MARINA LOGACHEVA

Meet Marina Logacheva, an athlete and a passionate advocate for disability inclusion in sports. After sustaining a life-changing spinal cord injury four years ago, she shifted her focus to handcycling and now competes internationally as the only UK athlete in her category.

Beyond racing, Marina works in a creative advertising agency and runs her own adaptive clothing brand FAST, while also actively contributing to both the private and charity sectors to promote accessibility, representation, and equal opportunities for people with disabilities in sports.

ACHIEVEMENTS TO BE PROUD OF

“One of the achievements I’m most proud of is competing internationally in handcycling, especially as the only UK athlete in my category. After my spinal cord injury, returning to sport felt uncertain, and the challenges of training solo, securing sponsorship, and navigating accessibility barriers made the journey even harder. Despite these obstacles, I pushed through, competing at the World Cup alongside some of the best athletes in the world. 

That moment proved to me that perseverance, passion, and self-belief can open doors—even in spaces where opportunities are limited. It also reinforced my commitment to advocating for better representation and support for women and athletes with disabilities in sports.”

CHAMPIONS INSPIRING CHAMPIONS

I remember being in the hospital four years ago, unable to speak because of the tracheostomy in my neck. At that time, I kept thinking about the renowned triathlete Tim Don, who managed to recover from a spinal cord injury. I told everyone in the hospital that I wanted to recover just like he did. 

Since I had never followed the Paralympics or adaptive sports before—and had never even had friends with disabilities—everything about this new reality was unfamiliar. Determined to find a way back into sport, I started searching Instagram for adapted sports. I spent hours looking at different athletes until I came across Svetlana Moskovich (Swiss athlete), Simona Canipari (Italian athlete), and Pieter du Preez (South African athlete). Seeing them race, train, and compete made me realise that I wanted to try handcycling.

Svetlana was incredibly supportive, giving me advice and tips that helped me take my first steps—or rather, my first turns—on a handcycle. Thanks to her, I was able to connect with the coach I still work with today. 

Starting handcycling was a game-changer for me. It didn’t just give me a sport to pursue; it made me realise that I wanted to do more for the industry—to raise the voices of disabled athletes, not just at the elite level but for everyday athletes as well.

With over 15 years of experience in marketing, I knew I had the skills to help make a difference in how disability sports are represented. That’s when I met the team at the creative agency MATTA, and their Managing Director, Tom Allwood, encouraged me to use my expertise to invest in the promotion of disability sports.

That moment was pivotal—it gave me the opportunity to combine my passion for sport with my professional skills, helping to drive real change in the way disability sports are perceived and supported.

WHAT LEVELLING THE FIELD MEANS TO MARINA

"Leveling the Field" means ensuring that everyone—regardless of gender, ability, or background—has equal opportunities in sport. In disability sports, this means more than access; it’s about equal funding, media coverage, sponsorship, and training support for disabled athletes.

Brands must see the value of investing in disability sports—not just as corporate responsibility, but as an opportunity to engage with a thrilling sport and a talented, underrepresented community. Supporting disability sport benefits athletes, brands, and society as a whole, helping to shift perceptions and drive inclusion.

Ultimately, "Leveling the Field" means removing barriers so that people with disabilities can focus on sport—whether for fun, fitness, or competition—without having to fight for equality and recognition. Sport should be about performance and passion, not overcoming unnecessary obstacles just to participate.”

GROWING ADAPTIVE SPORT

Giro Handbike Italia is a fantastic initiative that provides competitive opportunities for handcyclists while raising awareness of local people in Italy about disability sports. Another impactful project by Disability Sport Australia and Victoria University, has developed an incredible initiative to educate gym chains and personal trainers on inclusion, making fitness spaces more accessible for people with disabilities.

Grassroots initiatives such as Every Body Moves (UK) have also been instrumental in making sport more accessible at all levels—not just for elite athletes. 

Programmes like these remove barriers to entry, ensuring that anyone with a disability has the opportunity to be active, whether for fun, fitness, or future competition. 

Additionally, national disability sport organisations and federations have been working to develop better pathways for athletes, but there is still a need for more structured support to help participants progress from entry-level to elite competition.

To further grow disability sport, corporate investment and sponsorships must increase. The funding gap between disabled and non-disabled sports remains significant, affecting everything from athlete development to event promotion. 

More brands need to recognise the value of investing in disabled sport—not just as a CSR initiative, but as an opportunity to engage with an untapped, passionate audience.

Lastly, investment in accessible sports facilities and equipment is crucial. Many disabled athletes struggle to find places to train or access adaptive equipment. Governments, local councils, and federations must prioritise funding for accessible infrastructure to ensure that more people with disabilities can participate in sport from an early age.

In short, disability sport can grow through consistent media representation, increased funding, corporate sponsorships, grassroots initiatives, and better accessibility—ensuring that athletes have the platform, resources, and opportunities they need to thrive.

MESSAGE BEHIND THE JOURNEY

“More than anything, I want to encourage others to take action. Whether it’s businesses investing in disability sports or sponsoring athletes with disabilities, organisations making facilities more accessible and training staff on disability inclusion (especially in gyms), or individuals becoming allies by being curious and supportive—real change starts when people choose to be part of the solution.

My message is simple: If the opportunities don’t exist yet, let’s create them together.”