Privacy policy


Last updated: 5 October 2026

1. About this Privacy Policy

This Privacy Policy explains how ACTIVEFITUK LTD collects, uses, stores and shares your personal data when you:

  • visit or use our website at activefit-uk.com;
  • create an account with us;
  • purchase or return a product;
  • contact us with a question or complaint;
  • sign up to receive marketing communications; or
  • otherwise interact with us.

Our website and online store are hosted by Shopify, which provides the e-commerce platform that allows us to offer our products and services to you.

This Privacy Policy should be read alongside our Terms of Service. Information about cookies is set out in the Cookies and Similar Technologies section below.

Our website is not directed at children, and we do not knowingly collect personal data relating to children.

2. Who We Are

ACTIVEFITUK LTD, trading as ActiveFit UK, is the controller responsible for your personal data. This means that we decide how and why your personal data is collected and used.

Our details are:

  • Company name: ACTIVEFITUK LTD (trading as ActiveFit UK)
  • Company number: 16892876 (registered in England and Wales)
  • Registered office and business address: 8 Drummond Crescent, South Shields, NE34 9QR, United Kingdom
  • Email: activefituk2@gmail.com
  • Phone: 07907462266
  • Website: activefit-uk.com
  • Support hours: Monday to Friday, 9:00 AM to 5:00 PM (UK time)

If you have any questions about this Privacy Policy, how we use your personal data or how to exercise your legal rights, please contact us using the email address, phone number or postal address above.

3. Personal Data We Collect

Personal data means any information relating to an identified or identifiable individual.

Depending on how you interact with us, we may collect and use the following categories of personal data.

Identity Data

This may include your:

  • first name;
  • last name;
  • account username or similar identifier; and
  • title, where provided.

Contact Data

This may include your:

  • billing address;
  • delivery address;
  • email address; and
  • telephone number.

We may collect your telephone number where it is required to process or deliver an order, or where you contact us by phone.

Order and Transaction Data

This may include:

  • products you have viewed, added to your basket or purchased;
  • order details;
  • payment status and transaction references;
  • delivery and tracking information;
  • returns, refunds, exchanges and cancellations;
  • discount codes used; and
  • details of previous transactions with us.

Payment Data

Payment card information is generally collected and processed directly by Shopify and our payment-service providers.

We do not normally receive or retain your complete payment-card number. We may receive limited payment information, such as:

  • the payment method used;
  • the last digits of a payment card;
  • payment confirmation;
  • billing information;
  • payment status; and
  • transaction reference numbers.

Account and Profile Data

This may include:

  • your account login details;
  • saved addresses;
  • order history;
  • preferences;
  • items saved to a wishlist;
  • products in your basket;
  • marketing preferences; and
  • feedback or reviews.

You are responsible for keeping your account password and login details secure.

Communications Data

This includes information you provide when you:

  • email or otherwise contact us;
  • submit a customer-service enquiry;
  • make a complaint;
  • ask about a product;
  • contact us about a return or refund; or
  • communicate with us through social media or another platform.

Technical Data

This may include:

  • your internet protocol address;
  • browser type and version;
  • device type;
  • operating system;
  • time-zone setting;
  • approximate location;
  • device identifiers;
  • login information; and
  • other technical information about the device used to access our website.

Usage Data

This may include information about:

  • how you use and navigate our website;
  • pages and products you view;
  • links you click;
  • how long you spend on particular pages;
  • products placed in or removed from your basket;
  • the website or advertisement that directed you to us; and
  • how you respond to our advertising and marketing.

Marketing and Communications Data

This may include:

  • whether you have agreed to receive marketing from us;
  • your preferred communication methods;
  • whether you have opened or interacted with our marketing; and
  • any request to unsubscribe or stop receiving marketing.

Aggregated Data

We may create and use statistical or aggregated information, such as the number of visitors viewing a particular product.

Aggregated data will not be treated as personal data where it does not identify you, either directly or indirectly. If we combine aggregated data with information that does identify you, we will treat the combined information as personal data.

Sensitive Personal Data

We do not intentionally collect special-category personal data through our website. This includes information about health, racial or ethnic origin, religious beliefs, political opinions, trade-union membership, genetics, biometrics or sexual orientation.

Please do not provide this type of information to us unless it is genuinely necessary for us to deal with your enquiry.

4. How We Collect Your Personal Data

We collect personal data through the following methods.

Information You Give Us

You may provide personal data when you:

  • create an account;
  • place an order;
  • enter your payment and delivery details;
  • subscribe to marketing;
  • contact us;
  • request a return or refund;
  • provide feedback;
  • submit a review; or
  • enter a promotion or competition.

Information Collected Automatically

When you use our website, we may automatically collect Technical Data and Usage Data through:

  • cookies;
  • pixels;
  • tags;
  • server logs; and
  • similar tracking technologies.

Non-essential cookies and advertising technologies will be used only where permitted and, where required, after you have made your cookie choices.

Cookies and Similar Technologies

Our website uses cookies, which are small text files placed on your device. We use:

  • essential cookies, which are needed for the website to work, for example to remember what is in your basket, keep you signed in, complete checkout and keep the website secure. These do not require your consent;
  • analytics cookies, which help us understand how visitors use our website; and
  • advertising cookies, which are used by advertising platforms to measure the effectiveness of advertising and to show you more relevant advertisements.

Where required by law, we will use analytics and advertising cookies only after you have given your consent through the cookie banner on our website. You can change your choices at any time using the cookie controls on our website or through your browser settings. Blocking some cookies may affect how the website works.

Information Received from Other Organisations

We may receive personal data from:

  • Shopify;
  • payment-service providers;
  • delivery and fulfilment providers;
  • fraud-prevention and security providers;
  • analytics providers;
  • advertising platforms;
  • search-engine providers;
  • social-media platforms; and
  • other service providers involved in operating our website or processing an order.

For example, a delivery provider may provide tracking or delivery information, while a payment provider may tell us whether a payment has been authorised or declined.

5. How and Why We Use Your Personal Data

Data-protection law requires us to have a lawful basis for using your personal data.

The lawful bases on which we normally rely are:

  • performance of a contract: where the information is necessary to enter into or perform a contract with you;
  • legitimate interests: where the information is necessary for our legitimate business interests and those interests are not overridden by your rights;
  • legal obligation: where we must use the information to comply with the law; and
  • consent: where you have actively agreed to a particular use of your personal data.

We use your personal data for the following purposes.

Processing and Fulfilling Orders

We use Identity Data, Contact Data, Order and Transaction Data and limited Payment Data to:

  • accept and process your order;
  • process payment;
  • provide order confirmations;
  • arrange delivery;
  • provide tracking information;
  • deal with returns, refunds and exchanges; and
  • communicate with you about your order.

Our lawful basis is the performance of our contract with you.

Creating and Managing Your Account

We use Identity Data, Contact Data and Account and Profile Data to:

  • create and maintain your account;
  • allow you to access your order history;
  • remember your preferences; and
  • keep your account secure.

Our lawful bases are the performance of our contract with you and our legitimate interest in operating an efficient and secure customer-account system.

Responding to Enquiries and Providing Customer Support

We use Identity Data, Contact Data, Order and Transaction Data and Communications Data to:

  • respond to questions;
  • provide customer support;
  • investigate complaints;
  • resolve delivery or product issues; and
  • manage returns or refund requests.

Our lawful bases are the performance of our contract with you and our legitimate interest in providing effective customer service and protecting our business.

Operating and Improving Our Website

We use Technical Data, Usage Data, Account and Profile Data and Transaction Data to:

  • operate and maintain our website;
  • understand how customers use it;
  • identify technical problems;
  • improve website performance;
  • improve our product range and services;
  • understand which products are popular;
  • analyse sales and customer behaviour; and
  • improve the customer experience.

Our lawful basis is our legitimate interest in operating, maintaining and improving our business and website.

Where this activity uses non-essential cookies or similar tracking technologies, we will also rely on your consent where required.

Security and Fraud Prevention

We may use Identity Data, Contact Data, Payment Data, Transaction Data, Technical Data and Usage Data to:

  • verify transactions;
  • prevent fraudulent purchases;
  • identify suspicious activity;
  • protect customer accounts;
  • protect our website and systems;
  • investigate misuse of our services; and
  • establish, exercise or defend legal claims.

Our lawful bases are our legitimate interests in preventing fraud, protecting our customers and securing our business, together with compliance with any applicable legal obligations.

Marketing

We may use Identity Data, Contact Data, Transaction Data, Usage Data and Marketing and Communications Data to:

  • send information about products, offers and promotions;
  • recommend products that may interest you;
  • measure the effectiveness of marketing;
  • understand how customers respond to our communications; and
  • display relevant advertisements through online advertising platforms.

Our lawful basis will depend on the type of marketing involved. We may rely on:

  • your consent;
  • our legitimate interest in promoting and developing our business; or
  • the existing-customer marketing rules where these apply.

Please see the Direct Marketing and Online Advertising section below for further information.

We may use any relevant categories of personal data to:

  • comply with tax, accounting and company-law obligations;
  • respond to lawful requests from courts, regulators, police or public authorities;
  • enforce our Terms of Service and other policies;
  • investigate suspected unlawful activity;
  • establish, exercise or defend legal claims; and
  • protect our rights or the rights of other people.

Our lawful bases are compliance with legal obligations and our legitimate interest in protecting and enforcing our legal and commercial rights.

6. Direct Marketing and Online Advertising

Email Marketing

We may send you marketing emails where:

  • you have asked to receive them;
  • you have expressly consented to receive them; or
  • you have purchased from us and we are permitted to contact you about similar products under the existing-customer marketing rules.

You can unsubscribe at any time by:

  • selecting the unsubscribe link in a marketing email; or
  • emailing activefituk2@gmail.com.

Unsubscribing from marketing will not prevent us from sending service messages concerning an order, return, refund, account or other transaction.

We may retain limited information on a suppression list after you unsubscribe so that we can record and respect your request not to receive further marketing.

We will not provide your personal data to an unrelated third party for that third party’s own direct marketing without your consent.

Online Advertising

Where enabled and subject to your cookie choices, we may work with advertising and analytics providers, including platforms such as Google, to:

  • advertise our products;
  • understand whether an advertisement resulted in a website visit or purchase;
  • create audiences for advertising;
  • measure campaign performance; and
  • show advertisements that may be more relevant to you.

These platforms may use cookies, pixels or similar technologies to collect information about your use of our website.

You can manage non-essential advertising and analytics technologies through the cookie controls made available on our website.

7. Sharing Your Personal Data

We may share your personal data with the following categories of recipient where reasonably necessary.

Shopify

Our online store is hosted by Shopify. Shopify processes personal data to provide and operate the e-commerce platform, including website hosting, checkout, account, security and payment-related services.

For some Shopify features and enhanced services, Shopify may also process personal data for its own purposes. Further information is available in Shopify’s Consumer Privacy Policy.

Payment-Service Providers

We share information with payment providers where necessary to:

  • process payments;
  • verify transactions;
  • issue refunds; and
  • prevent fraud.

Delivery and Fulfilment Providers

We may provide your name, delivery address, telephone number, email address and order details to postal, courier or fulfilment providers so that they can deliver and track your order.

Technology and Service Providers

We may share personal data with providers of:

  • website hosting;
  • cloud storage;
  • email services;
  • customer-support tools;
  • IT and security services;
  • website analytics;
  • fraud-prevention services;
  • marketing tools; and
  • advertising services.

Professional Advisers

We may share information with our accountants, legal advisers, insurers and other professional advisers where necessary to obtain advice, comply with obligations or protect our legal rights.

Public Authorities and Regulators

We may disclose information where required by law or in response to a lawful request from:

  • a court;
  • the police;
  • a regulator;
  • HM Revenue & Customs;
  • another public authority; or
  • another person with a lawful right to receive the information.

Business Sales or Restructuring

We may share personal data in connection with a proposed or completed sale, investment, merger, restructuring or transfer of all or part of our business or assets.

Any new owner may continue to use your personal data as described in this Privacy Policy.

We require service providers acting on our behalf to protect personal data and use it only for the agreed purposes.

8. International Transfers

Some of our service providers, including Shopify, analytics providers and advertising platforms, may process or store personal data outside the United Kingdom.

Where personal data is transferred outside the United Kingdom, we will take appropriate steps to ensure that it receives an adequate level of protection.

Depending on the circumstances, those steps may include:

  • transferring data to a country covered by UK adequacy regulations;
  • using an approved International Data Transfer Agreement;
  • using the UK Addendum to approved standard contractual clauses; or
  • relying on another safeguard or exception permitted by data-protection law.

You may contact us for further information about the safeguards used for a particular transfer.

9. Data Security

We take appropriate technical and organisational measures designed to protect personal data against:

  • unauthorised access;
  • accidental loss;
  • misuse;
  • alteration;
  • disclosure; and
  • destruction.

Access to personal data is restricted to people and service providers who have a legitimate need to access it.

However, no website, electronic transmission or storage system can be guaranteed to be completely secure. You should avoid sending sensitive or confidential information through insecure communication channels.

You are responsible for keeping any account login details confidential. Please contact us promptly if you believe that your account or personal data has been compromised.

10. Data Retention

We retain personal data only for as long as reasonably necessary for the purposes for which it was collected, including to comply with legal, tax, accounting and reporting obligations and to establish or defend legal claims.

The appropriate retention period depends on factors including:

  • the type and amount of personal data;
  • why it was collected;
  • how long we need it to provide our services;
  • whether we have an ongoing relationship with you;
  • the risk of harm if it is misused;
  • applicable legal requirements; and
  • relevant limitation periods for legal claims.

As a general guide:

  • order, payment and transaction records may normally be retained for up to six years after completion of the relevant transaction or the end of our relationship with you;
  • account information may be retained while your account remains active and for a reasonable period afterwards;
  • customer-service and complaint correspondence may be retained for as long as needed to resolve the issue and protect our legal rights;
  • marketing information will normally be retained until you unsubscribe or we decide that it is no longer required;
  • limited suppression information may be kept after you unsubscribe so that we can continue to respect your request; and
  • information collected through cookies will be retained in accordance with the Cookies and Similar Technologies section of this Privacy Policy and the settings of the relevant technology provider.

We may retain personal data for longer where required by law, where a complaint or dispute exists, or where we reasonably believe that legal proceedings may arise.

We may anonymise personal data so that it can no longer identify you. We may use anonymised information for research, analysis and business planning without further notice.

Depending on the circumstances, you may have the following rights in relation to your personal data.

Right of Access

You may request confirmation that we process your personal data and obtain a copy of the personal data we hold about you.

Right to Correction

You may ask us to correct incomplete or inaccurate personal data.

Right to Erasure

You may ask us to delete personal data where there is no lawful reason for us to continue processing it.

This right does not apply in every circumstance. We may need to retain certain information to comply with the law or establish, exercise or defend legal claims.

Right to Restrict Processing

You may ask us to suspend or limit the use of your personal data in certain circumstances, including while its accuracy or our reason for using it is being considered.

Right to Object

You may object to processing based on our legitimate interests where you believe that the processing affects your rights and freedoms.

You have an absolute right to object to the use of your personal data for direct marketing.

Right to Data Portability

In certain circumstances, you may ask us to provide personal data you supplied to us in a structured, commonly used and machine-readable format or to transfer it to another organisation.

Where we rely on consent, you may withdraw that consent at any time.

Withdrawal will not affect the lawfulness of processing carried out before consent was withdrawn.

Automated Decision-Making

We do not currently make decisions about you based solely on automated processing where those decisions produce legal or similarly significant effects.

Automated tools may nevertheless be used by Shopify or payment providers to identify potentially fraudulent or suspicious transactions. Those providers may process information in accordance with their own privacy policies.

Exercising Your Rights

To exercise any of these rights, please email activefituk2@gmail.com, call 07907462266 or write to us at ACTIVEFITUK LTD, 8 Drummond Crescent, South Shields, NE34 9QR, United Kingdom.

You will not normally be required to pay a fee. However, we may charge a reasonable fee or refuse to comply where a request is clearly unfounded, repetitive or excessive.

We may ask for information needed to verify your identity before responding. This is a security measure intended to prevent personal data from being disclosed to somebody who is not entitled to receive it.

We will normally respond to a valid request within one month. Where a request is particularly complex or you have made several requests, the response period may be extended by up to two further months. We will tell you if an extension is required.

12. Data-Protection Complaints

If you are concerned about how we collect or use your personal data, please contact us first at activefituk2@gmail.com or at the postal address in section 2.

Please provide:

  • your name and contact details;
  • a clear explanation of your concern;
  • details of any relevant order or previous correspondence; and
  • copies of any information that may assist us in considering the complaint.

We will acknowledge receipt of a data-protection complaint within 30 days.

We will take appropriate steps to investigate the complaint, keep you reasonably informed and provide the outcome without undue delay.

You also have the right to complain to the Information Commissioner’s Office, which is the United Kingdom regulator for data protection matters. We would appreciate the opportunity to consider and address your concerns before you approach the Information Commissioner’s Office.

13. If You Do Not Provide Personal Data

Where personal data is required to process an order or enter into a contract, failure to provide that information may mean that we cannot:

  • accept or fulfil your order;
  • process payment;
  • deliver products;
  • issue a refund;
  • create an account; or
  • respond fully to your enquiry.

We will explain where particular information is required.

14. Changes to How We Use Your Personal Data

We will normally use personal data only for the purposes for which it was collected.

If we reasonably need to use it for another compatible purpose, we may do so in accordance with data-protection law. You may contact us for an explanation of how the new purpose is compatible with the original purpose.

If we need to use personal data for an unrelated purpose, we will provide appropriate information and explain the lawful basis that permits the new use.

15. Keeping Your Information Up to Date

It is important that the personal data we hold about you is accurate and current.

Please update your online account or contact us if your:

  • name;
  • email address;
  • billing address;
  • delivery address; or
  • other relevant information

changes during your relationship with us.

16. Third-Party Websites

Our website may contain links to third-party websites, plug-ins, social-media pages or applications.

Following a third-party link may allow that third party to collect or process personal data. We do not control third-party websites and are not responsible for their privacy practices.

You should review the privacy policy of any third-party website or platform you visit.

17. Changes to This Privacy Policy

We keep this Privacy Policy under regular review and may update it to reflect changes to:

  • our business;
  • our website;
  • the services we use;
  • our data-processing practices; or
  • legal and regulatory requirements.

The updated version will be published on our website and the “Last updated” date will be amended.

Where a change materially affects how we use personal data, we will take reasonable steps to bring the change to your attention.