This Privacy Policy describes how Middle Trail Running Company LLC (the "Site", "we", "us", or "our") collects, uses, and discloses your personal information when you visit, use our services, or make a purchase from middletrailrunning.com or our mobile applications (the "Site") or otherwise communicate or interact with us, including without limitation, “offline” interactions such as in connection with in-person events (collectively, the "Services"). For purposes of this Privacy Policy, "you" and "your" means you as the user of the Services, whether you are a customer, website visitor, or another individual whose information we have collected pursuant to this Privacy Policy. This Privacy Policy is incorporated into, and is subject to, our Terms of Service. 

Please read this Privacy Policy carefully. By using and accessing any of the Services, you agree to the collection, use, and disclosure of your information as described in this Privacy Policy. If you do not agree to this Privacy Policy, please do not use or access any of the Services.

CHANGES TO THIS PRIVACY POLICY 

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on the Site, update the "Last updated" date and take any other steps required by applicable law.

COLLECTION AND USE OF NON-PERSONAL INFORMATION 

We may collect and use non-personally identifiable information regarding your visit to the Site. We may utilize third party software to collect this information and reserve the right to change our data collection methods, providers and/or software, at any time at our sole discretion. If you do not want such non-personally identifiable information collected, it may be possible for you to adjust settings on the electronic equipment you use to access the Site (e.g., a stationary or mobile computer, phone or tablet) (your “Device”). However, we cannot guarantee that such settings may be changed or will be effective, and you assume all risks associated with your access to the Site.

COLLECTION OF PERSONAL INFORMATION 

To provide the Services, we collect personal information about you from a variety of sources, as set out below. The information that we collect and use varies depending on how you interact with us. In addition to the specific uses set out below, we may use information we collect about you to communicate with you, provide the Services, comply with any applicable legal obligations, enforce any applicable terms of service, and to protect or defend the Services, our rights, and the rights of our users or others.

The types of personal information we obtain about you depends on how you interact with our Site and use our Services. When we use the term "personal information", we are referring to information that identifies, relates to, describes or can be associated with you. The following sections describe the categories and specific types of personal information we collect.

Information that you directly submit to us through our Services may include without limitation:

• Basic contact details including your name, mailing address, phone number and email address.
• Order and return information including your name, billing address, shipping address, payment confirmation, email address, phone number and any other information necessary to complete your order or fulfill your returns.
• Account information including your username, password and security questions.
• Shopping information including the items you view, put in your cart or add to your wish list.
• Customer support information including the information you choose to include in communications with us, for example, when sending a message through the Services.
• Your name and email address when you sign up for our mailing list. 
• Information you provide and photos taken of you during events (including but not limited to run clubs) or other “offline” interactions hosted by us, and any other information necessary to complete your registration and/or participation in such events.
• Your social media handles and any other information you provide directly to us through our social media platforms.
• Any other information you provide to us when you visit our site, register on our site, register to receive newsletters and special events information, place an order, fill out a form, respond to a survey, receive notices of other promotional opportunities, and in connection with other activities, services, features or resources we make available on our Site. 

Some features of the Services may require you to directly provide us with certain information about yourself. You may elect not to provide this information, but doing so may prevent you from using or accessing these features.

We also automatically collect certain information sent to us by your computer, mobile phone or other access device about your interaction with the Services ("Usage Data"). To do this, we use cookies, pixels and similar technologies ("Cookies"). Usage Data may include information about how you access and use our Site and your account, including device information (including identifier, name and operating system), browser information, information about your network connection, your IP address, location and other standard web information regarding your interaction with the Services.

We use third parties to improve our ability to identify visitors to our website. As part of this service, we may make available identifiers to these third parties including our visitors' IP addresses, cookies, and hashed versions of email addresses captured from your visit. We, and third parties, use this data to obtain more information about our visitors and reach out to them through other channels, such as email and/or direct mail. You may have the right to opt-out of this activity. To opt-out, please follow the instructions on our Do Not Sell page, or reach out to support@middletrailrunning.com to get assistance in opting out.

We may also obtain information about you from third parties, including without limitation from vendors and service providers who may collect information on our behalf, such as:

• Companies who support our Site and Services, such as Shopify.
• Our payment processors, who collect payment information (e.g., bank account, credit or debit card information, billing address) to process your payment in order to fulfill your orders and provide you with products or services you have requested, in order to perform our contract with you.
• When you visit our Site, open or click on emails we send you, or interact with our Services or advertisements, including without limitation interactions through our social media platforms, we, or third parties we work with, may automatically collect certain information using online tracking technologies such as pixels, web beacons, software developer kits, third-party libraries, and cookies.
• If you interact with us through one of our social media platforms, we may receive information you choose to share with us through those platforms. 

Any information we obtain from third parties will be treated in accordance with this Privacy Policy. We are not responsible or liable for the accuracy of the information provided to us by third parties and are not responsible for any third party's policies or practices. For more information, see the section below, Third Party Websites and Links.

USE OF PERSONAL INFORMATION 

• Running, Operating and Improving our Site.  We use your personal information to run and operate our Site, to display content on the Site, and use feedback you provide to improve our products and Services. 
• Providing Products and Services. We use your personal information to provide you with the Services in order to perform our contract with you, including without limitation to process your payments, fulfill your orders, to send notifications to you related to your account, purchases, returns, exchanges or other transactions, to create, maintain and otherwise manage your account, to arrange for shipping, facilitate any returns and exchanges and to enable you to post reviews. 
• Marketing and Advertising. We use your personal information for marketing and promotional purposes, such as to send content, marketing, advertising and promotional communications by email, text message or postal mail or through our social media platforms, to show you advertisements for products or services, and to provide news and updates about events hosted by us. This may include using your personal information to better tailor the Services and advertising on our Site and other websites. We also use your personal information to run promotions, content, surveys and to send you information you agreed to receive about topics we think will be of interest to you. We also use your personal information to manage product reviews. 
• Security and Fraud Prevention. We use your personal information to detect, investigate or take action regarding possible fraudulent, illegal or malicious activity. If you choose to use the Services and register an account, you are responsible for keeping your account credentials safe. We highly recommend that you do not share your username, password, or other access details with anyone else. If you believe your account has been compromised, please contact us immediately.
• Communicating with You. We use your personal information to provide you with customer support and improve our Services. This is in our legitimate interests in order to be responsive to you, to provide effective services to you, and to maintain our business relationship with you.
• Compliance with Law and Regulation. We use your personal information for any other processing that may be done in order to comply with local law and regulation. 

COOKIES AND TRACKING TECHNOLOGIES 

Like many websites, we use Cookies on our Site. For specific information about the Cookies that we use related to powering our store with Shopify, see https://www.shopify.com/legal/cookies. We use Cookies to power and improve our Site and our Services (including to remember your actions and preferences), to run analytics and better understand user interaction with the Services (in our legitimate interests to administer, improve and optimize the Services). We may also permit third parties and services providers to use Cookies on our Site to better tailor the services, products and advertising on our Site and other websites.

Most browsers automatically accept Cookies by default, but you can choose to set your browser to remove or reject Cookies through your browser controls. Please keep in mind that removing or blocking Cookies can negatively impact your user experience and may cause some of the Services, including certain features and general functionality, to work incorrectly or no longer be available. Additionally, blocking Cookies may not completely prevent how we share information with third parties such as our advertising partners.

Marketing emails are not based on cookies, but are sent to you if you have signed up to receive these emails, have purchased any of our products, or participated in our events. Each of our emails have an "Unsubscribe" link at the bottom of the landing pages to opt-out of email marketing. Please note that if you choose to opt-out of marketing emails, you will not automatically be opted-out of advertising cookies. Similarly, if you opt-out of advertising cookies through your browser settings, you will not automatically be opted-out of marketing emails.

ANALYTICS

We use Google Analytics, a web analytics tool that helps us understand how users engage with our Site and allows us to understand traffic patterns to help us improve the design of our Site, the products we make and the services we offer. Like many services, Google Analytics uses first-party cookies to track user interactions, as in our case, where they are used to collect information about how users use our Site. This information is used to compile reports and to help us improve our Site. Our reports disclose website trends without identifying individual visitors.

You can opt out of Google Analytics without affecting how you visit our Site – for more information on opting out of being tracked by Google Analytics across all websites you use, visit this Google page: https://tools.google.com/dlpage/gaoptout.

We understand and recognize that we must maintain and use customer information responsibly. 

DISCLOSURE OF PERSONAL INFORMATION 

In certain circumstances, we may disclose your personal information to third parties for legitimate purposes subject to this Privacy Policy, or as otherwise required or permitted by law. Such circumstances may include without limitation:

• With service providers, vendors or other third parties who perform services on our behalf (e.g., IT management and securing the Site and preventing fraud, tax and accounting services, payment processing, data analytics and disaster recovery services, customer support, cloud storage, fulfillment and shipping, communicating with you, facilitating our events and partnerships, promoting our products and Services) and for other general business purposes. Certain service providers, such as payment gateways and other payment transaction processors have their own privacy policies in respect to the information we are required to provide to them for your purchase-related transactions. You should read the privacy policies of these service providers so you can understand how they will process the payment-related information that we share with them.
• With business and marketing partners, including without limitation Shopify, to provide services and advertise to you. Our business and marketing partners will use your information in accordance with their own privacy notices.
• When you direct, request us or otherwise consent to our disclosure of certain information to third parties, such as to ship you products or through your use of social media widgets or login integrations, with your consent.
• With our affiliates or otherwise within our corporate group, in our legitimate interests to run a successful business.
• In connection with a business transaction such as a merger or bankruptcy, to comply with any applicable legal obligations (including to respond to subpoenas, search warrants and similar requests), to enforce any applicable terms of service, and to protect or defend the Services, our rights, and the rights of our users or others.
• With our partner businesses or organizations when we partner with third party organizations to offer a promotion or host an event. 
• With our professional advisors, such as lawyers, bankers, auditors, accountants and consultants. 

USER GENERATED CONTENT 

The Services may enable you to post product reviews and other user-generated content. If you choose to submit user generated content to any public area of the Services, including without limitation through our social media platforms, this content will be public and accessible by anyone. We do not control who will have access to the information that you choose to make available to others, and cannot ensure that parties who have access to such information will respect your privacy or keep it secure. We are not responsible for the privacy or security of any information that you make publicly available, or for the accuracy, use or misuse of any information that you disclose or receive from third parties.

SOCIAL FEATURES 

Certain features of the Site permit you to initiate interactions between the Site and third-party services or platforms, such as social media networks (“Social Features”). Social Features include features that allow you to click and access our pages on certain third-party platforms, such as Facebook and Instagram, and from there to “like” or “share” our content on those platforms. Use of Social Features may entail a third party’s collection and/or use of your personal information. If you use Social Features or similar third-party services, information you post or otherwise make accessible may be publicly displayed by the third-party service you are using. Both us and the third party may have access to information about you and your use of both the Site and the third-party service.

THIRD PARTY WEBSITES AND LINKS

Our Site may provide links to websites or other online platforms operated by third parties. If you follow links to sites not affiliated or controlled by us, you should review their privacy and security policies and other terms and conditions. We do not guarantee and are not responsible for the privacy or security of such sites, including the accuracy, completeness, or reliability of information found on these sites. Information you provide on public or semi-public venues, including information you share on third-party social networking platforms may also be viewable by other users of the Services and/or users of those third-party platforms without limitation as to its use by us or by a third party. Our inclusion of such links does not, by itself, imply any endorsement of the content on such platforms or of their owners or operators, except as disclosed on the Services. We expressly disclaim any and all liability for the actions of third parties, including but without limitation to actions relating to the use and/or disclosure of personal information by third parties. Any information submitted by you directly to these third parties is subject to that third party’s privacy policy.

MINORS 

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children. You represent and warrant that you are not providing any information about a minor. If you are the parent or guardian of a child who has provided us with their personal information, you may contact us using the contact details set out below to request that it be deleted. As of the Effective Date of this Privacy Policy, we do not have actual knowledge that we "share" or "sell" (as those terms are defined in applicable law) personal information of individuals under 16 years of age.

SECURITY AND RETENTION OF PERSONAL INFORMATION 

Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security." By using the Site and providing any information to us, you are acknowledging that the Site is not a secure site and that data transmissions via email, upload through a network or on Site forms are inherently insecure. We will not intentionally disclose your personal information other than for the purposes set forth in this Privacy Policy, but we cannot control and will not be liable for interference by third-parties.  We recommend that you do not use unsecure channels to communicate sensitive or confidential information to us. You agree not to provide any information through the Site, social media platforms or email that you would not want shared with others. 

How long we retain your personal information depends on different factors, such as whether we need the information to maintain your account, to provide the Services, comply with legal obligations, resolve disputes or enforce other applicable contracts and policies. 

YOUR RIGHTS AND CHOICES

Depending on where you live, you may have some or all of the rights listed below in relation to your personal information. However, these rights are not absolute, may apply only in certain circumstances and, in certain cases, we may decline your request as permitted by law.

• Right to Access / Know. You may have a right to request access to personal information that we hold about you, including details relating to the ways in which we use and share your information.
• Right to Delete. You may have a right to request that we delete personal information we maintain about you.
• Right to Correct. You may have a right to request that we correct inaccurate personal information we maintain about you.
• Right of Portability. You may have a right to receive a copy of the personal information we hold about you and to request that we transfer it to a third party, in certain circumstances and with certain exceptions.
• Right to Opt out of Sale or Sharing or Targeted Advertising. You may have a right to direct us not to "sell" or "share" your personal information or to opt out of the processing of your personal information for purposes considered to be "targeted advertising", as defined in applicable privacy laws. Please note that if you visit our Site with the Global Privacy Control opt-out preference signal enabled, depending on where you are, we will automatically treat this as a request to opt-out of the "sale" or "sharing" of information for the device and browser that you use to visit the Site.
• Right to Limit and/or Opt out of Use and Disclosure of Sensitive Personal Information. You may have a right to direct us to limit our use and/or disclosure of sensitive personal information to only what is necessary to perform the Services or provide the goods reasonably expected by an average individual.
• Restriction of Processing. You may have the right to ask us to stop or restrict our processing of personal information.
• Withdrawal of Consent. Where we rely on consent to process your personal information, you may have the right to withdraw this consent.
• Appeal. You may have a right to appeal our decision if we decline to process your request. You can do so by replying directly to our denial.
• Managing Communication Preferences. We may send you promotional emails, and you may opt out of receiving these at any time by using the unsubscribe option displayed in our emails to you. If you opt out, we may still send you non-promotional emails, such as those about your account or orders that you have made. We may also use the information we collect to contact you about our company, business and/or product updates and promotional materials. You may opt out of receiving such information, updates and promotional materials by emailing us at the address at the bottom of this section and requesting to be placed on our do-not-contact list.

You may exercise any of these rights where indicated on our Site or by contacting us using the contact details provided below.

We will not discriminate against you for exercising any of these rights. We may need to collect information from you to verify your identity, such as your email address or account information, before providing a substantive response to the request. In accordance with applicable laws, you may designate an authorized agent to make requests on your behalf to exercise your rights. Before accepting such a request from an agent, we will require that the agent provide proof you have authorized them to act on your behalf, and we may need you to verify your identity directly with us. We will respond to your request in a timely manner as required under applicable law.

COMPLAINTS 

If you have complaints about how we process your personal information, please contact us using the contact details provided below. If you are not satisfied with our response to your complaint, depending on where you live you may have the right to appeal our decision by contacting us using the contact details set out below, or lodge your complaint with your local data protection authority.

INTERNATIONAL USERS 

Please note that we may transfer, store and process your personal information outside the country you live in, including the United States. Your personal information is also processed by staff and third party service providers and partners in these countries. If we transfer your personal information out of Europe, we will rely on recognized transfer mechanisms like the European Commission's Standard Contractual Clauses, or any equivalent contracts issued by the relevant competent authority of the UK, as relevant, unless the data transfer is to a country that has been determined to provide an adequate level of protection.

CONTACT

Should you have any questions about our privacy practices or this Privacy Policy, or if you would like to exercise any of the rights available to you, please email us at support@middletrailrunning.com or contact us at 3380 Sheridan Drive #258, Amherst, NY 14226, United States.