EN
Equestic | EQ Coach-Copilot | EQ Saddle-Clip
Last updated: 15-08-2026
This Privacy Policy describes how Smart Horse Technologies B.V., a company registered in the Netherlands under Chamber of Commerce number 74806068, with its registered address at Rondveld 21, 5845 EP Sint Anthonis, the Netherlands (the “Provider”, “We”, “Us” or “Our”), collects, uses, shares and protects personal data.
We are the data controller responsible for the processing of personal data described in this Privacy Policy.
This Privacy Policy applies to personal data processed in connection with: (i) Our websites, including the web shop and the Online Portal; (ii) the Products We sell, such as sensors and related equipment; (iii) the Applications We provide under the Equestic, EQ Saddle-Clip and EQ Coach-Copilot brands; and (iv) the Services made available through any of the above. Capitalised terms used but not defined in this Privacy Policy have the meanings given to them in Our General Terms and Conditions, available at https://www.equestic.com/terms_and_conditions.
Contact details for privacy matters: privacy@equestic.com; Rondveld 21, 5845 EP Sint Anthonis, the Netherlands; +31 6 22 88 63 00, https://equestic.com.
The personal data We process depends on how You interact with Us: whether You purchase a Product, use an Application or the Online Portal, subscribe to a Plan, or simply visit Our website.
We may receive limited data from third parties involved in serving You, such as confirmation of payment status from payment service providers or app stores, and delivery status information from logistics partners.
We process personal data for the purposes, and on the legal bases, set out below. Where We rely on legitimate interests, We have assessed that Our interests are not overridden by Your interests, rights and freedoms; You may object to such processing as described in Section 11.
| Purpose | Main categories of data | Legal basis (GDPR) |
|---|---|---|
| Creating and managing Your account; providing the Application, the Online Portal and the Services | Account, profile and usage data | Performance of a contract (Art. 6(1)(b)) |
| Processing orders, delivery and payment for Products and Plans | Purchase and delivery data; payment confirmations | Performance of a contract; legal obligation (Art. 6(1)(c)) for invoicing and accounting |
| Recording and analysing Your training sessions, including AI-based analysis and the generation of reports and recommendations | Sensor data, session data, profile data, Your annotations | Performance of a contract |
| Recording and transcribing audio of training sessions | Audio recordings, transcriptions | Consent (Art. 6(1)(a)), expressed by Your starting a recording; You may withdraw it at any time by stopping or deleting recordings |
| Providing user support, including AI-assisted support | Communications, account and technical data | Performance of a contract; legitimate interest (Art. 6(1)(f)) in efficient support |
| Improving the Products, Applications, Services and Our AI models, using aggregated and anonymised data | Aggregated and anonymised data derived from usage, sensor and session data | Legitimate interest in improving Our offering; fully anonymised data is no longer personal data |
| Securing Our systems, preventing fraud and detecting misuse | Technical and usage data | Legitimate interest in security and integrity of Our systems |
| Sending service communications about Your account, orders, or changes to Our terms or this Policy | Contact details | Performance of a contract; legitimate interest |
| Organising promotions, giveaways and events You choose to take part in | Contact and registration details; any further data described in the terms of the specific promotion or event | Performance of a contract; consent, where required by law |
| Sending marketing communications | Contact details, communication preferences | Consent, which You may withdraw at any time (see Section 12) |
| Complying with legal obligations and establishing, exercising or defending legal claims | Data relevant to the obligation or claim concerned | Legal obligation (Art. 6(1)(c)); legitimate interest |
| Communicating with You about the Service, including support and onboarding messages, by e-mail and, where Your number is available, by WhatsApp or SMS | Contact details, including telephone number | Performance of a contract (Art. 6(1)(b)) |
| Measuring the effectiveness of Our advertising and understanding which campaigns bring users to Us (attribution and marketing analytics) | Usage and advertising/attribution data, device and advertising identifiers | Consent (Art. 6(1)(a)), where required; otherwise Our legitimate interest (Art. 6(1)(f)) in measuring and improving Our advertising |
| Where We use such functionality, sharing app events and contact details (such as e-mail addresses) with advertising platforms to optimise and target Our advertising, including the building of similar audiences | Usage and advertising/attribution data, device and advertising identifiers, e-mail address | Consent (Art. 6(1)(a)) |
We do not intend to collect special categories of personal data (such as data concerning health) and ask You not to include such information in Your profile, annotations or recordings.
The Applications, the Online Portal and the Services include AI-powered functionality. In practice, this works as follows.
Speech recognition. Where You record audio of a training session or activity, the audio is converted into text by a specialised third-party speech recognition service acting as Our processor, on Our instructions and under a data processing agreement. These services are used solely to generate the transcription for You and are not permitted to use Your audio or transcriptions for their own purposes, including the training or improvement of their own models.
Analysis by Our own AI models. All further analysis — including segmentation and classification of training sessions and activities, interpretation of transcriptions, correlation of multi-source data, comparison of current and historical performance, and the generation of reports, summaries, recommendations and alerts — is performed by AI models developed and operated by Us, on infrastructure under Our control.
Model improvement. We do not use Your identifiable personal data to train Our AI models. We may use aggregated and anonymised data derived from the use of Our Products, Applications and Services for research, statistical analysis, service improvement and the improvement of Our AI models. Such data can no longer be linked to You.
Insights concerning Your horse. AI Outputs may include observations concerning the condition, gait or performance of a horse — for example, an indication of an irregularity and a suggestion to interrupt training and consult a veterinarian. Such information relates to the horse, not to You, and is not personal data. It is provided for informational purposes only and does not constitute veterinary or other professional advice, as further described in Our General Terms.
No automated decision-making within the meaning of Art. 22 GDPR. AI Outputs are informational in nature: they support Your own judgment and the judgment of the professionals You choose to involve. We do not make decisions based solely on automated processing that produce legal effects concerning You or similarly significantly affect You.
Audio is recorded only when You actively start a recording of a training, a reflection session or another activity relating to Your horse in the Application. While a recording is in progress, audio and, where applicable, sensor data are captured. Nothing is recorded in the background, and no recording starts without Your action.
You control Your recordings: You can review Your recordings and the related transcriptions, and You can have them deleted at any time by contacting Our support team at service@equestic.com, as described in Section 11.
Other people’s voices. A recording may capture the voices of other people present, either incidentally — such as a coach or other riders present — or because You choose to record them, such as a professional advising You. Where You start a recording, You are responsible for informing the people around You and, where required by applicable law, obtaining their permission. We process such recordings solely to provide the Services to You.
We do not use voice recordings to identify individuals, and We do not process them as biometric data.
Future recording features. Certain recording features, such as video recording, may be introduced in the future. Any such feature will be activated only by Your explicit action, and We will update this Privacy Policy and provide further information before or at the time such a feature is made available.
By default, Your training data, recordings, transcriptions and AI Outputs are visible only to You. They are shared with other users — for example, with a coach or other team members — only where You have explicitly authorised this within the Application or the Online Portal. You can review and revoke such authorisations at any time.
Features enabling new forms of sharing or interaction between users may be introduced gradually. Any such feature will be initiated and controlled by the users concerned, and further details will be provided within the Application and, where appropriate, in an updated version of this Privacy Policy at the time the feature is made available.
Where a Professional User (a user acting for professional or commercial purposes, such as a coach or trainer other specialist advising You on Your horse) accesses data You have shared, that Professional User is independently responsible for their own use of the data and for the advice and services they provide on the basis of it.
We do not sell personal data. We disclose personal data to third parties only where this is necessary to provide the Products, Applications and Services, to perform Our contract with You, to comply with a legal obligation, or as otherwise described in this Privacy Policy. The categories of recipients are:
Service providers that process personal data on Our behalf do so as processors, under data processing agreements consistent with Art. 28 GDPR. The specific providers We use may change from time to time; this Privacy Policy describes them by category, and We will keep this description up to date.
Klarna. In order to offer You Klarna’s payment options, We will pass to Klarna Bank AB (publ) (https://www.klarna.com) certain of Your personal data, such as contact and order details, only after You have chosen to use a Klarna payment option, so that Klarna can assess whether You qualify for its payment options and tailor those options for You. Your personal data is handled by Klarna in accordance with applicable data protection law and Klarna’s own privacy statement (https://cdn.klarna.com/1.0/shared/content/legal/terms/0/en_nl/privacy).
Our core systems, and the infrastructure on which Our own AI models operate, are hosted on servers located in the European Union. Because Our users are located around the world, Your data is delivered to You, and to the users You authorise, wherever You or they access the Applications, the Online Portal or the Services.
Some of Our recipients — in particular advertising and communication providers such as Google and Meta — may process personal data outside the European Economic Area, including in the United States. Where personal data is transferred outside the EEA, We ensure that the transfer is covered by an adequacy decision of the European Commission or by appropriate safeguards within the meaning of Art. 46 GDPR, in particular the European Commission’s Standard Contractual Clauses or, where the recipient is certified, the EU-US Data Privacy Framework. You may contact Us for further information on the safeguards applied.
We keep personal data no longer than is necessary for the purposes for which it was collected, and in any event in accordance with the following retention principles:
| Category of data | Retention period |
|---|---|
| Account and profile data | For as long as Your account is active; deleted or anonymised within twelve (12) months after the account is closed |
| Sensor data, session data and AI Outputs | For as long as Your account is active, or until You delete the relevant sessions; deleted or anonymised together with the account |
| Transcriptions and summaries generated from Your recordings | Until deleted by You, or until Your account is closed, whichever occurs first |
| Audio recordings | Two (2) weeks after the recording has been processed, so that We can assist You if You ask Us to check or correct the generated text, and deleted thereafter |
| Purchase, invoicing and payment records | Seven (7) years, in accordance with Dutch fiscal retention obligations |
| Support correspondence | Two (2) years after the matter is resolved |
| Marketing preferences and consents | Until consent is withdrawn; a minimal suppression record is kept thereafter to honour Your opt-out |
| Technical logs and crash reports | Up to twelve (12) months |
| Records of consent (e.g. cookie and marketing consents) | For registered users, for as long as the account is active plus 12 months after closure; for non-registered website visitors, for the lifetime of the cookie consent set in the banner (3 months), after which consent is requested again |
| Advertising, attribution and event data shared with or generated through advertising tools | Retained for as long as needed for the related campaign measurement, and in line with the retention applied by the advertising tools concerned |
Data may be retained for longer where this is required by law or necessary for the establishment, exercise or defence of legal claims. Aggregated and anonymised data, which can no longer be linked to You, may be retained without limitation.
We take the protection of Your data seriously and implement appropriate technical and organisational measures to prevent misuse, loss, unauthorised access, unintended disclosure and unauthorised alteration, taking into account the nature of the data and the risks of the processing. If You believe that Your data is not secure, or You see indications of misuse, please contact Us at privacy@equestic.com.
Subject to the conditions and limitations of applicable law, You have the right to:
How to exercise Your rights. Much of this You can do directly: You can review and update Your profile within the Application. To delete Your recordings, sessions or Your account, please contact Our support team at service@equestic.com and We will action Your request. For all other data protection requests, contact Us at privacy@equestic.com.
You can change or withdraw Your cookie and advertising choices on Our website at any time via the “Cookie Preferences” panel in the footer, and, where consent-based advertising features are offered in the Application, You will be able to manage those choices in the Application settings. For all other requests, contact Us at privacy@equestic.com. To protect Your data, We will verify Your identity in a proportionate manner, normally by corresponding with the e-mail address linked to Your account; We will not ask You for a copy of Your identity document unless no less intrusive means of verification is available. We will respond to Your request without undue delay and in any event within one month, which may be extended by two further months for complex or numerous requests, in which case We will inform You.
Complaints. You have the right to lodge a complaint with a supervisory authority, in particular the Dutch Data Protection Authority (Autoriteit Persoonsgegevens, https://www.autoriteitpersoonsgegevens.nl) via link https://autoriteitpersoonsgegevens.nl/een-tip-of-klacht-indienen-bij-de-ap or the supervisory authority of the EU member state where You habitually reside or work. We would, however, appreciate the opportunity to address Your concerns first.
We distinguish between service communications, which are necessary to operate Your account, orders and subscriptions (and which We may send by e-mail, in-app message, WhatsApp or SMS), and marketing communications. We send marketing communications, including any promotional messages sent by e-mail, WhatsApp or SMS, only with Your consent, and every marketing message contains a simple means of opting out. Withdrawing Your consent does not affect service communications. Marketing agencies and communication platforms We engage for this purpose act on Our instructions as Our processors.
Promotions, giveaways and events. Where You take part in a promotion, giveaway or event organised by Us, We process Your data as described in this Privacy Policy and in the specific terms or consent document of that promotion or event, which will describe any additional data collected, any additional recipients involved (such as an event venue or an agency engaged for the event), and the retention applicable to it.
Advertising and audience targeting. Where We advertise Our Products and Services on third-party platforms (such as Google and Meta) and in app stores, We and those platforms may use cookies, device and advertising identifiers, app events and, where We use such features, contact details (such as e-mail addresses) to measure, optimise and target that advertising, including building audiences of similar users. On Our website, advertising of this kind is activated only with Your consent given via the cookie banner; in the Application, where such advertising features are introduced, they will operate on the basis of Your consent. Information about how Google uses data from sites and apps that use its services is available at https://policies.google.com/technologies/partner-sites.
The Products, Applications and Services are not directed at children under the age of sixteen (16), and We do not knowingly collect personal data from them. Where local law requires parental or guardian consent for users below a certain age, the Application may be used only with such consent. If You believe that We have collected personal data of a child without the required consent, please contact Us at privacy@equestic.com and We will delete it.
A cookie is a small text file that is stored on Your computer, tablet or smartphone when You visit Our website. We use the following categories of cookies:
When You first visit Our website, the cookie banner identifies the cookies used and allows You to give or refuse consent for analytical and marketing cookies. You can change Your choices at any time via the banner. You can also delete previously stored cookies and prevent the storage of new ones through the settings of Your internet browser.
If You are in the United Kingdom, references in this Privacy Policy to the GDPR include the UK GDPR, and You may lodge a complaint with the Information Commissioner’s Office (ICO).
If You are a California resident, then if and to the extent that California privacy law (CCPA/CPRA) applies to Our processing, You may have rights under that law, including the rights to know, access, correct and delete personal information and the right not to be discriminated against for exercising those rights. We do not sell personal information and do not share it for cross-context behavioural advertising. You may exercise these rights through the channels described in Section 11.
We may amend this Privacy Policy from time to time, for example to reflect new features or changes in law. The current version is always available on Our website, with the date of the last update indicated at the top. Where a change materially affects You, We will inform You through the Application or by e-mail before the change takes effect.
This Privacy Policy is drawn up in English. If translations are made available, the English version shall prevail in the event of discrepancies.
Smart Horse Technologies B.V., Rondveld 21, 5845 EP Sint Anthonis, the Netherlands; privacy@equestic.com; +31 6 22 88 63 00.