Privacy Policy

Alcove Fitness – Privacy Policy

Effective Date: September 3rd, 2025 | Last Updated: September 3rd, 2025

This Privacy Policy explains how Alcove Fitness (“Alcove,” “we,” “us,” or “our”) collects, uses, discloses, and safeguards information about you when you use our website, booking system, and fitness facilities, including any related mobile apps (collectively, the “Services”).

We are committed to protecting your privacy and complying with applicable U.S. privacy laws, including the California Consumer Privacy Act (CCPA/CPRA) and similar state laws (Colorado, Virginia, Connecticut, Utah). If you live outside the United States, local laws may give you additional rights, and we will honor those where applicable.

Contact:
Alcove Fitness, LLC
support@alcovefitness.com

1) Scope

This Policy applies to:

  • Visitors to our website or app,

  • Members (Flex, Gold), day users, and prospective users,

  • Independent trainers who use our facility or book on behalf of clients, and

  • Corporate or residential partners interacting with our Services.

This Policy does not cover third-party websites/apps we link to, or independent trainers’ own systems. Those are governed by their own privacy practices.

2) Information we collect

A. Information you provide

  • Account details: name, email, phone, password, profile photo (optional), emergency contact.

  • Membership & booking info: membership type, reservations, attendance, access credentials.

  • Payment info: billing address, card type/last 4 digits, transaction tokens (we do not store full card details).

  • Communications: support requests, feedback, surveys.

  • Health & waiver info (optional): signed Waiver & Release of Liability and any health information you choose to provide for accommodations.

B. Information we collect automatically

  • Device/usage data: IP address, device identifiers, browser type, pages viewed, session timestamps, referral URLs, crash logs.

  • Cookies & similar tech: to keep you logged in, remember preferences, and analyze site usage (see §4).

  • Access control: key-fob or digital pass logs (entry/exit times, alcove access).

  • CCTV footage: recorded in public/common areas for security.

C. Information from third parties

  • Payment processors (e.g., Stripe/Square) for payment status.

  • Booking/CRM providers for reservation management.

  • Independent trainers (if they book on your behalf).

  • Corporate partners to confirm eligibility.

  • Analytics/advertising providers (if used) for aggregated metrics.

3) How we use your information

  • To provide Services: account creation, reservations, access control, customer support, payment processing.

  • For facility operations & safety: occupancy planning, security, equipment allocation.

  • For communications: booking confirmations, receipts, policy updates, and optional marketing (with opt-out).

  • For analytics & improvements: troubleshooting, performance measurement, feature development.

  • For legal/compliance: tax, accounting, fraud prevention, enforcing our Terms.

  • For emergencies: contacting your listed emergency contact if needed.

4) Cookies & tracking

We use cookies and similar technologies to:

  • Operate our site and keep you logged in,

  • Remember preferences,

  • Analyze how visitors use the site.

You can adjust your browser settings to block or delete cookies. At this time, we do not provide a separate cookie management tool.

We use advertising pixels and similar technologies to measure ad performance and deliver relevant ads when you visit our site or interact with our content on third-party platforms. You can opt out of this type of sharing by emailing us at support@alcovefitness.com or by enabling Global Privacy Control (GPC) in your browser.

5) How we share information

We do not sell your personal information. We may share it with:

  • Service providers: booking platforms, payment processors, CRM, email/SMS, analytics, hosting, security.

  • Independent trainers: only if involved in your booking or with your consent.

  • Corporate/residential partners: to verify eligibility for benefits.

  • Legal & safety authorities: if required by law or to protect people/property.

  • Business transactions: if we merge, sell, or transfer assets, your data may transfer as part of the deal.

These providers are authorized to use your information only as necessary to provide services to us and are contractually obligated to safeguard your information. We may also share aggregated or de-identified data that does not identify you.

6) Your privacy rights

For U.S. residents (under CCPA/CPRA and similar laws):

  • Know/Access what data we collect and how we use/share it.

  • Delete personal information (with exceptions, e.g., tax/legal).

  • Correct inaccurate information.

  • Opt out of “sale” or “sharing” of personal information.

  • Limit use of sensitive information (if applicable).

  • Non-discrimination: we won’t treat you differently for exercising rights.

  • Appeal a denied request (where state law provides).

How to exercise rights:

Submit a request to support@alcovefitness.com. We may require additional information to verify your identity (or authority, if acting on behalf of someone else) before fulfilling your request. We will respond within the legal timeframe.

For non-U.S. residents:

We do not target or market our Services outside the United States, but if you access them from abroad, you may have additional rights under your local laws.

7) Data retention

We keep data only as long as needed for the purposes in this Policy:

  • Account & membership records: for the life of the account + up to 6 years for tax/legal.

  • Booking & access logs: up to 18 months.

  • CCTV footage: 30–45 days unless needed for an incident.

  • Payment records: 6–7 years (legal requirements).

  • Marketing preferences: until you opt out or delete your account.

8) Security

We use reasonable administrative, technical, and physical safeguards (encryption in transit, access controls, backups, vendor vetting). No system is 100% secure, and you use the Services at your own risk.

If we believe your information was affected by a security breach, we will notify you and applicable authorities as required by law.

CCTV is used for security and operational purposes only and is not continuously monitored.

9) Children

Our Services are intended for adults 18+. We do not knowingly collect data from children under 13 (or under 16 in certain jurisdictions). If you believe a minor has provided data, contact us and we will delete it.

10) Marketing & communications

  • Transactional messages (e.g., booking confirmations) are required.

  • Marketing messages (email/SMS) are optional. We only send them if you have opted in where required by law, and you may opt out anytime via the message footer or by contacting us.

  • If you join referral, promotion, or loyalty programs, we’ll provide separate details.

11) Independent trainers

Independent trainers are not our employees or agents. If you give data directly to a trainer, they may use it under their own privacy policy. We only share limited booking/access information needed to support your session.

12) Changes to this Policy

We may update this Policy from time to time. The “Last updated” date shows the latest version. If we make material changes, we’ll notify you (e.g., email or on the site). Continued use of the Services means you accept the updated Policy.

13) U.S. State Privacy Notice (CPRA “Notice at Collection”)

The categories of personal information we collect, their uses, and retention periods are summarized below:

  • Identifiers (e.g., name, email, phone, IP address)

    • Sources: you; your devices

    • Uses: accounts, bookings, security

    • Shared with: service providers

    • Retention: see §7

  • Customer records (e.g., billing address, card tokens)

    • Sources: you; payment processor

    • Uses: payments, receipts, tax

    • Shared with: payment processor

    • Retention: see §7

  • Commercial information (e.g., membership type, bookings)

    • Sources: you; booking system

    • Uses: provide Services, support

    • Shared with: service providers

    • Retention: see §7

  • Internet / activity data (e.g., log data, cookie IDs)

    • Sources: your device; analytics providers

    • Uses: security, performance, analytics

    • Shared with: analytics providers

    • Retention: see §7

  • Geolocation (general) (e.g., country/region from IP)

    • Sources: analytics; your device

    • Uses: localization, fraud prevention

    • Shared with: service providers

    • Retention: see §7

  • Audio / visual data (e.g., CCTV footage)

    • Sources: our cameras

    • Uses: security, incident response

    • Shared with: security/legal authorities

    • Retention: see §7

  • Preferences / inferences (e.g., communication settings)

    • Sources: from your choices

    • Uses: personalize experience

    • Shared with: service providers

    • Retention: see §7

  • Sensitive information (e.g., health info in waivers)

    • Sources: you

    • Uses: safety, waiver compliance, accommodations (with consent)

    • Shared with: minimal internal use; legal if required

    • Retention: see §7

Selling/Sharing: We do not sell personal information for money. We do share internet and activity data (such as through advertising pixels) for cross-context behavioral advertising. California and other state residents can opt out by emailing support@alcovefitness.com or by enabling Global Privacy Control (GPC).

Sensitive Information: We do not use sensitive data to infer characteristics. Sensitive information includes health information you provide in waivers or for accommodations. We only use this information for safety, waiver compliance, or accommodations, and never for marketing or profiling. If state law allows, you may request to limit use.

Non-discrimination: We will not treat you differently for exercising your privacy rights.

14) Contact us

Alcove Fitness, LLC
support@alcovefitness.com