If you’ve opted-in to receive information and offers relating to our clubs and our commercial partners (for example by ticking a box on one of our websites), then we will provide this information to you by email, text, or phone.

Privacy & Security Policy



The Elite Sports Group Limited is committed to protecting your personal data and handling it responsibly.

This policy covers the personal data that Elite Sports Group Limited collects whenever you interact with us, including when you use our websites, when you visit our stores, and when you correspond with us (such as by email or over the phone).  It also covers personal data that we may receive from third parties. 

The sections below explain in more detail:


Personal data Elite Sports Group Limited collects from you

We collect personal data from your interactions with us, such as when you engage with our websites, visit our stores, or when you email or phone us.

The personal data we collect from you includes:

  • the name and contact details that you provide when you purchase as a customer with us
  • your communications with us
  • your payment and address details
  • your marketing preferences, including any consents you have given us
  • the information you provide us when you visit our stores
  • the internet domain and IP address from where you access our websites
  • the type of browser software and operating system used to access our websites
  • the date and time you access our websites
  • the pages you enter, visit and exit our websites from
  • if you linked to our websites from another website, and the address of that website


Personal data the Elite Sports Group Limited receives from third parties

Sometimes we receive personal data from third parties, in particular: 

  • our partners provide us with your name and contact details if you have asked to receive information from Elite Sports Group
  • online personalisation providers tell us how you engage with our websites
  • government and law enforcement authorities provide us with personal identification and background information when they are involved in official inquiries


Why Elite Sports Group Limited processes your personal data

This section explains the reasons why we process your personal data and our legal bases for doing so.


We also rely on your consent to process information about your use of our websites and social media sites, so that we can improve your browsing experience and deliver online advertising that is relevant to you.

Wherever we rely on your consent to process personal data, you have a right to withdraw that consent.  Read about how to exercise your rights in the ‘How to contact us and exercise your rights’ section of this policy.

Legitimate interests

We process your personal data when necessary to pursue our legitimate interests in the following: 

  • tailoring our websites and communications for you. We collect information about your engagement with us online (such as pages that you have visited on our websites) to build a fuller understanding of your individual preferences.
  • monitoring, improving, and protecting our products, content, and services
  • checking the credit or debit card details you provide (to process your payments and prevent fraudulent transactions)
  • sending you some types of direct marketing, including by email and post
  • responding to your comments or complaints
  • undertaking, or inviting you to take part in, market research
  • querying whether you have had an issue completing an online form
  • preventing, investigating and/or reporting fraud, terrorism, misrepresentation, security incidents or crime
  • managing legal claims, compliance, regulatory and investigative matters

You have a right to object to any processing that we undertake for our legitimate interests. Read about how to exercise your rights in the ‘How to contact us and exercise your rights’ section of this policy.



We process your personal data when necessary for contractual reasons, such as to administer your account registration and competition entries and to provide products and services that you have requested.

Legal obligation

We are legally required to process your personal data in cases where we need to:

  • obtain parental consent to provide online services directly to children
  • respond to certain requests by government or law enforcement authorities
  • comply with local Council safety requirements to collect CCTV footage of and around our stores


Who Elite Sports Group Limited shares personal data with

We will share your personal data with the following recipients:

  • commercial partners, so they can advise us how best to communicate with you on their behalf. We do not give your data to partners for them to communicate with you directly. See ‘Why Elite Sports Group Limited processes your personal data’ for our list of current clubs/partners
  • third party suppliers involved in: data insights; website hosting; online personalisation; advertising; systems maintenance; database management; identity checking; payment processing; delivery logistics; facilities management; and credit and debt management
  • government authorities or law enforcement officials, to assist with their official requests and comply with our legal obligations
  • recruitment and vetting agents, to assist with our recruitment processes
  • our advisers, any prospective purchaser’s advisers, and any new owners of the business (in the event our business is sold or integrated with another business)


Personal data transfers outside of the EEA

The EEA includes all EU countries, as well as the United Kingdom, Iceland, Liechtenstein and Norway.  Some of the third parties that we share personal data with may need to transfer personal data outside of the EEA. 

Where your personal data is transferred to a country outside of the EEA and that country is not subject to an EU adequacy decision, we will ensure your data is protected by appropriate safeguards (for example, EU approved standard contractual clauses, a Privacy Shield certification, or a supplier’s Binding Corporate Rules).  A copy of the relevant safeguard can be provided for your review on request.


How long Elite Sports Group Limited retains personal data

We retain personal data about your account for as long as your account remains active, and for a limited period of time afterwards (in case you decide to reactivate your account or have queries about it).

We retain personal data relating to your purchases for several years from the date of the relevant transaction.  This is to understand your purchasing preferences and to meet our legal and contractual obligations.  If your purchase has enduring relevance, we will keep relevant information for as long as we remain responsible to you for that purchase.

Where you have asked us not to send you direct marketing, we keep a record of that fact to ensure we respect your request in future.

We also retain information with the potential to give rise to legal disputes for 7 years.



Security is very important to us. Secure Socket Layer ("SSL") encryption technology is used by us for protection of information in transit for any sensitive transactions such as payments. Additional security procedures are in place to protect the confidentiality, integrity, and availability of your user information.

We are confident in our security. However, due to the nature of the internet, we cannot be responsible for any outcomes resulting from a breach of security when our websites are used.

As required by the General Data Protection Regulation, we follow strict security proceedings in the storage and disclosure of information which you have given to us to prevent unauthorised access. We have appointed an agent to collect credit card payments from you on our behalf. All credit card transactions conducted from our websites are carried out over a secure link for your security. 

By transmitting your credit card details, you agree to our agent using your details for the purposes of: 

• authorising your credit card
• debiting your credit card account for such of our goods you buy and/ or services you use
• advising us that payment has been made


Your rights to withdraw consent and to object (including to direct marketing)

Wherever we rely on your consent to process personal data, you always have a right to withdraw that consent. Read the situations where we rely on your consent in the ‘Why Elite Sports Group Limited processes your personal data’ section of this policy.

You also have the right to object to any use of your personal data for direct marketing purposes, as well as to processing that we undertake based on our legitimate interests (including profiling). 

Read about how to exercise your rights in the ‘How to contact us and exercise your rights’ section of this policy.


Your other personal data rights

In addition to your rights to withdraw your consent and to object, you have the right to ask us:

  • for access to information about your personal data or for a copy of your personal data
  • to correct or delete your personal data
  • to restrict (i.e., stop any activity) processing of your personal data
  • to provide you with certain personal data in a structured, machine readable format and to transmit that data to another organisation

These rights may not always apply, for example if fulfilling your request would reveal personal data about another person, or if you ask us to delete information which we are required by law to keep or have a compelling legitimate interest in keeping.  If this is the case, then we will let you know when we respond to your request.

Read about how to exercise your rights in the ‘How to contact us and exercise your rights’ section of this policy.


How to contact us and exercise your rights

The easiest way to stop receiving information from us is by opting out of communications through your online preference centre. You can also correct your registration details through your online account.

We will do our best to assist with any queries you have about your personal data. If you believe that the information we hold about you is inaccurate you may notify us of any amendments or corrections by contacting the Data Protection Officer or by updating your details by logging in to our websites.  You can contact our Data Protection Officer at any time using the contact details below.  When you do so, please provide your full name, your preferred contact information, and a summary of your query.

Data Protection Officer


The Elite Sports Group Limited

Brookmans Park Teleport 

Great North Road



Should you wish to obtain a copy of the personal data that we hold on you, please send an email to the Data Protection Officer. As soon as we are satisfied as to your identity, we will send to you, within 60 days, a copy of all the data that we hold concerning you. Any queries or comments about this privacy policy should be emailed to the Data Protection Officer.

If you have a complaint concerning any breach of this privacy policy, contact the Data Protection OfficerWhen we receive the complaint, we will review it and ensure that we are in compliance with our privacy policy and all applicable laws. We will contact you within 60 days of receiving your complaint to inform you of the results of your complaint. 

If you have unresolved concerns, you also have the right to complain to an EU data protection authority where you live, work or where you believe a breach may have occurred. This is likely to be the Information Commissioner’s Office in the UK.



Updated 1st September 2021