Privacy policy
Last updated: 1st October 2026
1. At a glance
We use your information to deliver your FÔLD Reformer, support you, provide the FÔLD app and our Commercial streaming platform, arrange finance if you ask for it, and, with your permission, tell you about new products and offers. We never sell your personal information.
- Who we are: Fold Reformer Ltd ("FÔLD", "we", "us"), the controller of your personal information.
- What we collect: contact, order, payment, finance application, support and website usage information, and account and usage information for our Commercial streaming platform.
- Why: to fulfil orders, provide support, the FÔLD app and our Commercial streaming platform, prevent fraud, meet legal duties and, where you agree, for marketing.
- Who we share it with: trusted providers who help us run FÔLD (listed in section 8), and finance lenders if you apply for finance.
- Your choices: unsubscribe at any time, manage cookies, and use your rights to access, correct or delete your information.
- Questions or concerns: email privacy@foldreformer.com.
Who we are
Fold Reformer Ltd is a company registered in England and Wales (company number 15774859). Our registered address is Studio 3, Buspace Studios, Middle Row, London W10 5AP. We are registered with the Information Commissioner's Office (ICO) under reference ZB788546.
Fold Reformer Ltd (FRN 1027531) is an Appointed Representative of Product Partnerships Limited (FRN 626349), which is authorised and regulated by the Financial Conduct Authority. We act as a credit broker, not a lender.
This policy covers foldreformer.com, our Commercial website, the FÔLD app, our Commercial streaming platform, our online chat, our social channels, and orders placed through marketplaces such as Amazon and TikTok Shop. It covers customers in the UK and the European Union, website visitors, business contacts, studio partners and the staff of businesses that use our Commercial streaming platform. The House of FÔLD showroom is covered by its own privacy notice.
2. What we collect and where it comes from
| Type of information | Examples | Where it comes from |
|---|---|---|
| Contact and identity | Name, email, phone, delivery and billing address | You |
| Account | Login details, preferences, FÔLD app membership | You |
| Orders and transactions | Products bought, order history, returns, warranty claims, serial numbers | You, our systems, marketplaces |
| Payment | Payment method and status (card details are handled by our payment providers; we never see your full card number) | Payment providers |
| Finance applications | Information you give in a finance application and the outcome | You, finance lenders |
| Delivery | Delivery address, access notes, delivery updates | You, our delivery partners |
| Communications | Emails, chat transcripts (including with FLO, our AI assistant), call notes, reviews, survey and form responses | You |
| App usage | Classes watched, subscription status | You, the FÔLD app |
| Commercial streaming platform | Name, job title, work email and login details of the people who manage a site account; site and device details (such as device ID, IP address and app version); classes played and when | You, your organisation, the platform |
| Device and usage | IP address, browser, pages viewed, how you found us | Cookies and similar technologies |
| Marketing | Your preferences, email opens and clicks, campaign and competition entries, referral codes | You, our marketing tools |
| Business contacts | Name, job title, studio or business, work contact details | You, your organisation, public sources such as company websites and LinkedIn |
We do not ask for special category information, such as health information. If you choose to tell us something about your health (for example, when asking whether a Reformer suits you), we use it only to answer your question.
3. Our Commercial streaming platform
Our Commercial streaming platform lets studios, gyms, corporate wellbeing providers and other businesses play FÔLD classes at their sites, for example on a shared screen or tablet. It is a separate product from the FÔLD app for home use. We build and host the platform ourselves, and all information it holds is stored and processed in the UK and the European Economic Area (EEA).
- Site accounts, not personal accounts: the platform is used through an account held by the business. People taking part in a class do not create an account, and we do not collect their personal information.
- No fitness or health information: we do not collect fitness, health or performance information through the platform.
- Information about site account users: we hold the work contact and login details of the people a business asks us to set up to manage its account, so we can provide the service, give support and keep the account secure.
- Usage reports: any usage reports we give a business are at site level (for example, classes played per site or device) and do not identify individuals.
- No sharing of participant data: no personal information about the people taking part in classes passes between FÔLD and the business.
4. How we use it and our lawful bases
Data protection law requires a lawful basis for each use of your information. Ours are set out below.
| What we do | Lawful basis |
|---|---|
| Process and deliver orders, handle returns, warranty and repairs | Contract |
| Create and manage your account and FÔLD app membership | Contract |
| Provide the Commercial streaming platform, manage site accounts and give site-level usage reports to the business | Contract (with the business), and legitimate interests (managing the service for the business's staff) |
| Answer enquiries and provide customer support, including through FLO | Contract, or legitimate interests (helping people who contact us) |
| Introduce you to finance lenders when you apply for finance | Contract, and legal obligation (FCA rules) |
| Send marketing emails and SMS | Consent, or for existing customers our legitimate interests in sending similar offers (you can opt out at any time) |
| Show you personalised adverts on social media and other sites | Consent (via our cookie banner) |
| Understand how our websites, apps and Commercial streaming platform are used and improve them | Legitimate interests, or consent where cookies require it |
| Contact studios, gyms and businesses about Commercial Orders | Legitimate interests (growing our business) |
| Run competitions, giveaways, referral and ambassador schemes | Contract (the scheme terms) |
| Prevent fraud and keep our systems secure | Legitimate interests, and legal obligation |
| Keep financial and tax records, respond to regulators and legal claims | Legal obligation, and legitimate interests |
Where we rely on legitimate interests, we have balanced our interests against your rights. You can ask us for details and object at any time (see section 10).
5. Finance and credit broking
If you choose to pay with finance, we pass the details you give us to the lender you select so they can assess your application. We are a credit broker, not a lender, and we do not make lending decisions.
- Lenders we work with: Klarna and Payl8r. For Commercial customers, we may also introduce you to Johnson Reed or Shire Leasing.
- What the lender does: each lender is a separate controller. They may carry out identity, fraud and credit checks with credit reference agencies, which may leave a search on your credit file. Their use of your information is covered by their own privacy notice, which they will show you before you apply.
- What we receive back: whether your application was approved and the details we need to complete your order. We do not receive your credit score.
- Records: we keep records of finance introductions for as long as FCA rules require (see section 9).
Lender privacy notices: Klarna, Payl8r (Social Money Ltd), Johnson Reed and Shire Leasing.
6. FLO, our AI assistant, and automated decisions
FLO is an AI assistant that answers questions in our online chat. It is provided by our chat platform partner, Adelante. You will always be told when you are chatting with FLO, and you can ask to speak to a member of our team at any time.
- We keep chat transcripts so we can follow up, improve our answers and train our team.
- If your enquiry is about buying for a studio or business, we may pass the chat to our Commercial team.
- Adelante does not use your chat transcripts to train its AI models.
- Please do not share payment card details or sensitive personal information in the chat.
Automated decisions. We do not make decisions with legal or similarly significant effects about you using only automated means. Our payment and fraud prevention providers may use automated checks to flag suspicious orders; a member of our team reviews any order that is held. Finance lenders may use automated credit decisions; their privacy notices explain how, and how to ask for a human review.
7. Marketing, cookies, business contacts and campaigns
Marketing
We send marketing emails and SMS only if you have opted in or, if you have bought from us, about similar products (unless you opted out at checkout). Every message includes an unsubscribe link, or you can email privacy@foldreformer.com. We may use your email address, in a secure hashed form, to show you relevant adverts or to exclude you from them on social platforms, only where you have consented to marketing cookies.
Cookies
We use cookies and similar technologies on our websites. Strictly necessary cookies keep the site working, such as your basket and checkout. Analytics cookies and advertising cookies and pixels (such as Meta, Google and TikTok) are only set once you give consent through our cookie banner. You can change your choices at any time through the cookie settings link in our website footer. Our Cookie Policy lists each cookie, its purpose and how long it lasts. Our Commercial streaming platform does not use advertising cookies or pixels.
Studios, gyms and business contacts
If you work for a studio, gym, hotel, spa or other business, we may contact you at your work address about Commercial Orders, our Commercial streaming platform, finance options and partnerships. We use information from you, your organisation or public sources. You can ask us to stop at any time and we will add you to our suppression list. Wholesale and studio partner account details are held in our CRM.
Competitions, referrals and ambassadors
When you enter a competition or giveaway, use a referral code or join our ambassador or affiliate programme, we use your details to run that scheme, contact winners and prevent abuse. Each scheme's terms explain any extra use, such as publishing a winner's name. If you share content with us or tag FÔLD on social media, we will ask your permission before using it in our own marketing.
8. Who we share your information with
We share information only where needed, and our providers may use it only to provide their service to us under a contract. We never sell your personal information.
| Category | Providers | Why |
|---|---|---|
| E-commerce platform | Shopify | Runs our online store and checkout |
| Payments | Shopify Payments | Takes payments and screens for fraud |
| Finance | Klarna, Payl8r, Johnson Reed, Shire Leasing | Assess finance applications (separate controllers, see section 5) |
| Fulfilment and delivery | James and James (J&J), Arrow XL | Store, pack and deliver your order and send delivery updates |
| Customer support and chat | Zendesk, Adelante | Manage enquiries and run our online chat and FLO |
| Email and SMS | Klaviyo | Send order updates and marketing |
| CRM | HubSpot | Manage business and Commercial customer relationships |
| Surveys and forms | Typeform | Collect feedback, survey responses and enquiries |
| Analytics and attribution | Google Analytics, Triple Whale | Understand website performance and marketing results |
| Advertising | Meta, Google, TikTok | Show and measure adverts (with your consent) |
| FÔLD app (home use) | Uscreen | Deliver classes and manage subscriptions |
| Commercial streaming platform | Built and run by FÔLD, hosted with providers in the UK and EEA | Deliver classes to business sites and manage site accounts |
| Marketplaces | Amazon, TikTok Shop | Process orders you place there (separate controllers) |
| Professional advisers | Lawyers, accountants, insurers | Advice, audit and claims |
We may also share information with the police, regulators (such as the FCA and ICO) or courts where the law requires, and with a buyer or investor if FÔLD is involved in a sale, merger or investment, under strict confidentiality.
9. International transfers, retention and security
International transfers
Information held on our Commercial streaming platform stays in the UK and the EEA and is not transferred outside them. Some of our other providers, including Shopify, Klaviyo, HubSpot, Typeform, Uscreen and Meta, process information outside the UK and the European Economic Area, mainly in the USA. Where a country does not have an adequacy decision, we use approved safeguards such as Standard Contractual Clauses, the UK International Data Transfer Addendum, or the EU-US Data Privacy Framework and its UK Extension. Transfers between the UK and the EU are covered by adequacy decisions. You can ask us for a copy of the safeguards we use.
How long we keep it
| Information | How long |
|---|---|
| Orders, payments and invoices | 6 years from the end of the financial year (HMRC requirement) |
| Warranty and serial number records | Length of the warranty plus 1 year |
| Finance introduction records | 6 years |
| Customer account | Until you close it, then 2 years |
| Commercial streaming platform site accounts | For the length of the business's contract, then 2 years |
| Commercial streaming platform device and usage logs | 12 months |
| Support emails and chat transcripts | 2 years from the last contact |
| Marketing preferences | Until you unsubscribe; we then keep your email on a suppression list so we do not contact you again |
| Business contacts with no activity | 2 years from the last contact |
| Abandoned basket data | 90 days |
| Competition entries | 12 months after the winner is announced |
We may keep information longer if we need it for a legal claim or a regulator asks us to.
Security
We use encryption, access controls and trusted providers to protect your information, and we limit access to staff who need it. No system is completely secure, so if we become aware of a breach that puts you at risk, we will tell you and the regulator as the law requires.
10. Your rights, complaints and contact
Your rights
You have the right to:
- Access a copy of your information
- Correct information that is wrong or incomplete
- Delete your information, where we no longer need it
- Restrict how we use it, for example while we check its accuracy
- Object to our use based on legitimate interests, and to direct marketing at any time
- Move information you gave us to another provider (portability)
- Withdraw consent at any time, without affecting what we did before
- Not be subject to decisions made solely by automated means that significantly affect you
To use any right, email privacy@foldreformer.com. We may ask you to confirm your identity. We will respond within one month, or tell you if we need longer for a complex request. There is normally no charge.
Complaints
If you are unhappy with how we have handled your information, please tell us first through our Contact Us page, by emailing privacy@foldreformer.com, or by writing to us at the address below. We will acknowledge your complaint within 30 days and keep you updated.
You also have the right to complain to a data protection regulator. In the UK, this is the Information Commissioner's Office (ICO): ico.org.uk/make-a-complaint or 0303 123 1113. If you live in the European Union, you can complain to the data protection authority in your country.
Children
Our products, finance and app are for adults aged 18 and over. We do not knowingly collect information from children. If you think a child has given us their information, please contact us and we will delete it.
Other websites
Our websites link to other sites, such as lenders and social platforms. Their privacy practices are their own, so please read their notices.
Changes to this policy
We review this policy at least once a year and whenever we change how we use your information. We will post the updated version here and, for significant changes, let you know by email.
Contact us
Privacy enquiries: privacy@foldreformer.com
Post: Data Protection, Fold Reformer Ltd, Studio 3, Buspace Studios, Middle Row, London W10 5AP