How Physical Formula collects, uses, and protects the information you share with us.
Effective 13 October 2026 · Version 2.1
Plain English summary. We collect the personal information you give us when you enquire about training, book a call, sign up for a membership, train with us, or use this website. We use it to coach you safely, run the gym, and reply to you. We do not sell it, and we share it only with the tools that help us operate (booking, payments, our enquiry database, email, the AI chat assistant on this site) and, as explained below, with Meta. We advertise on Facebook and Instagram. If you accept marketing cookies, our advert pages tell Meta when you visit, send an enquiry or book a call, so we can measure our adverts. You can ask to see, correct or delete your data at any time by emailing us at info@physicalformula.com.
1. Who we are
This privacy policy is published by Physical Formula Ltd, a private limited company registered in England and Wales, trading as Physical Formula. Our registered gym address is Unit 7E Rigby Close, Royal Leamington Spa, Warwickshire CV34 6TH.
For the purposes of the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, Physical Formula Ltd is the data controller of any personal information we collect about you. That means we decide what personal data we collect, what we use it for, and how it is protected.
The categories of personal information we collect fall into the following groups.
Contact and identity information
Your name and the name you prefer to be called by your coach.
Your email address and phone number.
Postal address, where relevant for invoicing or correspondence.
Emergency contact details, where you have chosen to provide them during onboarding.
Enquiry and conversation data
Information you submit through the enquiry form or contact form, including your training history, goals, your preferred training times, how you heard about us, and any free-text message you send.
Information you send through the form on one of our advert pages, or through Meta’s lead form on one of our Facebook or Instagram adverts: your name, email address, phone number and your main training goal.
Details of any free 30-minute telephone call you book with us through our booking calendar, including the time you chose and the number we should ring you on.
Records of email and text correspondence between you and the coaching team.
Transcripts of conversations you have with the AI chat assistant on this website. See section 12 for detail on the chat assistant.
Health and training information
Information you share during onboarding so that we can coach you safely, including medical history, injury history, surgeries, medications relevant to exercise, pregnancy or post-natal status where relevant, and any condition you would like your coach to know about.
Training notes captured by your coach during your sessions, including lift weights, performance metrics, and progress notes.
Periodic assessments or measurements where you have agreed to take part in them.
Billing and membership information
Membership type, start date, and payment schedule.
Records of payments and refunds. Full card details are not stored by us. Card details are processed by our payment provider (see section 7).
Website and technical data
IP address, browser type, operating system, referring URL, and timestamps when you visit this website.
Pages viewed, time spent on the page, and aggregate usage analytics, which we use to understand how the site is used in aggregate.
If you arrive through a link in one of our adverts, the campaign details in that link, such as which advert you clicked, are recorded with your visit and with any enquiry you send, so we can tell which adverts work.
If you have accepted analytics cookies, the Google Analytics identifier from that cookie is saved with your enquiry, so that if you later join we can tell Google Analytics the visit led to a membership. Your name and contact details are never sent to Google.
On our advert page, your browser keeps the details you entered for 7 days, so you can come back to the calendar without filling in the form again. They stay on your device, we cannot see them, and the “Change them” link clears them.
If you accept marketing cookies, the Meta pixel on our advert pages records your visit, and whether you send an enquiry or book a call, and shares it with Meta (see section 10).
A cookie or local storage value used by the AI chat assistant on this site to remember whether you have opened the assistant in your current browser session.
3. How we collect it
We collect personal data in the following ways.
Directly from you when you enquire through the website, book a call, speak to a coach, sign up for a membership, complete onboarding paperwork, train with us, or contact us in person, by email, by phone, or through the AI chat assistant.
Automatically when you visit this website, through cookies, analytics tools, and your browser sending standard request information.
From third parties in limited cases: from Meta, when you send us your details through a form on one of our Facebook or Instagram adverts; where a friend or family member has referred you and shared your name with us before we made first contact; or where a payment processor confirms a transaction.
4. Why we use it
We use your personal information for the following purposes.
To reply to your enquiry and arrange a free 30-minute telephone call, a first session or a visit to the gym.
To deliver coaching to you safely and to programme your training appropriately to your history, goals, and any health considerations you have shared.
To run your membership, including taking payment, booking sessions, sending reminders, and managing pauses, freezes and cancellations.
To communicate with you about studio matters such as opening hours, session changes, holiday closures, fire safety, and other operational updates.
To send you membership notices that are required by your contract with us, such as upcoming payment dates or price changes.
To email you about training at Physical Formula, including our newsletter, after you enquire or book a call, unless you tell us not to.
To improve this website and our service in aggregate.
To measure how well our Facebook and Instagram adverts work, using the Meta pixel, only where you have accepted marketing cookies.
To comply with our legal and regulatory obligations, including tax, accounting, and any duty owed to a regulator.
To protect the gym, our coaches, and our members, including dealing with complaints, incidents, or disputes.
5. Lawful basis for processing
Under the UK GDPR we must have a lawful basis for each thing we do with your personal data. The lawful bases we rely on are set out below.
Performance of a contract. Where we are delivering coaching, running your membership, taking payment, and providing the services you have signed up for, we process your data on this basis.
Legitimate interests. Where we are running our business, responding to enquiries, emailing you about training at Physical Formula, including our newsletter, after you enquire or book a call (you can say no on the form on our advert page, and unsubscribe at any time), programming your training, keeping training notes, securing our website, dealing with complaints, and operating in an ordinary commercial way, we rely on our legitimate interests, balanced against your rights and freedoms.
Consent. Where you sign up for our newsletter on its own, for example in the website footer, using analytics or marketing cookies such as the Meta pixel, taking photography or video that features you, or processing health or sensitive information, we rely on your consent. You can withdraw consent at any time by contacting us, and for cookies by using the Cookie preferences link on any page.
Legal obligation. Where we are required to retain records for tax, accounting, or regulatory reasons, we rely on the relevant legal obligation.
Vital interests. In the rare event we need to share your information to protect your life or someone else’s, for example by passing emergency contact details to medical responders, we rely on vital interests.
6. Health and special category data
Health information is treated by the law as a special category of personal data and is given extra protection. We collect health information from you only where it is needed to coach you safely. When we ask for it we do so on the basis of your explicit consent.
Health information is held by your coach and the gym operations team and is not shared with any third party unless one of the following applies:
You have asked us to share it, for example with a physiotherapist or sports doctor.
Sharing it is necessary to protect your life or someone else’s in a medical emergency.
We are required by law to share it.
If you would prefer not to share certain health information with us, please tell your coach. We may still be able to coach you, but the coach will need to know what limitations to apply.
7. Who we share data with
Apart from Meta (see below), we share personal information only with the third party tools that help us run the business, and only to the extent each tool needs to do its job. These third parties act as our data processors and are contractually required to handle your data securely. The categories of processor we currently use are:
Booking and membership platform used to schedule sessions and manage membership records.
Calendly, the booking calendar you use to choose a time for your free 30-minute telephone call. It receives your name, email address, the number we should ring you on and the goal you shared with us.
Payment provider used to take card payments and run recurring subscriptions. Full card details are handled by the payment provider, not by us.
Supabase, the secure database where we keep the enquiry and booking details you send us.
Klaviyo, our email platform. It holds your enquiry and booking details and sends our emails about training, including our newsletter, after you enquire or book a call, unless you have asked us not to.
Email services, including FormSubmit, which sends our team a notification email when you enquire, and the services we use to send transactional emails such as enquiry replies, booking confirmations, and renewal notices.
Website hosting and analytics, including Google Analytics, used to serve this website and understand aggregate usage.
Our website and marketing agency, which looks after this website and our adverts and receives copies of our enquiry notifications.
AI chat assistant infrastructure covered in section 12. The chat assistant on this website is powered by Anthropic, the maker of the underlying Claude language model, with messages routed through our hosting provider.
Accounting and tax advisers used to meet our statutory accounting and tax obligations.
Legal advisers and insurers where we need professional advice or to manage a claim.
Meta (Facebook and Instagram). We advertise on Facebook and Instagram. Meta is not one of our processors: it is a separate company that handles information under its own privacy policy. Information passes between us and Meta in two ways. If you send us your details through a form on one of our adverts, Meta passes us your name, email address, phone number and the goal you chose. If you accept marketing cookies, the Meta pixel on our advert pages tells Meta when you visit, send an enquiry or book a call, so we can measure our adverts (see section 10).
We do not sell your personal information to anyone, and we do not pass it to companies that have no role in delivering the service to you.
8. International transfers
Some of the tools we use are based outside the UK or process data on servers outside the UK. Where that is the case, we put in place the safeguards required by UK data protection law to make sure your information is protected to the same standard as it would be in the UK. These safeguards typically include the UK International Data Transfer Agreement, the UK Addendum to the EU Standard Contractual Clauses, or transfers to a country recognised by the UK government as offering adequate protection.
The AI chat assistant on this site uses Anthropic, a United States provider. Messages sent to the assistant are transferred to the United States for processing under appropriate safeguards. You can choose not to use the assistant. If you would prefer to ask us a question without using it, email info@physicalformula.com directly.
Some of the other tools listed in section 7, including Klaviyo and Calendly, are United States companies or process data there, and the same kinds of safeguards apply. Meta handles its own transfers under its own privacy policy.
9. How long we keep your data
We hold your personal information only for as long as we need it. Our standard retention periods are set out below. Where a longer period is required by law, the longer period applies.
Enquiry data, where you did not become a member. Up to 24 months from the date of your last contact with us, in case you come back to us. Earlier on request.
Member records, while you are a member. For the duration of your membership and for a sensible follow-up period afterwards.
Member records, after your membership ends. Up to six years after the end of the membership, for tax, accounting, and insurance reasons.
Health and training notes. Up to six years after the end of the membership, to protect both you and us in the event of a later question or claim.
Marketing list entries. Until you unsubscribe, then we keep a suppression record to make sure we do not contact you again.
Chat assistant transcripts. Up to 90 days for operational and abuse-prevention purposes, then deleted, except where you have asked us to keep a transcript or where we need it for an active enquiry.
Website analytics. Aggregate analytics data is retained for no more than 26 months.
10. Cookies, analytics and advertising
This website uses a minimal set of cookies and similar technologies. When you first visit, a cookie banner appears and asks you to choose which categories you are happy with. Your choice is stored locally in your browser and respected on every page until you change it.
Strictly necessary. Used to make the site work, including remembering your cookie choice and keeping the AI chat assistant functional within a session. These are always on and cannot be disabled.
Analytics. Used to understand aggregate usage of the site so that we can improve it. We use Google Analytics 4, which we manage through Google Tag Manager. It collects standard usage data such as pages viewed, approximate location based on IP, device type, and referral source. Google Analytics only sets its cookies if you choose Accept on the cookie banner, or turn Analytics on inside the preferences panel. Until then, and if you reject non-essential cookies, Google receives only cookieless signals that do not use cookies or identifiers to recognise you.
Marketing. Off by default. Used on our advert pages for the Meta pixel, which measures our Facebook and Instagram adverts. The pixel only loads if you choose Accept on the cookie banner, or turn Marketing on inside the preferences panel. As long as the marketing category is off, the Meta pixel does not load and we set no advertising cookies.
You can change your choice at any time using the small Cookie preferences link that appears in the corner of every page after your first visit. You can also opt out at the Google level by installing the Google Analytics opt-out browser add-on, or by emailing info@physicalformula.com and we will exclude your sessions from our reporting.
Where our pages show a booking calendar, it is provided by Calendly and loads inside the page. Calendly may set cookies of its own to make booking work, as described in Calendly’s own privacy notice.
Advertising on Facebook and Instagram
We advertise on Facebook and Instagram. If you accept marketing cookies, the Meta pixel tells Meta when you visit our advert pages, send an enquiry or book a call, so we can measure our adverts. Meta may link this to your Facebook or Instagram account, and handles it under its own privacy policy. If you reject marketing cookies, the pixel does not load and our pages tell Meta nothing about your visit. Meta will still know you clicked one of our adverts, because that happens on Facebook or Instagram.
You can also send us your details through Meta’s own lead form on one of our adverts. Meta then passes us your name, email address, phone number and the main goal you chose, and we look after them in the same way as an enquiry made on this website.
11. Marketing
When you enquire or book a call, on this website or through one of our adverts, we add you to our email list and may email you about training at Physical Formula, including our newsletter: gym updates, new programmes, journal posts, member events and offers. If you would rather we did not, tick “Just the call, please. No training emails.” on the form on our advert page and we will not add you to our newsletter list, or reply to any email to tell us. If you book a call, you will still receive emails about that call, such as the confirmation and reminders. If you are already on our email list, or anything else arrives that you do not want, use the unsubscribe link in any of our emails and we will stop straight away.
Every marketing email contains a one-click unsubscribe link. You can unsubscribe at any time and we will stop sending marketing emails to you within a short period of receiving the request.
We never share your contact details with third parties for their own marketing. The only exception to sharing anything with an advertising platform is the Meta pixel described in section 10, which only runs if you accept marketing cookies.
12. The chat assistant on this site
This website hosts an AI chat assistant called The Formula. The assistant is provided to help visitors understand our coaching, point to the right service, and pass enquiries to a coach. Important things to know.
The assistant uses the Claude family of language models provided by Anthropic. Your messages are sent to Anthropic for processing under our agreement with them.
The assistant does not need an account, and you do not have to use it.
You should not share sensitive personal information through the assistant. If you want to share medical history, do that with your coach in person or by email instead.
Conversations are retained for up to 90 days for operational and abuse-prevention purposes, then deleted, unless you have explicitly asked us to keep a transcript.
The assistant is a tool. It is not a coach, not a medical professional, and not a replacement for speaking with the gym. If anything is unclear from a conversation with the assistant, ask us directly.
13. Children’s data
Our coaching services are designed for adults aged 18 and over. We do not knowingly collect personal information from children under 16. If you are under 18 and would like to train with us, please ask a parent or guardian to contact us first and we will explain how we work with younger trainees.
If you believe we have collected information about a child under 16 without parental consent, please contact us and we will delete it.
14. Security
We take the security of your information seriously. We have appropriate organisational and technical measures in place, including access controls on the systems that hold your data, encryption in transit for our website and forms, restricted access to coaching notes, regular review of the third party tools we use, and a process for handling any incident that does occur.
No system is perfectly secure. If you believe your account has been compromised, contact us as soon as possible.
15. Your rights
Under UK data protection law you have a number of rights in relation to your personal information. You can ask us to do any of the following.
Access. Confirm whether we hold personal data about you, and give you a copy of it.
Rectification. Correct anything that is inaccurate or out of date.
Erasure. Delete data we no longer need to hold, subject to our legal obligations.
Restriction. Stop using your data in certain ways while we look into a question you have raised.
Portability. Transfer the data you have given us to another provider in a structured, commonly used, machine-readable format.
Objection. Object to processing we do on the basis of legitimate interests, including a complete opt-out from marketing.
Withdraw consent. Where we are relying on your consent, withdraw it at any time. Withdrawing consent does not affect the lawfulness of anything we did with that consent before it was withdrawn.
Not be subject to automated decision making. We do not make decisions about you using automated processes alone.
To exercise any of these rights, email info@physicalformula.com. We will reply within one calendar month. There is no charge for a request in normal circumstances. We may need to ask for identity verification before releasing personal data, to make sure we are sending it to the right person.
16. Complaints
If you are unhappy with how we have handled your personal information, please tell us first so that we can put it right. Email info@physicalformula.com with a short description of the issue and we will get back to you within five working days.
You also have the right to complain directly to the Information Commissioner’s Office, the UK supervisory authority for data protection. You can find their contact details and complaint process at ico.org.uk.
17. Changes to this policy
We may update this policy from time to time. Material changes will be announced on the gym noticeboard, by email to active members, and on this page. The effective date at the top of this page tells you when the current version came into force. Previous versions are available on request.
18. Contact us
If you have any question about this policy, about your data, or about how we work, we would much rather you contact us than wonder.
Data Protection Contact
Physical Formula Ltd Unit 7E Rigby Close Royal Leamington Spa Warwickshire CV34 6TH