PRIVACY POLICY

Last updated: 12th November 2026

‍1. WHO WE ARE
The Back Coach ("we", "us", "our") is Andy Marlow Sport Coaching Services L.L.C, licensed in Dubai, UAE, under licence number 1383461. Our address is: Office 2205, Unit C-59, Iris Bay Tower, Business Bay, Dubai, United Arab Emirates.

We provide low back pain assessments and personalised coaching, in person in Dubai and online worldwide. This policy explains how we collect, use and protect your personal information when you visit theback.coach, complete our low back pain screen, book a consultation, contact us, or work with us as a client.If you have any questions about this policy, contact us at hello@theback.coach.

2. WHAT INFORMATION WE COLLECT
‍Information you give us
Contact details: your name, email address and mobile number.
‍Background details: your age range and country.
‍Your screen answers: information about your back pain, such as its history, how it affects your daily life, and what kind of help you're looking for.
‍Booking details: the information you give when you book a consultation or case review.
‍Client information: if you become a client, the information we record during your assessment and programme, such as your health history, assessment findings, exercise programme and progress notes.
‍Payment details: if you pay for a service, payment information processed by our payment provider. We don't store your full card details.
‍Messages: what you send us by email, WhatsApp or other channels.
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‍Information collected automatically
Email engagement: whether you open our emails and click links in them.
‍Website data: your IP address, browser type and pages visited, collected through cookies and similar technologies, including Google Analytics and the Meta Pixel.

Health information
‍Information about your back pain and physical health is sensitive personal data. We only collect it because you choose to share it with us, and we use it only to give you your results, assess whether and how we can help, and deliver our services to you.

3. HOW WE USE YOUR INFORMATION
We use your information to:
‍Send your screen results. When you complete the low back pain screen, we use your answers to create and email your personalised report.
‍Respond to you and arrange appointments. We reply to your messages, manage bookings, and run consultations and case reviews.
‍Deliver our services. For clients, we carry out your assessment, design your programme, track your progress and provide ongoing support.
‍Send marketing, with your consent. When you complete the screen, you agree to receive emails, and WhatsApp messages if you choose to give us your mobile number, with advice on low back pain and information about working with us. Different messages may go to different people depending on the answers you give in the screen. You can unsubscribe at any time.
‍Improve what we do. We review how our screen, emails and services perform, for example which emails are opened, so we can make them more useful.
‍Meet our legal obligations. We keep the records required by law, such as for tax and accounting.

Our legal basis
‍We rely on your consent to process your health information and to send you marketing messages. We rely on the need to perform a contract with you to deliver services you've booked or paid for. We rely on our legal obligations to keep financial records, and on our legitimate interests to keep our systems secure and improve our services, where those interests don't override your rights.

Withdrawing consent
‍You can withdraw your consent at any time. To stop marketing, click "unsubscribe" in any email, reply "stop" to any WhatsApp message, or contact us at hello@theback.coach. Withdrawing consent doesn't affect anything we did before you withdrew it, and it won't stop us sending messages you need about services you've booked.We don't sell your personal information, and we don't use it to make automated decisions that have legal or similarly significant effects on you.

4. WHO WE SHARE YOUR INFORMATION WITH
We share your information only with service providers who help us run our business, and only as much as they need to do their job. Except as described below, they are not allowed to use it for their own purposes.
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We may also share information if the law requires it, to protect someone's safety, or with professional advisers such as accountants and lawyers who are bound by confidentiality. If you ask us to, or agree to it, we may share relevant information with another health professional involved in your care.

Google and Meta may also use information collected through their tools on our website for their own purposes, as described in their privacy policies.

5. INTERNATIONAL TRANSFERS
Some of our service providers store or process data outside the UAE, including in the United States, the United Kingdom and the European Union. When we transfer your information abroad, we use providers who protect it to a standard consistent with UAE data protection law, for example through contractual safeguards.

6. HOW LONG WE KEEP YOUR INFORMATION
‍Screen results and leads: for 2 years after your last interaction with us (for example opening or clicking one of our emails, replying, or booking), unless you become a client.
‍Marketing preferences: until you unsubscribe. After that we keep only your email address on a suppression list, so we don't contact you again by mistake.
‍Client records: for 7 years after your programme ends.
‍Financial records: for 7 years from the end of the relevant tax period, as required by UAE tax law.When we no longer need your information, we delete or anonymise it.

7. YOUR RIGHTS
Depending on where you live, you have the right to:
‍access the personal information we hold about you and get a copy
‍correct information that is wrong or incomplete
‍delete your information, where we don't need to keep it for legal reasons
‍restrict or object to how we use your information
‍withdraw your consent at any time
‍receive your information in a portable format, where applicable

To use any of these rights, email hello@theback.coach. We'll respond within 30 days. We may ask you to confirm your identity first.

If you're unhappy with how we've handled your information, please contact us first so we can try to put it right. You also have the right to complain to the data protection authority where you live. In the UAE, that's the UAE Data Office. In the UK, it's the Information Commissioner's Office, and in the EU, your national data protection authority.

8. HOW WE PROTECT YOUR INFORMATION
We use reputable service providers with strong security, restrict access to your information to people who need it, and use secure passwords and two-factor authentication on our accounts. No system is completely secure, but we take reasonable steps to protect your information and will notify you and the relevant authorities if a breach puts your rights at risk.

9. CHILDREN
Our services are for adults. We don't knowingly collect information from anyone under 18. If you believe a child has given us their information, contact us and we'll delete it.

10. CHANGES TO THIS POLICY
We may update this policy from time to time. We'll post the latest version on this page with its date. If we make significant changes, we'll let you know by email.

11. CONTACT US
Andy Marlow Sport Coaching Services L.L.C, trading as The Back Coach. Email: hello@theback.coach