True Standard Fitness Co. © T&L Companies LLC (“we,” “us,” or “our”) respects your privacy and is committed to protecting your personal information. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website (truestandardfitness.com), use our mobile application (True Standard App), access our AI coaching platform (tsfcoach.ai), interact with our community platforms, or use any of our related services (collectively, the “Services”).

By using our Services, you consent to the collection and use of information in accordance with this policy.

1. Information We Collect

Personal Information You Provide

We collect personal information that you voluntarily provide to us when you:

• Register on our website or app
• Purchase our services or digital products
• Subscribe to our newsletters, email lists, or SMS communications
• Fill out forms, quizzes, or applications (including our workout builder, nutrition quiz, and coaching applications)
• Download free content (guides, playbooks, recipe books)
• Book a strategy call or consultation
• Participate in our community platforms
• Contact us via email, phone, text, or social media

The personal information we collect may include:

• Contact information: name, email address, phone number
• Payment information: credit card details, billing address (processed securely through Stripe; we do not store full card numbers on our servers)
• Health and fitness information: age, sex, height, weight, fitness goals, exercise history, dietary preferences, health limitations, and other data you provide through our quizzes and coaching interactions
• Account information: username, password, communication preferences
• User-generated content: messages, testimonials, progress photos, and posts shared in our community

Information Collected Automatically

When you access our Services, we may automatically collect certain information, including:

• Device information: browser type, operating system, device type, screen resolution
• Usage data: pages visited, time spent on pages, click patterns, referring URLs
• Location data: general geographic location based on IP address
• Cookies and similar technologies: see Section 6 below

2. How We Use Your Information

We use the information we collect to:

• Provide, maintain, and improve our Services
• Process transactions and send related information (confirmations, receipts, reminders)
• Create and manage your account
• Deliver personalized workout programs, nutrition plans, and coaching recommendations
• Send appointment reminders, check-in notifications, and program updates
• Send marketing and promotional communications (email and SMS) with your consent
• Respond to your inquiries and provide customer support
• Monitor and analyze usage trends to improve our Services
• Serve targeted advertising through third-party platforms (see Section 6)
• Prevent fraud and enforce our Terms and Conditions
• Comply with legal obligations

3. How We Share Your Information

We may share your information in the following circumstances:

• Service providers: We share information with trusted third-party service providers who perform services on our behalf, including payment processing (Stripe), CRM and communication platforms (GoHighLevel/LeadConnector), training app delivery (PT Hub), AI coaching platform (tsfcoach.ai), and email/SMS delivery. These providers are contractually obligated to use your information only to provide services to us.
• Advertising partners: We use Meta/Facebook Pixel to serve targeted advertisements. This involves sharing limited data (such as website activity and hashed identifiers) with Meta to create custom audiences and measure ad performance. You can manage your ad preferences through your Facebook/Instagram settings.
• Legal requirements: We may disclose your information if required to do so by law, in response to a court order, subpoena, or other legal process, or to protect the rights, property, or safety of True Standard Fitness Co., our users, or others.
• Business transfers: In the event of a merger, acquisition, or sale of all or a portion of our assets, your information may be transferred as part of that transaction.

4. SMS / Text Message Privacy

When you provide your phone number through our forms, quizzes, or checkout pages, you consent to receive text messages from us. Regarding your phone number and SMS data:

• Your phone number will not be shared with third parties for their marketing purposes.
• We use LeadConnector (GoHighLevel) as our SMS platform to send messages on our behalf.
• Message frequency varies. Message and data rates may apply.
• You may opt out at any time by replying STOP. Reply HELP for assistance.
• Your consent to receive texts is not a condition of any purchase.

For full SMS consent terms, see Section 10 of our Terms and Conditions.

5. Health & Fitness Information

Through our quizzes, coaching interactions, and app usage, you may provide us with health and fitness-related information such as your age, weight, fitness goals, exercise history, dietary preferences, sleep quality, and physical limitations.

This information is used solely to provide personalized fitness and nutrition recommendations. We treat this information with heightened care and do not sell or share it with third parties for their independent use. This information may be shared with your assigned coach within our platform for the purpose of delivering coaching services.

6. Cookies, Tracking & Advertising

Cookies

Our website uses cookies and similar tracking technologies to enhance your experience, analyze site traffic, and serve relevant content. Cookies are small data files stored on your device when you visit our website.

We use the following types of cookies:

• Essential cookies: Required for the website to function properly (session management, form submissions)
• Analytics cookies: Help us understand how visitors use our site (page views, traffic sources, user behavior)
• Advertising cookies: Used to deliver relevant advertisements and measure campaign performance

You can control cookies through your browser settings. Disabling cookies may affect the functionality of our website.

Meta / Facebook Pixel

We use the Meta (Facebook) Pixel on our website. This tool collects data about your website activity (pages visited, actions taken) and sends it to Meta to:

• Measure the effectiveness of our advertising campaigns
• Build custom audiences for targeted advertising on Facebook and Instagram
• Create lookalike audiences to reach new potential customers
• Optimize ad delivery

The data collected by the Meta Pixel may include your IP address, browser information, pages visited, and actions taken on our site. This data may be combined with your Facebook/Instagram profile data by Meta. You can manage your ad preferences and opt out of interest-based advertising through your Facebook settings or through the Digital Advertising Alliance’s opt-out tool at optout.aboutads.info.

Local Storage

Our interactive tools (workout builder, nutrition quiz) use your browser’s local storage to save your quiz answers and enable cross-quiz data sharing (e.g., auto-filling your body stats from one quiz to another). This data is stored locally on your device and is not transmitted to our servers unless you submit a form.

7. Data Retention

We retain your personal information for as long as necessary to fulfill the purposes described in this Privacy Policy, including:

• Active accounts: For the duration of your account or subscription, plus a reasonable period after cancellation for record-keeping and legal compliance.
• Marketing contacts: Until you unsubscribe or request deletion.
• Transaction records: For a minimum of 7 years as required by tax and financial regulations.
• Quiz and form data: For as long as needed to provide our Services or until you request deletion.

When data is no longer needed, we will securely delete or anonymize it.

8. Your Rights & Choices

Depending on your location, you may have certain rights regarding your personal information:

• Access: You can request a copy of the personal information we hold about you.
• Correction: You can request that we correct inaccurate or incomplete information.
• Deletion: You can request that we delete your personal information, subject to certain exceptions (such as legal retention requirements).
• Opt-out of marketing: You can unsubscribe from emails by clicking the “unsubscribe” link in any email, or opt out of SMS by replying STOP.
• Opt-out of targeted advertising: You can manage ad preferences through your Facebook/Instagram account settings.

To exercise any of these rights, contact us at [email protected]. We will respond to your request within 30 days.

California Residents (CCPA)

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA), including the right to know what personal information we collect, the right to request deletion, and the right to opt out of the sale of your personal information. We do not sell personal information. To exercise your rights, contact us using the information below.

9. Children’s Privacy

Our Services are not directed to children under the age of 13. We do not knowingly collect personal information from children under 13. If we become aware that we have collected information from a child under 13 without parental consent, we will take steps to delete that information promptly.

Individuals between 13 and 17 may use certain Services (app, digital products) only with the consent and supervision of a parent or legal guardian, who assumes full responsibility and agrees to our Terms on the minor’s behalf.

10. Data Security

We implement reasonable administrative, technical, and physical security measures to protect your personal information from unauthorized access, use, alteration, and disclosure. These measures include encrypted data transmission (SSL/TLS), secure payment processing through Stripe, and access controls on our internal systems.

However, no method of transmission over the internet or electronic storage is 100% secure. While we strive to protect your information, we cannot guarantee its absolute security.

11. Third-Party Links

Our Services may contain links to third-party websites, apps, or services that are not operated by us (including PT Hub, Stripe, tsfcoach.ai, Facebook, Instagram, and others). We are not responsible for the privacy practices of these third parties. We encourage you to review the privacy policies of any third-party services you interact with.

12. Do Not Track Disclosure

Some web browsers transmit a “Do Not Track” (DNT) signal to websites. Because there is no universally accepted standard for how to respond to DNT signals, our website does not currently respond to or alter its practices when a DNT signal is received. We will continue to monitor developments in DNT technology and update this policy if our practices change.

13. International Users

Our Services are operated from and processed in the United States. If you access our Services from outside the United States, please be aware that your information will be transferred to, stored, and processed in the United States, where data protection laws may differ from those in your country of residence.

By using our Services, you consent to the transfer of your information to the United States and acknowledge that your data will be subject to United States law. If you do not agree to this transfer, you should not use our Services.

14. Changes to This Privacy Policy

We reserve the right to update this Privacy Policy at any time. Changes will be effective immediately upon posting the revised policy on our website. The “Last updated” date at the top of this page will be revised accordingly.

For material changes, we will make reasonable efforts to notify you via email or through our platforms. Your continued use of our Services after changes constitutes your acceptance of the updated policy.

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