Privacy policy

Last updated: 30 September 2026

This notice explains how RUGGEDUK LTD, trading as RUGGED, uses personal information when you visit therugged.co.uk, buy products, manage a subscription, book a challenge or contact us. RUGGEDUK LTD is responsible for the personal information it collects and uses for these purposes.

Contact us

For privacy questions or requests, email james@therugged.co.uk or write to RUGGEDUK LTD, Chapter Gym, Gundulph Road, Chatham, ME4 4ED, United Kingdom.

Information we collect

  • Contact and order details: your name, email, telephone number where supplied, billing and delivery addresses, purchases, payment confirmation, returns and subscription details.
  • Enquiries and bookings: the information you provide when you contact us or enquire about or book a challenge.
  • Account and shopping activity: information associated with your customer account, items viewed or added to your basket and your preferences.
  • Website and email activity: device and browser information, IP address, pages visited and interactions with emails or advertisements, including through cookies and similar technologies where permitted.
  • Reviews: the information you choose to submit with a product review.

We receive information directly from you and from service providers such as Shopify, payment processors and services used to operate our shop. Payment providers process the payment details you supply. Providing order and delivery information is necessary for us to fulfil your purchase; without it, we may be unable to complete your order. Signing up for marketing is optional.

How and why we use information

  • Orders, subscriptions and bookings: to process payments, deliver purchases, manage subscriptions and bookings and send service updates. This is necessary to fulfil our contract with you or take steps you request before a purchase.
  • Customer support: to answer questions and resolve problems. We rely on our legitimate interest in running the business and helping customers, or our contract with you where the enquiry relates to an order.
  • Records and legal obligations: to keep required business records and deal with lawful requests.
  • Security: to prevent fraud and protect our shop and customers, relying on our legitimate interest in keeping the service secure.
  • Marketing: to send RUGGED news, product information and challenge updates where you have consented or another permitted basis applies. You can unsubscribe at any time.
  • Analytics and advertising: to understand website use and improve relevant advertising, using consent where required for non-essential cookies and tracking.

Shopify and other service providers

Our shop is hosted by Shopify. We share information needed to operate the shop with Shopify, payment providers, delivery services and providers of subscription management, customer support, email, reviews and advertising services. These providers may be located in other countries.

Shopify Network Intelligence is enabled for our shop. Shopify processes information about visits and purchases, together with information from interactions with other merchants and Shopify, to provide enhanced services including personalisation and advertising. Read Shopify's Consumer Privacy Policy for details. You can use the Shopify privacy portal to exercise your rights, including withdrawing consent or objecting to Shopify's processing for enhanced services.

We may also disclose information where required by law, to protect legal rights or in connection with a business transfer subject to applicable safeguards. Information posted in a public product review can be seen by other people. External websites and social platforms have their own privacy notices.

Cookies and your choices

Essential cookies help the shop function, including the basket and checkout. Non-essential technologies may support analytics and advertising. Where consent is required, you can accept or reject these through the cookie banner and change your choice through cookie preferences where available. You can also control cookies through your browser; blocking essential cookies may affect checkout. See Shopify's cookie policy for information about Shopify cookies.

Use the unsubscribe link in a marketing email to stop receiving marketing. We may still send messages needed for your orders, subscriptions or bookings. You can also contact us using the details above to change your marketing preferences.

Retention, security and international transfers

We keep personal information for as long as it is needed for the purpose for which it was collected. Relevant criteria include whether an order, subscription or enquiry is active; whether information is needed for required business and tax records; and whether it is necessary to resolve a dispute or protect legal rights. Marketing preferences may be retained to respect an unsubscribe request.

We use appropriate safeguards to protect information, but no online system can guarantee complete security. Please avoid sending unnecessary sensitive information by email. Where information is transferred outside the UK or EEA, applicable safeguards may include adequacy decisions or approved contractual protections. Contact us for information about relevant transfer safeguards.

Your privacy rights

Depending on applicable law and the circumstances, you may request access to your information, correction, deletion, restriction of processing or a portable copy. Where processing relies on consent, you can withdraw that consent.

You have the right to object to direct marketing at any time. You may also object to processing based on legitimate interests.

Email us to exercise your rights. We may need to verify your identity before responding. Some information may need to be retained to comply with legal obligations or deal with legal claims. You can raise a concern with us or complain to the UK's Information Commissioner's Office (ICO), or your local data protection authority.

Children and changes to this notice

Our shop is not intended for children. If you believe a child has provided personal information, please contact us. We may update this notice as our services or practices change and will update the date above.