Privacy policy

Last updated 30 May 2024

1. Introduction and purpose of this Privacy Policy
The Privacy Policy below was created to explain how Hero collects, uses and protects any information you provide us when you use our Website, Apps and Services (i.e. Hero Workouts and Assessments). This privacy policy applies whenever we handle your personal information whether you sign-up with us directly or access our services via a third-party,

By visiting our site, downloading and using our app, or using Hero Services through a 3rd-party app, you agree to and accept the practices and guidelines set out in this Privacy Policy, so please take a few minutes to read it over carefully. The Personal Information that we collect is used for providing and improving the Hero App and Service. We will not use or share your information with anyone except as described in this Privacy Policy.

2. Definition of personal data
Personal data is defined as “any information that relates to an identified or identifiable living individual”. Different pieces of information, which collected together can lead to the identification of a particular person, also constitute personal data. This means that name, address, phone number are considered personal data. However, it also means that other information such as log data, encrypted data or other types of electronic ID such as an IP-Address or cookie identifier can also be classified as personal data - if they can be connected to a person.

3. How we process personal data
When we refer to “processing personal data”, this includes almost every action taken in relation to personal data. For example processing includes the collection, registration, organisation, structuring, storage, adaption, transfer or deletion of data.

4. Who this privacy policy covers
This privacy policy concerns data for which Hero is a ‘data controller’. In other words, where we decide the purpose and means by which personal data is processed.

Hero is the data controller for different types of individuals who interact with different aspects of the Hero App, Service and Company:

  • Hero users: Hero is the data controller in relation to the personal data provided by Hero users. You are considered a Hero user when you accept an invitation to the Hero App and Service and activate your Hero profile.
  • ‍Hero website visitors and individuals interacting with Hero support tools: Hero is also the data controller for potential customers or users who visit our website or interact with our support tools (for example, if you interact with our team either via webchat, email or telephoning our support). We will control some personal data if you visit our website and submit personal data through any of the forms on our website, if you contact us through our customer support or if you might be interested in our services and/or products where we have received information from other sources e.g. LinkedIn or similar. Visiting our website may provide us with personal data, including some behavioural and tracking details: e.g. location data, behavioural patterns, personal preferences, IP-number, cookie identifiers, unique identifier of devices you use to access and use the services and our websites.
  • ‍Hero team candidates: Hero is also the data controller for candidates' personal data obtained in the recruiting process, as information such as name, email address and other information would be shared with us as part of the recruitment process and communication.

5. Information collection, storage and use
Since we always want to make sure we improve the Hero App and Service to deliver a better experience, while using our App and Service, we may require you to provide us with certain personally identifiable information. The information that we request will be retained by us and used as described in this privacy policy.

The types of personal data we may process include:

  • Contact information: e.g. name, address (if provided), email or equivalent
  • Behavioural and tracking details: e.g. location data, behavioural patterns, personal preferences, IP-number, cookie identifiers, unique identifier of devices you use to access and use the services and our websites
  • Workout and exercise information: e.g. exercise or workout history, exercise or workout progress over time, your ‘form’ score metrics over time

However, data privacy and protection is critical to us and we will not process personal data for a longer period than is necessary for fulfilling the purpose of such processing, as set out in this Privacy Policy. Your personal data will be anonymized or deleted once it is no longer relevant for the purposes for which it was collected and we only retain your personal data to ensure compliance with our legal and regulatory requirements.

6. Device camera and body data capture and use
In order for the Hero App to work effectively and deliver truly personalised results, we use sophisticated machine learning algorithms to analyse your movement patterns as you exercise. To do this, we analyse the video data which is captured by your smartphone’s camera to identify and track 33 digital key points on your body. We use these points to measure the movements that you make and compare them to the best practice guidance for the exercise that you are doing.

We take the security of your personal data incredibly seriously, and that’s why we never store or transmit any visual or audio data from your device. The images captured by the camera are processed in real-time on your device and then discarded. We also never capture audio or biometric data.

7. Crash reports and information captured
Sometimes when using the Hero App, you may experience an error, technical bug or issue. If you do encounter an error in the app, we collect data and information on your phone called “Crash Reports” so that our developers can understand what caused the error and work to fix it.

This Crash Report Data will include your user-ID and your email address. This data may also include information such as your device Internet Protocol (“IP”) address, device name, operating system version, the configuration of the app when utilizing our Service, the time and date of your use of the app, and other statistics.

8. Cookies and how we use them
Cookies are small text files that are placed on your computer by websites that you visit. They are commonly used as anonymous unique identifiers that make websites work, or work more efficiently, as well as to provide information to the owners of the site that helps make the web experience more meaningful and personalised. By default, we only store cookies on your device if they are strictly necessary for the operation of the Hero website. For all other types of cookies we need your permission. The Hero website uses different types of cookies, some of which are placed by third party services that appear on our pages.

9. Service Providers
We may employ third-party companies and individuals due to the following reasons in relation to the Hero App and Service:

  • To facilitate our App and Service;
  • To provide the App and Service on our behalf;
  • To perform App and Service-related services; or
  • To assist us in analysing how our App and Service is used.

We want to inform users of the Hero App and Service that these third parties would have access to your Personal Information. The reason is to perform the tasks assigned to them on our behalf. However, they are obligated not to disclose or use the information for any other purpose. As always however, we’d recommend you take some time to read any company’s privacy policy, including these third parties.

10. Data security
We take data security seriously and we value your trust in providing us your Personal Information, thus we use commercially acceptable means of protecting it. We always process personal data in accordance with applicable UK laws and regulations.

However, remember that no method of transmission over the internet, or method of electronic storage is 100% secure and reliable, and whilst we do everything we can to ensure it, we cannot guarantee its absolute security.

11. Links to other sites
The Hero App and Service may contain links to other sites. If you click on a third-party link, you will be directed to that site. Note that these external sites are not operated by Hero so we strongly advise you to review the Privacy Policy of these websites. We have no control over and assume no responsibility for the content, privacy policies, or practices of any third-party sites or services.

12. Children’s privacy
The Hero App and Service does not address anyone under the age of 16. We do not knowingly collect personally identifiable information from children under 16. If we ever discovered that a child under 16 has provided us with personal information, we will immediately delete this from our servers. If you are a parent or guardian and you are aware that your child has provided us with personal information, please contact us so that we will be able to take necessary actions.

13. Changes to this privacy policy
We are constantly working on improving our App and Service, so we may change this Privacy Policy from time to time and will post the new Privacy Policy on this page.

You should check this page periodically for any changes, to make sure you are happy with anything that has changed.

14. Contact us
If you have any questions or suggestions about our Privacy Policy, please contact us at