Last Updated: August 2026
I am committed to protecting your privacy and handling your personal information responsibly.
This Privacy Policy explains what information I collect, why I collect it, how it may be used and shared, how long it may be kept, and the rights you have in relation to your personal data.
Alex Smart, trading as Alex Smart Coach, provides mental performance coaching, education and resources for competitive athletes.
For UK data protection purposes, Alex Smart is the data controller for personal information collected through this website and coaching services.
If you have any questions about this Privacy Policy or how your information is handled, please contact:
Email: alex@alexsmart.coach
Depending on how you interact with Alex Smart Coach, I may collect:
• Your name and contact details
• Information submitted through contact forms
• Information provided when joining a waiting list or email list
• Information provided when applying for 1 to 1 coaching
• Information about your sport, performance goals and coaching needs
• Parent or guardian information where relevant for junior athletes
• Information provided during the coaching relationship
• Marketing preferences and communication history
• Technical information relating to use of the website, such as device, browser or cookie information where applicable
In some circumstances, coaching information may include information relating to health, wellbeing, injury, accessibility or other sensitive matters where you choose to provide it or where it is reasonably required for the coaching relationship.
I may use your personal information to:
• Respond to enquiries
• Manage coaching applications and waiting lists
• Assess whether 1 to 1 coaching is an appropriate fit
• Set up and provide coaching services
• Personalise coaching and provide appropriate resources
• Communicate with athletes and, where appropriate, parents or guardians
• Send emails, coaching resources or updates that you have requested or agreed to receive
• Manage payments, appointments and administration where applicable
• Maintain appropriate coaching, safeguarding and business records
• Improve the website and services
• Protect the security and proper operation of the website and business
• Comply with legal or regulatory obligations
UK data protection law requires me to have a lawful reason for using personal information. The appropriate lawful basis depends on why the information is being used.
I may rely on:
Consent
For example, where you choose to join an email list or agree to receive marketing communications.
Contract or steps before entering into a contract
For example, when you apply for coaching, complete onboarding or receive paid coaching services.
Legitimate interests
For reasonable business activities such as responding to enquiries, administering the business, improving services and maintaining website security, where those interests do not override your rights and interests.
Legal obligation
Where information needs to be retained or used to meet legal, safeguarding, accounting or other regulatory requirements.
Where special category information such as health information is processed, I will also ensure that an appropriate additional legal condition applies. Where I rely on explicit consent, that consent can be withdrawn.
If you join a waiting list, subscribe to emails or otherwise agree to receive marketing communications, I may send you information about mental performance coaching, resources, content and coaching availability.
Where consent is required for email marketing, it must be given through a clear positive action and can be withdrawn.
You can unsubscribe at any time using the unsubscribe link included in marketing emails.
Unsubscribing from marketing will not prevent me from sending necessary messages relating to an enquiry, application or active coaching relationship.
I may work with athletes under the age of 18 where appropriate.
Where a junior athlete applies for or receives coaching, I may collect information relating to the athlete and their parent or guardian.
Parents or guardians will be involved in the joining and consent process where appropriate, and children's personal information will be handled with particular care.
Children have data protection rights in their own right, and organisations using children's information are expected to take particular care over how it is handled and explained.
I do not sell personal information.
Where necessary to operate the website and coaching service, information may be processed by trusted service providers such as:
• Website and hosting providers
• Email and email marketing providers
• Online form and cloud storage providers
• Video calling and communication platforms
• Booking or scheduling services
• Payment providers
• Professional advisers or other providers required to operate the business
Only information reasonably necessary for the relevant service will be shared.
I may also disclose information where required by law or where reasonably necessary to protect the safety, rights or wellbeing of an individual.
Some technology and service providers may process or store information outside the United Kingdom.
Where personal information is transferred internationally, I will take reasonable steps to ensure that an appropriate legal transfer mechanism or safeguard is in place where required.
The ICO requires privacy notices to explain international transfers and the safeguards used where such transfers apply.
I take reasonable technical and organisational steps to protect personal information against loss, misuse, unauthorised access or disclosure.
Personal information is kept only for as long as reasonably necessary for the purpose for which it was collected, including:
the handling of enquiries and applications, providing coaching services, maintaining appropriate business and safeguarding records, resolving disputes, and meeting legal, accounting or regulatory requirements.
Marketing information may be retained until you unsubscribe or withdraw consent. A minimal record may then be retained where necessary to ensure that your marketing preference continues to be respected.
This website may use cookies and similar technologies.
Cookies that are strictly necessary for the website to function may be used without optional consent where permitted.
If non-essential cookies or similar technologies are used for purposes such as analytics, advertising or tracking, you will be given an appropriate choice before those technologies are used where consent is required.
You should be able to accept or reject non-essential cookies rather than having them placed simply because you continue browsing the website.
Depending on the circumstances and the lawful basis being relied upon, you may have the right to:
• Request access to the personal information I hold about you
• Request correction of inaccurate or incomplete information
• Request deletion of your personal information
• Request restriction of how your information is used
• Object to certain uses of your information
• Request transfer of certain information to you or another organisation
• Withdraw consent where processing is based on consent
Not every right applies in every situation.
You also have the right to object to direct marketing at any time.
To exercise any of these rights, contact:
If you have concerns about how your personal information has been handled, please contact me first so I can try to resolve the issue.
You also have the right to make a complaint to the Information Commissioner's Office (ICO), the UK's data protection regulator. Privacy notices are expected to inform individuals of this right.
I may update this Privacy Policy from time to time to reflect changes to the website, coaching services, technology providers or legal requirements.
The latest version will be published on this page with an updated revision date.
If you have any questions about this Privacy Policy, want to exercise your data protection rights, or have concerns about how your personal information is handled, please contact:
Alex Smart
Alex Smart Coach
alex@alexsmart.coach