Privacy Notice

What I collect, why I need it and what I do with it. In plain English.

Last updated 3 September 2026

The short version

  • I only ask for what I need to reply to you and to train you safely.
  • Your details are never sold, rented or passed to anyone for marketing.
  • This website sets no cookies and runs no analytics or tracking.
  • You can ask to see, correct or delete what I hold at any time, and it costs you nothing.

1. Who I am

I'm Stephen Armour, a self-employed personal trainer trading as Armour Coach. I decide what happens to the information you give me, which in data protection terms makes me the data controller for it. I'm responsible for looking after it and for answering to you about it.

If you have a question about this notice, or about anything I hold on you, come straight to me:

2. What I collect, and why

When you use the contact form on this website

The form asks for three things: your name, your email address and your message. They are sent to my inbox so that I can reply, and an automatic email goes back to you confirming I've received it. Nothing is stored on this website, nothing is added to a mailing list, and you won't get anything from me that isn't a reply to you.

The form also carries one hidden field that you never see and never fill in. It's there to catch automated spam: if it comes back filled in, the message is discarded and never reaches me.

When you contact me directly

If you message me on WhatsApp or Instagram, text me or call, I'll have your phone number or profile name and whatever you choose to tell me. Those conversations also sit on WhatsApp's, Meta's or your network provider's systems, under their privacy policies rather than mine.

When you train with me

Before your first session I'll ask you to complete a health questionnaire. It covers injuries, medical conditions, medication, surgery and anything else that changes how you should be trained. This is health information — what the law calls special category data — and I treat it that way. I ask for it only because I cannot program safely without it, I take it with your explicit consent, and it stays with me.

Alongside that I keep the ordinary running record of your training: your contact details, your goals, your programmes, session notes, attendance, and the measurements or numbers we agree to track so we can both see progress. If you pay me by bank transfer or card, I hold a record of the payment for my accounts.

Photos and video

If I want to use a photo or a clip of you on Instagram or on this website, I'll ask you first. It's a straight yes or no, and saying no changes nothing about your training. If you say yes and later change your mind, tell me and I'll take it down.

3. My lawful basis for holding it

UK GDPR requires a reason for each thing I hold. Mine are:

  • Enquiries — legitimate interests. You got in touch; replying to you is the obvious and expected purpose.
  • Delivering your training — performance of a contract between us.
  • Health information — your explicit consent, given when you complete the questionnaire.
  • Photos and video used publicly — your consent, which you can withdraw.
  • Payment and financial records — legal obligation. HMRC requires me to keep them.

4. How long I keep it

  • Enquiries that don't lead to training — up to 12 months, then deleted.
  • Client records, including health questionnaires and session notes — for as long as you train with me, and for a period afterwards so that I can answer any question or claim that arises later, which is what insurers require.
  • Financial records — six years after the end of the tax year they relate to, as HMRC requires.
  • Photos and video — until you withdraw your consent.

When something reaches the end of its life, I delete it.

5. Who else can see it

No one, beyond the services I need to run the business:

  • Amazon Web Services hosts this website and delivers the contact form emails. That runs in AWS's London region (eu‑west‑2), so your enquiry stays in the UK.
  • My email provider, which carries and stores my inbox.
  • Jotform, which runs the sign-up form you complete before your first session, and stores your answers and your signature so I can send you a copy and keep the record. Jotform is a US company; your form data is held on its servers under the safeguards its terms provide. Nothing you send through the enquiry form on this site goes to Jotform.
  • My accountant and HMRC, for payment records only.
  • My insurer or a legal adviser, and only in the event of a claim or an incident.

I do not sell, rent or trade your information, and I do not pass it to anyone for their marketing. I will never share your health information with another person without asking you first, unless I am required by law to do so or somebody's safety depends on it.

6. Cookies and tracking

This site sets no cookies. There is no Google Analytics, no advertising pixel, no third‑party tracker and no profiling of any kind. Nothing follows you from this site to another one.

The infrastructure that serves the pages records standard technical information — an IP address, the page requested, the time — as any web server does, for security and reliability. I don't use it, I don't look at it, and it isn't linked to you.

If you follow a link from here to Instagram or WhatsApp, you leave this site and those companies handle your visit under their own policies.

7. Keeping it safe

The whole site is served over HTTPS, so what you type into the contact form is encrypted on the way to me. Client records are kept password‑protected if they're on a device and locked away if they're on paper, and only I have access to them.

8. Your rights

Over the information I hold about you, you have the right to:

  • ask for a copy of it;
  • have anything wrong corrected;
  • have it deleted, where I'm not required to keep it;
  • ask me to restrict what I do with it, or object to it;
  • receive it in a portable form, or have it sent to another trainer;
  • withdraw your consent at any time, where consent is what I'm relying on.

Ask me and I'll deal with it inside one month, free of charge. Withdrawing consent doesn't undo anything done beforehand, and if you withdraw consent for your health information I may not be able to keep training you safely — I'd rather say that plainly than pretend otherwise.

9. Under‑18s

I train under‑18s only with the knowledge and consent of a parent or guardian, who completes the health questionnaire with them and can exercise all of the rights above on their behalf.

10. Complaints

If you think I've mishandled your information, tell me first — I'd rather hear it and fix it. If you're not satisfied with how I've dealt with it, you can complain to the Information Commissioner's Office at ico.org.uk/make-a-complaint or on 0303 123 1113.

11. Changes to this notice

If how I handle your information changes, I'll update this page and change the date at the top. If the change is a significant one and you're a current client, I'll tell you directly rather than leave you to find it here.