A Journey of Strength, Resilience, and Advocacy for Accessibility

Shelley Cowan

Shelley Cowan, hailing from Northern Ireland, was once a healthy and active child. However, at the age of 15, she was diagnosed with severe myalgic encephalomyelitis. For 26 years, Shelley battled the illness, with 12 of those years confined to her bed—unable to use her limbs, blind, and tube-fed. Her road to recovery was incredibly slow, requiring her to relearn basic skills, such as swallowing, counting, and spelling her name. Today, although still needing support for daily living, Shelley is walking with assistance, furthering her education through voice-assistive technology, and serving as an advocate for people with disabilities.

Before you became the business titan you are today, enlighten us about the thrilling adventures of your pre-business life.

Before starting Access Avenue, I was recovering from a debilitating illness. Once I was able to use a wheelchair, there was no stopping me. I wanted to integrate into society in every possible way, getting involved in everything I could. However, as a wheelchair user, I faced numerous challenges, including a lack of inclusive and accessible venues, transportation, toilets, and opportunities in travel, education, hospitality, and sports.

I have experienced discrimination—being told to leave a restaurant for taking up too much space in my wheelchair, being asked to leave my college classroom until my classmates voted on whether I should stay, and being insulted by supermarket employees for needing the support of a female carer. Despite these hardships, I continuously challenged myself, even trying activities like indoor skydiving, chair water skiing, and zip lining.

In 2020, I founded JustUs, a group offering regular social activities for adults with disabilities, which now has hundreds of attendees. JustUs also provides support for carers and families, giving me a sense of purpose. My hope, courage, and stubbornness carried me through the toughest times, and I’m eternally grateful to my family, carers, and friends for their unwavering support.

Could you elaborate on the nature of your initiative/business/current role, highlighting its purpose and the ways it benefits people?

I have a dream—an inclusive, sustainable future for all. I’m passionate about accessibility and inclusion for the disabled community, and I hope that one day, everyone will have equal opportunities in all aspects of life. In 2020, I founded JustUs, and as a disability advocate and community champion, I strive to promote accessibility within society. I’ve also been named Northern Ireland’s first Purple Tuesday Disabled Ambassador.

My research into how hospitality venues impact the “Purple Pound”—the spending power of people with disabilities—has revealed significant shortcomings. I’ve developed models and grading systems to address these issues, prioritizing the needs of international tourists with physical disabilities. Through speaking engagements with industry leaders, I show them how improving accessibility not only helps society but also expands their customer base, unlocking the potential of the Purple Pound.

Many hospitality venues don’t accommodate everyone, leading to disabled individuals avoiding travel due to high barriers. Shockingly, there are more pet-friendly hotels in the UK than fully accessible ones, with Northern Ireland having none. I aim to change this reality, advocating for a world where everyone can enjoy equal and inclusive travel experiences.

What has been the response of the users/consumers towards your venture?

When I share my lived experiences and findings, the response is often one of shock. The hospitality industry is reluctant to discuss accessibility, largely due to a lack of awareness. However, my Accommodation for All campaign is gaining traction, and several industry publications have featured my work. I’ve been interviewed on podcasts globally, raising awareness about the need for accessibility improvements.

The disabled community is pleased to know their voices are being heard. Publications, conferences, and businesses are increasingly interested in engaging with Access Avenue. Locally, the JustUs initiative has been a huge success, offering much-needed activities for adults with disabilities. I’ve also completed an International Business MSc using voice-assistive technology, and my talks inspire hope for the future.

Having a strong support system is essential for your well-being. Who has been your biggest supporter?

I am deeply grateful for the supportive team around me throughout my 26-year illness. My family, carers, and friends have given me so much love and care. My mum Ivy, dad Fred, and brother David have been my pillars of strength. My dad converted our home to bring me out of the hospital, and my mum, who was a nurse, left her career to care for me at home. Without them and my wonderful team of carers, I wouldn’t be where I am today. I’m also grateful for the support of my friends, other entrepreneurs, and the disabled community.

As a woman entrepreneur, what changes do you hope to see in the world, and what opportunities are you seeking?

I want everyone to be able to participate to their fullest potential in every aspect of life. Access has the power to change lives, and I want to support people with disabilities in achieving their goals. It’s my mission to raise awareness about accessibility and inclusion, educating the hospitality industry and advocating for higher standards and regulations, regionally and globally.

Governments and businesses need to take more responsibility and accountability for making society more accessible. Universal design must be prioritized to create a world where everyone can navigate freely and participate equally.

Women now stand shoulder-to-shoulder with men in the workplace, breaking through glass ceilings to reach the top. What are your thoughts on women’s leadership today?

There are many amazing women who deserve leadership roles, but within the hospitality and technology sectors, there’s still much room for improvement. Disabled women bring increased diversity, equality, and inclusion to the workplace. Women are empowering, and it’s essential to support each other to continue breaking barriers and leading with strength.