1. Who we are
Fitterly is operated by SmitSocial.Media Limited, registered in England and Wales under company number 10441282. Its registered office is Ferndown, Queens Avenue, Maidstone, United Kingdom, ME16 0ER.
For privacy questions, email privacy@fitterly.app. General enquiries can be sent to hello@fitterly.app.
2. Our data-protection roles
SmitSocial.Media Limited is the controller for information used to operate Fitterly accounts, secure the platform, administer Founder applications, manage subscriptions and communicate directly about Fitterly.
Where a professional or wellbeing business uses Fitterly to manage its own clients, that professional or business will normally be the controller for the client records it chooses to collect. SmitSocial.Media Limited acts as its processor and handles those records under the customer's instructions and our service agreement. Clients should first contact their professional about records controlled by that business; we will assist both parties where required.
3. Information we collect
Website and Founder applications
- email address, profession type, email-verification state, queue and invitation status, acceptance of the Founder terms, consent wording/version and relevant timestamps;
- activation status, linked organisation and discount entitlement if a Founder subscription is activated;
- a one-way hash of the submitting IP address, browser/user-agent information and security logs used to prevent abuse;
- messages and information supplied when contacting us.
Professional and account information
- name, title, preferred name, pronouns, contact details, password hash, verification state, locale, timezone and account role;
- business, organisation, services, availability, professional profile, branding, prices and onboarding information;
- subscriptions, invoices and payment-status information when paid services launch.
Client and service records
- structured identity and contact information, addresses, emergency contacts, goals and service relationships;
- bookings, programmes, exercises, workout logs, check-ins, forms, messages, notes, nutrition logs, meal plans and recipes when those features are used;
- audit history, invitations, permissions and records of any client-authorised sharing between relationships.
Device and technical information
- device type, app version, session information, error reports, request identifiers and security events;
- local/offline changes, sync state and idempotency records needed to make mobile use reliable.
Fitterly does not build a client video-upload feature and does not ask clients to upload coaching videos.
4. Health and other sensitive information
Some client records may reveal health, injury, disability, nutrition or wellbeing information and may be special-category data under UK data-protection law. The professional or business collecting it must have an appropriate lawful basis and condition, provide its own notice where required and only collect what it genuinely needs.
Fitterly isolates professional relationships by default. A client may be offered controls to share selected details, such as goals, injury considerations or emergency information, with another professional. Sharing must be explicit, limited and revocable; it is not inferred merely because both professionals use Fitterly.
5. How and why we use information
| Purpose | Typical UK lawful basis |
|---|---|
| Process Founder applications and communicate about early access | Steps requested before a contract, consent for optional updates and legitimate interests in running the cohort |
| Create accounts, organisations, invitations and provide platform features | Contract and legitimate interests |
| Secure accounts, prevent fraud, diagnose failures and keep audit records | Legitimate interests and legal obligations |
| Bill customers, keep financial records and handle disputes | Contract and legal obligations |
| Improve usability, reliability and product decisions using appropriately limited data | Legitimate interests; consent where required |
| Handle special-category client information for a professional customer | The customer's documented instructions and applicable Article 9 condition |
We do not sell personal information.
7. AI-assisted features
Fitterly plans optional AI-assisted tools, including recipe generation and adaptation. These tools will be designed so a professional reviews the result before it reaches a client. Generated content is not medical advice and must not replace professional judgement.
We will minimise the information sent to any authorised model provider, avoid sending direct identifiers where the feature does not need them, document the provider and safeguards, and provide further in-product information before processing identifiable or sensitive client content through such a feature.
8. International transfers
Our principal infrastructure is intended to be hosted on systems controlled by SmitSocial.Media Limited. Some specialist providers, app stores or communications services may process information outside the UK. Where UK law requires it, we use an adequacy decision, the UK International Data Transfer Agreement/Addendum or another recognised safeguard, together with appropriate technical and organisational measures.
9. How long we keep information
- Founder and early-access applications: normally up to 24 months after the last campaign contact, unless the applicant activates an account, withdraws sooner or a longer period is needed to establish the accepted offer terms.
- Professional account and service records: for the account's life and a reasonable period afterwards; billing and contractual records may be retained for up to six years.
- Client records processed for a professional: according to that controller's instructions, its retention settings and legal responsibilities.
- Security logs and IP hashes: only for the period needed to investigate misuse and protect the service, normally no longer than 12 months unless an incident requires longer.
- Backups: deleted information may remain in protected rolling backups for a limited recovery period before expiry.
10. Security
Measures include HTTPS, hashed passwords, role and organisation isolation, least-privilege administration, server-side validation, rate limiting, encrypted queue jobs where appropriate, audit logging, backups and review of sensitive actions. Mobile foundations use durable local storage and controlled synchronisation. No service can guarantee absolute security; users must protect their credentials and report suspected misuse promptly.
11. Your rights
Depending on the circumstances, UK data-protection law may give you rights to access, correct, erase, restrict or object to processing, receive portable data and withdraw consent. It may also protect you from solely automated decisions with significant effects.
Email privacy@fitterly.app. We may need to verify your identity. If the request concerns records controlled by a professional or wellbeing business, we may refer the request to that controller and help it respond.
12. Children
Professional accounts and Founder applications are for people aged 18 or over. A professional may eventually use appropriate Fitterly features with a younger client only where lawful, suitable for the service and supported by any required parent or guardian authority. Child safety and data minimisation take priority.
13. Changes, contact and complaints
We will update this notice as Fitterly develops. The current version and effective date appear at the top of the page. Material changes will be communicated where appropriate.
Contact privacy@fitterly.app. You may also complain to the UK Information Commissioner's Office at ico.org.uk/make-a-complaint. We would appreciate the opportunity to address the issue first.