1. Information we collect

We collect personal information that you provide, information generated when you use the Service, and limited technical data needed to operate the site.

Contact and enquiry data: name, email address, phone number, and the message you send via the contact form. For Organisational Impact enquiries we may also collect company name, company size, budget range, and participant count.

Candidacy (Apply) data: your answers to the assessment questions, optional Dr Fox conversation transcript from that session, and contact details so we can follow up.

Expression notes: if you allow the camera during Apply, we run on-device analysis of facial expressions. Video is never previewed, recorded, or uploaded. A coarse expression note (for example “smile (moderate)” or “not observed”) may be attached to each answer and sent with your application. Raw biometric measurements are not stored.

Dr Fox chat: messages you send on /dr-fox (and Ask Dr Fox during Apply) are processed so the assistant can reply. Spoken replies may be synthesised from that text.

Payment data: if you purchase a programme, Stripe collects payment details. We receive confirmation of the purchase (name, email, plan, and billing cadence) so we can deliver the service. We do not store full card numbers.

Usage data: IP address, browser type, pages visited, and similar diagnostic data, including analytics where you have consented via Axeptio.

2. How we use your information

To respond to enquiries and applications, and to decide whether the Dr Fox Method is a good fit.

To provide programmes you purchase, including contacting you after payment if you have not completed Apply.

To operate Dr Fox chat and voice replies.

To improve the website and understand how it is used, where you have consented to analytics.

To meet legal, accounting, and tax obligations.

We do not sell your personal information.

3. Legal basis (UK GDPR)

Contract: processing needed to take steps at your request before a contract (Apply, enquiries) and to perform a contract (paid programmes).

Legitimate interests: operating a secure website, preventing abuse of Dr Fox chat, matching a payment to an application, and following up so we can deliver the service.

Consent: non-essential cookies and analytics via Axeptio; optional camera use during Apply.

Legal obligation: records we must keep for tax, accounting, or regulatory reasons.

4. Processors and sharing

We use service providers who process data on our instructions:

Web3Forms — delivers form and application emails to the practice.

OpenAI — generates Dr Fox text replies from the messages you send.

ElevenLabs — synthesises spoken replies when voice is enabled.

Stripe — processes payments and provides the customer billing portal.

Sanity — stores editorial content and a minimal record that you submitted Apply (so we can tell whether a payer has already applied).

Google Analytics and Google Tag Manager — usage analytics, loaded according to your Axeptio choices.

Axeptio — consent management platform.

Hosting and related infrastructure (for example Vercel) process requests needed to serve the site.

We share information with these providers only as needed for the purposes above, or if the law requires it.

5. Camera and expression notes

Camera use on Apply is optional. Analysis runs in your browser. We do not receive video, a live preview for the practice, or a recording.

If you continue with the camera, a short expression note may be included with each question in the application email. You may continue without a camera; in that case the note will read as not observed.

6. International transfers

Some processors (including OpenAI, ElevenLabs, Stripe, and Google) may process data outside the United Kingdom. Where that happens, we rely on appropriate safeguards such as the UK International Data Transfer Addendum or the provider’s approved transfer mechanism.

7. Retention

Enquiry and application emails are kept as long as needed to respond and, if we work together, to deliver the programme, then in line with our usual business retention (typically up to six years for contractual and tax records).

Chat messages are processed to generate a reply and are not used to create a long-term public profile. Server logs and abuse-control records are kept only as long as needed for security.

Payment records are retained as required by Stripe and by UK tax law.

Consent records held by Axeptio are kept in line with their retention and GDPR proof-of-consent requirements.

8. Consent management (Axeptio)

We use Axeptio (https://www.axept.io) as our Consent Management Platform. You can manage cookie preferences through the Axeptio widget on this site. Analytics and marketing cookies run only according to your choice. Essential cookies needed for the site to function cannot be switched off.

9. Your rights

Under UK GDPR you may request access to your personal data, correction, erasure, restriction of processing, objection to processing based on legitimate interests, and data portability where applicable. You may withdraw consent at any time without affecting processing that already took place.

To exercise these rights, contact us at hello@improvements.coach, or use Request data deletion on the Apply assessment after verifying your email. You also have the right to complain to the Information Commissioner’s Office (ICO) at https://ico.org.uk.

10. Children

The Service is intended for adults. We do not knowingly collect personal data from children. If you believe a child has provided information, contact us and we will delete it.

11. Contact

Questions about this policy: hello@improvements.coach. Dr Leah Fox Ltd, trading as Dr Leah Fox Use the Dr Fox Method.