PFM Coaching Privacy Policy

Last Updated: 21 October 2026

1. Introduction

PFM Coaching (“we”, “us”, or “our”) is committed to protecting and respecting your privacy. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website https://www.pfmcoaching.co.uk/, buy or download products from our online shop, or engage our personalised running coaching services.

We operate in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. For the purpose of these regulations, the Data Controller is PFM Coaching.

2. The Data We Collect

To provide bespoke coaching plans and ensure your safety during training, we may collect and process the following types of data:

  • Identity Data: Name, date of birth, gender.
  • Contact Data: Email address, telephone number, and billing address.
  • Health and Fitness Data (Special Category Data): As a sports coaching provider, we process health-related information including medical history, current injuries, resting heart rate, weight, perceived exertion levels, and physiological metrics. We process this data only with your explicit consent.
  • Performance Data: Training logs, GPS data (via our coaching platform EndoGusto and third-party integrations like Strava, Garmin or COROS), race results, and athletic history.
  • Financial Data: Payment card details and transaction history (processed securely by Stripe; we never see or store your full card details).
  • Order Data: Products you have bought or downloaded from our shop, your order history, and your marketing preferences.
  • Technical Data: IP address, browser type, and usage data regarding how you use our website.
  • Communications Data: Messages and correspondence sent to us (for example via email, video call, or WhatsApp, if you choose to use it), including notes or recordings of video calls where you have been told the call is being recorded (see Section 6).

3. How We Collect Your Data

We use different methods to collect data from and about you:

  • Direct Interactions: Information you provide by filling in forms, placing an order in our shop, signing our Liability Waiver, booking a consultation, or communicating with us via email, video call, or WhatsApp (if you choose to use it).
  • Third-Party Integrations: With your permission, we sync data from fitness platforms (e.g., Strava, Garmin, COROS) to monitor your progress and adjust your training plan.
  • Automated Technologies: As you interact with our website, we may automatically collect Technical Data about your equipment and browsing patterns via cookies.

4. How We Use Your Personal Data

We will only use your personal data when the law allows us to. Most commonly, we use your data in the following circumstances:

  • Performance of a Contract: To deliver the personalised coaching services you have purchased, including creating bespoke plans and providing feedback, and to process shop orders, deliver digital products, send receipts and provide customer support.
  • Vital Interests: To ensure your safety by reviewing health information before prescribing high-intensity or ultra-endurance training.
  • Legitimate Interests: To improve our coaching services, manage our relationship with you, and maintain our business records.
  • Consent: For marketing communications (we only add you to our mailing list if you tick the opt-in box at checkout or sign up yourself, and you can unsubscribe at any time), the processing of special category health data, and the use of your anonymised coaching experiences in educational content (see Section 9).

5. Disclosures of Your Personal Data

We do not sell your personal data. We may share your data with selected third parties to help us deliver our services. Most act as processors on our behalf; where a tool is instead provided under its provider’s own standard terms, we say so below. Our primary tools used to deliver the service include:

  • Coaching Software Provider (Primary): EndoGusto (used to deliver and monitor your training plans and coaching communication).
  • Payment Processor (Primary): Stripe (used to securely handle coaching fees and shop payments).
  • Online Shop Platform: SureCart (used to run our shop checkout, store order details and customer accounts, deliver digital downloads and send order emails).
  • Email Marketing: Acumbamail (used to send our newsletter and training tips, only to people who have opted in).
  • Booking Tool (Consultations): TidyCal (used to schedule consultations and manage bookings).
  • Nutrition Guidance Platform: Noominds (used to provide nutrition guidance; any nutritional or dietary data you share for this purpose will be processed through the Noominds platform and may include health-related information).
  • Admin, Documents, Email & Cloud Storage: Google Workspace (used for business email, forms, document creation, file storage, and day-to-day admin).
  • AI Training Analysis: Claude (Anthropic) (used to help review training and wellness trends and prepare coaching notes; see Section 6). We currently use Claude on an individual subscription, so it is provided under Anthropic’s own terms and privacy policy rather than a data processing agreement with us.
  • AI Business Assistant: Marblism (used for business admin, communications, meeting notes and content creation; see Section 6).
  • Professional Advisers: Including lawyers, auditors, and insurers where necessary.
  • Legal Authorities: If required by law or to protect the rights and safety of PFM Coaching and our clients.

6. Use of AI and Automation

To provide a modern and efficient service, we use a small number of trusted tools that include Artificial Intelligence (AI) features. They help with:

  • Training & Wellness Analysis: Claude (Anthropic) helps us review trends in your training and weekly check-ins so we can spot when something needs attention. Your answers to our health screening questions (PAR-Q) and your medical history are not included in this analysis.
  • Planning & Admin: Google Workspace tools, including Google Gemini, may be used to help organise data, draft documents, or structure training.
  • Business Admin, Communications & Content: Marblism helps us manage admin and communications, take notes on video calls, and create and schedule social media posts or blog content.
  • Documents & Signatures: We use digital tools to manage forms, waivers, and electronic signatures securely.

Your data is not used to train AI models

Each of these tools is set up or contracted so that your data is not used to train AI models. Google Workspace does not use customer data to train its models without permission. Our Claude account is configured so that conversations are not used for model training. Marblism states that customer data is never used to train any AI model, and keeps each customer’s workspace separate and encrypted.

Video calls and meeting notes

We may use an AI notetaker on coaching video calls so we can focus on the conversation and keep an accurate record. We will always tell you at the start of a call if it is being recorded, and you can ask us not to record it. Recordings and notes are stored securely within our business workspace and are used only for coaching purposes.

Important: AI supports our coaching; it never replaces it. All coaching decisions and personalised plan adjustments are reviewed and made by a human coach (Steven). We do not make decisions about you based solely on automated processing. Any personal data held by these tools is protected by their security standards and by our own, and you can ask us about any of them at any time.

7. International Transfers

As a remote coaching business, we work with athletes globally. Your data may be transferred to, and stored at, a destination outside the UK (for example, where our software providers use servers based in the US). Where our providers act as processors for us, we ensure that any such transfers are protected by appropriate safeguards, such as Standard Contractual Clauses approved by the UK Information Commissioner’s Office (ICO). Where a tool is provided under its provider’s own standard terms (see Section 5), your data is handled in line with that provider’s privacy policy.

8. Special Category Data (Health and Fitness Information)

Some of the personal data we process (such as medical history, injuries, symptoms, and other health and fitness metrics) is classed as special category data under UK GDPR and is treated with extra care. This may also include nutritional or dietary information where it relates to your health (for example, allergies, intolerances, medical dietary requirements, or similar information) and where it is shared for the purpose of receiving nutrition guidance (including via Noominds).

Where we process special category data, we will:

  • only collect and use it where it is necessary for coaching, nutrition guidance (where applicable), and athlete safety;
  • typically rely on your explicit consent as our lawful basis/condition for processing (and you can withdraw that consent at any time);
  • limit access to this information to those who need it for legitimate coaching and administration purposes; and
  • apply appropriate security measures to protect it from unauthorised access or disclosure.

9. Testimonials and Anonymised Coaching Stories

From time to time we may ask to share testimonials, reviews, progress updates, before/after stories, race results, or similar feedback for marketing purposes (for example on our website or social media).

We will only share testimonials or any content that could identify you with your consent. You can withdraw your consent at any time by contacting us, and we will stop using the testimonial going forwards (note that it may take a short time to remove from all channels).

Anonymised coaching stories: With your separate consent (asked on our onboarding form), we may use anonymised examples from your coaching, including how we managed injuries, niggles or health issues, in blogs, social posts and guides to help other runners. You will never be named, and identifying details such as your age, location, races and dates will be changed or left out. If you asked us to check with you first, we will do so before publishing anything involving your health or injuries. You can withdraw this consent at any time.

10. WhatsApp Communications

If you choose to contact us using the “WHATSAPP ME” feature (or communicate with us via WhatsApp), your messages and any personal data you share will be processed by WhatsApp in accordance with their own terms and privacy policy. Please only share information you are comfortable sending via this channel.

11. Embedded Content and Third-Party Links

Our website (including articles and blog posts) may include embedded content or links to third-party websites and services (for example, videos, images, maps, social media posts, widgets, or other interactive features).

Where you view embedded content or follow a third-party link, the third party may:

  • collect data about you;
  • use cookies or similar technologies;
  • embed additional third-party tracking; and/or
  • monitor your interaction with that embedded content (including if you have an account with them and are logged in).

We do not control these third-party websites or their tracking technologies, and their processing of your personal data is governed by their own privacy policies and cookie policies. We recommend that you review the relevant third-party policies before interacting with embedded content or leaving our website.

12. Data Security

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used, or accessed in an unauthorised way. We limit access to your personal data to those who have a business need to know.

13. Data Retention

We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or insurance requirements. Typically, we retain client files for six years following the end of the coaching relationship to comply with statutory limitation periods for legal claims. Shop order records are kept for six years for tax and accounting purposes.

14. Your Legal Rights

Under data protection laws, you have rights including:

  • Request access to your personal data.
  • Request correction of inaccurate data.
  • Request erasure of your personal data (the “right to be forgotten”).
  • Object to processing or request restriction of processing.
  • Request transfer of your data to another provider.
  • Withdraw consent at any time where we are relying on consent to process your data.

15. Contact Details

If you have any questions about this Privacy Policy or our privacy practices, or if you have any privacy and data protection enquiries, please contact us at:

PFM Coaching
Contact: Steven
Email: sales@pfmcoaching.co.uk
Website: https://www.pfmcoaching.co.uk/

You have the right to make a complaint at any time to the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO, so please contact us in the first instance.

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