Sport and physical activity should be accessible to everyone, but according to Sport England’s Active Lives Survey, activity levels vary considerably between ethnic groups. Mixed Ethnicity and White adults are among the most active groups, while Asian (excluding Chinese), Black and other ethnically diverse communities are less likely to meet the Chief Medical Officers’ recommendation of at least 150 minutes of physical activity each week. Women from ethnically diverse communities often face additional barriers and are typically less active than men from the same backgrounds. Sport England highlights that these differences are not about motivation alone. People from ethnically diverse communities can face a range of barriers including affordability, lack of culturally appropriate opportunities, limited representation, concerns about belonging, language barriers and previous experiences of discrimination.
At Active Kent & Medway, we are committed to breaking down these barriers and creating opportunities where everyone feels safe, confident and included. This guide outlines some practical actions you can take to make your sessions more inclusive.
- Create a Welcoming First Impression
People often decide whether they belong before they even join a session. Consider:
- Using inclusive images and personal stories in your promotional material.
- Featuring participants and volunteers from diverse backgrounds.
- Welcoming new participants personally.
- Learning and correctly pronouncing people’s names.
- Understand Cultural and Religious Needs
Different cultures and faiths may have different requirements or preferences. Consider:
- Modest sports clothing requirements.
- Prayer times and religious observances.
- Single-gender activity opportunities where appropriate.
- Dietary requirements at events and competitions.
- Communicate Clearly and Accessibly
Not everyone will be familiar with sporting terminology or club processes. Consider:
- Using simple, clear language.
- Avoiding jargon and acronyms.
- Providing information in different formats where needed.
- Explaining how sessions work before people arrive.
- Celebrate Diversity and Challenge Assumptions
Inclusive environments are created through everyday actions. Consider:
- Being curious and respectful about different experiences.
- Challenging stereotypes or discriminatory behaviour.
- Encouraging participants to share their perspectives.
- Recognising and celebrating cultural events and community achievements.
- Listen, Learn and Adapt
The best way to improve inclusion is to involve the people you want to reach. Consider:
- Asking participants for feedback.
- Working with local community organisations and faith groups.
- Inviting ethnically diverse participants into planning and decision-making.
- Being open to adapting activities when needed.
- Further Guidance and Support
Here is a selection of national organisations that offer guidance and resources to help you make your sessions more inclusive:
Sport England: Buddle Being Inclusive
Provides insight and guidance to help organisations create welcoming and inclusive environments, connecting with your community and diversifying your offer.UK Coaching: A Guide to Inclusion
Inclusive coaching resources, learning and practical tips on creating welcoming environments for everyone.Sporting Equals: Promoting race equality and equity
Resources, research and practical guidance for organisations.Black Swimming Association: Water-safety and drowning prevention
Resources, campaigns and learning focused on improving access and inclusion in aquatics and water safety for ethnically diverse communities.
