Privacy Policy

How AMG Athletes collects, uses, protects, shares, and deletes app, website, and store data.

Effective June 18, 2026

AMG Athletes operates the AMG Athletes mobile app, website, online store, and related services, including information, content, features, tools, products, subscriptions, programs, competitions, rankings, support, and purchases.

This Privacy Policy explains how we collect, use, disclose, protect, retain, and delete personal information when you use the AMG Athletes app, visit our website, use our online store, make a purchase, create an account, use AI Coach, contact support, or otherwise interact with AMG Athletes.

AMG Athletes’ website and online store may be powered by Shopify, which helps us provide store, checkout, payment, order, and related website services. AMG Athletes’ app may also use third-party service providers such as Firebase, OpenAI, Cloudflare/R2, RevenueCat, Apple, Google, and Sentry to operate the app and provide its features.

By using AMG Athletes, you acknowledge that you have read this Privacy Policy and understand how your information may be collected, used, shared, retained, and deleted.

Personal information we collect or process

When we use the term “personal information,” we mean information that identifies you or can reasonably be linked to you or another person. Personal information does not include anonymous or de-identified information that cannot reasonably identify you.

Depending on how you use AMG Athletes, where you live, and what features you choose to use, we may collect or process the following categories of information.

What we collect

Account information

Account information such as name, email address, phone number if provided, Firebase authentication identifiers, sign-in provider details, username, password, security questions, preferences, and account settings.

Contact and order details

Contact details including your name, address, billing address, shipping address, phone number, and email address.

Financial and transaction information

Financial and transaction information including payment method details, transaction details, payment confirmation, products or services you view, add to cart, add to wishlist, purchase, return, exchange, cancel, or otherwise interact with.

For app subscriptions and app purchases, AMG Athletes may receive purchase-access information from Apple, Google, and RevenueCat, including product identifiers, entitlement status, renewal status, and transaction metadata. AMG Athletes does not receive or store full payment-card numbers.

Profile information

Profile information such as username, photo, club, country, gender or ranking division, position, height, highlights, rankings, badges, and other athlete-facing fields you choose to add.

Training information

Training information such as program access, completed workouts, video progress, favorites, saved offline-download state, notification preferences, and support requests.

AI Coach information

AI Coach information, including the message you submit and recent messages in the same on-screen conversation. If you rate or report an AI response, AMG Athletes may also store the rating, relevant prompt, and response with your account so we can review quality or safety concerns.

Communications with us

Communications with us, including information you include when contacting customer support, sending deletion requests, asking questions, reporting issues, or communicating with AMG Athletes.

Device, usage, and technical information

Device information including information about your device, browser, network connection, IP address, unique identifiers, device type, app version, crash diagnostics, security logs, IP-derived region, and video-delivery events.

Usage information including how and when you interact with or navigate the app, website, store, programs, videos, rankings, competitions, purchases, and other AMG Athletes features.

Personal information sources

We may collect personal information from the following sources:

Directly from you when you create an account, use the app, visit the website, use the store, make a purchase, join a program, contact support, use AI Coach, or otherwise provide information to us.

Automatically through the app, website, store, and related services, including from your device, browser, network connection, cookies, similar technologies, app logs, and usage events.

From service providers who help us operate AMG Athletes, including providers for authentication, hosting, payments, subscriptions, AI responses, video delivery, analytics, crash diagnostics, customer support, fraud prevention, and store operations.

From partners or other third parties, where permitted by law and relevant to providing AMG Athletes services.

How we use data

We use data to create and secure accounts, authenticate users, deliver training programs, remember progress, unlock paid access, provide offline downloads, support competitions and rankings, answer support requests, process payments, fulfill orders, arrange shipping, facilitate returns and exchanges, send account notices, prevent abuse, debug crashes, and improve app, website, store, and service reliability.

We use data to provide, tailor, and improve AMG Athletes, including to perform our contract with you, process purchases and transactions, maintain your account, remember preferences, recommend relevant products or services, enable reviews, and create a customized shopping or app experience.

Push notifications are used for app updates and optional training reminders. You can manage notification settings in the app or in your device settings.

With your explicit permission, we send AI Coach messages to OpenAI to generate training, recovery, nutrition, and app-support responses. AI messages are not used for advertising or sold to data brokers.

We may use your personal information for marketing and promotional purposes, such as sending marketing, advertising, or promotional communications by email, text message, or postal mail, and showing online advertisements for products or services on our services or other websites, including based on items you previously purchased, added to your cart, or interacted with. Where required, you may opt out of marketing communications.

We use personal information for security and fraud prevention, including to authenticate accounts, provide secure payment and shopping experiences, detect or investigate possible fraudulent, illegal, unsafe, or malicious activity, protect public safety, and secure AMG Athletes services. You are responsible for keeping your account credentials safe and should not share your username, password, or access details with anyone.

We use personal information to communicate with you, provide customer support, respond to requests, maintain our business relationship with you, comply with applicable law, respond to valid legal process, participate in legal proceedings, and enforce or investigate potential violations of our terms or policies.

AI Coach and OpenAI

Before the first AI Coach message is sent, the app asks for permission to share the message and recent AI Coach conversation with OpenAI, a third-party AI provider. The app does not send your Firebase user ID, name, email address, profile, purchase history, or training progress to OpenAI unless you type that information into the chat yourself.

AMG Athletes does not keep a server-side AI chat history. Messages remain in the app’s memory for the current session. Workouts you choose to save are stored locally on your device. AI usage counts and cost totals are stored separately without the text of your messages.

OpenAI states that API data is not used to train or improve its models unless the API customer separately opts in. OpenAI may retain prompts and responses in abuse-monitoring logs for up to 30 days, unless different approved retention controls apply or longer retention is required for legal or safety reasons.

You can decline AI sharing and continue using the rest of AMG Athletes. You can withdraw permission from Account Settings. Withdrawing stops future AI messages from being sent; it does not undo processing that already occurred.

Public athlete profiles

If you create a player profile, some athlete-facing fields may be visible to other users or on public profile links, including display name, username, photo, club, country, position, highlights, rankings, and approved badges.

Private account fields such as email address, phone number, subscription status, paid-program access, and training progress are not shown on public profiles.

Shopify and website/store services

The AMG Athletes website and online store may be hosted by Shopify. Shopify may collect and process personal information about your access to and use of the website and store in order to provide and improve store services, checkout, payment, order, and related website features.

Information you submit through the website or store may be transmitted to and shared with Shopify and third parties that may be located in countries other than where you reside, in order to provide and improve the services.

We may use Shopify features that incorporate data obtained from interactions with our store, other merchants, and Shopify. In some circumstances, Shopify may be responsible for processing your personal information, including responding to certain requests to exercise your rights over use of personal information for Shopify-controlled purposes.

To learn more about how Shopify uses personal information and rights you may have, you can visit Shopify’s consumer privacy resources at https://privacy.shopify.com/en.

How we disclose personal information

In certain circumstances, we may disclose personal information to third parties for legitimate purposes subject to this Privacy Policy.

We may disclose personal information to Shopify, vendors, and other third parties who perform services on our behalf, such as IT management, payment processing, data analytics, customer support, cloud storage, fulfillment, shipping, authentication, app hosting, subscription entitlement handling, crash diagnostics, AI responses, safety moderation, and video delivery.

We may disclose personal information to business and marketing partners to provide marketing services and advertise to you. For example, Shopify may support personalized advertising with third-party services based on online activity with different merchants and websites. Business and marketing partners may use information in accordance with their own privacy notices. Depending on where you reside, you may have a right to direct us not to share information about you for targeted advertising or marketing based on online activity across different merchants and websites.

We may disclose personal information when you direct us, request us, or consent to disclosure, such as for shipping, payment, login integrations, social media widgets, AI Coach use, or other third-party features.

We may disclose personal information with affiliates or within our corporate group.

We may disclose personal information in connection with a business transaction such as a merger, acquisition, financing, restructuring, bankruptcy, or sale of assets.

We may disclose personal information to comply with legal obligations, respond to subpoenas, search warrants, law enforcement or government requests, enforce terms or policies, protect the services, protect AMG Athletes’ rights, protect users, or address fraud, security, safety, or legal issues.

Service providers

AMG Athletes uses trusted service providers to operate the app, website, and store, including Firebase for authentication and app data, OpenAI for AI Coach responses and safety moderation, Shopify for website and store services, Cloudflare/R2 for protected video delivery, RevenueCat for subscription entitlement handling, Apple and Google for store purchases and sign-in, and Sentry for crash diagnostics.

We do not sell personal information. We share data only as needed to operate the app, operate the website and store, comply with law, process purchases, protect users, respond to support requests, and handle safety issues.

Third-party websites and links

The app, website, or store may provide links to websites or online platforms operated by third parties. If you follow links to sites not affiliated with or controlled by AMG Athletes, you should review their privacy policies, security policies, and terms.

We do not guarantee and are not responsible for the privacy, security, accuracy, completeness, or reliability of third-party sites. Information you provide on public or semi-public venues, including third-party social networking platforms, may be viewable by other users or third parties.

Our inclusion of links does not, by itself, imply endorsement of those platforms or their owners or operators, except as disclosed in the services.

Children’s data

AMG Athletes is not intended to be used by children under the age of majority in their jurisdiction without appropriate parent or guardian involvement where required by law.

We do not knowingly collect personal information from children where parental consent is required and has not been provided. If you are a parent or guardian and believe a child has provided personal information to AMG Athletes without required consent, you may contact us to request deletion.

As of the effective date of this Privacy Policy, we do not have actual knowledge that we “share” or “sell,” as those terms are defined in applicable law, personal information of individuals under 16 years of age.

Security

We use reasonable measures designed to protect personal information and keep the app, website, and store secure. However, no security measure is perfect or impenetrable, and we cannot guarantee perfect security.

Information you send to us may not be secure while in transit. We recommend that you do not use insecure channels to communicate sensitive or confidential information.

Retention and deletion

We keep account and training data while your account is active or as needed to provide the app, website, or store, resolve support requests, prevent fraud, meet legal obligations, enforce policies, resolve disputes, and maintain purchase records.

How long we retain personal information depends on different factors, such as whether we need the information to maintain your account, provide services, comply with legal obligations, resolve disputes, prevent fraud, enforce contracts or policies, process purchases, or maintain required records.

AI chat text is not stored by AMG Athletes as chat history. If you choose to rate or report a response, the related feedback record may be retained while needed for safety review and product improvement. You can request deletion or delete your account to remove account-linked AI feedback and usage records, subject to legal and safety exceptions.

You can delete your account in the app from Account Settings, or request deletion outside the app at https://amgathletes.com/delete-account. Deleting your app account does not automatically cancel an Apple or Google subscription; you must cancel it through the store subscription settings.

For website or store data, you may contact us to request deletion, access, or correction where available under applicable law.

Your rights and choices

Depending on where you live, you may have some or all of the following rights in relation to your personal information. These rights are not absolute, may apply only in certain circumstances, and we may decline requests where permitted by law.

Right to access or know

You may have the right to request access to personal information that we hold about you.

Right to delete

You may have the right to request that we delete personal information we maintain about you.

Right to correct

You may have the right to request that we correct inaccurate personal information we maintain about you.

Right of portability

You may have the right to receive a copy of personal information we hold about you and to request that we transfer it to a third party, in certain circumstances and with certain exceptions.

Communication preferences

We may send promotional emails, and you may opt out at any time by using the unsubscribe option displayed in our emails. If you opt out, we may still send non-promotional emails, such as messages about your account, orders, subscriptions, support requests, or legal notices.

You may exercise available rights where indicated in the services or by contacting us using the contact details below. To learn more about Shopify’s processing and rights related to data processed by Shopify, you can visit https://privacy.shopify.com/en.

We will not discriminate against you for exercising privacy rights. We may need to verify your identity before processing requests, as permitted or required by law. You may be able to designate an authorized agent to make requests on your behalf. Before accepting a request from an agent, we may require proof that you authorized the agent to act for you, and we may need you to verify your identity directly with us.

We will respond to requests in a timely manner as required by applicable law.

Complaints

If you have complaints about how we process personal information, please contact us using the contact details below.

Depending on where you live, you may have the right to appeal our decision by contacting us or to lodge a complaint with your local data protection authority.

International transfers

We may transfer, store, and process personal information outside the country where you live.

If we transfer personal information out of the European Economic Area or the United Kingdom, we may rely on recognized transfer mechanisms such as the European Commission’s Standard Contractual Clauses, equivalent UK-approved contracts, or other lawful transfer mechanisms, unless the transfer is to a country that has been determined to provide an adequate level of protection.

Changes to this Privacy Policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for operational, legal, regulatory, app store, website, store, or service reasons.

We will post the revised Privacy Policy on this website, update the effective date or last updated date, and provide notice where required by applicable law.

Contact

Questions about privacy, data deletion, or this Privacy Policy can be sent to:

info@amgathletes.com

Public URL

https://amgathletes.com/privacy