Privacy policy

Last updated: October 6, 2026

UNTOLD BMX is committed to protecting your privacy and handling your personal information responsibly.

This Privacy Policy explains how we collect, use, store and share your personal information when you visit our website, place an order, create an account, contact us, participate in our loyalty programme or otherwise interact with UNTOLD BMX.

UNTOLD BMX is operated by Richard Cronin, trading as UNTOLD BMX.

For the purposes of UK data protection law, Richard Cronin trading as UNTOLD BMX is the data controller responsible for your personal information.

Our online store is hosted by Shopify, which provides the ecommerce platform that enables us to operate our website and sell products to you.

If you have any questions about this Privacy Policy or how we use your personal information, please contact us at support@untoldbmx.co.uk.

1. PERSONAL INFORMATION WE COLLECT

The personal information we collect depends on how you interact with UNTOLD BMX.

This may include:

• Contact information, including your name, billing address, delivery address, email address and telephone number.
• Order and transaction information, including products purchased, returned or exchanged, order history and delivery information.
• Account information, including account details, preferences and settings.
• Loyalty information, including Untold Points earned, redeemed and associated account activity.
• Payment information, including payment method, payment status and transaction information. Full payment card details are normally processed directly by our payment providers and are not stored by UNTOLD BMX.
• Customer service information, including messages, warranty enquiries, contact form submissions and other communications you send to us.
• Device and technical information, including IP address, browser type, device information, cookie identifiers and information about your connection.
• Website usage information, including pages and products viewed, items added to your basket and how you interact with our website.
• Marketing preferences, including whether you have chosen to receive marketing communications from us.

2. HOW WE COLLECT PERSONAL INFORMATION

We may collect personal information:

• directly from you when you place an order, create an account, contact us, sign up for marketing or otherwise provide information to us;
• automatically when you use our website, including through cookies and similar technologies;
• from Shopify and other service providers who help us operate our store;
• from payment providers, delivery companies and fulfilment partners;
• from marketing, analytics and advertising providers where applicable; and
• from brands, suppliers or distributors where necessary to resolve a warranty, return or product enquiry.

3. HOW AND WHY WE USE YOUR PERSONAL INFORMATION

UK data protection law requires us to have a lawful basis for using your personal information.

Depending on the circumstances, we may process your personal information because it is necessary to perform a contract with you, because we have a legal obligation, because you have given us consent, or because it is necessary for our legitimate interests and those interests are not overridden by your rights.

We use personal information for the following purposes:

• Processing and fulfilling orders – including taking payment, arranging delivery, processing returns and providing order updates. Our lawful basis is normally performance of our contract with you.
• Managing your account and Untold Points – including maintaining your account, preferences, order history and loyalty rewards. Our lawful basis is performance of our contract with you and our legitimate interest in operating our customer services.
• Providing customer support – including responding to enquiries, returns, warranty claims and complaints. Our lawful basis may be performance of our contract with you or our legitimate interests in providing customer service.
• Fraud prevention and security – including protecting our website, customers and business against fraudulent, malicious or unlawful activity. We rely on our legitimate interests and, where applicable, our legal obligations.
• Legal, tax and accounting requirements – including maintaining transaction and financial records where required by law. Our lawful basis is compliance with our legal obligations.
• Improving our website and services – including analysing how our website is used and improving its performance, navigation and customer experience. We may rely on legitimate interests or consent depending on the technology being used.
• Marketing and promotions – including sending information about products, offers, competitions and other UNTOLD BMX news where we are permitted to do so. We rely on consent or, where legally permitted, our legitimate interests and the existing-customer marketing provisions under applicable electronic marketing rules.
• Advertising and measurement – including measuring advertising performance and showing relevant advertising where permitted. Where required, this processing takes place only after you have provided the appropriate consent.

4. MARKETING COMMUNICATIONS

We may send you marketing communications about UNTOLD BMX products, offers, competitions and news where you have consented to receive them or where we are otherwise legally permitted to do so.

For existing customers, we may in certain circumstances contact you about our own similar products or services where you were given an opportunity to opt out when your details were collected and in every subsequent marketing communication.

You can unsubscribe from marketing emails at any time using the unsubscribe link included in our emails or by contacting us.

You have the right to object to direct marketing at any time.

Unsubscribing from marketing will not prevent us from sending transactional communications such as order confirmations, dispatch notifications or important service messages.

5. COOKIES AND SIMILAR TECHNOLOGIES

We use cookies and similar technologies to operate our website, remember your preferences, maintain your shopping basket, provide security, understand how our website is used and, where applicable, support advertising and marketing.

Some cookies are strictly necessary for our website and checkout to function and do not require your consent.

Other cookies, such as certain analytics, personalisation or advertising cookies, may require your consent before they can be used.

Where consent is required by law, we will ask for your permission before using those technologies.

You can manage your cookie preferences using the cookie controls provided on our website.

Changing your cookie preferences may affect how certain features of the website operate.

6. HOW WE SHARE PERSONAL INFORMATION

We do not disclose personal information unnecessarily.

We may share personal information with organisations that help us operate UNTOLD BMX, including:

• Shopify and ecommerce technology providers;
• payment processors and payment service providers;
• delivery companies and couriers, including services such as Royal Mail and DPD;
• brands, suppliers and distributors where necessary for product, return or warranty enquiries;
• email, customer service and marketing providers;
• analytics and advertising providers where applicable;
• IT, hosting, security and cloud service providers;
• accountants, professional advisers and insurers;
• government authorities, regulators, courts or law enforcement where required by law; and
• a purchaser or prospective purchaser if all or part of our business is sold or transferred.

Our service providers are permitted to process personal information only as necessary to provide their services or as otherwise permitted by applicable law.

7. SHOPIFY

Our store is hosted by Shopify.

Shopify collects and processes personal information in order to provide the ecommerce platform, checkout, security and other services that allow us to operate UNTOLD BMX.

Information you provide through our website may therefore be shared with and processed by Shopify.

Shopify may also process certain information for its own purposes where it acts as an independent data controller.

We recommend reviewing Shopify's consumer privacy information if you would like to understand more about how Shopify processes personal information.

8. INTERNATIONAL DATA TRANSFERS

Some of our service providers, including Shopify and other technology providers, may process or store personal information outside the United Kingdom.

Where personal information is transferred internationally, we take reasonable steps to ensure that an appropriate level of protection is in place.

Depending on the destination, this may include transferring information to a country recognised by the UK as providing an adequate level of data protection or using approved contractual safeguards such as the UK International Data Transfer Agreement or applicable contractual addenda.

You can contact us if you would like further information about the safeguards used for international transfers relating to your personal information.

9. HOW LONG WE KEEP YOUR INFORMATION

We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including satisfying legal, accounting, tax, fraud prevention and reporting requirements.

The period for which we retain information will depend on the type of information and why we hold it.

For example:

• order and transaction records may generally be retained for up to six years after the relevant transaction where required for legal, accounting or dispute purposes;
• customer service and warranty correspondence may be retained for as long as reasonably necessary to manage the enquiry and any associated legal or warranty obligations;
• account information may be retained while your account remains active and for an appropriate period afterwards;
• marketing information is retained until you unsubscribe, withdraw consent or we determine that it is no longer appropriate to retain it; and
• we may retain limited suppression information after you unsubscribe to ensure that we respect your marketing preferences.

We may retain information for longer where required by law or where necessary to establish, exercise or defend legal claims.

10. SECURITY

We use appropriate technical and organisational measures designed to protect personal information against unauthorised access, loss, misuse, alteration or disclosure.

However, no internet service or method of electronic storage can be guaranteed to be completely secure.

You are responsible for keeping any account credentials and access information secure.

If you believe your account or personal information may have been compromised, please contact us as soon as possible.

11. YOUR DATA PROTECTION RIGHTS

Depending on the circumstances, UK data protection law gives you rights in relation to your personal information, including:

• the right to request access to personal information we hold about you;
• the right to ask us to correct inaccurate or incomplete information;
• the right to request deletion of your information in certain circumstances;
• the right to request that processing is restricted in certain circumstances;
• the right to object to certain processing, including direct marketing;
• the right to receive certain information in a portable format and request that it be transferred where applicable; and
• the right to withdraw consent at any time where our processing is based on your consent.

Withdrawal of consent does not affect the lawfulness of processing that took place before consent was withdrawn.

To exercise any of these rights, please contact support@untoldbmx.co.uk.

We may need to request information to confirm your identity before completing a request.

You will not normally be required to pay a fee to exercise your data protection rights.

12. AUTOMATED PROCESSING AND FRAUD PREVENTION

We and our service providers may use automated technology to help detect fraudulent transactions, security risks or suspicious activity.

We do not intend to make decisions about you that produce legal or similarly significant effects based solely on automated processing unless this is permitted by law and appropriate safeguards are in place.

13. CHILDREN

Our online store is not intended for children to make purchases independently.

If you are under 18, you should only place an order with the involvement and permission of a parent or guardian.

We do not knowingly collect personal information from children where we do not have an appropriate lawful basis to do so.

If you believe that a child has provided personal information to us inappropriately, please contact support@untoldbmx.co.uk.

14. THIRD-PARTY WEBSITES

Our website may contain links to websites or services operated by third parties.

We are not responsible for the privacy practices, security or content of websites that we do not control.

If you visit another website, you should review that organisation's privacy policy before providing personal information.

15. COMPLAINTS

If you have concerns about how we use your personal information, please contact us first and we will do our best to resolve the issue.

You also have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK supervisory authority responsible for data protection.

Contact details and information about making a complaint are available from the Information Commissioner's Office.

16. CHANGES TO THIS PRIVACY POLICY

We may update this Privacy Policy from time to time to reflect changes to our business, technology, legal requirements or privacy practices.

The latest version will always be published on this page and the “Last updated” date will be amended accordingly.

17. CONTACT US

For questions about this Privacy Policy, requests relating to your personal information or concerns about how your information is handled, please contact: support@untoldbmx.co.uk