Effective Date: September 18, 2026
This Privacy Policy is issued by AMY MORROW FITNESS LTD, located at 15 Wester Kippielaw Green, Dalkeith, Scotland, EH22 2GF, with contact email [email protected] and contact telephone number +44 131 663 5091. This policy applies to all data collection, processing, storage and sharing activities conducted through our official website www.amymorrowfitness.com, including all interactions with users who browse our platform, purchase our compact, durable fitness tools, sign up for membership services, participate in our home workout guidance programs, or use any other features and services we provide. We are committed to protecting the privacy rights and personal data security of every user, and this policy is designed to clearly explain how we handle your personal information, what rights you have over your data, and how you can contact us for any privacy-related inquiries.
1. Information We Collect From You
We only collect necessary information that is relevant to providing you with high-quality fitness product shopping experiences and supporting services, and we will never collect personal data beyond the scope stated in this policy without your explicit consent.
1.1 Information You Provide Voluntarily
When you create an account on our website, place an order for our fitness equipment, sign up for our exclusive home workout routine notification service, or reach out to our customer support team, you may voluntarily provide us with the following information:
- Full name, billing and delivery address, and postal code, to ensure accurate and timely delivery of your purchased fitness tools
- Contact email address, to send you order confirmation, shipment tracking updates, post-purchase guidance for your home workout routine, and occasional promotional information for new compact fitness products you may be interested in (you can opt out of marketing communications at any time)
- Contact telephone number, for courier delivery coordination and urgent order-related notifications in case of unexpected delivery issues
- Payment related information, including payment card billing address and partial payment identifier (we do not store complete credit card or debit card numbers on our own servers, all payment processing is completed through fully PCI DSS compliant third-party payment processors)
- Account credentials, including username and password you set up to access your personal account dashboard, where you can view your order history, saved workout preferences, and exclusive member benefits
- Any additional information you choose to submit when you fill out a feedback form, participate in a user survey, join our global fitness community discussion, or contact us for product consultation, such as your personal home workout goals, fitness level, and product usage habits, which help us optimize our product selection and service experience for over 54k+ clients worldwide.
1.2 Information Collected Automatically When You Use Our Website
When you visit www.amymorrowfitness.com, our servers automatically collect certain technical information about your device and browsing behavior to help us maintain website stability, optimize user experience, and prevent fraudulent access:
- Device information, including your unique device identifier, browser type and version, operating system, language preference setting, and screen resolution
- Log data, including your IP address, access time, pages you viewed on our website, time spent on each page, click stream paths, page load performance data, and pages that referred you to our website
- Location information: we may derive your approximate geographic location from your IP address, to show you region-specific delivery policies, tax calculation information, and localized fitness activity recommendations that match your local time zone
- Cookie and similar tracking technology data: we use first-party cookies to remember your login status, save your shopping cart contents before you complete the order, remember your product filter preferences, and analyze website traffic trends. We also use limited non-identifiable pixel tags in our marketing emails to confirm if you have opened the message and accessed the product link we shared.
2. How We Use Your Collected Information
All the personal information we collect is used for legitimate, clearly stated purposes related to operating our fitness e-commerce platform and providing you with the high-quality service that aligns with our 4.9/5 rating loved by our global clients. The core usage scenarios include but are not limited to:
- To process, confirm, fulfill and track your orders for our compact, durable fitness tools, arrange product delivery, handle after-sales service requests, process return and refund applications, and ensure you can start your consistent home workout routine with zero hassle as promised on our platform
- To manage your user account, verify your identity when you log in, maintain the security of your account, and provide you with exclusive member privileges such as early access to new fitness product launches, personalized home workout plan recommendations, and member-only discount information
- To provide you with timely customer support service, respond to your product consultation, order problem resolution, and other related requests in an efficient manner
- To optimize our website operation and user experience: analyze user browsing behavior data to improve page loading speed, adjust product display layout, optimize the shopping process flow, and make our e-commerce platform easier and more convenient for users of different ages and different technical ability levels to use
- To conduct product and service related research: collect user feedback to iterate and upgrade our compact fitness tool design, develop more suitable home workout supporting content, and continuously improve our service quality to maintain our high user satisfaction
- To send you non-mandatory marketing information about new product launches, limited-time promotional activities, exclusive global user challenge events, and free home workout tutorial resources. You can unsubscribe from these marketing communications at any time by clicking the unsubscribe link at the bottom of the marketing email, or sending a request to our contact email [email protected]
- To protect the security of our website, users, and our business: detect, prevent, and respond to fraudulent transaction behavior, unauthorized access to user data, malicious attack activities, and other illegal or risky behavior, so as to maintain a safe and trustworthy shopping environment for all our 54k+ global clients
- To comply with our legal obligations, including fulfilling tax record retention requirements, responding to formal legal requests from competent judicial and regulatory authorities in the UK and other jurisdictions where our users are located, and enforcing the terms of service of our website.
We will never use your personal information for any purpose that is incompatible with the purposes stated in this policy, unless we obtain your separate explicit written consent in advance.
3. Information Sharing And Disclosure
We highly value the confidentiality of your personal information, and we will never sell, rent, or lease your personal identifiable information to any third parties for their own marketing purposes under any circumstances. We only share your necessary information with third parties in the following limited scenarios:
- Trusted service providers who assist us in operating our business: We may share necessary information with third-party partners who provide core business support services for us, these partners include:
- Courier and logistics service providers: we only share your name, delivery address, and contact telephone number with them, to ensure that your purchased fitness tools can be accurately delivered to the designated location
- Payment processing service providers: we share the necessary order amount, payment related information with our PCI compliant payment processors to complete your transaction, we do not store your complete sensitive payment data on our own system
- Cloud service providers who host our website and user data, email service providers who help us send order notifications and service reminders, data analysis service providers who help us analyze non-personally identifiable overall website operation trends, and IT maintenance service providers who help us maintain the normal operation of our server system. All these service providers are strictly bound by data protection agreements that require them to keep your personal information confidential, they can only process your information according to our explicit instructions, and they are not allowed to use your information for any of their own independent purposes.
- Merger, acquisition or asset transfer scenario: In the event that AMY MORROW FITNESS LTD carries out a merger, acquisition, reorganization of all or part of business assets, or financing transaction, your personal information may be transferred to the relevant successor entity, we will require the new entity to continue to comply with this Privacy Policy to protect your personal data security, and we will notify all registered users through prominent notice on our website before the transfer of personal information takes place.
- Legal required disclosure scenario: We may disclose your personal information when we are required to do so by applicable laws, regulations, valid court orders, or formal requests from competent government authorities. We will try our best to verify the legality of the disclosure request before providing any user information, and we will only disclose the minimum amount of information that is strictly required to meet the legal requirements.
- With your explicit consent: In any other scenario that is not covered by the above provisions, we will obtain your separate explicit consent before sharing your personal information with any third party, and you have the full right to revoke this consent at any time.
4. Data Storage And Security Protection
Your personal information will be stored on the encrypted servers located in the European Economic Area, which meet the strictest data security standards. We will only retain your personal information for as long as it is necessary to fulfill the purposes for which we collected it, including to complete the order contract we signed with you, to comply with our legal retention obligations under applicable UK tax, commercial and consumer protection laws, to resolve disputes, and to enforce our terms of service. After the relevant retention period expires, we will completely delete or anonymize your personal information in a secure and irreversible manner.
We have implemented a multi-layer technical and organizational data security protection system to protect your personal information from unauthorized access, accidental disclosure, destruction or tampering:
- All sensitive personal data including your payment information, address information, and account password are stored with end-to-end AES-256 encryption, and all data transmission between your browser and our website is protected by TLS 1.3 encrypted transmission protocol
- Our server system is protected by enterprise-level firewall and intrusion detection system, we conduct regular security vulnerability scanning and penetration testing, and carry out system security upgrade and maintenance on a continuous basis
- All our internal employees who have access to user personal data are subject to strict confidentiality obligation training, only a minimum number of authorized personnel can access user data on a need-to-know basis, and all access records to personal data are logged and audited regularly
- We have established a complete data breach emergency response mechanism. Once a personal data security incident that may threaten your rights occurs, we will notify you and the relevant regulatory authority in accordance with the requirements of applicable laws and regulations, within the legally specified time limit, to take all possible measures to reduce the potential adverse impact.
5. Your Rights Over Your Personal Data
In accordance with the General Data Protection Regulation (GDPR) and other applicable data protection laws in the United Kingdom, you enjoy comprehensive rights over your personal information, including:
- Right of Access: You have the right to request us to provide a complete copy of all your personal information that we hold, including the information you submitted to us, the automatically collected data, and the records of information sharing with third parties
- Right of Rectification: If you find that the personal information we hold about you is inaccurate or incomplete, you have the right to request us to correct or update your information at any time. You can also directly modify most of your personal information through the personal account dashboard on our website
- Right to Erasure: You have the right to request us to delete your personal information under certain circumstances, for example when the information is no longer necessary for the original purpose we collected it for, when you revoke your consent to the data processing, or when you object to the processing and there is no legitimate overriding legal reason for us to continue processing the data. We will fulfill your erasure request within the time limit required by law, except for the information we are required to retain to comply with our legal obligations
- Right to Restriction of Processing: You have the right to require us to suspend the processing of your personal information in specific scenarios, such as when you contest the accuracy of your personal data, when you believe our processing behavior is illegal, or when you no longer need us to process the data but you require us to retain the data for the purpose of legal claim filing and defense
- Right to Data Portability: You have the right to request us to provide the personal information you provided to us in a structured, commonly used and machine-readable format, or to transmit the data directly to another data controller you designate, where technically feasible
- Right to Object: You have the right to object to our processing of your personal information based on our legitimate interests at any time, including objecting to our use of your information for direct marketing purposes, completely free of charge
- Right to Withdraw Consent: For any data processing activity that you previously provided explicit consent to, you have the full right to withdraw your consent at any time. The withdrawal of consent will not affect the legality of processing activities we have already carried out before the withdrawal.
If you want to exercise any of the above rights, you can send your request to our dedicated data protection team through our contact email [email protected], or send a written request to our business address 15 Wester Kippielaw Green, Dalkeith, Scotland, EH22 2GF. We will respond to your request within one month after receiving your valid identity verification information, and we will not charge any fees for processing your data rights request, unless your request is obviously repetitive, excessive or unfounded, in which case we may charge a reasonable administrative fee or refuse to process the request. If you are not satisfied with our processing of your request, you also have the right to submit a complaint to the local data protection supervisory authority in your resident region.
6. Children’s Privacy Protection
Our e-commerce fitness product platform is oriented to adult users, and we do not intentionally collect any personal information from children under the age of 16. If we find that we have accidentally collected personal information of a child under 16 without the verification of parental or guardian consent, we will take immediate measures to completely delete the relevant information from all our servers. If you believe that we may hold any personal data of a child, please contact us immediately through the contact method provided in this policy.
7. Third Party Links
Our website may contain links to third-party websites, such as links to our social media pages, partner fitness tutorial platforms, and recommended fitness content pages. Please note that these third-party websites operate independently, and their own privacy policies apply to their data collection and processing activities. We do not have any control over the content, security and privacy protection measures of these third-party websites, and we are not responsible for the privacy protection performance of these external platforms. We recommend that you carefully read and review the privacy policy of each website you visit after leaving our official website, before you provide any of your personal information to these platforms.
8. Changes To This Privacy Policy
We may update this Privacy Policy from time to time to adapt to new business operation needs, comply with updated legal and regulatory requirements, or respond to the adjustment of our service functions. When we make significant changes to this policy, we will post the updated version on the prominent position of the homepage of www.amymorrowfitness.com, update the “Effective Date” at the top of the policy, and we will notify all registered users who have subscribed to our account services via email. Your continued access to our website and use of our services after the effective date of the updated Privacy Policy will be deemed as your recognition and acceptance of the terms of the new policy. We encourage you to review this policy periodically to stay informed about how we protect your personal information.
9. Contact Information
If you have any questions, comments, concerns or complaints about this Privacy Policy, our data processing practices, or you need to exercise your relevant privacy rights, please do not hesitate to contact us directly:
- Full company name: AMY MORROW FITNESS LTD
- Postal address: 15 Wester Kippielaw Green, Dalkeith, Scotland, EH22 2GF
- Contact email: [email protected]
- Contact telephone number: +44 131 663 5091
Our dedicated data protection team will respond to your inquiry as soon as possible, and we are committed to working with you to maintain the highest standard of personal data protection for every one of our global clients, so that you can shop for our compact, durable fitness tools and enjoy your zero-hassle consistent home workout routine with complete peace of mind.