Privacy Notice

 

This Policy was updated on 18 September 2026.

This privacy notice provides you with details of how we collect and process your personal data through your use of our site athletesia.com. ATHLETESIA LIMITED is the Data Controller and we are responsible for your personal data (referred to as "we" or “us” in this Privacy Notice).

Where we ask you to provide personal data, if you choose not to do so, we may not be able to deliver our services to you, perform the contract we are trying to enter into with you, or provide access to certain parts of our website.

If you need to email us about anything relating to this Privacy Notice, you can email us at support@athletesia.com.

WHAT DATA WE COLLECT, FOR WHAT PURPOSE AND ON WHAT GROUND

To ensure transparency, the table below outlines the types of data we collect and our legal reasons for doing so:

Communication Data that includes any communication that you send to us whether that be through the contact form on our website, through email, text, social media messaging, social media posting or any other communication that you send us. We process this data for the purposes of communicating with you, for record-keeping and for the establishment, pursuance or defence of legal claims. Our lawful ground for this processing is our legitimate interests which in this case are to reply to communications sent to us, to keep records and to establish, pursue or defend legal claims.

Customer Data that includes data relating to any purchases of goods and/or services such as your name, title, date of birth, billing address, delivery address, email address, phone number, contact details, purchase details and your card details. We process this data to supply the goods and/or services you have purchased and to keep records of such transactions. Our lawful ground for this processing is the performance of a contract between you and us and/or taking steps at your request to enter into such a contract.

User Data that includes data about how you use our website and any online services together with any data that you post for publication on our website or through other online services. We process this data to operate our website and ensure relevant content is provided to you, to ensure the security of our website, to maintain backups of our website and/or databases and to enable publication and administration of our website, other online services and business. Our lawful ground for this processing is our legitimate interests which in this case are to enable us to properly administer our website and our business.

Technical Data includes data about your use of our website and online services such as your IP address, your login data, details about your browser, length of visit to pages on our website, page views and navigation paths, details about the number of times you use our website, time zone settings and other technology on the devices you use to access our website. The source of this data is from our analytics tracking system. We process this data to analyse your use of our website and other online services, and to administer and protect our business and website. Our lawful ground for this processing is our Legitimate Interests to properly administer our website and our business.

Note: Where this data is used to deliver relevant website content and advertisements to you, we rely on Consent (where tracking technologies/cookies are used) or Legitimate Interests (to grow our business and decide our marketing strategy), as detailed in our Marketing Data section.

Marketing Data includes data about your preferences in receiving marketing from us and our third parties and your communication preferences. We process this data for the following purposes:

• To enable you to partake in our promotions (such as competitions, prize draws, and free give-aways): Our lawful ground for this processing is your Consent.
• To deliver relevant website content and advertisements to you (including social media adverts) and measure the effectiveness of this advertising: Our lawful ground for this processing is Consent (where tracking technologies/cookies are used) or our Legitimate Interests (to study how customers use our products/services, to develop them, and to grow our business).
• To decide our marketing strategy: Our lawful ground for this processing is our Legitimate Interests to grow our business.

ARTIFICIAL INTELLIGENCE (AI) AND AUTOMATED PROCESSING

To enhance your shopping experience and comply with our transparency obligations under the EU AI Act and UK GDPR, we disclose the use of Artificial Intelligence (AI) and automated systems on our website:

• AI-Generated Content (Transparency Disclosure): We occasionally use AI systems to generate or manipulate synthetic media, specifically a limited number of product or lifestyle images. In compliance with Article 50 of the EU AI Act, any realistic image entirely generated by AI is clearly and perceptibly marked with an "AI Generated" badge directly on the image upon your first view.

• Automated Sizing Recommendations: We utilise AI-driven sizing algorithms (via Kiwi Size Chart & Recommender) to provide personalised sizing suggestions. This tool processes your provided physical metrics and preferences to suggest the best fit.

• Predictive Analytics & Marketing: We use AI-powered predictive analytics within our email marketing platform (Klaviyo) to analyse your purchasing behaviour and browsing history. This allows us to tailor product recommendations, optimise send times, and deliver content that is most relevant to you.

• AI Translation Services: We use AI-assisted translation tools (Shopify Translate & Adapt) to accurately localise website content and product descriptions into your preferred language.

These AI systems process your Technical, User, and Customer Data strictly under our Legitimate Interests to administer our website, grow our business, and provide a highly personalised shopping experience.

SENSITIVE DATA

We do not collect any Sensitive Data about you. Sensitive data refers to data that includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health and genetic and biometric data. We do not collect any information about criminal convictions and offences.

MARKETING COMMUNICATIONS

Our lawful ground for processing your personal data to send you marketing communications is either your Consent or our Legitimate Interests (namely to grow our business).

Under the Privacy and Electronic Communications Regulations (PECR), we may send you marketing communications if:

• Consent: You specifically agreed to receive marketing communications (e.g., by ticking a box to join our newsletter, signing up via an opt-in page).
• Soft Opt-in (Legitimate Interests): You made a purchase or asked for information from us about our goods or services, and you did not opt-out of marketing at that time. This applies only where we are marketing similar goods or services to you.

Note: We will always obtain your express opt-in consent before we share your personal data with any third party for their own marketing purposes. You can ask us to stop sending you marketing messages at any time by following the opt-out links on any marketing message sent to you or by emailing us at support@athletesia.com.

DISCLOSURES OF YOUR PERSONAL DATA

We may share your personal data with the following categories of third parties:

• Service Providers: Including IT specialists, system administrators, and third-party platforms such as payment processors (e.g., Stripe) and email marketing providers (e.g., Klaviyo).
• Professional Advisers: Lawyers, bankers, auditors, and insurers.
• Government Bodies: Regulators and other authorities who require reporting of processing activities.
• Business Transfers: Third parties to whom we may choose to sell, transfer, or merge parts of our business.

INTERNATIONAL TRANSFERS

We are subject to the provisions of the UK GDPR. Where we transfer your personal data to countries outside of the UK, we ensure a similar degree of protection is afforded to it. Specifically:

• We only transfer your personal data to countries that have been deemed to provide an adequate level of protection by the UK government.
• Where we use certain service providers, we may use specific contracts approved for use in the UK (such as the International Data Transfer Agreement or Addendum) which give personal data the same protection it has in the UK.
• If we use US-based providers, we may transfer data to them if they are part of the UK Extension to the EU-US Data Privacy Framework, which requires them to provide similar protections to those in the UK.

DATA SECURITY

We have put in place security measures to prevent your personal data from being accidentally lost, used, altered, disclosed, or accessed without authorisation. We also allow access to your personal data only to those employees and partners who have a business need to know such data. They will only process your personal data on our instructions and they must keep it confidential.

We have procedures in place to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach if we are legally required to.

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 reporting requirements (e.g., keeping basic customer information for six years for tax purposes).

YOUR LEGAL RIGHTS AND COMPLAINTS

Under data protection laws, you have rights including the right to request access, correction, erasure, or to object to processing.

Right to Complain (Effective 19 June 2026):

• You have a formal statutory right to submit a complaint directly to us regarding how your personal data is handled.
• Our Process: If you have concerns, please email support@athletesia.com. We will acknowledge your complaint within 30 days and provide a full response or update without undue delay.
• ICO Escalation: You also have the right to lodge a complaint with the Information Commissioner’s Office (ICO) (www.ico.org.uk) if you are unsatisfied with our response. However, under the new regulations, you are generally expected to contact us first so we can resolve the matter directly.

THIRD-PARTY LINKS

This website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy notice of every website you visit.

COOKIES

You can set your browser to refuse all or some browser cookies or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of this website may become inaccessible or not function properly. For more information about the cookies we use, please see Cookies Policy.