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:
During an active coaching relationship, information may in some circumstances 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:
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:
For example, where you choose to join an email list or agree to receive marketing communications.
For example, when you apply for coaching, complete onboarding or receive paid coaching services.
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.
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 identify an appropriate additional condition for processing that information. Where I rely on explicit consent, that consent can be withdrawn.
When you apply for 1-1 Performance Coaching, I collect only the information I reasonably need to understand your sporting background, the performance challenge you would like help with, your goals and whether coaching may be suitable.
The application may collect:
If a parent or guardian completes an application on behalf of an athlete, some of the athlete's information may be provided to me by that parent or guardian rather than directly by the athlete.
Application information is used to:
The main lawful basis for this use is taking steps at the applicant's request before potentially entering into a coaching contract.
Submitting an application does not guarantee that a coaching place will be offered.
Applicants should not include medical diagnoses, detailed health information, emergency-contact information or detailed safeguarding information in the initial coaching application.
Where an athlete is accepted for coaching and additional information is genuinely required for safe and appropriate coaching, it will be collected separately during the onboarding process.
Where the athlete is under 18, parent or guardian contact details are collected as part of the application process.
A parent or guardian may also complete an application on behalf of the athlete or help the athlete complete it.
Important application and joining information may be communicated to the parent or guardian where appropriate.
Application responses may be collected and stored using trusted technology providers, including Google Workspace and Google Forms.
Application information is accessed by me and may be processed by service providers where necessary to operate the application, store responses securely or communicate with applicants.
I do not sell application information.
Applications that do not lead to coaching, are withdrawn or become inactive are normally deleted 12 months after the final decision or last meaningful contact, unless there is a legitimate legal, complaint or safeguarding reason to retain them for longer.
Where an applicant becomes a coaching client, relevant application information may become part of the athlete's coaching record.
Coaching records are normally retained for up to six years after the coaching relationship ends, unless there is a legal, safeguarding or other legitimate reason that requires a different retention period.
Information that is no longer reasonably required will be deleted or anonymised where appropriate.
Applications are reviewed by me.
I do not make decisions about whether to offer coaching solely through automated decision-making.
If you join an email 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.
Submitting a coaching application does not automatically add you to the Alex Smart Coach marketing email list.
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 both 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.
Junior athletes also have data protection rights in relation to their own personal information.
I aim to explain how personal information is used in language that is clear and appropriate for the athlete's age and understanding.
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:
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 appropriate steps to ensure that a recognised legal transfer mechanism or safeguard is in place where required.
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.
Different retention periods may apply depending on the type of information and why it is held.
This may include 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 while you remain subscribed. If you unsubscribe, a minimal record may be retained where necessary to ensure that your marketing preference continues to be respected.
Information that is no longer reasonably required will be deleted or anonymised where appropriate.
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:
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.
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