Privacy Policy
Last updated: July 2026
This Privacy Policy explains how James Stirling, trading as London Fitness Guy ('LFG Coaching', 'I', 'me'), collects, uses, stores, and protects your personal data when you use the coaching service or visit lfgcoaching.com.
LFG Coaching is committed to protecting your privacy and handling your personal data in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
Who we are
The data controller for your personal data is James Stirling, trading as London Fitness Guy. For any data-related queries please contact James through the coaching app or via lfgcoaching.com.
2. What Data We Collect
We collect the following categories of personal data:
• Identity data: your name
• Contact data: email address, phone number (WhatsApp)
• Health and fitness data: body measurements, body weight, progress photos, fitness goals, training history, nutrition information, energy levels, sleep quality
• Payment data: processed through Trainerize — LFG Coaching does not store your card details directly
• Communication data: messages sent through the coaching app and WhatsApp
• Usage data: how you interact with the coaching app
3. How We Collect Your Data
We collect your personal data through:
• Your coaching application form on lfgcoaching.com
• Your weekly check-ins through the Trainerize app
• Direct communications via WhatsApp and the coaching app
• Progress photos and measurements you submit
• Cookies and analytics on lfgcoaching.com
4. Why We Use Your Data
We use your personal data for the following purposes:
• To deliver your personalised coaching programme
• To communicate with you about your programme and progress
• To process your subscription payments
• To track your progress across your four measurements
• To comply with our legal obligations
• To improve the coaching service
The legal basis for processing your data is:
• Contract: processing necessary to deliver the coaching service you have purchased
• Legitimate interests: improving the coaching service and communicating with you about your programme
• Legal obligation: compliance with applicable laws
5. Health Data
Some of the data we collect — including body measurements, progress photos, fitness goals, and information about your health — is considered sensitive personal data under UK GDPR. We process this data only because it is necessary to deliver your coaching programme and only with your explicit consent.
By submitting health and fitness data through the coaching app or application form, you consent to this data being processed for the purpose of delivering your personalised coaching programme.
6. How We Share Your Data
We do not sell your personal data to third parties. We may share your data with:
• Trainerize: the coaching platform through which your programme is delivered. Trainerize processes your data in accordance with their own privacy policy
• WhatsApp: used for direct communication. WhatsApp processes your data in accordance with Meta's privacy policy
• Payment processors: to process your subscription payments
• Legal authorities: where required by law
If you provide a testimonial or before/after result for use in marketing, we will obtain your explicit written consent before using any identifiable information or images.
7. International Data Transfers
As LFG Coaching works with clients internationally and uses platforms including Trainerize and WhatsApp, your data may be transferred to and processed in countries outside the United Kingdom. Where this occurs, appropriate safeguards are in place in accordance with UK GDPR requirements.
8. How Long We Keep Your Data
We retain your personal data for the following periods:
• Active coaching clients: for the duration of your coaching programme plus 12 months
• Payment records: 7 years in accordance with UK tax law requirements
• Application data from non-clients: 6 months
• Communications: 12 months after the end of your coaching programme
After these periods your data will be securely deleted unless we are required by law to retain it for longer.
9. Your Rights
Under UK GDPR you have the following rights regarding your personal data:
• Right of access: to request a copy of the personal data we hold about you
• Right to rectification: to request that inaccurate data is corrected
• Right to erasure: to request that your data is deleted, subject to legal obligations
• Right to restrict processing: to request that we limit how we use your data
• Right to data portability: to receive your data in a portable format
• Right to object: to object to processing based on legitimate interests
• Right to withdraw consent: for data processed on the basis of consent, including health data
To exercise any of these rights, please contact James through the coaching app or via lfgcoaching.com. We will respond within 30 days.
If you are unhappy with how your data has been handled, you have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk.
10. Cookies
lfgcoaching.com uses cookies to improve your experience and to analyse how the site is used. You can manage your cookie preferences through your browser settings. For full details please refer to our Cookie Policy on lfgcoaching.com.
11. Data Security
We take the security of your personal data seriously. We use appropriate technical and organisational measures to protect your data against unauthorised access, loss, or disclosure. However, no method of transmission over the internet is completely secure and we cannot guarantee absolute security.
12. Changes to This Policy
We may update this Privacy Policy from time to time. Any material changes will be communicated to active coaching clients with a minimum of 14 days notice. The current version of this policy is always available on lfgcoaching.com.
13. Contact Us
For any questions about this Privacy Policy or how we handle your personal data, please contact James Stirling through the LFG coaching app or via the contact details on lfgcoaching.com.