Privacy Policy

80/20 Endurance LLC ("80/20 Endurance," "we," "us," or "our") is a worldwide coaching and training-technology company. This Privacy Policy explains how we collect, use, share, and protect information when you visit 8020endurance.com, use the Team 80/20 athlete portal, use Mind of Matt ("MoM"), or otherwise interact with our services (collectively, the "Services"), no matter where in the world you access them from.

By using the Services, you agree to the collection and use of information as described in this Privacy Policy.

1. Information We Collect

a) Account and membership information

When you join Team 80/20, purchase Coach Certification, or otherwise become a customer, we collect information such as your name, email address, phone number, and billing address. This information — along with your subscription tier, billing status, and support requests — is stored and managed in our customer relationship platform, HubSpot. We do not store your full payment card number. Card payments are processed directly by HubSpot's PCI-compliant payment processor; we retain only the payment status (e.g., active, past due) needed to manage your membership.

b) TrainingPeaks identity and training data

If you connect a TrainingPeaks account to access Mind of Matt or the athlete portal, we collect your TrainingPeaks athlete identifier and the email address on file with TrainingPeaks. To power personalized coaching features, MoM accesses your training data from TrainingPeaks — including your training calendar, planned and completed workouts, and, if you've separately opted in within TrainingPeaks, wellness data (such as sleep, HRV, or subjective feedback). We do not obtain your TrainingPeaks password; sign-in uses a one-time secure link ("magic link") sent to your TrainingPeaks email, not TrainingPeaks OAuth.

c) Portal session and account-linking data

Our athlete portal uses a small, purpose-limited database (separate from HubSpot) to run securely. This includes:

• A session identifier stored in a secure cookie, used to keep you signed in.
• A short-lived cache (refreshed roughly every 15 minutes) of your membership entitlements, used only to determine which portal features you can access.
• If you've linked your TrainingPeaks identity to your 80/20 Endurance membership for billing purposes, a record of that link.
• Single-use, cryptographically hashed sign-in link tokens, which expire automatically (no longer than 30 days, typically much sooner).

This database is never used as the source of truth for your billing or subscription status — HubSpot is.

d) Mind of Matt (AI coaching) conversation data

If you use MoM's chat features, your messages and relevant training context are sent to Anthropic, our AI service provider, to generate coaching responses. We may retain summaries of past conversations ("coaching memory") to make future responses more relevant. Chat features require your consent, which you can withdraw at any time from within the portal; withdrawing consent deletes your stored chat data. MoM's public-facing plan-finder/teaser tool (used before you're a member) does not use your personal data.

e) Usage and analytics data

Like most websites, we automatically collect information about your visit — IP address, browser and device type, pages viewed, and referring pages — through Google Analytics (GA4). We use this to understand site usage and improve the Services.

f) Advertising data

We run ads through Google Ads, including "Enhanced Conversions," which matches ad clicks to purchases using a one-way cryptographic hash of your email address — Google never receives your email in plain text through this feature. This lets us measure whether our advertising is effective. See §5 below for your choices regarding this use.

g) Cookies

See §7 below for the categories of cookies we use and how to control them.

h) Marketing communications (email and SMS)

If you subscribe to our newsletter or opt in to marketing emails, we manage that list through Mailchimp. Transactional and account emails (receipts, sign-in links, support replies) are sent through SMTP2GO. You can unsubscribe from marketing emails at any time using the link in any email, without affecting transactional emails related to your membership.

If you provide your mobile phone number and opt in, we (or a marketing/CRM platform such as HubSpot, on our behalf) may send you SMS/text messages, including training reminders, account notifications, and marketing messages. Message and data rates may apply, and message frequency varies. You can opt out of marketing texts at any time by replying STOP to any message, or by contacting privacy@8020endurance.com. See our Terms and Conditions for full SMS terms.

i) Legacy purchase platforms

If you purchased a membership or course before [DATE OF REBUILD CUTOVER] through ThriveCart or Thinkific, information about that purchase (order status, payment status) flows into HubSpot through an internal billing-event integration so your membership record stays current. Those platforms' own privacy policies govern the checkout experience itself.

j) Free tools and content; comments and user content

Our 80/20 Zone Calculator is free and does not require an account; if it stores anything, it is limited to the inputs you provide, kept locally in your browser. Our blog, workout library previews, and free training-plan resources may ask for an email address to deliver content (e.g., a free sample plan); that email is added to the relevant marketing list described in (h) above, with your consent.

We do not currently offer blog comments, forums, or other public-facing content features. If we introduce these in the future, any name, handle, or content you choose to post publicly will be visible to other visitors and should not include information you wouldn't want public; we will update this section to describe exactly what's collected and how it's moderated before turning such a feature on.

2. How We Use Your Information

We use the information above to: provide and maintain the Services; process payments and manage your membership; personalize your training and coaching experience (including MoM); communicate with you about your account, transactions, and support requests; send marketing communications you've opted into; measure and improve the performance of our website and advertising; detect and prevent fraud or misuse; and comply with legal obligations.

Our legal bases for processing (for users in the UK, EEA, or other regions requiring this disclosure): performing our contract with you (membership services, billing); your consent (marketing emails, MoM chat features, non-essential cookies); our legitimate interests (site security, analytics, improving the Services, fraud prevention), balanced against your rights; and compliance with legal obligations (tax, financial recordkeeping).

3. How We Share Information

We do not sell your personal information for money. We share information only as needed to run the Services, with the following categories of service providers ("subprocessors"), each acting under their own security and privacy obligations to us:

Provider — Purpose — Data involved

HubSpot — CRM, billing, payment processing, support tickets, marketing automation, cookie consent banner — Contact info, billing/payment status, support history

TrainingPeaks — Source of your training data; identity for coaching features — TrainingPeaks athlete ID, email, training calendar/wellness data

Anthropic — Powers Mind of Matt's AI coaching responses — Chat messages, training context (with consent)

Vercel — Website and portal hosting — Technical/session data in transit

Neon — Portal database hosting — Session, entitlement cache, account-linking data (see 1c)

WordPress (self-hosted, headless) — Blog content management — No personal data — content only

Google Analytics (GA4) — Website usage analytics — Usage/device data

Google Ads — Advertising and conversion measurement — Hashed email (Enhanced Conversions), ad click data

Mailchimp — Newsletter and marketing email delivery — Email address, marketing preferences

HubSpot or a dedicated SMS platform — Delivering opted-in SMS/text messages — Phone number, message content, opt-in/opt-out status

SMTP2GO — Transactional email delivery — Email address, email content

ThriveCart / Thinkific — Legacy checkout platforms for pre-rebuild purchases — Order/payment status

We may also disclose information if required by law, to protect our rights or the safety of our users, or in connection with a merger, acquisition, or sale of assets (in which case we'll notify you as required by law).

4. Data Retention

We retain your HubSpot record for as long as you have an active or lapsed membership and as needed for legitimate business or legal purposes (e.g., financial recordkeeping). Portal session cookies and entitlement caches are short-lived by design (minutes to a few weeks). Sign-in link tokens are single-use and expire quickly. MoM chat data is retained until you withdraw consent, at which point it is deleted.

5. Your Privacy Rights

Depending on where you live, you may have some or all of the following rights regarding your personal information. Regardless of where you live, we honor these requests as a matter of practice — email privacy@8020endurance.com and we will respond within the timeframe your applicable law requires (or promptly, where none is specified):

• Access — request a copy of the personal information we hold about you.
• Correction — ask us to correct inaccurate information (or update it yourself in the portal).
• Deletion — ask us to delete your information, subject to our legitimate need to retain certain records (e.g., billing history for tax purposes).
• Portability — request your data in a portable format, where applicable.
• Objection / restriction — object to, or ask us to restrict, certain processing based on legitimate interests.
• Withdraw consent — for anything we process based on your consent (marketing emails, MoM chat, non-essential cookies), withdraw it at any time without affecting processing that already happened.
• California and other US state residents: you have the right to know what personal information we collect and how it's used or disclosed, to request deletion or correction, and to opt out of the "sale" or "sharing" of personal information for cross-context behavioral advertising — which may include our Google Ads Enhanced Conversions use of a hashed email address (see §1(f)). To opt out of this, email privacy@8020endurance.com. *(See open item #2 above — a self-service "Do Not Sell or Share" link is planned but not yet built.)* We do not discriminate against you for exercising these rights.
• UK/EEA residents: you also have the right to lodge a complaint with your local data protection supervisory authority if you believe we haven't handled your information properly.

6. Children's Privacy

Our Services are intended for adults 18 and older. We do not knowingly collect personal information from children under 18. If you believe a child has provided us with personal information, contact privacy@8020endurance.com and we will delete it.

7. Cookies

We use cookies and similar technologies for:

• Necessary functions — keeping you signed in, remembering your cart/checkout state.
• Analytics — Google Analytics, as described in §1(e).
• Advertising — Google Ads conversion tracking, as described in §1(f).

If you are visiting from the European Economic Area, the United Kingdom or Switzerland, we show a consent banner on your first visit where you can set your cookie preferences by category, and you can change that choice at any time from the banner's settings link.

Wherever in the world you are, you can control cookies through your browser's own settings, and you can opt out of Google Analytics using Google's browser add-on. We also honour Global Privacy Control signals sent by your browser.

8. Security

We use reasonable technical and organizational measures to protect your information, including secure, sealed session cookies, hashed and single-use sign-in tokens, and reliance on our providers' own security practices (HubSpot, Vercel, Neon, Anthropic, and others named above). No method of transmission or storage is 100% secure, and we cannot guarantee absolute security.

9. International Data Transfers

80/20 Endurance serves customers worldwide, but our service providers primarily store and process data in the United States. If you're located outside the United States, your information will be transferred to, and processed in, the United States and other countries where our providers operate, which may have different data protection laws than your home country. Where required, we rely on appropriate safeguards for these transfers (such as standard contractual clauses); contact privacy@8020endurance.com if you'd like more information about the safeguards that apply to your information. *(See open item #1 above regarding a potential EU/UK representative appointment.)*

10. Changes to This Policy

We may update this Privacy Policy from time to time. Changes take effect when posted, with the "Effective Date" above updated accordingly. Continued use of the Services after a change constitutes acceptance of the revised policy.

11. Contact Us

80/20 Endurance LLC

1073 Oberland Drive

Midway, UT 84049

Email: privacy@8020endurance.com