Last updated: 8 November 2026
Pure Elegance Physiques is operated by Kelly Morton, who is the data controller for the personal data described in this notice. You can reach us at hello@pureelegancephysiques.com. The Service is for adults aged 18 and over; we don't knowingly collect data from children.
• Account data — your name, email address and login credentials, used to create and secure your account.
• Body and progress data — progress photos you upload, weight, body-fat estimates, measurements, goals and workout logs, used to provide the coaching service you signed up for.
• Usage data — how you use the app, device identifiers and IP address, used for security, fraud prevention and product improvement.
• Support messages — anything you send us when you contact us.
• QR campaign counts — anonymous totals of visits to our gym, business-card, VIP and social-media links. These totals contain no names, emails, IP addresses or visitor identifiers. If you sign in after following a campaign link, its first-touch source is attached to your account to measure sign-ups; that account-linked record is deleted when you delete your account.
Payment details are collected and processed by Paddle (our Merchant of Record), not by us.
We process account and body/progress data to perform our contract with you (providing the Service). We process usage data under our legitimate interests in keeping the Service secure and improving it. Where required, we rely on your consent, which you can withdraw at any time.
Body and progress data (photos, weight, body-fat estimates, measurements, age and sex) can reveal information about your health, which is special-category data under UK GDPR. We process it only with your explicit consent (Article 9(2)(a)), alongside the contract basis above (Article 6(1)(b)). AI body analysis (photo scans and AI coach reports) needs a separate consent that you can choose during the upfront permissions screen or before your first scan; we record when you give or withdraw it. Reading and acknowledging this notice is not consent to AI processing. No consent boxes are pre-selected, and declining AI does not block other membership features. We also record your explicit consent to core body tracking and the version of the privacy information acknowledged. To withdraw core body-tracking consent, contact hello@pureelegancephysiques.com or delete your account in Profile. You can withdraw AI consent it at any time in Profile → Privacy & data, and AI analysis stops straight away. Withdrawing doesn't affect processing already done. You can also delete your data or your account at any time.
• Lovable (Lovable Labs Incorporated) — hosts the app and its database and file storage (Lovable Cloud), where your account, measurements and photos are kept.
• AI provider — when you run an AI photo scan, body-fat estimate, insight or programme, the photo and/or the details needed for that task (for example height, weight, age, sex, measurements and goals) are sent through Lovable's AI service to OpenAI for processing. Your name and email are not included. Our provider terms state that this data is not used to train their models and is not kept longer than needed to return the result, apart from limited abuse-monitoring logs.
• Paddle — our Merchant of Record, for selling subscriptions, managing payments, tax compliance and invoicing.
• Professional advisers — legal and accounting advisers where necessary.
• Authorities — where required by law.
We never sell your personal data.
Lovable and OpenAI are based in the United States, so your data, including photos sent for AI analysis, may be processed there. Where data leaves the UK, we rely on appropriate safeguards such as adequacy decisions or standard contractual clauses.
• Account, photos, measurements and programmes — kept while your account is open.
• Deleted photos or a deleted account — removed immediately when you delete them in the app (Profile → Privacy & data → Delete my account). Copies in our daily database backups expire within about 14 days. Photo files are not kept in those backups.
• AI results and coach reports — completed coach reports and accepted photo-analysis results are saved privately in your account until you delete them or close your account. Photos attached only to a coach request are not added to your photo library. Withdrawing AI consent stops new analysis; you can still read or delete existing reports.
• Transformation videos — made on your device and saved privately to your account after export, until you delete the saved video or close your account. Copies you download or share are outside our control. Video files are not included in database backups.
• Payment and tax records — kept by Paddle for as long as the law requires.
• Anonymous QR totals — retained as aggregate campaign counts without identifying individual visitors.
Under UK GDPR you have the right to access, correct, erase, restrict or port your personal data, to object to processing, and to withdraw consent at any time. To exercise any of these rights, email hello@pureelegancephysiques.com — we respond within one month. You also have the right to complain to the Information Commissioner's Office (ico.org.uk).
We use appropriate technical and organisational measures, including encryption in transit and at rest and strict access controls, to protect your data. Progress photos are stored privately: other users cannot see them. They are processed automatically by our hosting provider and, when you request an AI scan, by our AI provider as described above. We do not view your photos ourselves, except where you ask us to for support or where the law requires it.
We use essential local storage only — to keep you signed in and remember your settings. We do not use analytics or marketing cookies. When you open checkout, Paddle's payment window loads and may set its own essential cookies for fraud prevention and payment processing (see Paddle's privacy notice). You can clear them at any time in your browser settings, though sign-in will stop working without them.