Privacy Policy
Version 3.1.0 · Effective date: 17 October 2026 · AcademyApp
1. Who we are
AcademyApp is provided by Marvin Lumic Limited ("AcademyApp", "we", "us", "our"), company number 16005336, registered office 71-75 Shelton Street, Covent Garden, London WC2H 9JQ, United Kingdom. Contact: hello@academyapp.co.uk.
This policy explains how we collect, use, share and protect personal information in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations.
2. Our role
- As a controller, we decide how personal information is used for: our relationship with the academies, clubs and businesses that use AcademyApp and their owners and staff; visitors to academyapp.co.uk; prospects and people who contact us; our marketing; the security of our services; and improving and developing our products.
- As a processor, we process the personal information that academies hold about their own members, families, participants (including children), staff, enquirers and website visitors. The academy is the controller of that information, and its own privacy notice explains how it is used. We process it on the academy's instructions under our Data Processing Agreement (/dpa). If you are a member of an academy, please contact the academy about your information; we will help it respond.
3. Information we collect
- Account and business information — names, job titles, contact details, business and account details, login credentials, settings, and records of the terms and agreements accepted.
- Billing and transaction information — plan, invoices, payments, fees and payment method details (handled by our payment providers; we keep only limited details, such as the last four digits and card type).
- Communications and support — messages, emails, calls, chats, support requests, feedback and survey responses.
- Usage, technical and device information — such as IP address, device and browser information, approximate location, how our services and website are used, referring sites, campaign information, logs and error reports.
- Marketing and advertising information — preferences, interactions with our emails and adverts, and information from advertising and social media partners where you have allowed advertising cookies.
- Academy data (as processor) — the categories set out in our Data Processing Agreement.
- Information from third parties — such as payment providers, advertising and analytics partners, social networks, and public sources such as Companies House.
To create and run an academy account we need the account owner's name, contact details and business details, and the information needed to bill the account. Without them we cannot provide the service. Other information is optional.
4. How we use information (as controller)
| Purpose | Legal basis |
|---|---|
| Providing, operating and supporting AcademyApp | Contract; legitimate interests |
| Managing accounts, subscriptions, billing and fees | Contract; legal obligation |
| Communicating about the service, changes, security and support | Contract; legitimate interests |
| Verifying academies and the people who run them, and managing risk | Legal obligation; legitimate interests |
| Improving, testing and developing our products, including features that use artificial intelligence | Legitimate interests |
| Analytics and research about how our services and website are used | Legitimate interests; consent for analytics cookies |
| Marketing AcademyApp by email, phone, messages and events | Consent; legitimate interests (business contacts and existing customers, where the law allows) |
| Advertising, including personalised advertising and measuring our adverts | Consent (advertising cookies) |
| Security, fraud prevention, and enforcing our terms | Legitimate interests; legal obligation |
| Complying with law and regulators, and handling claims | Legal obligation; legitimate interests |
| Business reorganisation, financing or sale | Legitimate interests |
| Creating anonymised and aggregated information | Legitimate interests |
Where we rely on legitimate interests, those interests are: running, securing and improving a reliable service for our customers; understanding how our services are used; telling business contacts about our services; protecting our business and our customers from fraud and misuse; and complying with our obligations and defending our rights. We have balanced these interests against your rights; you can ask us for more information.
When we use academy data to improve our products, we use it in de-identified, aggregated or otherwise protected form.
5. Children
AcademyApp is used by academies that work with children. Children's information is processed on behalf of, and under the instructions of, their academy, which must have the authority of a parent or guardian. We do not use children's information for advertising or marketing, we do not profile children for marketing, we restrict how children's information can be used with features that use artificial intelligence, and we do not use artificial intelligence to make decisions about children. Our services for academies are intended for adults aged 18 or over.
6. Artificial intelligence
Some features of AcademyApp use artificial intelligence, including third-party AI providers engaged under contracts that restrict how they use information. More information: How we use AI.
7. Automated decisions
We do not make decisions based solely on automated processing that have legal or similarly significant effects on you.
8. Sharing
We share personal information with:
- service providers and sub-processors — for example for hosting and infrastructure, storage, payments, communications, analytics, advertising, error monitoring, customer support, artificial intelligence and security (list: /sub-processors);
- advertising and social media partners, where you have allowed advertising cookies;
- professional advisers, auditors and insurers;
- authorities and regulators, where the law requires or to protect rights and safety;
- a buyer, investor or successor in a corporate transaction.
We do not sell personal information.
9. International transfers
Some of our providers are outside the UK, including in the European Economic Area and the United States. Where we transfer personal information outside the UK we use appropriate safeguards, such as UK adequacy regulations (including the UK Extension to the EU-US Data Privacy Framework), the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses.
10. Retention
We keep personal information only as long as necessary for the purposes in this policy and to meet legal, accounting and reporting requirements. For example, account and contract records are kept for the life of the account and for up to six years afterwards, and financial records for six years after the end of the financial year. Academy data is kept as instructed by the academy and in line with our Data Processing Agreement. When information is no longer needed, we delete or anonymise it.
11. Security
We use appropriate technical and organisational measures to protect personal information, including encryption, access controls and contractual controls on our providers, and we keep these measures under review.
12. Your rights
You have the right to be informed; to access your information; to rectification; to erasure; to restrict processing; to object (including to direct marketing at any time); to data portability; to withdraw consent at any time where we rely on consent; and not to be subject to solely automated decisions with significant effects. Contact hello@academyapp.co.uk. We respond within one month, which the law allows us to extend in some cases. You can also complain to the Information Commissioner's Office (ICO): ico.org.uk, 0303 123 1113.
13. Cookies
See our Cookie Policy (/cookies).
14. Changes
We may update this policy. The effective date above shows the latest version, and we will tell you about significant changes.