Privacy Policy

Last updated: 14 October 2026

This policy explains how Rawleaf Ltd (company no. 16998678), registered at 124-128 City Road, London EC1V 2NX, which operates Fitovo ("we", "us"), collects and uses your personal data across the Fitovo app and our website, fitovo.co. Rawleaf Ltd is the data controller. For any privacy question or to exercise your rights, email support@fitovo.co.

The Fitovo app

Once you create a Fitovo account, we collect the following, each linked to your account:

• Contact info: your email address (used to sign up and sign in, including via Sign in with Apple) and an optional display name you enter during onboarding. For your account and to personalise the app.
• Identifiers: a unique account ID, attached to your synced data, to crash reports and to analytics events. For app functionality and analytics.
• Health and fitness data you allow us to read from Apple Health, or from an Oura ring or a Whoop band if you connect one: heart rate variability, resting heart rate, sleep (hours and stages), heart rate during sessions, VO2 max estimates, steps and activity minutes, and workouts (including runs, rides and walks logged in other apps). During onboarding, Fitovo may also look at your past workouts in Apple Health to spot activities you already do regularly, so your plan can work around them.
• What Fitovo works out and what you log: your readiness scores, plans, Fitovo Age and the inputs behind it (such as average sleep, steps, activity minutes and each domain's contribution), VO2 max values you enter yourself, Zone 2 session metrics, and the workouts and sets you log. If you don't have enough Apple Health data yet, a starting Fitovo Age can be estimated from your own answers to a few questions.
• Health context and preferences you tell us: date of birth, health contexts such as perimenopause, menopause or HRT, injuries and limitations, a manual maximum heart rate if you set one, and training preferences such as how many days a week you want to train, session length and equipment.
• Where your health data is kept: everything listed in the three points above is stored on your iPhone and also uploaded to, and stored with, your Fitovo account on our database provider Supabase, in its London (UK) region. We do this so your history and plan follow you to a new phone and work across your devices. We never sell your health data and never use it for advertising. Where activity is sent to our analytics tool, we only ever send a derived category (for example a readiness band or a session type), never a raw measurement, and health context you tell us is never sent to analytics.
• Purchases: your subscription status, the product you bought, and identifiers we use to verify your Pro access with Apple. We never see your card details; Apple handles payment entirely.
• Ad attribution: if you installed Fitovo by tapping one of our ads in the App Store (Apple Ads), Apple tells us which of our campaigns, ad groups and search keywords it came from, but nothing about who you are or what you do in other apps. We store this with your account ID in our analytics so we can learn which ads work. If you didn't come from one of our ads, nothing is recorded. This is not tracking, and we never share it with anyone else.
• Usage data: product interaction events (for example a session starting, or a paywall being shown), linked to your account ID, via PostHog, so we can understand how the app is used. These events carry no raw health measurements, only broad categories. We do not record your screen or replay your sessions.
• Diagnostics: crash and performance data, linked to your account ID, so we can find and fix bugs.
• Strava, only if you choose to connect it: we read your activities to credit your plan, and only post a session to Strava when you turn that on.

The Fitovo website

• Waitlist signups: your name and email address: given directly by you, or via a Meta (Facebook/Instagram) lead form when you sign up through one of our ads.
• Website usage: anonymous, cookieless usage statistics (pages viewed, which ad or link brought you there, taps on the App Store button, quiz steps started and completed (never your answers or your result), device/browser type) via EU-hosted PostHog. Nothing is stored on your device and no individual profile is built.

The Fitovo Age quiz: your answers (age, sex, height, weight, resting heart rate, activity, strength and sleep habits) are processed entirely in your browser to compute your estimate. They are never transmitted to us or stored anywhere. If you choose to join the list after seeing your result, we receive your email address only, together with which platform you're on (iPhone/Android) and where you found us.

How we use it

• To create and run your Fitovo account, sync your data across your devices, and personalise your plan, readiness and Fitovo Age.
• To verify and manage your subscription.
• To find and fix bugs, and to understand and improve how the app, our ads and our website perform.
• To add you to the waitlist and send you founding-member updates, launch news, and your Founding-100 offer details.

We do not track you across other companies' apps or websites, and we do not use third-party advertising SDKs or tracking pixels. Ad attribution from Apple Ads is linked to your account for our own analytics only and is not used for tracking.

Legal basis (UK GDPR)

• Performance of a contract: for running your account, syncing your data, and delivering the app's core features.
• Explicit consent (UK GDPR Article 9(2)(a)): health data is special category data. We only read it, and store it with your account, because you choose to give it to us: by allowing Fitovo access in Apple Health, connecting an Oura ring or Whoop band, or entering health context during onboarding. You can withdraw this at any time: turn off Fitovo's access in the iPhone Health app (your profile → Apps → Fitovo), disconnect a device in the app (Settings → Connected Services → Disconnect), or delete your account in the app (Settings → Privacy & Data → Delete My Account), which deletes the health data we hold.
• Consent: for connecting Strava, and for sending you marketing/waitlist emails. You can withdraw it at any time (in the app's settings, or via the unsubscribe link in every email).
• Legitimate interests: for crash diagnostics, product analytics, and measuring and improving our app, marketing and website.

Who we share data with

We share data only with service providers acting on our behalf, and never sell your data:

• Supabase: account sign-in, our database (including the health data stored with your account), and server-side functions such as account deletion. Hosted in London, UK;
• Sentry: crash reporting, linked to your account ID;
• PostHog (EU): product analytics, cookieless on the website;
• Resend: transactional account emails (for example sign-in links);
• Strava: only if and when you connect your account;
• Oura: only if and when you connect a ring, as an alternative source of your recovery data;
• Whoop: only if and when you connect a Whoop band, as an alternative source of your recovery data;
• Apple: HealthKit, Sign in with Apple, StoreKit for subscriptions, and AdServices to tell us which of our App Store ads led to your install;
• MailerLite: our website's email and waitlist provider;
• Meta Platforms: when you sign up via a Facebook or Instagram lead ad;
• Cloudflare: our website hosting and infrastructure.

Where a provider processes data outside the UK/EEA, we rely on appropriate safeguards (e.g. the UK International Data Transfer Agreement or Standard Contractual Clauses).

Retention

We keep your account data for as long as your account is active. When you delete your account, your account and all synced data are deleted immediately. Copies may persist in encrypted backups for up to 7 days, and previously sent crash and analytics events are retained by those providers for up to 90 days before they expire. We keep waitlist data until you unsubscribe or ask us to delete it, or until it's no longer needed for the purpose above.

Your rights

Under UK GDPR you can request access, correction, deletion, or restriction of your data, object to processing, request portability, and withdraw consent at any time. You can delete your account and all your cloud data, including your health data, yourself at any time from within the app (Settings → Privacy & Data → Delete My Account). For anything else, email support@fitovo.co. You can also complain to the UK Information Commissioner's Office (ico.org.uk).

Cookies

Our website sets no analytics, advertising, or other non-essential cookies (our analytics run entirely cookieless), so there's no cookie banner. If this changes, we'll update this policy and add any choices you need.

Children

Fitovo, the waitlist and this website are intended for adults (18+). We don't knowingly collect data from children.

Medical disclaimer

Your readiness score and Fitovo Age (including a starting estimate from your answers) are training guidance built from your own data, not medical advice, a medical assessment or a diagnosis. Always talk to a doctor about health concerns.

Changes

We may update this policy; the "last updated" date above will change accordingly.