Privacy Policy

Last updated: 15 October 2026

At The Underdog Project, we believe trust is important, both at your end of the lead and ours!

Whether you’re booking an adventure for your dog, getting in touch or purchasing something from our online shop, we want you to feel confident about how your personal information is handled.

This Privacy Policy explains what information we collect, why we collect it, how we use it and the rights you have over your personal data.

We are committed to handling personal information responsibly and in accordance with applicable UK data protection legislation, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

1. Who We Are

The Underdog Project is an independent business based in West Yorkshire, providing Mantrailing, Tracking and Scent Work activities for pet dogs and their owners, alongside dog-related products, merchandise and gift vouchers.

The Underdog Project is operated by Amy Varley, a sole trader who is the data controller responsible for the personal information processed by the business.

Business name: The Underdog Project

Website: https://underdogproject.co.uk

Email: hello@underdogproject.co.uk

For questions about this Privacy Policy or how your personal information is handled, please contact us using the details above.

2. Information We Collect

Depending on how you interact with The Underdog Project, we may collect the following information.

Personal and contact information

  • Your name.
  • Email address.
  • Telephone number.
  • Billing and delivery addresses, where applicable.
  • Emergency contact details, where required.

Booking and activity information

  • Details of sessions you book or attend.
  • Information about your dog, including their name, breed, age and relevant training or behavioural requirements.
  • Information about your dog’s health or any needs that may affect their participation.
  • Relevant information you voluntarily provide about your own accessibility or participation requirements.

Purchase and payment information

  • Products purchased and order history.
  • Payment amounts, dates and transaction status.
  • Billing and delivery details.
  • Information required to process refunds and fulfil orders.

Website and communication information

  • Information submitted through our contact forms.
  • Emails and other communications you send us.
  • Technical information, such as IP addresses, browser information and website activity, where collected through our website or its service providers.

We aim to collect only the information reasonably necessary to provide our services and operate our business.

3. How We Use Your Information

We use personal information to:

  • Respond to enquiries and provide information about our activities and products.
  • Manage bookings, confirmations, reminders and cancellations.
  • Plan and deliver activities appropriate for participating dogs.
  • Contact customers about session locations, arrangements and changes.
  • Process purchases, payments, refunds and deliveries.
  • Arrange collection of purchases at sessions.
  • Maintain accurate financial and business records.
  • Respond to feedback, questions or complaints.
  • Maintain website functionality and security.
  • Understand website performance and improve our services.
  • Send marketing communications where legally permitted.
  • Comply with legal obligations.

4. Our Legal Bases for Processing Information

Under UK GDPR, we must have a lawful basis for processing personal information.

Depending on the circumstances, we rely on:

Contract: Where information is necessary to provide a booked service, fulfil a purchase or take steps requested before entering into a contract.

Legal obligation: Where information must be processed or retained to comply with legal requirements, including tax and accounting obligations.

Legitimate interests: Where processing is reasonably necessary to operate, administer, protect or improve our business, provided those interests are not overridden by your rights.

Consent: Where you have given permission for a particular purpose, such as optional marketing communications or certain uses of photographs and videos.

Where we rely on consent, you may withdraw it at any time.

If we collect information about your own health, disability or accessibility requirements, we will ensure that an appropriate additional legal condition applies where the information constitutes special category data.

5. Online Bookings

We use Acuity Scheduling, a booking platform provided by Squarespace, to manage bookings for our Mantrailing, Tracking and Scent Work activities.

When you click a booking link on our website, you are redirected to our external booking page:

https://theunderdogproject.as.me

When making a booking, you may be asked to provide personal information, contact details and relevant information about your dog.

We use this information to:

  • Manage and confirm bookings.
  • Send appointment reminders and session information.
  • Contact you about changes or cancellations.
  • Understand your dog’s individual requirements.
  • Maintain booking and payment records.

Acuity Scheduling processes information under its applicable privacy and data protection terms.

You can read the Squarespace Privacy Policy for further information.

6. Online Shop, Payments and Order Fulfilment

The Underdog Project operates an online shop using WooCommerce, offering dog treats, merchandise, gift vouchers and other products.

When you place an order, we collect the information necessary to process your purchase, including your name, contact details, billing information, order details and payment records.

Online payments are processed through WooPayments, which uses Stripe’s payment processing infrastructure.

Depending on the payment methods enabled at checkout, customers may pay using credit or debit cards and supported digital wallets.

The Underdog Project does not directly store complete payment card details.

We may also accept payments through alternative methods, including bank transfers or cash.

Customers may choose postal delivery or collection at an arranged session, where available.

For postal orders, we use your delivery information to arrange shipping and may share the necessary details with postal or courier providers.

For collection orders, we use your contact and order information to arrange collection and communicate relevant details.

We retain appropriate transaction records for accounting, tax, customer service and legal purposes.

Further information about payment processing is available in Stripe’s Privacy Policy.

7. Cookies and Website Analytics

Our website uses WordPress and WooCommerce, alongside other services that may use cookies or similar technologies.

Cookies are small files stored on your device that help websites function, remember preferences and, where enabled, collect information about website usage.

We use Complianz to provide cookie consent controls and help manage cookies and tracking technologies.

Cookies may be used for:

  • Essential website functionality and security.
  • Shopping basket and checkout functionality.
  • Remembering website preferences.
  • Website statistics and performance monitoring.
  • Third-party services and integrations.

We use Jetpack Stats to monitor website traffic and understand how visitors interact with our website.

Where required by law, we obtain consent before using non-essential cookies or tracking technologies.

You can accept, reject or manage optional cookies through our cookie consent banner.

You can also change your preferences using the cookie settings available on our website.

For further information about the cookies used, please see our Cookie Policy (UK).

8. Marketing Communications

We may offer customers and website visitors the opportunity to subscribe to updates about The Underdog Project.

These communications may include information about upcoming sessions, events, new services, products and special offers.

Where we send electronic marketing communications, we will do so only where we have the appropriate consent or another lawful permission.

We may use an email marketing service, such as MailPoet, to manage subscriptions and send communications.

You can unsubscribe from marketing communications at any time using the instructions provided or by contacting hello@underdogproject.co.uk.

We do not sell or rent personal information to third parties for their marketing purposes.

9. Photographs and Videos

We regularly capture photographs and videos during our activities to celebrate the achievements of participating dogs and their owners.

Our booking process includes a question about photography and video permissions.

Where we rely on consent to use identifiable photographs or videos for promotional purposes, we will respect the preferences you provide.

Photographs and videos may be used on our website, social media channels and other promotional materials in accordance with applicable permissions.

You can contact hello@underdogproject.co.uk to withdraw consent for future use of identifiable images where consent is the lawful basis.

We will take reasonable steps to remove existing material under our control where required, although we may not be able to remove content already shared or copied by third parties.

10. Sharing Your Information

We may share personal information with trusted third-party service providers where necessary to operate our business.

These may include:

  • Website hosting and technical service providers, including IONOS.
  • Acuity Scheduling and Squarespace for booking management.
  • WooCommerce for online shop functionality.
  • WooPayments and Stripe for payment processing.
  • Postal and courier services for deliveries.
  • MailPoet and relevant email delivery providers.
  • Jetpack and Automattic for website services and statistics.
  • Contact form and communication services.
  • Accounting and administrative service providers.

We share only the information reasonably necessary for the relevant purpose and take appropriate steps to protect personal data.

We may also disclose information where legally required or where necessary to establish, exercise or defend legal claims.

11. International Data Transfers

Some of our third-party service providers may process or store personal information outside the United Kingdom.

Where personal information is transferred internationally, we will ensure that an appropriate legal transfer mechanism or safeguard applies, as required by UK data protection legislation.

12. How Long We Keep Your Information

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, including applicable legal, accounting and business requirements.

Retention periods depend on the type of information and the reason it was collected.

Financial and transaction records are generally retained for at least five years after the relevant Self Assessment tax return submission deadline, or longer where legally required.

Booking records, customer communications and other information are retained for periods appropriate to their purpose and any relevant legal obligations.

Marketing contact information is retained while you remain subscribed, unless a different retention period is required or justified.

Photographs and videos are retained in accordance with their intended use, applicable permissions and legal requirements.

When personal information is no longer required, we will securely delete or anonymise it where appropriate.

13. Keeping Your Information Secure

We take reasonable technical and organisational measures to protect personal information from unauthorised access, accidental loss, misuse or disclosure.

These measures may include secure website connections, password-protected systems, restricted access and the use of reputable third-party service providers.

Although no online system can guarantee absolute security, we take appropriate precautions to protect the information entrusted to us.

14. Your Data Protection Rights

Under UK data protection law, you may have the right to:

  • Access: Request a copy of the personal information we hold about you.
  • Rectification: Ask us to correct inaccurate or incomplete information.
  • Erasure: Request deletion of your information in certain circumstances.
  • Restriction: Request that we limit how your information is processed.
  • Objection: Object to certain types of processing.
  • Data portability: Request certain information in a format that allows it to be transferred elsewhere.
  • Withdraw consent: Withdraw consent where processing relies on it.

These rights are subject to applicable legal conditions and exceptions.

To exercise your rights, contact hello@underdogproject.co.uk.

We will respond within the timeframes required by law, normally within one month.

15. Third-Party Websites

Our website may contain links to external websites and services, including our booking platform and social media channels.

We are not responsible for the privacy practices of websites operated by other organisations.

We encourage you to review their individual privacy policies before providing personal information.

16. Children’s Privacy

Bookings are intended to be made by adults.

Where children participate in activities, we may collect limited information necessary for their participation, with appropriate involvement from a parent or guardian.

We do not knowingly collect unnecessary personal information from children.

17. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our services, website functionality or legal requirements.

The latest version will be published on our website, with the date of the most recent update displayed at the top.

18. Contact and Complaints

If you have any questions, concerns or requests relating to your personal information, please contact:

The Underdog Project

West Yorkshire, United Kingdom

Email: hello@underdogproject.co.uk

Website: https://underdogproject.co.uk

You also have the right to raise a complaint with the Information Commissioner’s Office (ICO), the UK’s independent data protection regulator.

ICO website: https://ico.org.uk

We welcome the opportunity to address any concerns directly.