Welcome to Beyond Barriers, a community of accessibility champions dedicated to sharing real-world expertise and insights.
In this episode, we're excited to introduce Roman Guerrero—an accessibility advocate, public speaker, and Paralympic model collaborating with brands like Lululemon to develop inclusive, adaptive products. Roman shares his journey from a life-changing motorcycle accident that left him paralyzed to becoming a leading voice in accessibility awareness. He opens up about the challenges and victories of making spaces more accessible, from fashion and design to community engagement and education.
For the next few minutes, you’ll be part of an enlightening conversation about the impact of inclusive design, the importance of open dialogue, and practical steps for making any brand, school, or community more accessible. Join us as we explore why accessibility isn’t just an add-on but an essential part of modern life that truly benefits everyone.
You can listen to the audio or read the transcript below.
Getting Started in Accessibility: Roman’s Story
Tell us a bit about yourself and what led you to the field of accessibility.
Roman: Yeah, so a few bits about me. You're probably wondering why I'm here in the accessibility space. It's because I'm in a wheelchair... Five years ago, I was riding a motorcycle, and I crashed it. When I fell off my bike, I slammed into a parked car, and I broke my back at the T2, T3 level all the way down to T8. So now, I'm paralyzed from right about here down. That changed my life, but it also pushed me toward helping others understand accessibility.
How did you first approach learning about accessibility?
Roman: It took a lot of experience and conversations with community leaders. I also had some amazing mentors who really shaped my understanding. For example, one of my mentors is very educated in wheelchairs and even competed on the Canada basketball team. Another, John, has been instrumental in helping me learn to be proud of who I am—not just as someone in a wheelchair, but just as someone.
Brian: I think that conversation piece is so important. Like you, I hope this podcast can be a space where people can learn more about accessibility by hearing real stories.
Challenges and Opportunities in Accessibility for Brands
What challenges have you seen brands face in implementing an accessibility strategy?
Roman: Scaling is usually the end goal, but it often starts with visibility or making sure people feel seen. Brands will bring in someone like me for modeling or consultation, and that connection often opens the door to scaling accessibility further. I also help with things like building consultations, checking if the spaces are accessible with features like power-open doors. It’s about showing brands there’s a real need and building awareness.
Is accessibility often a difficult or taboo topic in business spaces?
Roman: You know, it is a bit taboo if brands are just getting started or haven't begun at all. But if a brand already has a foundation in accessibility, then it’s usually an open conversation. It can feel a little awkward at first, and that's where I try to help by being open and vulnerable—making it easier for others to talk openly too.
Brian: It sounds like you’re really leading the way by setting that open, approachable tone. I think many brands might just need that initial conversation to feel more comfortable.
What are some challenges you’ve faced when working with brands on accessibility?
Roman: The biggest challenge is getting the right person in the room. If I’m there with someone who has a disability but maybe isn’t as outgoing or willing to communicate their needs, it can create a barrier. Sometimes, you need someone willing to overshare a bit to make everyone feel comfortable talking about accessibility.
It sounds like your role sometimes includes being an on-the-spot consultant for accessibility.
Roman: Exactly. Even in spaces like apartment buildings, I’ve become a kind of disability coordinator, helping check if entrances are accessible. These small steps help brands realize the importance of accessibility and set the groundwork for future projects.
Brian: And that’s essential—many brands probably don’t realize that accessibility starts with these small, practical changes.
The Role of Accessibility Consultants
Do you think most brands are actively bringing in accessibility consultants?
Roman: Some brands do it really well. Lululemon and Tommy Hilfiger, for example, have dedicated accessibility sections on their websites with clothes designed for easy use—things like zippers or Velcro. More companies are starting to see the value, and once big brands adopt it, smaller ones follow. So, it’s growing, but there’s still room for improvement.
What about the technology sector or other non-fashion businesses? How can they get started?
Roman: One example is what Snapchat did in the States. They invited speakers with disabilities to talk about what accessibility looks like in both hardware and software. Bringing in speakers from the community to educate helps everyone understand how accessible their products really are, which is often the first step.
Brian: That’s a great way to engage the community, especially when considering accessibility in products people interact with every day.
The Importance of Open Conversations in Accessibility
How important are open conversations in breaking down barriers to accessibility?
Roman: They’re everything. Adults sometimes hold back questions out of politeness, but kids are fearless—they ask the questions everyone else is thinking. I always encourage people, whether it’s teachers or businesses, to find someone in the community to talk with openly. Curiosity is natural, and those honest conversations can change everything.
Brian: It’s true—there’s a power in curiosity, especially when it comes from kids. It’s like they’re able to ask what we as adults often hold back.
Success Stories and Benefits of Investing in Accessibility
With all the work you’ve done, what successes are you most proud of?
Roman: The Paralympic line with Lululemon is a tangible success. In other spaces, I do motivational speaking at fitness events and educational events, and seeing people’s energy and engagement in those moments is powerful. But even more rewarding is seeing people reframe how they think about disability, especially when they work with someone like me for the first time.
What practical benefits can brands gain by investing in accessibility?
Roman: Absolutely. In Canada, one in five people has a disability—that’s 6 million people. In the U.S., it's around 61 million people. That’s a huge audience. Investing in accessibility isn't just ethical; it’s profitable because it opens the door to a whole new group of customers.
The Future of Accessibility in the Marketplace
What do you see as the biggest future disruptors in accessibility?
Roman: I think it’s going to be a race to see which brand does accessibility right first. Once it becomes the norm to have inclusivity and accessibility baked into your products, whoever does it best will own the market. And there’s room for so much growth.
Brian: That’s a great insight, Roman. The brands that take these steps first will likely lead the market, and that’s a valuable motivator for those thinking about accessibility as a long-term investment.
Final Advice for Making a Difference in Accessibility
Any final thoughts or advice for those wanting to make a difference in accessibility?
Roman: The biggest takeaway is to start conversations. If you’re curious, bring someone from the community into your school, business, or brand and ask questions. Be open-minded, admit that you don’t know everything, and you’ll go far. I see it firsthand every day, and it’s incredibly rewarding.
Brian: Thank you, Roman. That’s a powerful reminder for all of us—to keep those conversations going and to keep learning.
