Today’s children won’t live as long as their parents due to an alarming decrease in physical activity and the many diseases and health issues caused by inactivity. Our adults and seniors are facing chronic health conditions that lead to medical interventions and worsen due to a lack of exercise and recreational activities. We believe that to effect change upstream and keep people out of the hospital, a healthy lifestyle is key. Peace Arch Hospital will always be here if you need it, but with committing to a being as healthy as possible, hopefully you won’t.

The following article was written by Marc Iturriaga, founder of Bonobo Consulting: an organization that works to foster Belonging in Sport, Recreation, and Community. Marc has over 20 years building inclusive programs and communities through his work in higher education, sport and recreation, and community development. Continue reading below to find out how Belonging plays a critical role in recruitment and retention of participants in sport, recreation and community organizations leading to healthier, engaged and more active communities.

I’m here to dissuade a myth that the main limits to participation in Recreation are the BIG 3: Time, Money, and Convenience. These are very important factors that we need to negotiate with participants, but it has been the sole focus for too long. I am on a professional and personal crusade to shift that focus to BELONGING, and here’s why.

If Diversity is the reality, Equity is the practice & Inclusion is the goal, Belonging is the feeling people have when these are realized. The power of belonging is owned by the participant, and it is our role to foster that power!

If you feel you belong to a community, and that community makes you feel valued and accepted, you’re more likely to be healthy and engaged. We know through research that our connections to others and the strength of those relationships make us less likely to suffer from poor physical, mental, and emotional health.  With COVID-19 and social activism currently at the forefront in our society, strong social networks encourage engagement to community and willingness to take action.

Recreation has done a decent job of fostering a sense of belonging for people, but mainly for those who already feel comfortable with the traditional sport and recreation culture that has focused on competition, physical movement, and progressive development rather than social connections and fun. In fact, we measure our success through headcounts, registration numbers, and revenue which really has nothing to do with outcomes of wellbeing; they are connected but do not tell the whole story. So how do we engage those individuals who currently don’t feel like they belong in our programs, facilities and opportunities? The Belonging Framework in Recreation is a participant centric approach focused on 3 pillars where everyone feels Invited, Welcomed and Included.

The Belonging Framework in Recreation is a participant centric approach focused on 3 pillars where everyone feels Invited, Welcomed and Included:

Invited – what are the cultures, behaviors, & understanding participants experience or observe before participating? How are participants being invited into your programs, spaces and opportunities that motivates, inspires and leads them to show up as their authentic selves? How are you using language & imagery, creating facility spaces, storytelling, building staffing compliments, creating varied program options, and creating invitations based on feelings rather than informing people of opportunities?

​Welcomed – what are the cultures, behaviors, & understanding participants experience or observe when they arrive or begin participating. Once people arrive in your programs, spaces and opportunities, how are they made to feel welcome by staff, instructors, lifeguards, stakeholders, and fellow participants? Are your programs, policies, facilities & structures created with a welcoming environment for all in mind?

Included – Everyone should be able to use the same facilities, take part in the same activities, and enjoy the same experiences in a way that meets their physical, mental and social needs. How are participants being included in your programs, spaces and opportunities that motivate and inspire them to be lifelong participants and/or co-creators of their experience? How are you removing barriers and negotiating constraints to ensure people of all shapes, sizes, motivations, histories, and identities feel included?

Here is how we can help people feel like they belong in Recreation. Begin by focusing on the people and not the space:

Use metrics of success that include participants’ sense of belonging.

Instead of head counts and program feedback, start measuring the impact that programs and staff had on helping participants feel like they belong. Measure and celebrate unique participation. Would you rather have five participants each in a program, or one participant utilizing five programs?

Intentionally provide resources that help participants navigate the landscape.

Schedule staff members or volunteers to facilitate users in drop-in spaces. Have regular check-ins with members, asking them how they are fitting in and what help they may need.

Provide training to staff that prioritizes creating a welcoming environment.

We value certifications, technical skills and experience from our instructors, yet most participants will gravitate and give positive feedback because they like how the instructor made them feel — both physically and socially.

Invitation is more than marketing.

Membership blitzes may get them through the door, but it won’t keep them. Nothing is more powerful than word-of-mouth advertising, and your current participants should be valuable resources to help spread that invitation to their friends. No amount of emails, posters or incentives could make me play golf, but the invitation from a trusted friend will have me yelling “fore!”

Welcoming is more than a smile.

What participants see or don’t see in your facility is just as important in terms of them feeling welcome. Are your spaces accessible? Do the sounds and imagery make participants feel comfortable? Do they see themselves reflected in the staff, programs and other participants?

When people feel like they Belong — that is, they feel Invited, Welcomed and Included — we will begin to see more people getting more active more often. When Recreation puts more resources into fostering a sense of belonging among participants, as well as into systems, facilities and infrastructure, we will begin to see a revolution of a healthier and more active society.

About the Author: Marc Iturriaga is the founder of Bonobo Consulting: Fostering Belonging in Sport+Recreation+Community. Marc has over 20 years building inclusive programs and communities through his work in higher education, sport and recreation, and community development. 

To join Peace Arch Hospital Foundation’s movement to make a lasting impact on community health for all who live in White Rock and South Surrey, please visit our Healthiest Community Possible page to learn where this initiative began.