In 1975, the late Cliff Crase believed the rising world of wheelchair sports simply wasn’t getting the coverage it deserved. With his wife, Nancy, doing the graphic design and helping with printing, they launched a modest yet bold venture called Sports N Spokes (SNS).
Before SNS, Cliff was writing sports columns in what was then titled Paraplegia News (now PN), a publication for Paralyzed Veterans of America, but the space was cramped. So, they decided to start a separate magazine.
What began as a homemade production grew into a globally recognized magazine for wheelchair sports and recreation.
From the start, SNS covered wheelchair sports at all levels, celebrated its niche audience and consistently served as a connection point for athletes, competitors and adaptive sports organizations around the world.
For the next 50 years, SNS documented equipment advances, competition results, adaptive innovations and the community of determined athletes. Today, SNS is recognized as the Sports Illustrated for wheelchair sports.
So, if we’re as great as I say we are, why redesign a magazine with such a successful track record? Why change after such a long, successful run? A few reasons pop up that are as much about practicality as they are about honoring the mission.
SNS remains committed to providing readers with top-notch coverage of all news relating to adaptive sports and recreation. But you’ll notice some changes in the appearance of the magazine, as well as how to access our exclusive content.
Simply put, a redesign allows the magazine to refresh its visual identity, align with modern production values and cater to both our current readers and potential newcomers.
Regarding the magazine’s new appearance, I hope you noticed the new look for our cover, including the first change to our logo in 27 years! We’ve also made changes to the guts of the magazine that may be less obvious to some readers, but the changes are significant. We’re confident that by the time you reach the last page, you’ll find the modern layout easier to navigate, while making it a more reader-friendly experience.
However, the redesign isn’t just about looking different; it’s about flexibility. While digital media provides immediacy, accessibility and interactive features, SNS recognizes that some readers still love holding a physical magazine and flipping pages, and we believe there’s the enduring value of printed copies of SNS magazines in waiting rooms of rehabilitation centers around the world. After all, that’s where I saw my first copy of SNS.
Nevertheless, SNS subscribers and those who we’re trying to reach are shifting their preferences. Today, SNS digital subscriptions are 10 times greater than that of our printed subscriptions. With that said, our strategy is to continue printing the magazine, but we’ve been enhancing our presence on social media, including Facebook, X, Instagram and YouTube. This allows the magazine to better incorporate multimedia, cross-platform content and accessibility features.
With the publishing environment more competitive and fragmented, a redesign signals renewed commitment, clarifies brand identity and helps SNS stand out.
So there you have it — from a husband and wife starting a magazine because the sports world wasn’t talking about wheelchair athletes, to a global publication, to a redesign aimed at ensuring the next 50 years are as full of impact as the first 50 years have been.
We didn’t put SNS through the almost yearlong process of redesign to look pretty. We redesigned the magazine because its audience is changing, technology is improving and the SNS mission continues. And that’s something worth celebrating.
As always, please share your thoughts with me at al@pvamag.com.