PFM Coaching Privacy Policy

Last Updated: 13 May 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/ 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 third-party integrations like Strava, Garmin, or TrainingPeaks), race results, and athletic history.
  • Financial Data: Payment card details and transaction history (processed via secure third-party payment providers).
  • 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).

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, 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., TrainingPeaks, Strava) 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.
  • 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 and the processing of special category health data.

5. Disclosures of Your Personal Data

We do not sell your personal data. We may share your data with selected third parties who act as processors to help us deliver our services. 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 subscription and coaching fees).
  • 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, document creation, file storage, and day-to-day admin).
  • 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 Artificial Intelligence (AI) and automated tools to help with:

  • Planning & Admin: Tools like Google Gemini may be used to help analyse data, draft documents, or organise training structures.
  • Content & Social Media: We may use AI tools (like Marblism) to help create and schedule social media posts or blog content.
  • Documents & Signatures: We use digital tools to manage forms, waivers, and electronic signatures securely.

Important: While we use these tools to assist us, all coaching decisions and personalised plan adjustments are reviewed and finalised by a human coach (Steven). Your personal data shared with these tools is subject to their own strict security and privacy standards.

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). 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).

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 (Shared With Athlete Consent)

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).

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.

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: info@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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