Privacy policy

Last Updated: 21/05/2026

Run With Freedom® (operated by Ecom Essence Ltd) respects your privacy and is committed to protecting your personal data. This Privacy Policy outlines how we collect, process, share, and protect your information when you visit our website (runwithfreedom.com) or make a purchase.

1. Information We Collect

When you visit our website or place an order, we collect certain personal information necessary to provide our services. This includes:

  • Device & Behavioral Information: Your web browser type/version, IP address (anonymized/truncated), time zone, screen resolution, referral pages, search terms, and how you interact with our website (such as page scroll depth, mouse clicks, and session navigation). This is collected automatically via first- and third-party cookies, log files, web beacons, and analytical tags.

  • Order & Customer Information: Your name, billing address, shipping address, email address, and phone number. This is collected directly when you make a purchase or attempt to make a purchase. Payment data (such as credit or debit card numbers) is inputted by you directly through secure, encrypted payment tokens; we never store or have access to raw card numbers.

  • Customer Inquiries & AI Agent Interactions: Information you voluntarily provide when submitting questions through our contact forms or interacting with our automated customer service agents and chat assistants.

2. Lawful Basis and How We Use Your Personal Information

Under the UK General Data Protection Regulation (UK GDPR), we rely on the following legal grounds to process your personal data:

  • Performance of a Contract: Necessary to fulfill orders, process payments, arrange dispatch via Amazon Multi-Channel Fulfillment (MCF) and verified brand partners, and provide order tracking and transaction confirmations.

  • Legitimate Interests: Necessary to screen transactions for potential fraud or security risks, safeguard our store digital infrastructure, manage accounting ledgers, and improve website performance.

  • Explicit Consent: Required for placing non-essential analytical cookies (including session recordings and heatmap tracking), automated AI customer chat features, retargeting advertising, and direct marketing communications via Seguno Mail, Google Ads, or Meta Ads. You can withdraw your consent at any time via our Cookie Preferences banner.

3. Sharing and Disclosing Your Personal Information

We share your personal information with trusted third-party service providers to power our storefront and fulfill services:

  • E-Commerce Platform Infrastructure: We use Shopify to power our storefront, manage customer accounts, and securely handle checkout workflows.

  • Website Behavior Analytics & Optimization (Microsoft Clarity): We partner with Microsoft Clarity and Microsoft Advertising to capture how you use and interact with our website through behavioral metrics, heatmaps, and session replays to improve customer experience and site usability. Website usage data is captured using first- and third-party cookies and tracking technologies. Sensitive form fields (such as passwords and payment details) are strictly masked and excluded from session recordings. For more details on how Microsoft collects and uses your data, visit the Microsoft Privacy Statement.

  • Logistics, Storage, and Order Fulfillment:

    • We share delivery details with Amazon (including Amazon Multi-Channel Fulfillment / MCF and FBA channels) to pick, pack, and ship core Run With Freedom® products.

    • For products supplied via verified brand partnerships (e.g., Shopify Collective items), necessary fulfillment data is passed directly to the third-party brand supplier for dispatch and returns handling.

    • We share data with integrated domestic couriers (e.g., Royal Mail, DPD) to facilitate delivery.

  • Payment Gateways & BNPL Providers: Financial transactions are securely handled by integrated merchant networks (Shop Pay, Apple Pay, Google Pay) and Buy-Now-Pay-Later providers (Klarna, Clearpay) to assess purchase eligibility and execute payment processing.

  • Accounting & Business Operations: Transactional records, invoices, and purchase details are passed securely through A2X and synchronized with our financial software, Xero, for tax and accounting compliance.

  • Marketing, Advertising, & AI Communications: We share device identifiers with Google Ads and Meta Platforms to measure ad effectiveness and deploy retargeting. We use Seguno Email to securely manage email workflows, and Microsoft Clarity Brand Agent technologies to help train and answer common customer service inquiries.

4. Cookies and Behavioral Tracking

Our site utilizes cookies to remember your cart, optimize loading times, and track user journeys.

  • Analytical / Performance Cookies: Tools like Microsoft Clarity and Google Analytics place unique identifier cookies (e.g., _clck, _clsk, MUID, _ga) to monitor session activity. These are non-essential cookies and are only loaded after you provide consent on our cookie banner.

  • Managing Cookies: You can adjust your cookie settings at any time by clicking the Cookie Settings link in our website footer, or by disabling cookies in your web browser settings.

5. Behavioral Advertising & Opt-Outs

We use your personal information to provide targeted advertisements and marketing communications. You can opt out of targeted advertising directly with the respective providers:

6. International Data Transfers

Your information may be transferred and stored outside of the United Kingdom, including on servers located in Canada and the United States (such as Shopify, Google, Meta, and Microsoft). Whenever we transfer personal data out of the UK, we ensure appropriate safeguards are implemented, such as the UK International Data Transfer Addendum, Standard Contractual Clauses (SCCs), or the UK-US Data Bridge framework.

7. Your Rights (UK GDPR & Data Protection Act 2018)

As a UK resident, you hold the following statutory rights regarding your data:

  • Right of Access: Request copies of the personal data we hold about you.

  • Right to Rectification: Request corrections to inaccurate or incomplete data.

  • Right to Erasure ("Right to be Forgotten"): Request the deletion of your personal information where there is no legal reason for us to keep it.

  • Right to Restrict or Object: Restrict or object to the processing of your personal data under certain conditions.

  • Right to Data Portability: Request the transfer of your data to another organization.

To exercise any of these rights, contact us at info@runwithfreedom.com.

8. Data Retention

  • Order Records: When you place an order, we retain your order information for our operational records. Under UK tax regulations (HMRC), we are legally required to keep financial and transactional records for a minimum of 6 years.

  • Behavioral / Analytics Data: Session recordings and telemetry data stored by Microsoft Clarity are automatically deleted in accordance with Microsoft’s standard retention cycle (typically within 30 days to 13 months).

9. Minors

Our website is not intended for individuals under the age of 18. We do not intentionally or knowingly collect personal data from minors. If you believe a child has provided us with personal information, please contact us for immediate deletion.

10. Contact Us & Complaints

For questions, data requests, or complaints, please contact our Data Protection Officer:

  • Email: info@runwithfreedom.com

  • Trading Name: Run With Freedom®

  • Legal Entity: Ecom Essence Ltd

  • Company Number: 16525851

  • Registered Address: 3 The Mill, Stuart Works, High Street, Stourbridge, England, DY8 4FA

If you are not satisfied with how we address your inquiry, you have the right to lodge a formal complaint with the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection, at www.ico.org.uk.