Privacy Policy

Introduction

This Privacy Policy explains how we collect, use, store, and share personal data when you use our mobile application and related services ("the App" or "the Service"). We comply with the EU General Data Protection Regulation (GDPR) and applicable Swedish data protection laws.

The App is designed to support athlete development through training diaries, evaluations, planning tools, and communication features.

Roles and Responsibilities (Controller vs Processor)

Our Role

Amplify Sweden AB ("we", "us", "our") acts primarily as a data processor. We provide the platform and process personal data on behalf of sports clubs, associations, or other organisations ("the Customer") that invite their athletes and coaches to use the App.

We do not own or control the data entered by athletes, coaches, or administrators. The Customer determines:

• What data is collected
• How long it is retained
• Who within their organisation may access it
• The lawful basis for processing

When We Act as Data Controller

We act as a data controller only for:

• Account creation and authentication
• Security, logging, and fraud-prevention
• Service maintenance and performance analytics
• Customer support interactions

In these cases, we determine the purpose and means of processing.

Personal Data We Process

The App processes the following categories of data, depending on your role (athlete, coach, administrator):

Athlete-Provided Data

• Training diary entries
• High-level health or wellbeing status (self-reported)
• Development plans and goals
• Uploaded notes, comments, or media (if enabled)

Coach-Provided Data

• Assigned training sessions
• Evaluations, assessments, and feedback
• To-dos and follow-up tasks

Administrator Generated Data

• Aggregated reports
• Curriculum planning insights
• Newsletters and communications

Technical and Account Data

• Name, email, login credentials
• Device information
• Usage logs and crash reports

How the Data Is Used

By Clubs and Associations (as Controllers)

Customers may use the data to:

• Support athlete development
• Plan training programs and curriculums
• Monitor participation and progress
• Communicate with athletes and coaches
• Produce aggregated insights for organisational development

By Us (as Processor or Controller)

We use data to:

• Provide and maintain the App
• Ensure security and prevent misuse
• Improve performance and user experience
• Provide customer support
• Send essential service notifications

Legal Basis for Processing

Because Customers are the primary controllers, they determine the lawful basis for processing athlete and coach data (typically legitimate interest, contract, or consent).

When we act as controller, our legal bases include:

• Contractual necessity (account creation, service delivery)
• Legitimate interest (security, fraud prevention, service improvement)
• Legal obligation (compliance with applicable laws)

Sharing of Personal Data

We do not sell personal data.

Data may be shared with:

• The Customer (your club or association)
• Service providers (hosting, analytics, email delivery)
• Authorities, if required by law

All third-party processors are bound by GDPR-compliant agreements.

International Data Transfers

If data is transferred outside the EU/EEA, we ensure appropriate safeguards such as:

• Standard Contractual Clauses (SCCs)
• Adequacy decisions
• Technical and organisational protections

Data Retention

Customer-Controlled Data

Clubs and associations determine how long athlete and coach data is retained. We store this data as long as the Customer maintains an active account or instructs us to retain it.

Historical Athlete Data

Even after an athlete stops active participation, Customers may retain historical data for:

• Long-term development analysis
• Curriculum improvement
• Organisational learning

We retain such data only under the Customer's instructions.

Our Own Retention (as Controller)

• Account and authentication data: retained while your account is active
• Technical logs: typically 12–24 months
• Support communications: up to 24 months

Your Rights

Depending on your relationship with the Customer, you may have the right to:

• Access your data
• Correct inaccurate data
• Request deletion
• Restrict or object to processing
• Data portability
• Withdraw consent (where applicable)

Requests related to athlete or coach data should be directed to your club or association, as they are the data controller.

Requests related to account or technical data may be directed to us at: privacy@amplfy.se

Children and Young Users

If the App is used for athletes under 16, the Customer is responsible for:

• Obtaining parental or guardian consent
• Ensuring lawful processing under GDPR and national rules

We support Customers with appropriate tools and documentation but do not assume responsibility for obtaining consent.

Security

We implement technical and organisational measures to protect personal data, including:

• Encryption
• Access controls
• Secure hosting
• Monitoring and logging

No system is completely secure, and users are encouraged to protect their login credentials.

Changes to This Policy

We may update this Privacy Policy from time to time. The latest version will always be available in the App and on our website.

Contact

For questions about this Privacy Policy or our data practices: