED
“As a brand, Degree believes no one should be held back from experiencing the transformative benefits of movement. That’s why we’re fighting for a world where everyone has the confidence to move,” stated Kathryn Swallow, Global Brand Vice President of Degree. “With #TrainersforHire, our mission is to advocate for more diverse champions of movement and challenge societal ability standards. We hope to remind the fitness industry – and beyond – that everyone deserves the freedom to move, whoever you are, however you move.”
To further drive attention to this issue, Degree released an open letter in The New York Times calling on the fitness industry to join the brand in creating a more inclusive world for people with disabilities. This letter includes an open invitation for fitness industry leaders to participate in the brand’s first-ever inclusive pop-up cycling classes in New York City’s Flatiron Plaza today (21 September ); led by Paralympic Medalist and World Champion Medalist and dynamic motivational speaker, Blake Leeper.
“Oftentimes, trainers unfairly assume that coaching people with disabilities will be too challenging of a task. This is why I was so pumped to be a part of this opportunity with Degree,” commented Leeper. “I will be guiding these outdoor pop-up cycling classes with a more inclusive approach and adjustable direction. Overall, I’m most interested in demonstrating to the industry the importance and simplicity of coaching a more inclusive crowd; while keeping intact the integrity of the sport/exercise.”
DISABILITY INCLUSION IN FITNESS
Classes will include people with and without disabilities to showcase ideal representation of what inclusion in fitness classes should look like. On the same day, mobile billboards will tour the offices of major fitness institutions across New York City; amplifying this issue and challenging the industry to join in on making fitness spaces more accessible for people with disabilities.
To support the initiative, Degree recently launched new marketing titled “Watch Me Move”; starring professional surfer, life coach, and adaptability advocate Bethany Hamilton. Aired during the recent Paralympic Games, the film (below) celebrates diverse, authentic stories of those who have defied society’s idealised ability standards; and definitions of what a “mover” looks like.
“I’ve experienced judgment and maybe a little bit of discrimination firsthand against my ability as an athlete. I’m thrilled to partner with Degree and cheer on healthy change in the fitness industry; and to increase representation of the adaptive community. Movement is for everyone, regardless of our differences,” said Hamilton.
SAFE SPACES TO MOVE
Together, the spot and #TrainersforHire campaign underscore Degree’s ongoing efforts to create products and experiences that better serve the needs of people with disabilities. Most recently, the brand introduced Degree Inclusive; the world’s first inclusive deodorant for people with upper limb disabilities and visual impairment. Now, Degree is also bringing these efforts full circle as the first dedicated strategic partner of the US Para Soccer Team. With more programming ahead, these collective efforts link back to Degree’s larger Breaking Limits programme. This includes a $5 million commitment over the next five years to empower millions of people to move beyond limits. It aims to support those who face the biggest barriers to being active (including people with disabilities); and providing them access to coaches, mentors and safe spaces to move.
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