Privacy notice: the Founding 50

Last updated 27 October 2026

This notice explains how Absolute Equestrian Collective Ltd uses personal information when you apply for or take part in the Founding 50. It adds to the privacy policy on our main website. We are the data controller for this information.

What we collect

• About you: your name, email address, phone number, state or province, delivery address, and how you heard about us.
• About your horse: the information in your application and monthly check-ins, such as age, weight, feeding, health, goals, photos, videos and any vet records you choose to share.
• Payments: your plan, payment dates and amounts, and the type and last four digits of your card. Your full card details are held by our payment provider, never by us.
• Messages: what you send our team in the portal or by email, and our replies.
• Technical: what your browser or phone sends when you use the portal, and your notification settings if you turn notifications on.

How we use it, and why

• To review your application and run your membership: sending boxes, taking payments, giving feeding guidance and answering your questions. We need this to provide the membership you asked for.
• To keep records we are required to keep by law, such as accounts and tax records.
• To improve our products and support, in our legitimate interests.
• To use your horse's progress, photos and story in our own marketing, only if you have agreed. You can withdraw this agreement at any time.
• To send you occasional updates from the Collective, only if you have agreed. Every update includes a way to stop them.

Who we share it with

We never sell your information. We share it only where needed:

• Care partners, such as your vet or saddle fitter, only when it is relevant to your horse's care.
• Service providers who work for us under contract: our payment provider (Stripe), our online shop (Shopify, which records your orders), our couriers, our email provider, our hosting and storage providers, and Apple or Google to deliver notifications to your phone.
• Authorities, where the law requires it.

Some of these providers handle information outside the UK, including in the USA and the European Union. Where they do, we use the safeguards that UK data protection law requires, such as approved contract terms.

How long we keep it

We keep membership and payment records for six years after your membership ends, as accounting and tax law requires. If your application is not successful, we delete it within 12 months unless you ask to stay on our waiting list. You can ask us to delete your horse's photos and check-ins sooner.

Improving our service, including with AI

We keep a record of your messages, check-ins and the recommendations we make so that we can look back on your horse's history and give consistent advice. We may also use these records, with names and contact details removed, to improve our service, including developing AI tools that help our team respond to members more quickly and consistently. Your horse's care will always be decided by a person on our team. Anyone helping us build these tools works under contract, only on our instructions, and may not use your information for anything else.

If you'd rather your messages weren't used this way, switch it off in your portal (Account) or tell us at any time and we'll exclude them. This doesn't affect your membership. We rely on our legitimate interests in improving our service for this use.

Your rights

You can ask to see the information we hold about you, and to have it corrected, deleted, restricted or sent to you in a portable format. You can also object to how we use it, and withdraw any consent you have given. Email hello@absoluteequestriancollective.co.uk and we will reply within one month. Depending on where you live, you may have further rights under your state or province's privacy laws; we will honour these too.

If you are unhappy with how we have handled your information, please tell us first. You can also complain to the UK Information Commissioner's Office (ico.org.uk) or to the privacy regulator where you live.

Security

Your information is stored with providers who use encryption and access controls. Only our team can see your horse's records, and photos and documents are shared only through private, time-limited links.