34 North Limited
Privacy Notice
Purpose
34 North Limited, also known as 34 North or the Company respects your privacy and is committed to protecting your personal data.
This privacy notice will inform you as to how we process your personal data on our website, portal and platform where you are a customer, member, supplier of services, clinician, personal trainer, gym operator or a visitor on our website or platform. This privacy notice also tells you about your privacy rights pursuant to Data Protection Laws such as the UK Data Protection Act 2018, the General Data Protection Regulation (UK GDPR), the EU GDPR and other applicable privacy and data protection laws.
The platform is designed for wellness, optimisation, fitness and informational purposes and is not intended to provide medical diagnosis, treatment or emergency services.
Controller for Personal Data
A “controller” is a person or organisation who alone or jointly determines the purposes for which and the way any personal data is or is likely to be processed. Unless we notify you otherwise 34 North is the controller of your personal data for the purpose of this website, portal and platform.
Personal trainers, gym operators and clinicians will act as independent controllers in relation to personal data they access or process in connection with their own professional or commercial services.
If you have questions regarding this privacy notice or our data protection practices, you can contact us by reaching out to us. Please see Contact us section.
Scope
This privacy notice applies to the processing of personal data by us in connection with:
Customers / Members: Where we provide our services, subscriptions, products, platform functionality, dashboards and related services to you.
Personal trainers, gym operators and clinicians: Where personal trainers, gym operators and clinicians access or use the platform in connection with their clients, members or patients subject to user permission and authorisations.
Suppliers: For the provision of products and services to us by suppliers or service providers.
Website and platform visitors: Anyone browsing our website, portal or platform or interacting with our content online.
Children
Our services are not intended for children under the age of 18 unless expressly stated otherwise. We do not knowingly collect personal data directly from children under 18 without appropriate authorisation or consent where required by law. If you believe that a child has provided personal data to us inappropriately, please contact us.
Types of Personal Data
Personal data or personal information means any information about an individual from which that person can be identified. It does not include data where the identity has been removed. This is known as anonymised data. Anonymised data falls outside the scope of Data Protection Laws.
34 North Limited may collect, use, store and transfer different kinds of personal data about you which we have grouped together:
Identity Data: Includes first name, last name, username or similar identifier, title and date of birth.
Contact Data: Includes billing address, delivery address, email address and telephone numbers.
Financial Data: Includes bank account details, payment card details and subscription payment information.
Transaction Data: Includes details about payments to and from you and other details of subscriptions, licenses, services and transactions for the provision of services.
Technical Data: Includes internet protocol (IP) address, your login data, browser type and version, device identifiers, API connection logs, time zone setting and location, browser plug-in types and versions, operating system and platform and other technology on the devices you use to access our website, portal or platform.
Profile Data: Includes your username and password, subscription tier, searches made by you, goals, preferences, wearable integrations, ratings and comments, feedback and survey responses.
Usage Data: Includes information about how you use our website, portal, platform and services.
Marketing and Communications Data: Includes your preferences in receiving marketing from us and your communication preferences.
Health, Fitness and Wellbeing Data: Includes special category personal data relating to gender, health, wellbeing and fitness information where voluntarily provided by you or connected through integrations such as blood and biomarker information, wearable, physiological and recovery data, fitness and body composition information, health history and user-provided medical information.
Depending on your relationship with us we may process the categories of data above and categories of specific personal data that are specific to you. Please see below in the Processing Tables on how we may process your personal data depending on our relationship with you and our lawful basis for doing so.
Lawful Bases: How We Use Your Personal Data
34 North will only use your personal data when the law allows us to. We will use your personal data in the following circumstances:
Performance of a contract: Where we need to perform the contract, we are about to enter into or have entered into with you, such as but not limited to when you sign up to our services, subscribe to our platform, access dashboards and user functionality, connect integrations and APIs and receive AI-generated outputs and other platform functionality.
Legal obligation: We may process personal data where necessary to comply with our legal obligations, including accounting and tax requirements, fraud prevention measures, regulatory compliance obligations and legal reporting duties.
Legitimate interests: Where it is necessary for our legitimate interests or those of a third party and your interests and fundamental rights do not override those interests.
Consent: Due to the nature of our services, we rely on consent for certain processing activities including where we process health-related and other special category personal data, share information with personal trainers, gym operators or clinicians, use certain wearable integrations and API connections, deploy non-essential cookies, send certain marketing communications and publish testimonials where you have provided your consent.
Vital interests: Where it is necessary to protect your vital interests or the vital interests of another person in case of emergencies.
Public obligation Where we need to comply with a public obligation, for example in matters relating to public health or public interests where applicable.
Note: Where we process special category personal data relating to health, our condition for processing under Article 9 UK GDPR and EU GDPR is generally your explicit consent.
How We Collect Your Personal Data
Directly from you
You give us your personal data in your direct interactions with us. Such personal data includes Identity Data, Contact Data, Financial Data, Profile Data, Usage Data, Technical Data, Marketing and Communications Data and Health, Fitness and Wellbeing Data:
by filling in forms on our website, portal or platform.
by creating an account.
by subscribing to our services.
by uploading images, PDFs, documents, scans or text.
by manually entering information.
by connecting wearable devices and integrations.
by leaving ratings and comments.
by corresponding with us by email, post or telephone.
Third-party sources
We receive Identity Data, Contact Data, Technical Data and Health, Fitness and Wellbeing Data about you from third parties when:
Other parties send us your personal data to enable the provision of our services to you;
You provide your personal data to a third party for the purpose of sharing it with us; or
You connect integrations or wearable services to our platform.
We may also obtain information about you from third parties, including from vendors and service providers who may collect information on our behalf such as:
companies who support our website, platform and services.
cloud infrastructure providers.
analytics providers.
hosting providers.
software providers.
This may include integrations and services such as:
Data Aggregators.
Wearables.
Training platforms / gym equipment.
Body composition.
Nutrition tracking.
Blood testing labs.
With gyms.
Automatically collected information
When you visit our website, portal or platform, open or click on emails we send you or interact with our services or advertisements we or third parties we work with may automatically collect certain information using online tracking technologies. We may use pixels, web beacons, software developer kits (SDKs), APIs, third-party libraries, cookies and similar technologies in connection with our services.
User Permissions and Sharing Controls
The platform has functionality enabling users to control who may access their information. Users may grant permissions allowing personal trainers, gym operators or clinicians to access selected categories of authorised data and platform outputs as shown below. Users may modify, revoke or update permissions through platform controls.
wearable data.
blood marker information.
body composition data.
physiological ratings and scores.
wellness information.
AI-generated summaries and insights.
Personal trainers, gym operators and clinicians are only permitted to access information where authorised by the relevant user. Depending on platform configuration and user permissions, personal trainers and gym operators may receive limited wellness, behavioural, training or optimisation-related outputs rather than full clinical or underlying health datasets.
Processing Tables
The processing tables below outline the categories of personal data we may process, the processing activities we carry out and the lawful bases we rely on, depending on your relationship with us. You may need to review more than one table where multiple relationships or interactions apply to you, for example where you are both a platform user and a website visitor.
Customer / Member: Processing Information
This is where we directly transact with you to provide our services/products where you are a customer, subscriber or member.
Processing activities
Categories of personal data
Lawful basis
To sign up for our app, platform, portal and services
Identity Data, Contact Data
Performance of a contract and Consent (to download and install our app or portal technologies onto your device)
To sign up for our products/services and subscriptions
Identity Data, Contact Data
Performance of a contract
To facilitate account creation and login process
Identity Data, Contact Data, Technical Data
Performance of a contract
To connect wearable devices, APIs and integrations
Identity Data, Technical Data, Health, Fitness and Wellbeing Data
Performance of a contract, Explicit consent
To aggregate, normalise and synthesise data from connected devices, uploaded records and third-party integrations
Health, Fitness and Wellbeing Data, Usage Data, Technical Data
Performance of a contract, Explicit consent
To store uploaded and integrated data together with processed insights and interpretation layers and to store uploaded data such as documents by you
Health, Fitness and Wellbeing Data, Technical Data, Usage Data
Performance of a contract, Explicit consent
Generating AI-supported trends, summaries, insights and analysis
Health, Fitness and Wellbeing Data, Usage Data, Profile Data
Performance of a contract, Explicit consent
To provide wellness, optimisation and fitness-related insights and recommendations
Health, Fitness and Wellbeing Data, Usage Data, Profile Data
Performance of a contract, Explicit consent
To facilitate user-controlled sharing of information with personal trainers, gym operators and clinicians
Identity Data, Health, Fitness and Wellbeing Data
Consent, Explicit consent
To support longitudinal analysis and persistent user profiles over time
Health, Fitness and Wellbeing Data, Usage Data, Profile Data
Performance of a contract, Explicit consent.
To respond to any enquiries
Identity Data, Contact Data
Performance of a contract
To process and deliver our services to you including managing payments, fees and charges and collecting and recovering money owed to us
Identity Data, Contact Data, Financial Data, Transaction Data
Performance of a contract
Registering newsletters and marketing communications
Identity Data, Contact Data
Consent (Opt-in) or Soft Opt-in depending on applicable law
To post testimonials on our website that may contain personal information
Identity Data
Consent: Prior to posting a testimonial we will obtain your consent to use where required your name and the content of the testimonial
To administer and protect our business and our platform/login portal and dashboard including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data
Identity Data, Contact Data, Technical Data, Usage Data
Necessary for our legitimate interests for running our business, provision of administration and IT services, network security, to prevent fraud and in the context of a business reorganisation or group restructuring exercise; and
Necessary to comply with a legal obligation
Personal Trainers, Gym Operators and Clinicians: Processing Information
This is where you access or use the platform in your professional capacity.
Processing activities
Categories of personal data
Lawful basis
To create and administer professional accounts and dashboards
Identity Data, Contact Data, Profile Data
Performance of a contract
To provide access to user-authorised information
Identity Data, Health, Fitness and Wellbeing Data
Performance of a contract, Explicit consent from the relevant user
To provide AI-supported summaries, trends and interpretation tools
Identity Data, Health, Fitness and Wellbeing Data, Usage Data
Legitimate interests, Explicit consent
To support training plans, session recommendations and wellbeing insights
Identity Data, Usage Data, Profile Data, Health, Fitness and Wellbeing Data
Performance of a contract. Legitimate interests
To maintain security logs, access permissions and audit trails
Technical Data, Usage Data
Legitimate interests. Legal obligation
Supplier: Processing Information
This is where you are a supplier of products and services to us.
Processing activities
Categories of personal data
Lawful basis
For you to provide services and products to us
Identity Data, Contact Data
Performance of a contract
Manage payments, fees and charges we owe you
Identity Data, Contact Data, Financial Data, Transaction Data
Performance of a contract
To engage with you as a supplier for support and operational matters
Identity Data, Contact Data
Performance of a contract
Website Visitor: Processing Information
This is where you are a website visitor to our website regardless to whether you will be taking up our products or services.
Processing activities
Categories of personal data
Lawful basis
When you contact us via our website, forms and other links on our website including AI-chat features
Identity Data, Contact Data
Necessary for our legitimate interests where we need to be able to respond to you
To manage our relationship with you which will include notifying you about changes to our terms or privacy notice
Identity Data, Contact Data (where you have provided that data to us)
Necessary for our legitimate interests i.e. to keep our records updated and to study how visitors use our products/services
To administer and protect our business and our website including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data
Identity Data, Contact Data, Technical Data
Necessary for our legitimate interests for running our business, provision of administration and IT services, network security, to prevent fraud and in the context of a business reorganisation or group restructuring exercise and Necessary to comply with a legal obligation
To deliver relevant website content and advertisements to you and measure or understand the effectiveness of the advertising we serve to you
Identity Data, Contact Data, Profile Data, Usage Data, Marketing and Communications Data, Technical Data
Necessary for our legitimate interests i.e. to study how customers use our products/services, to develop them, to grow our business and to inform our marketing strategy
To use data analytics to improve our website, products/services, marketing, customer relationships and experiences
Technical Data, Usage Data
Necessary for our legitimate interests to define types of customers for our products and services, to keep our website updated and relevant and to develop our business
Note: where applicable consent will be used for data analytics obtained through cookies or similar technologies
Use of non-essential cookies and similar technologies
Technical Data
Consent
Use of Artificial Intelligence
We use technology-assisted tools including AI-supported functionality to help operate, maintain and improve the platform and related services. These tools may assist with analyzing information, identifying trends, generating summaries and insights, supporting user experience features and providing wellness, fitness and optimisation-related outputs. Some outputs, for example status indicators — are produced by predefined, rule-based logic rather than AI and are designed to be consistent and reproducible.
Certain functionality may involve the analysis of health, fitness and lifestyle-related information, including wearable data, physiological metrics, recovery information and user-submitted content. Processing may involve predefined rules, analytical models and automated technologies designed to support platform functionality and service delivery. Some information you submit as free text may be analysed only momentarily to support safety and is not stored or used to generate personalised outputs.
The platform and its outputs are provided for general informational, wellness and fitness support purposes only. They are not intended to constitute medical advice, diagnosis, treatment or clinical decision-making and should not be relied upon as a substitute for advice from appropriately qualified professionals. The platform does not make automated decisions that produce legal or similarly significant effects concerning you; its outputs are designed to support, not replace, the judgement of you and any relevant qualified professionals who remain responsible for exercising their own judgement in relation to any actions or decisions taken.
Output is generated using information provided to or connected with the platform and may not be complete, accurate or suitable for all circumstances.
Cookies and Similar Technologies
34 North gathers information and statistics collectively about visitors to our website, portal and platform. Analysis of this information demonstrates the most frequently used sections of the website and platform and assists us in continually improving our online services.
We may implement analytics, cookie management or advertising technologies in future. Where required by law, we will provide additional notices and obtain consent before deploying non-essential technologies. Please also refer to our cookies notice for more information on how we set cookies and use similar technologies.
Providing Personal Data
Where we are required by law, or under the terms of a contract, to collect personal data and you do not provide the requested information, we may be unable to fulfil the contract we have with you or are trying to enter into with you. This may affect our ability to provide access to the platform, subscriptions, wearable integrations, insights or outputs, or certain services and functionality.
In these circumstances, we may need to suspend, restrict or cancel relevant services, but we will notify you where appropriate at the relevant time.
Marketing Communications
34 North may send you marketing communications where permitted by applicable law. You have the right to object to the processing of your personal data for direct marketing purposes at any time.
You can opt out of receiving marketing communications by using the unsubscribe link or other unsubscribe methods included in our communications, or by contacting us directly.
Opting out of marketing communications will not affect processing relating to personal data provided in connection with registering for or using our services, your use of the platform, your service experience, or other interactions with our website or platform.
How We Disclose Personal Information
In certain circumstances, we may disclose your personal information to third parties for contract fulfilment purposes, legitimate purposes and other reasons subject to this privacy notice.
Such circumstances where we disclose information may include:
Internally: Your personal data will be used by our employees and contractors who are working on providing our services to you on a need-to-know basis.
With authorised users: We may share information with personal trainers, gym operators and clinicians where a user has granted permission for access to specified categories of information.
With our affiliates: We may share information within our corporate group to operate and manage our business effectively and to provide you with the services you request.
Our service partners: With vendors or other third parties who perform services on our behalf. Service providers may support functions including IT management, hosting, cloud infrastructure, customer support, analytics, software development and integrations.
AI and technology providers: We may use third-party AI and technology providers in connection with our services, including providers to support interpretation, summarisation, trend analysis and insight-generation functionality.
Marketing partners: With business and marketing partners to provide services and advertise to you. Our business and marketing partners will use your information in accordance with their own privacy notices. We will firstly obtain your consent to share your contact details with third parties for marketing purposes where required by law.
Legal advisers: To enforce any applicable terms of service and to protect or defend the services, our rights and the rights of our users or others.
Professional advisers: This would include bankers, auditors, insurers, accountants and consultants who provide consultancy, banking, insurance and accounting services.
Payment service intermediaries: These providers help facilitate payment processing.
Advertising networks and analytics service providers: This is to support and display content and analytics relating to our website, platform and related tools.
Business transactions (M&A): This is in connection with a business transaction such as a merger, acquisition, investment or restructuring exercise. Where this is the case, your personal data shall continue to be processed in accordance with this privacy notice.
International Transfers for UK/EU
We may transfer and process your personal data outside of the United Kingdom (UK) and/or European Economic Area (EEA) to countries where data protection laws are less stringent than those in the UK/EEA. Where personal data is transferred outside the UK or EEA, we implement appropriate safeguards in accordance with applicable data protection laws.
Where transfers are made outside the UK or EEA to jurisdictions not subject to an adequacy decision, we implement appropriate safeguards such as the UK International Data Transfer Agreement (IDTA), the UK Addendum to the EU Standard Contractual Clauses or the EU Standard Contractual Clauses, together with supplementary measures where appropriate.
For other countries where applicable we will use local law guidance to ensure personal data is transferred securely where there is a legal requirement to do so.
Data Security
We implement appropriate technical and organisational security measures designed to protect personal data, including encryption, authentication controls, access management procedures and measures intended to restrict access to authorised personnel on a need-to-know basis. In addition, we limit access to your personal data to employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and are subject to duties of confidentiality.
Data retention
We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.
To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means and the applicable legal, regulatory, tax, accounting or other requirements.
Data Subject Rights
Under certain circumstances, you have rights under Data Protection Laws. Not all rights are absolute and depending on where you are located, not all rights are given to you. You can:
Request access to your personal data: This is known as a "subject access request" and enables you to receive a copy of the personal data we hold about you.
Request correction of your personal data: This enables you to have any incomplete or inaccurate information we hold about you corrected.
Request erasure of your personal data: This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. We may not always be able to comply with your request for erasure for specific legal reasons which will be notified to you at the time of your request.
Object to processing of your personal data: This is where we are processing your personal data based on a legitimate interest or those of a third party and you may challenge this. However, we may be entitled to continue processing your information based on our legitimate interests or where this is relevant to any legal claims. See also Marketing communications.
Request restriction of processing your personal information: This enables you to ask us to suspend the processing of your personal data in the following scenarios: (a) if you want us to establish the information's accuracy (b) where our use of the information is unlawful but you do not want us to erase it (c) where you need us to hold the information even if we no longer require it as you need it to establish, exercise or defend legal claims or (d) you have objected to our use of your information but we need to verify whether we have overriding legitimate grounds to use it.
Request transfer of your personal information (“data portability”): This is where in some circumstances we will provide to you or a third party you have chosen your personal data in a structured, commonly used, machine-readable format.
Right to withdraw consent: This is where we are relying on consent to process your personal data. This will not affect the lawfulness of any processing carried out before you withdraw your consent. Depending on the processing activity, we may not be able to provide certain services to you if you withdraw your consent. We will advise you if this is the case at the time you withdraw your consent.
Where applicable, users may provide, manage and withdraw consent separately for different categories of processing, integrations and sharing activities, including wearable integrations, blood marker processing, AI-supported profiling, wellbeing check-ins and sharing with personal trainers, gym operators or clinicians.
Automated decision making: Platform outputs may involve automated processing supported by human oversight, moderation or review processes where appropriate. We do not carry out solely automated decision-making that produces legal or similarly significant effects concerning individuals.
Carrying out your data subject rights
You will not have to pay a fee to access your personal data or to exercise any of the other rights. However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal information or to exercise any of your other rights. This is a security measure to ensure that personal information is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.
We try to respond to all legitimate requests within one month. Occasionally it may take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.
If you wish to exercise any of the rights set out above, please contact us at info@34north.io.
Keeping personal information accurate and current
It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us. Please contact us if you wish to update your personal data.
Concerns and complaints
We would appreciate the chance to deal with your concerns in the first instance. Please see Contact us section. If you have unresolved issues, you have the right to complain at any time to a data protection supervisory authority for data protection issues such as the UK data protection regulator – the Information Commissioner’s Office (ICO).
You may lodge a complaint with a supervisory authority if you live or work outside the UK or you have a complaint concerning our personal data processing activities.
Changes to our privacy notice
This privacy notice may be changed from time to time in response to legal, technical or business developments. We will take appropriate measures to inform you when we update our privacy notice. We will obtain your consent to any material privacy notice changes if and where this is required by applicable Data Protection Laws.
Contact us
If you would like more information about the way we manage personal information that we hold about you please contact us at:
Email address: info@34north.io
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This version was last updated in July 2026.