Privacy Policy

Last updated: 5 November 2026

Overview

Built For Athletes is committed to protecting your personal information and respecting your privacy.

This Privacy Policy explains how we collect, use, store, share and protect personal information when you visit our website, use the Built For Athletes mobile application, purchase our products, participate in our promotions or otherwise interact with us.

The terms "Built For Athletes", "BFA", "we", "us" and "our" refer to Functional Backpacks Ltd, trading as Built For Athletes.

Our website is https://builtforathletes.com.

Our Services include our website, mobile application, online store, customer accounts, loyalty programme, marketing communications and related digital services.

For the purposes of applicable data protection legislation, including the UK General Data Protection Regulation (UK GDPR), Functional Backpacks Ltd is the data controller for personal information processed for its own purposes.

Certain third parties, including Shopify and international checkout providers, may also act as independent controllers for specified processing activities.

This Policy should be read alongside our Terms of Service and applicable cookie and consent information.

1. Personal Information We Collect

Depending on how you interact with our Services, we may collect the following categories of personal information.

Contact information

Your name, email address, telephone number, billing address, delivery address and other contact details.

Account information

Account identifiers, login credentials, account settings, communication preferences and other information associated with your customer account.

Transaction information

Products viewed, added to your basket, purchased, returned or exchanged; order history; payment status; discounts used; and related transaction details.

Payment information

Payment method details, payment confirmations, transaction identifiers and other information required to process purchases.

Payment information is generally processed through authorised payment providers. We do not ordinarily receive or store complete payment card credentials.

Device and technical information

IP address, browser type, device type, operating system, device identifiers, approximate location derived from technical information, and information about how you access our Services.

Website and app usage information

Pages viewed, products browsed, search activity, basket interactions, app sessions, referral sources, engagement information and other interactions with our Services.

Marketing and communication information

Email and SMS subscription preferences, marketing engagement, campaign interactions, push notification preferences and information used to determine eligibility for relevant offers.

Loyalty and rewards information

Loyalty membership status, points balances, tier eligibility, reward redemptions, referral activity and related purchase history.

Reviews and customer feedback

Product reviews, ratings, survey responses, photographs, customer service communications and other content voluntarily submitted to us.

Competition and event information

Information provided when participating in competitions, giveaways, event activations, waiting lists or promotional campaigns.

Business customer information

Where you interact with us on behalf of a business, we may collect professional contact details, company information, purchase history, billing details and other information needed to manage the commercial relationship.

We do not intentionally collect special-category personal data unless necessary for a specific lawful purpose and supported by an appropriate legal basis.

2. How We Collect Personal Information

We may obtain personal information:

• Directly from you when you place an order, register an account, subscribe to marketing, contact us or participate in promotions.

• Automatically when you interact with our website or mobile application.

• Through cookies, pixels, software development kits and similar technologies, subject to applicable consent requirements.

• From service providers that help operate our ecommerce, payment, fulfilment and customer support systems.

• From marketing, advertising, analytics, event or commercial partners where the collection and sharing are lawful.

• From publicly available sources where relevant and legally permitted.

Where we obtain personal information from a third party, we will provide applicable privacy information in accordance with legal requirements.

3. How and Why We Use Personal Information

We process personal information only where we have an appropriate lawful basis.

Depending on the activity, these may include performance of a contract, compliance with a legal obligation, our legitimate interests or your consent.

Orders and customer services

We use personal information to:

• Process payments and orders.

• Arrange shipping and delivery.

• Manage returns, refunds and exchanges.

• Provide customer support.

• Maintain customer accounts.

• Communicate about purchases.

• Resolve disputes and fulfil contractual obligations.

Lawful basis: Performance of a contract, compliance with legal obligations and, where appropriate, legitimate interests.

Website and app functionality

We process information to operate, maintain, secure and improve our website and mobile application.

This may include remembering customer preferences, managing accounts, displaying relevant products and resolving technical problems.

Lawful basis: Performance of a contract, legitimate interests or consent, depending on the specific activity and technology.

Marketing and advertising

We may use personal information to:

• Send promotional emails and SMS messages.

• Deliver app push notifications.

• Provide relevant product recommendations.

• Measure campaign performance.

• Display advertising on third-party platforms.

• Create customer segments and audiences.

• Measure advertising effectiveness.

• Provide promotional offers and incentives.

Lawful basis: Consent where required, or legitimate interests where permitted by applicable law.

Electronic direct marketing and related tracking are also subject to applicable privacy and electronic communications rules.

Analytics and service improvement

We analyse website and app activity to understand customer behaviour, improve navigation, assess product performance and measure marketing effectiveness.

Lawful basis: Legitimate interests or consent, depending on the processing activity and whether cookies or similar technologies require consent.

Fraud prevention and security

We may process information to detect fraud, prevent unauthorised transactions, secure accounts and protect our systems.

Lawful basis: Legitimate interests and compliance with applicable legal obligations.

Loyalty and rewards

We process purchase history, account information and reward activity to operate our loyalty programme and administer eligible benefits.

Lawful basis: Performance of a contract or legitimate interests, with consent where required for related marketing activities.

Legal and regulatory compliance

We may retain or disclose information where necessary to comply with tax, accounting, consumer protection, data protection and other legal requirements.

Lawful basis: Compliance with legal obligations and, where appropriate, legitimate interests.

4. Our Legitimate Interests

Where we rely on legitimate interests, these may include:

• Operating and improving our business.

• Providing effective customer service.

• Protecting our Services against fraud and misuse.

• Understanding customer preferences.

• Improving product ranges and shopping experiences.

• Measuring business performance.

• Managing existing customer relationships.

• Promoting our products where legally permitted.

We assess whether our interests are overridden by individuals' rights and freedoms before relying on this basis.

Where required, we obtain consent instead.

5. Built For Athletes Mobile App

The BFA App is an official shopping channel operated by Built For Athletes and supported by third-party mobile commerce technology.

When you use the BFA App, we may process:

• Account and customer identifiers.

• Order and purchase history.

• App browsing and engagement activity.

• Device and operating system information.

• App-specific identifiers.

• Push notification tokens and preferences.

• Product interactions and basket activity.

• Loyalty and promotional eligibility information.

• Analytics and technical performance data.

We use this information to operate the app, fulfil orders, personalise the shopping experience, provide customer support, administer rewards and improve app functionality.

Push notifications

Where enabled, we may send notifications relating to orders, product launches, promotions, exclusive offers or other updates.

Promotional notifications are subject to applicable marketing requirements.

You can manage notification permissions through your device settings and any available in-app controls.

App analytics and advertising

The app may use analytics and advertising technologies to understand usage, measure campaign performance and improve the customer experience.

Where consent or device-level permission is required, we will seek it through the relevant mechanism.

App tracking practices may also be described through the privacy disclosures provided in Apple's App Store or Google Play.

App accounts and deletion

Customers may request access to, correction of or deletion of their personal information through the contact methods set out below.

Account deletion and personal data deletion are subject to applicable legal requirements and retention obligations.

6. Shopify and Ecommerce Infrastructure

Our online store is powered by Shopify.

Shopify processes personal information to provide ecommerce infrastructure, manage transactions, maintain security, support customer accounts and deliver other platform functionality.

Information may be processed by Shopify and authorised service providers in countries outside the customer's place of residence.

Where enabled, Shopify enhanced features may use information from interactions with our store and other Shopify-powered merchants to support personalisation, advertising, fraud prevention and service improvements.

For certain processing activities, Shopify may act as an independent data controller.

Further information is available in the Shopify Consumer Privacy Policy:

https://www.shopify.com/legal/privacy/app-users

Customers may also exercise applicable Shopify-specific privacy choices through:

https://privacy.shopify.com/en

7. Marketing Communications and Customer Preferences

We may communicate with customers through email, SMS, app push notifications and other permitted channels.

Our marketing activities may include product announcements, promotional offers, abandoned basket reminders, loyalty updates and personalised recommendations.

We use customer information and purchase history to make communications more relevant.

We will obtain consent where required and provide appropriate opt-out mechanisms.

Email marketing

You may unsubscribe using the link included in our marketing emails.

Where legally permitted, we may send marketing relating to similar products or services to existing customers under the applicable soft opt-in rules.

SMS marketing

We send promotional SMS messages only where permitted by applicable law.

SMS marketing preferences and opt-out instructions will be provided through the relevant subscription or messaging process.

App push notifications

You may disable push notifications through your device settings.

Transactional communications

Even where you unsubscribe from marketing, we may continue to send necessary order, account, delivery, security and customer service communications.

Marketing profiling

We may use purchase history, browsing behaviour, engagement activity and customer preferences to create marketing segments and recommend relevant products.

You may object to processing for direct marketing at any time.

8. Cookies and Similar Technologies

Our website and mobile application may use cookies, pixels, tags, software development kits and similar technologies.

These technologies may support:

• Essential website and checkout functionality.

• Security and fraud prevention.

• Shopping basket and account features.

• Analytics and performance measurement.

• Customer preferences.

• Personalised advertising.

• Marketing attribution and campaign measurement.

Where required by law, non-essential cookies and similar technologies will only be used with appropriate consent.

Customers can manage relevant cookie preferences through the consent controls provided on our website.

Browser and device settings may also provide additional controls.

Disabling certain technologies may affect optional functionality but should not prevent access to essential shopping services.

9. Analytics and Advertising Partners

We use third-party services to understand how customers interact with our website and app and to measure advertising effectiveness.

These may include:

Google

Google Analytics, Google Ads and related services may be used for website and app analytics, advertising measurement and campaign optimisation.

Meta

Meta advertising technologies may be used to measure advertising performance, build relevant audiences and display advertising on Meta platforms.

Microsoft

Microsoft Clarity and related Microsoft services may be used to understand website interactions, including aggregated behaviour, heatmaps and session replay where enabled.

Elevar

Elevar may support the collection, processing and transmission of ecommerce events to authorised analytics and advertising platforms.

Other advertising and measurement partners

We may use additional authorised analytics, attribution and advertising partners where necessary to operate and improve our marketing activities.

Where these services involve cookies, pixels or similar technologies requiring consent, they will be subject to applicable consent requirements.

Data sharing for advertising will be subject to applicable legal requirements and customer choices.

10. Customer Relationship Management

We use customer relationship management and marketing automation services, including Klaviyo, to manage customer communications and analyse engagement.

Information processed may include:

• Contact details.

• Subscription status.

• Purchase history.

• Website or app engagement.

• Marketing interactions.

• Customer segments.

• Promotional eligibility.

This information may be used to deliver permitted marketing communications, customer journeys, abandoned basket reminders and relevant offers.

Customers can manage their marketing preferences through the available unsubscribe and opt-out methods.

11. Loyalty, Rewards and Reviews

We may use third-party services to operate our loyalty programme and collect customer reviews.

Loyalty and rewards

Services such as Yotpo may process account information, order history, points, rewards and membership tier information.

Customer reviews

Services such as Trustpilot and other review providers may receive relevant customer and order information to administer review invitations and publish customer feedback.

Reviews submitted publicly may be visible to other users.

We take appropriate measures to manage personal information associated with reviews and comply with applicable data protection requirements.

12. International Checkout and Fulfilment

We may use international ecommerce, checkout, payment, customs and fulfilment providers, including Global-e, to facilitate purchases from customers outside the United Kingdom.

These providers may process information necessary to:

• Calculate taxes and duties.

• Process international payments.

• Fulfil and deliver orders.

• Manage customs requirements.

• Handle returns and refunds.

• Prevent fraud.

Depending on the arrangement, these providers may act as processors or independent data controllers.

Where an independent provider acts as merchant of record, its own privacy notice may also apply.

13. Other Service Providers and Partners

We may share personal information with trusted service providers and partners where necessary for legitimate business purposes.

These may include:

• Payment processors.

• Delivery and logistics providers.

• Customer service systems.

• Ecommerce and app technology providers.

• Analytics and advertising platforms.

• Loyalty and review providers.

• Fraud prevention services.

• Professional advisers.

• IT and hosting providers.

• Event, competition and promotional partners.

We share information only where there is an appropriate legal basis and take steps to ensure relevant contractual and security protections are in place.

Where a third party acts as an independent controller, its own privacy policy may also apply.

14. Advertising Audiences and Data Matching

Where legally permitted, we may use customer information to create or measure advertising audiences on third-party platforms.

This may involve securely transmitting identifiers, such as email addresses or telephone numbers, using hashing or other appropriate technical safeguards.

Hashing does not necessarily make personal information anonymous, and such data remains subject to applicable data protection requirements.

Audience matching and advertising data sharing will be undertaken only where supported by an appropriate lawful basis and applicable marketing and consent requirements.

We may also use aggregated or appropriately anonymised information to understand campaign performance.

15. Customer Surveys, Competitions and Events

We may collect personal information through customer surveys, competitions, giveaways, waiting lists, sporting events and other promotional activities.

Information may include contact details, responses, preferences and participation information.

We use this information to administer the relevant activity, communicate with participants and analyse results.

Where information is also used for marketing, we will comply with applicable consent and marketing requirements.

Specific competitions or events may have additional privacy information where necessary.

16. How We Share Personal Information

We may disclose personal information:

• To Shopify and authorised ecommerce technology providers.

• To payment, delivery and fulfilment partners.

• To customer support and communications providers.

• To analytics and advertising partners, subject to applicable legal requirements.

• To loyalty, review and promotional service providers.

• To professional advisers and regulators.

• To law enforcement or other authorities where legally required.

• In connection with a lawful business sale, merger or restructuring.

• Where you request or authorise a particular disclosure.

We do not disclose personal information without an appropriate legal basis.

We do not sell customer contact lists to third parties for their independent direct marketing purposes.

Certain advertising-related data sharing may be treated as a "sale" or "sharing" under specific US state privacy laws, even where no money is exchanged. Where applicable, customers will be provided with the relevant rights and opt-out mechanisms.

17. International Data Transfers

Some service providers and business partners may process personal information outside the United Kingdom or European Economic Area.

Where applicable law requires safeguards, we rely on appropriate transfer mechanisms, which may include:

• UK adequacy regulations.

• European Commission adequacy decisions.

• The UK International Data Transfer Agreement.

• The UK Addendum to the EU Standard Contractual Clauses.

• Other legally recognised safeguards or exceptions.

Customers may request further information about applicable international transfer safeguards by contacting us.

18. Data Security

We use appropriate technical and organisational measures designed to protect personal information against unauthorised access, loss, misuse, alteration and disclosure.

These may include secure payment processing, access controls, encryption and security measures provided by our technology partners.

No internet transmission or electronic storage system can be guaranteed completely secure.

We regularly consider the security measures appropriate to the information processed and associated risks.

19. Data Retention

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, subject to applicable legal obligations.

Retention periods may depend on:

• The nature of the information.

• The duration of the customer relationship.

• Contractual obligations.

• Tax and accounting requirements.

• Fraud prevention and security needs.

• Applicable limitation periods.

• Legal disputes or regulatory obligations.

• Marketing preferences and consent status.

Order and transaction records may be retained for the period necessary to comply with relevant accounting, tax and legal requirements.

Marketing information is retained while there is a valid basis for processing, subject to appropriate review and suppression requirements.

Where information is no longer required, we will delete, anonymise or otherwise securely dispose of it in accordance with applicable requirements.

20. Your Privacy Rights

Depending on your location and applicable law, you may have rights concerning your personal information.

For UK and EEA residents, these may include:

• Access: Request a copy of personal information held about you.

• Rectification: Request correction of inaccurate information.

• Erasure: Request deletion of information in applicable circumstances.

• Restriction: Request limitations on certain processing activities.

• Portability: Request transfer of eligible information.

• Objection: Object to processing based on legitimate interests.

• Withdrawal of consent: Withdraw consent where processing relies on consent.

• Automated decision-making: Exercise applicable rights relating to qualifying automated decisions.

These rights are subject to applicable legal conditions and exceptions.

Right to object to direct marketing

You have the right to object at any time to the processing of your personal information for direct marketing, including related profiling.

Where you exercise this right, we will stop processing your information for those purposes.

Exercising your rights

You can submit a privacy request through:

https://builtforathletes.com/pages/request-personal-data

Alternatively, contact:

help@builtforathletes.com

We may need to verify your identity before responding.

Requests will be handled within the timeframes required by applicable law.

You may also exercise applicable Shopify-specific rights through:

https://privacy.shopify.com/en

21. Automated Processing and Profiling

We may use automated systems to personalise product recommendations, segment customers, detect fraud, measure advertising effectiveness and improve our Services.

These processes may involve analysis of customer activity, purchase history and engagement.

Where we undertake solely automated decision-making that produces legal or similarly significant effects, we will provide any additional information and safeguards required by applicable law.

22. Children's Privacy

Our Services are not specifically directed towards children.

We do not knowingly collect personal information from children in circumstances where doing so would be unlawful.

Where we become aware that personal information has been collected without a required legal basis or authorisation, we will take appropriate action.

Parents or guardians may contact us regarding concerns about children's personal information.

23. Third-Party Websites and Services

Our Services may link to websites, apps or platforms operated independently by third parties.

We are not responsible for the privacy practices of independently operated services.

Customers should review the relevant third-party privacy notices before providing information to those services.

24. Privacy Complaints

If you have concerns about how we handle your personal information, please contact us so we can investigate.

You may contact:

help@builtforathletes.com

We will handle privacy complaints in accordance with applicable legal requirements.

If you remain dissatisfied, you may have the right to complain to the Information Commissioner's Office (ICO).

Website: https://ico.org.uk

You may also have the right to complain to the relevant supervisory authority in your country of residence.

25. Changes to This Privacy Policy

We may update this Privacy Policy to reflect changes in our Services, data processing activities, technology, legal requirements or business operations.

The latest version will be published on our website with an updated revision date.

Where changes are material or applicable law requires additional notice, we will take appropriate steps to inform affected individuals.

Where personal information will be used for a new purpose, we will provide the necessary information before that processing begins, as required by law.

26. Contact Information

For questions, privacy requests or complaints, please contact:

Functional Backpacks Ltd, trading as Built For Athletes

Company number: 11688850

Registered address: The White House, Greenalls ave, Warrington, UK, WA4 6HL

Email: help@builtforathletes.com

Website: https://builtforathletes.com

Privacy request portal:

https://builtforathletes.com/pages/request-personal-data

For the purposes of applicable UK data protection legislation, Functional Backpacks Ltd is the controller of personal information processed for its own business purposes.

Where a third party acts as an independent controller, its applicable privacy notice will explain its responsibilities.