Privacy Policy

The ATLAS Live Tracking (hereafter known as “ATLAS”) websites, related mobile applications, and services (collectively, the “Services”) are made available to you by Accuwear Ltd., having its address at Labman Automation, Seamer Hill, Middlesbrough, TS9 5NQ, United Kingdom. These are made in accordance with the ATLAS Privacy Policy. More information about the Services may be found at You agree to comply with these Terms and any supplemental terms which ATLAS makes available to you on the Services which shall form part of the Terms. By accessing, using or uploading or downloading any information or materials to or from the services, or by indicating your assent to these terms by creating an account, clicking “verify” or any similar mechanism, you are agreeing to these terms. If you do not agree to these terms, do not access or use the services.


Our privacy policy (the “Privacy Policy”) explains the information we collect, how we use and share it, how to manage your privacy controls and your rights in connection with our websites and the related mobile applications and services (collectively, the “Services”).

This policy was written in English. To the extent a translated version conflicts with the English version, the English version shall apply. Unless indicated otherwise, this Privacy Policy does not apply to third party products or services or the practices of companies that we do not own or control, including other companies you might interact with on or through the Services.

Questions or comments about this Privacy Policy may be submitted by mail or email to the following addresses;

ATLAS Live Tracking
Labman Automation,
Seamer Hill,

Information ATLAS Collects

ATLAS collects information about you, including information that directly or indirectly identifies you. We receive information in a few different ways, including when you track, complete or upload activities using the Services. ATLAS also collects information about how you use the Services.

We collect basic account information such as your name, email address, date of birth, gender, username and password that helps secure and provide you with access to our Services. Profile, activity and use information is collected about you when you choose to upload an activity (including date, time and geo-location information) or post, join a challenge, view others’ activities, or otherwise use the Services.

We use your contact information so we can respond to your support requests and comments.

Location Information

We collect and process location information when you verify your personalised profile code and use the Services. We do not track your device location while you are not using ATLAS, but in order to provide our core Services, it is necessary for us to track your device location while you use the mobile application. If you would like to stop the device location tracking, you may do so at any time by adjusting your device settings.

Content You Share

We gather information from the activities, comments, reviews, and other content you share on the Services, including when you participate in partner events.

Contacts Information

If you choose to share your contacts with ATLAS, ATLAS will, in accordance with your instructions, access and store your contacts’ information in order to identify connections and help you connect with them.

Health Information

ATLAS does not collect or infer health information.

Technical Information and Log Files

We collect information from your browser, computer, or mobile device, which provide us with technical information when you access or use the Services. This technical information includes device and network information, cookies, log files and analytics information. Learn more about how we use cookies and manage your preferences by visiting our cookies policy at

The Services use log files. The information stored in those files includes IP addresses, browser type, internet service provider (ISP), referring/exit pages, platform type, date/time stamp, and number of clicks. This information is used to analyze trends, administer, protect and secure the Services, track member movement in the aggregate, and gather broad demographic information for aggregate use. IP addresses may be linked to session IDs, athlete IDs and device identifiers.

Other Information

We may collect information from you through third parties, such as when we collect your feedback through surveys.

How ATLAS Uses Information

ATLAS uses the information we collect and receive as described below.

To provide the Services

We use the information we collect and receive to provide the Services, including providing you with the ability to:
Record your activity using our proprietary algorithms based on GPS and geo-spatial mapping data.
Interact with other athletes. For example, to compete on leaderboards, participate in races, challenges, or events.

To customize your experience

From time to time we may use the information we collect about you and your activities to customize the overall ATLAS experience. For example, we may suggest races, events, challenges, or clubs that may interest you, or new features that you may want to try. If we know that you like to run, we may tell you about new running events. If we see that you run in a certain area, we may suggest an event in that area.

To protect you and the Services

We use the information we collect to protect members, and promote safety. For example, we find and remove offensive content that violates our terms as well as suspend or terminate accounts that post such content.

To improve our Services

We also use the information we collect to analyze, develop and improve the Services. To do this, ATLAS may use third-party analytics providers to gain insights into how our Services are used and to help us improve the Services.

To communicate with you

We use the information we collect to provide support in response to your requests and comments.
We may also use the information we collect to market and promote the Services, activities and events on ATLAS, and other commercial products or services. This includes marketing and push communications, where you have not opted out of receiving such messages and notifications.

Aggregate Information

We do not sell your personal information. ATLAS may from time to tome aggregate the information you and others make available in connection with the Services and post it publicly or share it with third parties. Examples of the type of information we may aggregate include information about events, challenges or leaderboards.

How Information is Shared

In addition to sharing aggregated data about our members as described above, we may also from time to time share personal information in accordance with your preferences, as needed to run our business and provide the Services, and where required for legal purposes, as set forth below.

Service Providers

We may share your information with third parties who provide services to ATLAS such as supporting, improving, promoting and securing the Services, processing payments, or fulfilling orders. These service providers only have access to the information necessary to perform these limited functions on our behalf and are required to protect and secure your information.

Publicly Available Information

When you join the ATLAS community, your profile and your activities are set to be viewable by the event, race or challenge that you have entered by default. Your name and other profile information is viewable by other ATLAS members in the aforementioned event, race or challenge and, subject to your privacy controls, additional information and content you share may also be viewable.

Third Party Business via API or Other Integrations

We may from time to time share your information and content with third party apps, plugins, or websites that integrate with the Services, as well as with third parties who work with ATLAS to offer an integrated feature, such as a challenge sponsor or event organiser. Information collected by these third parties is subject to their terms and policies. ATLAS is not responsible for the terms or policies of third parties.

Affiliates and Acquirors of our Business or Assets

We may share your information with affiliates under common control with us, who are required to comply with the terms of this Privacy Policy with regard to your information. If ATLAS becomes involved in a business combination, offer for equity shares, re-organisation, dissolution or bankruptcy or other similar transaction, we may share or transfer your information in connection with such transaction.

Legal Requirements

We may preserve and share your information with third parties, including the relevant legal authorities, public or governmental agencies, or private litigants, within or outside your country of residence, if we determine that such disclosure is allowed by the law or reasonably necessary to comply with the law, including to respond to court orders or other legal or regulatory process.

How We Protect Information

We take several measures to safeguard the collection, transmission and storage of the data we collect. We employ reasonable protections for your information that are appropriate to its sensitivity. The Services use industry standard Secure Sockets Layer (SSL) technology to allow for the encryption of personal information. ATLAS stores data on Microsoft Azure technology which itself employs the highest standards in online security.

Adjust Notification and Email Preferences

You may unsubscribe from emails and notifications by following the instructions contained at the bottom of marketing or promotional emails. Any administrative or service-related emails (to confirm a purchase, or an update to this Privacy Policy etc.) generally do not offer an option to unsubscribe as they are necessary to provide the Services proposed by ATLAS.

Updating Account Information

You may correct, amend or update profile or account information at any time by adjusting that information in your account settings. If you need further assistance correcting inaccurate information, please send an email to:

Deleting Information and Accounts and Downloading Your Data

To make a deletion request, please write to ATLAS at After you make a deletion request, ATLAS will permanently and irreversibly delete your personal data from our systems, including backups. Once deleted, your data, including your account, activities and place on leaderboards cannot be reinstated. Following your deletion of your account, it may take up to 90 days to delete your personal information and system logs from our systems. Additionally, we may retain information where deletion requests are made to comply with the law and take other actions permitted by law. Your public profile may be displayed in search engine results until the search engine refreshes its cache.

Your Rights and Our Legal Bases

Your Legal Rights in the EEA

If you are habitually located in the EEA, you have the right to access, rectify, download or erase your information, as well as the right to restrict and object to certain processing of your information.

Our Legal Bases

ATLAS relies on a number of legal bases to collect, use, share, and otherwise process the information we have about you for the purposes described in this Privacy Policy, including:
as necessary to provide the Services and fulfill our obligations pursuant to the Terms of Service. For example, we cannot provide the Services unless we collect and use your location information;

where you have consented to the processing;
where necessary to comply with a legal obligation, a court order, or to exercise and defend legal claims;
to protect your vital interests, or those of others, such as in the case of emergencies; and
where necessary for the purposes of ATLAS’ or a third party’s legitimate interests, such as our interests in protecting our members, our partners’ interests in collaborating with our members, and our commercial interests in ensuring the sustainability of the Services.


The Services are operated from the United Kingdom. If you are located outside of the United Kingdom and choose to use the Services or provide information to us, you acknowledge and understand that your information will be transferred, processed and stored in the United Kingdom.

Retention of Information

We retain information as long as it is necessary to provide the Services to you and others, subject to any legal obligations to further retain such information. Information associated with your account will generally be kept until it is no longer necessary to provide the Services or until your account is deleted.

Following your deletion of your account, it may take up to 90 days to fully delete your personal information and system logs from our systems. Additionally, we may retain information to comply with the law, prevent fraud, collect fees, resolve disputes, troubleshoot problems, assist with investigations and take other actions permitted by law. The information we retain will be handled in accordance with this Privacy Policy.

Privacy Policy Information

ATLAS reserves the right to modify this Privacy Policy at any time. Please review it occasionally. If ATLAS makes changes to this Privacy Policy, the updated Privacy Policy will be posted on the Services in a timely manner.

About Us

ATLAS Live Tracking is a provider of innovative technology solutions for professional race timing companies and race organisers. This includes both hardware and software systems for live timing & GPS tracking. Built by engineers and athletes together.

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Our Contacts

Labman Automation, Seamer Hill,
Stokesley, North Yorshire. TS9 5NQ

+44 (0) 1642 710580
+33 (0) 6 95 89 57 75