Privacy policy

Privacy Policy

Last updated: May 20, 2026

Effective date: May 20, 2026

Bellamy Sport & Leisure ("Bellamy," "we," "us," or "our") operates this store and website, including all related information, content, features, tools, products and services, in order to provide you, the customer, with a curated shopping experience (the "Services"). Bellamy Sport & Leisure is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services or otherwise communicate with us. If there is a conflict between our Terms of Service and this Privacy Policy, this Privacy Policy controls with respect to the collection, processing, and disclosure of your personal information.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you acknowledge that you have read this Privacy Policy and understand the collection, use, and disclosure of your information as described in this Privacy Policy.

Personal Information We Collect or Process

When we use the term "personal information," we are referring to information that identifies or can reasonably be linked to you or another person. Personal information does not include information that is collected anonymously or that has been de-identified, so that it cannot identify or be reasonably linked to you. We may collect or process the following categories of personal information, including inferences drawn from this personal information, depending on how you interact with the Services, where you live, and as permitted or required by applicable law:

Contact details including your name, address, billing address, shipping address, phone number, and email address.
Financial information including credit card, debit card, and financial account numbers, payment card information, financial account information, transaction details, form of payment, payment confirmation and other payment details. Payment card details are processed by our payment processor (Shopify) and we do not store full payment card numbers.
Account information including your username, password, security questions, preferences and settings.
Transaction information including the items you view, put in your cart, add to your wishlist, or purchase, return, exchange or cancel and your past transactions.
Communications with us including the information you include in communications with us, for example, when sending a customer support inquiry.
Device information including information about your device, browser, or network connection, your IP address, and other unique identifiers.
Usage information including information regarding your interaction with the Services, including how and when you interact with or navigate the Services.
Assessment information. If you purchase the Bellamy Master Assessment, we also process the responses you provide and the results generated from them, along with your first name and, optionally, your age range and gender, which are used only in anonymized and aggregated form for trends. We also record that you accepted our terms and disclaimers before beginning, with the date and version. Your results are yours, and the assessment is not powered by AI.

Sensitive Personal Information

Some privacy laws, including the California Consumer Privacy Act as amended by the California Privacy Rights Act ("CCPA/CPRA"), define a category of "sensitive personal information" (for example, government identifiers, precise geolocation, racial or ethnic origin, health information, and the contents of certain communications).

We do not intentionally collect, use, or process sensitive personal information for the purpose of inferring characteristics about you, and we do not "sell" or "share" sensitive personal information as those terms are defined under applicable law. To the extent any information we process is treated as sensitive personal information under applicable law, we use it only for purposes permitted by that law, such as providing the Services you request, processing your payments, securing the Services, and preventing fraud.

Personal Information Sources

We may collect personal information from the following sources:

Directly from you including when you create an account, visit or use the Services, communicate with us, or otherwise provide us with your personal information;
Automatically through the Services including from your device when you use our products or services or visit our websites, and through the use of cookies and similar technologies;
From our service providers including when we engage them to enable certain technology and when they collect or process your personal information on our behalf;
From our partners or other third parties.

How We Use Your Personal Information

Depending on how you interact with us or which of the Services you use, we may use personal information for the following purposes:

Provide, Tailor, and Improve the Services. To provide you with the Services, perform our contract with you, process your payments, fulfill your orders, remember your preferences and items you are interested in, send notifications related to your account, process purchases, returns, exchanges or other transactions, create, maintain and manage your account, arrange for shipping, facilitate returns and exchanges, enable you to post reviews, and create a customized shopping experience for you. This may include using your personal information to better tailor and improve the Services.
Marketing and Advertising. To send marketing, advertising and promotional communications by email, text message or postal mail, and to show you online advertisements for products or services on the Services or other websites, including based on items you previously purchased or added to your cart and other activity on the Services. You may opt out of this processing as described in "Your Rights and Choices" below.
Security and Fraud Prevention. To authenticate your account, provide a secure payment and shopping experience, detect, investigate or take action regarding possible fraudulent, illegal, unsafe, or malicious activity, protect public safety, and secure our Services.
Communicating with You. To provide customer support, be responsive to you, provide effective services, and maintain our business relationship with you.
Legal Reasons. To comply with applicable law or respond to valid legal process, including requests from law enforcement or government agencies, to investigate or participate in civil discovery, potential or actual litigation, or other adversarial legal proceedings, and to enforce or investigate potential violations of our terms or policies.

How We Disclose Personal Information

In certain circumstances, we may disclose your personal information to third parties for legitimate purposes subject to this Privacy Policy. Such circumstances may include:

With Shopify, vendors and other third parties who perform services on our behalf (e.g. IT management, payment processing, data analytics, customer support, cloud storage, fulfillment and shipping). Our fulfillment partner Printful processes order and shipping information in order to produce and ship your orders.
With business and marketing partners to provide marketing services and advertise to you. For example, we use Shopify to support personalized advertising with third-party services based on your online activity with different merchants and websites. Our business and marketing partners will use your information in accordance with their own privacy notices. Depending on where you reside, you may have a right to direct us not to share information about you to show you targeted advertisements. You can exercise this right as described in "Your Rights and Choices" below.
When you direct, request, 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 our affiliates or otherwise within our corporate group.
In connection with a business transaction such as a merger, acquisition, 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 or policies; and to protect or defend the Services, our rights, and the rights of our users or others.

In the preceding 12 months, the categories of personal information described above may have been disclosed to the categories of third parties described above (service providers, advertising and marketing partners, and Shopify) for the business and commercial purposes described in this Privacy Policy.

"Sale" and "Sharing" of Personal Information

Some state privacy laws, including the CCPA/CPRA, broadly define a "sale" or "share" of personal information to include certain disclosures for cross-context behavioral (targeted) advertising, even where no money changes hands. Our use of third-party advertising and analytics technologies through Shopify may constitute a "sale" or "share" under these definitions.

You have the right to opt out of this "sale" or "sharing." See "Your Rights and Choices" below, including the "Your Privacy Choices" control. We do not knowingly "sell" or "share" the personal information of consumers under 16 years of age.

Relationship with Shopify

The Services are hosted by Shopify, which collects and processes personal information about your access to and use of the Services in order to provide and improve the Services for you. Information you submit to the Services will be transmitted to and shared with Shopify as well as third parties that may be located in countries other than where you reside. In addition, to help protect, grow, and improve our business, we use certain Shopify enhanced features that incorporate data and information obtained from your interactions with our store, along with other merchants and with Shopify. In these circumstances, Shopify is responsible for the processing of your personal information, including for responding to your requests to exercise your rights over use of your personal information for these purposes. To learn more, you can visit the Shopify Consumer Privacy Policy. Depending on where you live, you may exercise certain rights with respect to your personal information at the Shopify Privacy Portal.

Third Party Websites and Links

The Services 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. 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.

Children's Data

The Services are not intended to be used by children, and we do not knowingly collect any personal information about children under the age of majority in your jurisdiction. 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) the personal information of individuals under 16 years of age.

Security and Retention of Your Information

Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security." Any information you send to us may not be secure while in transit. We recommend that you do not use unsecure channels to communicate sensitive or confidential information to us.

Retention. We retain personal information for as long as necessary to fulfill the purposes described in this Privacy Policy, unless a longer retention period is required or permitted by law. In general, and subject to change as our practices evolve:

Order and transaction records are retained for the period required to fulfill the order and thereafter as needed for tax, accounting, warranty, and legal-compliance purposes (typically up to 7 years).
Account information is retained for as long as your account remains active and for a reasonable period afterward, after which it may be deleted or de-identified.
Marketing contact information is retained until you unsubscribe or otherwise opt out, and for a reasonable period thereafter to honor your suppression preferences.
Customer support communications are retained for as long as needed to resolve your inquiry and for a reasonable period afterward for quality and recordkeeping.

When personal information is no longer needed, we will delete, anonymize, or de-identify it, or securely store it and isolate it from further use.

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. These rights arise under laws including the California Consumer Privacy Act as amended by the California Privacy Rights Act ("CCPA/CPRA") and comparable comprehensive privacy laws in states such as Colorado, Connecticut, Virginia, Oregon, Texas, and others. 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 request access to, or to know about, the personal information we hold about you.
Right to Delete. You may request that we delete personal information we maintain about you.
Right to Correct. You may request that we correct inaccurate personal information we maintain about you.
Right of Portability. You may request a copy of the personal information we hold about you and, in certain circumstances, that we transfer it to a third party.
Right to Opt Out of Sale or Sharing / Targeted Advertising. You may opt out of the "sale" or "sharing" of your personal information and of processing for "targeted advertising," as those terms are defined under applicable law. You can exercise this right using our "Your Privacy Choices" control, which is also linked in the footer of every page.
Right to Limit Use of Sensitive Personal Information. Where applicable, you may have a right to limit the use and disclosure of sensitive personal information. As described above, we do not use sensitive personal information for purposes that would trigger this right.
Right to Non-Discrimination. We will not discriminate against you for exercising any of these rights.

Global Privacy Control (GPC). If you visit our website with the Global Privacy Control opt-out preference signal enabled, depending on where you are, we will treat this as a request to opt out of "sale"/"sharing" for the device and browser you use. If we can associate the device sending the signal with a Shopify account, we will apply the opt-out request to that account as well. To learn more about Global Privacy Control, visit https://globalprivacycontrol.org/. Other than the Global Privacy Control, we do not currently recognize other "Do Not Track" signals.

Managing Communication Preferences. We may send you promotional emails, and you may opt out at any time using the unsubscribe option in our emails. If you opt out, we may still send you non-promotional emails, such as those about your account or orders you have made.

How to exercise your rights. You may exercise these rights using the "Your Privacy Choices" control above, or by contacting us at privacy@bellamysportandleisure.com. We may need to verify your identity before processing your request, as permitted or required by law. You may designate an authorized agent to make requests on your behalf; before accepting such a request, we will require proof that you authorized the agent and may need to verify your identity directly. We will respond within the timeframe required by applicable law.

Complaints and Appeals

If you have complaints about how we process your personal information, please contact us using the contact details below. Depending on where you live, you may have the right to appeal a decision we make about your request by contacting us at privacy@bellamysportandleisure.com, or to lodge a complaint with your local data protection authority or state attorney general.

International Transfers

We may transfer, store and process your personal information outside the country you live in. If we transfer your personal information out of the European Economic Area or the United Kingdom, we will rely on recognized transfer mechanisms such as the European Commission's Standard Contractual Clauses, or any equivalent contracts issued by the relevant competent authority of the UK, unless the data transfer is to a country determined to provide an adequate level of protection.

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 this website, update the "Last updated" date, and provide notice as required by applicable law.

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 contact us at:

Bellamy Sport & Leisure

Privacy requests: privacy@bellamysportandleisure.com

General support: hello@bellamysportandleisure.com

State of organization: State of organization: Delaware, United States. Principal place of business: Tennessee, United States.