Applying EFDS Talk to Me principles to Avondale gym's success
In September 2014, the English Federation of Disability Sport (EFDS) launched the Talk to Me report. The findings highlight 10 principles that providers could follow in order to engage more disabled people in sport and physical activity. Eight months on from its release, EFDS is keen to share ways in which the principles have been implemented effectively.
Recently we came across Avondale gym, part of the Life Leisure group, located in Greater Manchester. Located on the grounds of Stockport Academy, Life Leisure Avondale has facilities for all the family.
Although Avondale did not set out to specifically increase participation of disabled people by following the EFDS principles, it is clear that the changes they made do align with them. It has resulted in positive outcomes for a wide variety of people including more disabled people in the area.
Avondale- the ideal place for those who don't like going to the gym
In 2009, losing £170,000 a year, Avondale looked set to close. After a re-launch in 2011, the gym has tripled its membership, is turning a profit and continues to receive glowing user recommendations.
There were many things that Avondale changed in order to become successful, some of which fell within the EFDS Talk to Me report principles.
Principle 1: Use the channels I trust and Principle 10: Show me
One strategy to increase users in the facility was using the trusted source of healthcare professionals to get people into the venue.
Michelle Childs, Development Officer, says:
“We hold weight management sessions here, GP referrals, and whilst they are doing that, it starts showing people, who probably wouldn’t come into a gym- the hand holding process”
And once people have attended and enjoyed a session word of mouth takes over.
Jamie Mccord, General Manager, comments:
“Because you have those groups coming in and seeing what you deliver, they do your referral for you. So things grow more organically.”
The centre has been clever about how it programmes its timetable to encourage increased use of the facilities.
Childs continues:
“We have a weight management class here on Wednesday. The chair-based exercise class starts straight after across the hall. So as people leave they see people just like them that they can relate to going into an exercise class. And when in the sessions, you can hear them talking, saying ‘why don’t you go to the aqua class on Monday as well?”
Social media is also a powerful tool that Avondale use to promote their facility. Childs states:
“We do a lot of case studies and they go on Facebook. These show local people. Those are the posts that get the most likes, the most retweets, the most shares.”
Principle 6: Reassure me
Avondale conducted an extensive consultation with local groups to see what changes they would like to see to the centre to make it more appealing. People asked for simple things like no mirrors in the gym, or part of the gym sectioned off so that they can work out in private, but still feel part of the environment.
Mccord continues:
“What you will find is that people like the fact there is a closed area. But they especially like the fact that the closed area is open enough that they are still part of the main gym. They are not excluded from what everyone else does, but they can be separate”
Principle 8: Listen to me
Offering people an opportunity to give feedback on how you better meet their needs is essential. Avondale gives their users various ways in which to share their views. They do online surveys with their members as well as encouraging members to speak to staff about anything that they think has been beneficial or needs improving.
Childs says:
"We also have the ‘You say’ wall. A mobile pop up feedback wall. We put it near reception and encourage people with post-it notes to put feedback on it. It might be ‘great class’, ‘make the pool warmer’. They won’t write their name on it. The wall gives them an anonymous forum to suggest."
Principle 9: Welcome me and principle 7: Include me
Ensuring people feel welcome in the centre is vital. Creating a positive and welcoming environment is key.
Childs reiterates:
“It’s the culture of the staff. There is no expectation of people who come in. It’s that culture that people are just people at the end of the day.”
Having a diverse workforce of different ages, experiences and skills allows the centre to cater for a wider variety of people.
More importantly, having a culture where everyone is willing to try is important.
Childs says:
“If people phoned up and said 'I have a certain impairment', we might not have the equipment but we would still encourage them to come down. Our attitude is ‘we will find you something we you can do’."
Avondale continue to grow both in membership and reputation. They are also looking ahead to involving the Inclusive Fitness programme more in their facility.
Have you implemented any of the EFDS Talk to Me principles in your opportunities? We would like to share your story. Please contact Emma Spring, Research and Insight Manager via email or telephone 0161 228 2868.
