Privacy policy

This policy explains what personal data ELSE collects when you use the ELSE mobile app or the ELSE dashboard for coaches, why we use it, who processes it, where it is kept, how long, and the choices you have. It is written to be read: if anything is unclear, write to us at the address in Contact us.

Who we are and our role

ELSE is a coaching platform. Coaches, gyms and coaching businesses (we call each one a coaching account) use the dashboard to run their coaching, and their clients use the ELSE app.

• For the information a coaching account keeps about its clients (programmes, meal plans, check-ins, notes, payments and similar), the coaching account decides what to collect and why. ELSE processes that data on the coaching account’s behalf and on its instructions. If you are a client, your coach is your first contact for questions about your coaching data, and we will help them answer you.
• For the ELSE account itself (your sign-in), the security of the service, error reports and this website, ELSE decides how the data is used.

What we collect

Your account

• Name, nickname, email address and password (the password is handled by Firebase Authentication; we never see it in plain text).
• Phone number and its country, if you add it to your profile.
• Profile photo, if you add one.
• The coaching account you belong to and your role in it (for example client, coach, nutritionist, owner).

Coaching data

What you and your coaching team enter while you work together:

• Training: programmes, workouts, the sets, repetitions and weights you log, finished sessions.
• Nutrition: your nutrition profile (age, height, weight, activity level, goal, allergies, food preferences such as vegetarian or vegan, fasting times), your calorie and macro targets, meal plans, the meals you log, swaps and grocery lists.
• Habits you track and how often you completed them.
• Forms and check-ins: your answers, including body measurements and progress photos if your coach asks for them.
• Notes, tags, tasks and a timeline of activity that your coaching team keeps about you.

Some of this, such as weight, measurements, allergies and progress photos, is information about your health. It is used only to deliver your coaching, it is visible only to you and the members of your coaching team whose role allows it, and it is never used for advertising.

Photos, videos, voice notes and files

Progress photos, profile photos, photos, videos, voice notes and documents you send in chat or in forms, payment receipts you upload, and exercise videos. The app asks for access to your camera, photos or microphone only when you choose to use them.

Chat

The messages you exchange with your coaching team, with their attachments.

Payments records

The packages and subscriptions you buy from your coach, invoices, payments recorded by your coaching team (for example cash), refunds, and the receipts you upload when you pay by InstaPay or Vodafone Cash. ELSE does not collect or store card numbers or bank credentials.

Health data from your phone

The app does not read data from Apple Health, Health Connect or other health services today. If we add such an integration, it will be off until you turn it on, it will ask for your permission first, it will read only what is needed for your coaching, and it will never be used for advertising or sold. We will update this policy before it ships.

Device and usage data

• A push notification token for your device, so we can send reminders and messages you asked for. You can turn notifications off in your phone’s settings.
• Crash reports and error reports: the app version, device model, operating system, the time and a technical description of the error. They are collected through Firebase Crashlytics and our own error reports on Google Cloud, and are used only to find and fix problems.
• Technical logs on our servers (for example the time of a request and whether it succeeded), kept for security and troubleshooting.

Ask ELSE (the dashboard assistant)

If a coaching account switches on Ask ELSE, a coach’s question and the information needed to answer it (for example client names, check-in dates and plan details from that coaching account) are sent to Anthropic, which provides the AI model, to produce the answer. Clients’ email addresses and phone numbers are not sent. For each answer we keep a usage record (the amount of text processed, the cost and whether it succeeded), not the text of the conversation. Ask ELSE only proposes changes; nothing changes until a coach confirms it.

This website

else.ae sets no cookies, uses no analytics or advertising trackers and loads nothing from other websites. Our hosting provider (Cloudflare) processes the technical data needed to deliver the pages, such as your IP address, for security and to keep the site running. If you write to us, we receive what you send us.

Why we use your data

• To provide the service you or your coaching account signed up for: show you your plans, record what you log, let you chat with your coach, send reminders, and keep payment records. (Legal basis where it applies: performance of a contract.)
• To keep ELSE secure and working: sign-in, preventing misuse, backups, fixing crashes and errors. (Our legitimate interests.)
• Health information is processed to deliver your coaching, with your consent where the law requires it. You can withdraw consent by asking your coach or us; we will then stop processing it, which may limit the coaching we can provide.
• To meet legal obligations, for example keeping records a law requires.

We do not sell personal data, we do not use it for advertising, and we do not use your coaching data to train AI models.

Who processes your data

We use a small number of service providers, each bound by a contract to use the data only to provide their service to us:

Provider	What for	Where
Google Cloud and Firebase (Google)	Database, sign-in, file storage, server functions, push notifications, crash reports	Data stored in Frankfurt, Germany (europe-west3); push and crash reporting use Google’s global infrastructure
Anthropic	The AI model behind Ask ELSE, only for coaching accounts that switch it on	United States
Cloudflare	Hosting this website and the dashboard addresses, protection against attacks	Global network
Bunny CDN	Delivering app updates to phones (no account data)	Global network
Apple and Google	App stores, and delivery of push notifications to your phone	Global

Inside a coaching account, your data is visible to the members of your coaching team whose role allows it. We may disclose data if the law requires it, and we will tell the coaching account unless the law forbids it.

Where your data is kept

ELSE’s database and files are stored in Google Cloud in Frankfurt, Germany (europe-west3). Some providers above process data in other countries; where that happens we rely on their contractual safeguards for international transfers.

How long we keep it

• Your account and coaching data are kept while your account and your coaching account are active.
• When you delete your ELSE account (see below), your name, nickname, email, phone and photo, and the personal details on your client records, are deleted at once and your profile photos are removed. Records your coach needs for their books, such as workouts, payments and invoices, are kept without your name, so they can no longer be linked to you.
• When a coaching account is deleted by its owner, it is paused for 30 days (the owner can cancel during that time), then its files are removed and its people’s details are deleted; what remains is kept without names and can no longer be read by anyone.
• Exports of a coaching account’s data are deleted after one day.
• Crash and error reports are kept for up to 90 days.
• Backups of the database are overwritten on a rolling schedule.
• One archive export of our previous database (made when ELSE moved databases in October 2026) is kept in encrypted Google Cloud storage in the EU, only for recovery, and deleted when it is no longer needed for that.

Your rights and choices

Depending on where you live, you may have the right to access your data, correct it, delete it, receive a copy, object to or restrict some uses, and withdraw consent. To use them:

• Delete your account in the app: Profile → Account Information → Delete Account. It asks for your password and then deletes your account as described above.
• Correct your profile in the app at any time.
• Coaching data: ask your coach, who can correct, export or delete it, or write to us.
• Coaching account owners can download all of their account’s data from the dashboard (Settings → Your data) and ask to delete the account there.

You can also complain to your local data protection authority.

Security

Data is encrypted in transit and at rest. Every request is checked against the person’s coaching account and role, so one coaching account can never see another’s data, and every change the team makes is recorded in an audit log. Private files such as payment receipts are handed out through short-lived links.

Children

ELSE is not meant for children under 16 without the involvement of a parent or guardian. A coaching account that coaches minors is responsible for getting the consent that the law requires.

Changes to this policy

When we change this policy we update the date at the top. If a change is important, we will tell you in the app or by email before it takes effect.

Contact us

Questions or requests about privacy, or anything else: contact@else.ae.