We Work Well Events
We Work Well Events
We Work Well Events
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn
FITNESS, HEALTH, WELLNESS

features

Inclusion:
All welcome

Marina Logacheva, disability sports lead at Matta, outlines ways in which operators can welcome people with disabilities

Published in Health Club Management 2026 issue 1
Logacheva’s experience of the gym altered after a life-changing accident
Logacheva’s experience of the gym altered after a life-changing accident / photo: MATTA

The fitness industry often talks about inclusion, but what does it actually feel like to walk into a gym as a disabled person?

When I became a wheelchair user four years ago and returned to the gym for the first time after my life-changing accident, I realised just how different that experience was from before and I’m not alone – disabled people make up 24 per cent of the UK population.

That’s five times more than the number of vegans or plant-based eaters. But walk into any supermarket and staff will know exactly where the plant-based aisle is. There’s signage, shelf space and plenty of options. In contrast, most gym staff haven’t received any disability awareness training, and accessibility is often an afterthought.

Here’s another striking stat: the UK’s plant-based food market is worth £1.1bn. The spending power of disabled people is £274bn – commonly referred to as the Purple Pound.

Start small and start now, with both quick fixes and long-term plans

Inclusion isn’t just the right thing to do, it’s also a major business opportunity. Being inclusive opens doors to more members, builds loyalty and boosts profitability.

My advice? Start small — but start now. Assign someone in your team to take responsibility for inclusion. Review your customer journey. Make one change this month.

Inclusion is the future of fitness. And yes, it’s profitable too. Let’s build an industry that works (and works out) for everyone.

More: www.makeitmatta.com

Opening doors
Quick wins and long-term strategies to make gyms more accessible
1. Communication

Fix the language, this is the simplest starting point and can have the biggest impact. Inclusive, respectful language – in staff conversations, induction forms, social media posts – helps people feel welcome.

Train your managers, customer service and PT teams in disability inclusion.

Lived experience training is far more powerful than just sending a PDF. But if training isn’t an option yet, start with getting a few books for the team, such as Demystifying Disability: What to know, what to say, and how to be an ally by Emily Ladau. Better still, encourage your team to take Level 3 CPD training in disability inclusion. Future Fit offers a course called Exercise Programme Design for Disabled Clients.

2. Visibility and representation

Seeing disabled people, and a realistic cross-section of society, in marketing, on the gym floor, and among staff sends a clear message: you belong here.

We created a campaign for Wattbike featuring “everyday athletes” which resonated widely because it built trust and fostered belonging.

As a quick solution, audit your website and social media. Feature real disabled members and ambassadors in your visual communications. And for the longer term, invest your time in creating a clear inclusion strategy, hire and train people with disabilities and staff.

3. Accessible spaces

76 per cent of disabled people say they want to be more active, but can’t, because of inaccessible equipment or environments.

Start with the basics: is there a ramp if there’s a step? Do you have a range of equipment such as arm bikes, ski-ergs, rowing machines, or Speedflex Blades to accommodate different needs? Inclusive design – such as wider doors, and new equipment – does require investment (sometimes minimal), but it transforms your space for hundreds of prospective members who are currently excluded.

4. Consider your full customer journey

Inclusion doesn’t start at your front desk, it starts when someone Googles your gym from their sofa. Are your photos and gym campaigns inclusive? Did you update your Google listing and your website with accessible features with clear descriptions and photos? Can users book a tour or speak to someone easily?

Too often, accessible showers have no grab rails, or lifts are out of order. Audit your whole customer journey – from website to workout – and bring in disabled people to walk through it with you and share honest feedback.

76 per cent of disabled people say they want to be more active, but can’t, because of inaccessible equipment or environments
Even small changes can help make health clubs more accessible / photo: Sandra Seitamaa on Unsplash

Read more from this issue of HCM magazine

View contents of HCM 2026 issue 1
Sign up for FREE ezines & magazines
/ photo: bruce mars on Unsplash
Disabled people make up 24 per cent of the UK population
Disabled people make up 24 per cent of the UK population / photo: Sport England
Disability sports lead at Matta, Marina Logacheva, outlines ways in which health club operators can better welcome people with disabilities
HCM magazine
Raphael Cuomo explores the powerful link between addiction, health and behaviour change
HCM magazine
Collaborations with the medical profession and greater aspirations around wellbeing are creating a need for more experts in our sector. It’s time to reboot our thinking around the workforce
HCM magazine
HCM People

Stephen Price

Founder, SP&Co Group
Working in public health over the last few years has lit up parts of my brain again
HCM magazine
Strength training is evolving, driven by changing consumer preferences. Julie Cramer talks to innovators about how their products are meeting this demand
HCM magazine
For every member with a tripod and a big following, there are others irritated at the way equipment is being hogged or wary they’ll be in the background on someone’s Insta feed. Do influencers offer valuable, free marketing or are they just a nuisance? Kath Hudson finds out how operators are responding
HCM promotional features
Sponsored
David Lloyd is stepping up its commitment to women’s health as it continues to explore what fit-for-purpose looks like for the female population
HCM promotional features
Sponsored
SnowDome Fitness has added 50 per cent more space with cutting-edge Technogym solutions
HCM promotional features
Sponsored
Find out how your gym can tap into the corporate wellness boom
HCM promotional features
Sponsored
Third Space partnered with IndigoFitness to deliver a bespoke training space for its new club at The Whiteley
HCM promotional features
Sponsored
Starpool supports Olympic champion Marcell Jacobs, says Riccardo Turri
HCM promotional features
Sponsored
Greg Bradley looks at the shift towards strength training in gyms and advises on how operators can create the ultimate training environment
HCM promotional features
Sponsored
EGYM has opened a new HQ in Paternoster Square, London and revealed a range of new launches
HCM promotional features
Sponsored
New launch, Salus House, elevates boutique wellness with high service levels and a partnership with Technogym
HCM promotional features
Promotion
BLK BOX has been reimagining elite performance spaces for more than a decade. Founder and former athlete, Greg Bradley, tells us what it takes
HCM promotional features
Latest News
Nuffield Health has told HCM that it takes its responsibilities towards its colleagues seriously and ...
Latest News
Technogym has announced the launch of the Run X World Treadmill Championship, the first world ...
Latest News
Shocked by the UK loneliness statistics, charitable trust Mytime Active has been doubling down on ...
Latest News
Portugal’s leading operator, SC Fitness, is celebrating a milestone by reaching 100 gyms.  The company ...
Latest News
Australia’s fast-growing fitness network, Viva Leisure, is adding a low-cost gym brand to its already ...
Latest News
Speedflex has launched a strength training programme for 10 to 16-year-olds, to make it safer, ...
Latest News
Tewinbury Farm Hotel in Hertfordshire, UK is expanding its premium leisure proposition with the launch ...
Latest News

Work is underway in Madrid on one of Europe’s most significant multi-functional complexes, ...

Opinion
promotion
Strength training has moved from the margins to the mainstream.
Opinion: Building smarter strength spaces for today’s operators
Featured supplier news
Featured supplier news: Reaching the people most gyms miss: Bedford Gym & Swim Campaign delivers 410 new members
One of the biggest mistakes the fitness industry still makes is advertising almost exclusively to people who already look and live like gym members.
Featured supplier news
Featured supplier news: Supporting long-term health: why whole body vibration belongs in clinical settings
As healthcare continues to shift towards prevention, there’s a growing focus on helping people stay active, independent and feeling good for longer.
Company profiles
Company profile: Future Fit
Since 1993, Future Fit have been consistently raising the bar when it comes to training ...
Company profiles
Company profile: Vor Technologies Ltd
Vor is the world’s most powerful workout generation tool, transforming how fitness businesses deliver personalised ...
Supplier Showcases
Supplier Showcase - Future-proofing
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
GYMNATION press release: Massive ‘Good Luck’ message appears in Saudi Desert as Green Falcons head to World Cup
Passengers flying out of Riyadh this week have been treated to an extraordinary sight from the skies after GymNation unveiled a giant desert sand mural supporting the Saudi Arabia National Football Team ahead of the FIFA World Cup in the United States.
Featured press releases
BLK BOX press release: BLK BOX strengthens European growth with the appointment of Germany country manager Timo Garrels
BLK BOX is proud to welcome Timo Garrels as Germany country manager, marking another important step in the brand’s continued growth across Europe.
Directory
Industrial washing machines
Miele Company Limited: Industrial washing machines
Spa and beauty equipment
Living Earth Crafts: Spa and beauty equipment
Lockers
Crown Sports Lockers: Lockers
Hot tubs
MSpa International Ltd: Hot tubs
Fitness tracking platform
SpiviTech: Fitness tracking platform
Water experiences and hydrotherapy solutions
Aquaform s.r.l.: Water experiences and hydrotherapy solutions
Property & Tenders
Stratford, East London.
Lee Valley Regional Park Authority
Property & Tenders
Y Felinheli, LL56 4QN
Newmark
Property & Tenders
Diary dates
13-13 Jun 2026
Worldwide, Various,
Diary dates
21-24 Sep 2026
The Langham Huntington Pasadena , Pasadena, United States
Diary dates
06-08 Oct 2026
Messe Stuttgart, Stuttgart, Germany
Diary dates
22-22 Oct 2026
QEII Conference Centre, London,
Diary dates
26-29 Oct 2027
Koelnmesse Exhibition Centre, Cologne, Germany
Diary dates

features

Inclusion:
All welcome

Marina Logacheva, disability sports lead at Matta, outlines ways in which operators can welcome people with disabilities

Published in Health Club Management 2026 issue 1
Logacheva’s experience of the gym altered after a life-changing accident
Logacheva’s experience of the gym altered after a life-changing accident / photo: MATTA

The fitness industry often talks about inclusion, but what does it actually feel like to walk into a gym as a disabled person?

When I became a wheelchair user four years ago and returned to the gym for the first time after my life-changing accident, I realised just how different that experience was from before and I’m not alone – disabled people make up 24 per cent of the UK population.

That’s five times more than the number of vegans or plant-based eaters. But walk into any supermarket and staff will know exactly where the plant-based aisle is. There’s signage, shelf space and plenty of options. In contrast, most gym staff haven’t received any disability awareness training, and accessibility is often an afterthought.

Here’s another striking stat: the UK’s plant-based food market is worth £1.1bn. The spending power of disabled people is £274bn – commonly referred to as the Purple Pound.

Start small and start now, with both quick fixes and long-term plans

Inclusion isn’t just the right thing to do, it’s also a major business opportunity. Being inclusive opens doors to more members, builds loyalty and boosts profitability.

My advice? Start small — but start now. Assign someone in your team to take responsibility for inclusion. Review your customer journey. Make one change this month.

Inclusion is the future of fitness. And yes, it’s profitable too. Let’s build an industry that works (and works out) for everyone.

More: www.makeitmatta.com

Opening doors
Quick wins and long-term strategies to make gyms more accessible
1. Communication

Fix the language, this is the simplest starting point and can have the biggest impact. Inclusive, respectful language – in staff conversations, induction forms, social media posts – helps people feel welcome.

Train your managers, customer service and PT teams in disability inclusion.

Lived experience training is far more powerful than just sending a PDF. But if training isn’t an option yet, start with getting a few books for the team, such as Demystifying Disability: What to know, what to say, and how to be an ally by Emily Ladau. Better still, encourage your team to take Level 3 CPD training in disability inclusion. Future Fit offers a course called Exercise Programme Design for Disabled Clients.

2. Visibility and representation

Seeing disabled people, and a realistic cross-section of society, in marketing, on the gym floor, and among staff sends a clear message: you belong here.

We created a campaign for Wattbike featuring “everyday athletes” which resonated widely because it built trust and fostered belonging.

As a quick solution, audit your website and social media. Feature real disabled members and ambassadors in your visual communications. And for the longer term, invest your time in creating a clear inclusion strategy, hire and train people with disabilities and staff.

3. Accessible spaces

76 per cent of disabled people say they want to be more active, but can’t, because of inaccessible equipment or environments.

Start with the basics: is there a ramp if there’s a step? Do you have a range of equipment such as arm bikes, ski-ergs, rowing machines, or Speedflex Blades to accommodate different needs? Inclusive design – such as wider doors, and new equipment – does require investment (sometimes minimal), but it transforms your space for hundreds of prospective members who are currently excluded.

4. Consider your full customer journey

Inclusion doesn’t start at your front desk, it starts when someone Googles your gym from their sofa. Are your photos and gym campaigns inclusive? Did you update your Google listing and your website with accessible features with clear descriptions and photos? Can users book a tour or speak to someone easily?

Too often, accessible showers have no grab rails, or lifts are out of order. Audit your whole customer journey – from website to workout – and bring in disabled people to walk through it with you and share honest feedback.

76 per cent of disabled people say they want to be more active, but can’t, because of inaccessible equipment or environments
Even small changes can help make health clubs more accessible / photo: Sandra Seitamaa on Unsplash

Read more from this issue of HCM magazine

View contents of HCM 2026 issue 1
Sign up for FREE ezines & magazines
/ photo: bruce mars on Unsplash
Disabled people make up 24 per cent of the UK population
Disabled people make up 24 per cent of the UK population / photo: Sport England
Disability sports lead at Matta, Marina Logacheva, outlines ways in which health club operators can better welcome people with disabilities
Latest News
Nuffield Health has told HCM that it takes its responsibilities towards its colleagues seriously and ...
Latest News
Technogym has announced the launch of the Run X World Treadmill Championship, the first world ...
Latest News
Shocked by the UK loneliness statistics, charitable trust Mytime Active has been doubling down on ...
Latest News
Portugal’s leading operator, SC Fitness, is celebrating a milestone by reaching 100 gyms.  The company ...
Latest News
Australia’s fast-growing fitness network, Viva Leisure, is adding a low-cost gym brand to its already ...
Latest News
Speedflex has launched a strength training programme for 10 to 16-year-olds, to make it safer, ...
Latest News
Tewinbury Farm Hotel in Hertfordshire, UK is expanding its premium leisure proposition with the launch ...
Latest News

Work is underway in Madrid on one of Europe’s most significant multi-functional complexes, ...

Latest News
PureGym is encouraging people to step away from their screens and go for a walk, ...
Latest News
Small improvements to sleep, diet quality, and physical activity, made in combination lead to a ...
Latest News
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will ...
Opinion
promotion
Strength training has moved from the margins to the mainstream.
Opinion: Building smarter strength spaces for today’s operators
Featured supplier news
Featured supplier news: Reaching the people most gyms miss: Bedford Gym & Swim Campaign delivers 410 new members
One of the biggest mistakes the fitness industry still makes is advertising almost exclusively to people who already look and live like gym members.
Featured supplier news
Featured supplier news: Supporting long-term health: why whole body vibration belongs in clinical settings
As healthcare continues to shift towards prevention, there’s a growing focus on helping people stay active, independent and feeling good for longer.
Company profiles
Company profile: Future Fit
Since 1993, Future Fit have been consistently raising the bar when it comes to training ...
Company profiles
Company profile: Vor Technologies Ltd
Vor is the world’s most powerful workout generation tool, transforming how fitness businesses deliver personalised ...
Supplier Showcases
Supplier Showcase - Future-proofing
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
GYMNATION press release: Massive ‘Good Luck’ message appears in Saudi Desert as Green Falcons head to World Cup
Passengers flying out of Riyadh this week have been treated to an extraordinary sight from the skies after GymNation unveiled a giant desert sand mural supporting the Saudi Arabia National Football Team ahead of the FIFA World Cup in the United States.
Featured press releases
BLK BOX press release: BLK BOX strengthens European growth with the appointment of Germany country manager Timo Garrels
BLK BOX is proud to welcome Timo Garrels as Germany country manager, marking another important step in the brand’s continued growth across Europe.
Directory
Industrial washing machines
Miele Company Limited: Industrial washing machines
Spa and beauty equipment
Living Earth Crafts: Spa and beauty equipment
Lockers
Crown Sports Lockers: Lockers
Hot tubs
MSpa International Ltd: Hot tubs
Fitness tracking platform
SpiviTech: Fitness tracking platform
Water experiences and hydrotherapy solutions
Aquaform s.r.l.: Water experiences and hydrotherapy solutions
Property & Tenders
Stratford, East London.
Lee Valley Regional Park Authority
Property & Tenders
Y Felinheli, LL56 4QN
Newmark
Property & Tenders
Diary dates
13-13 Jun 2026
Worldwide, Various,
Diary dates
21-24 Sep 2026
The Langham Huntington Pasadena , Pasadena, United States
Diary dates
06-08 Oct 2026
Messe Stuttgart, Stuttgart, Germany
Diary dates
22-22 Oct 2026
QEII Conference Centre, London,
Diary dates
26-29 Oct 2027
Koelnmesse Exhibition Centre, Cologne, Germany
Diary dates
Search news, features & products:
Find a supplier:
We Work Well Events
We Work Well Events
Partner sites