Privacy Policy and GDPR Compliance
Bellyproof Limited is committed to safeguarding your privacy. Contact us if you have any questions or problems regarding the use of your Personal Data and we will gladly assist you.
Data Controller: Bellyproof Limited, a company registered in England and Wales (company number 10520609), registered office: 82a James Carter Road, Mildenhall, Suffolk, IP28 7DE, is the data controller responsible for your Personal Data.
By using this site or our services, you consent to the processing of your Personal Data as described in this Privacy Policy.
Our Privacy-First Approach
We’ve chosen privacy over invasive tracking:
- ✅ No consent banner, clean, distraction-free experience
- ✅ Only anonymized analytics, we never see who you are
- ✅ No third-party tracking pixels, no Facebook or LinkedIn tracking
- ✅ No cross-site behavioral profiling, your browsing is your own
- ✅ You’re in control, disable analytics anytime via “Cookie Settings” in the footer
- ✅ GDPR compliant, legitimate interest in understanding site usage
- Questions? Submit a data request or contact us, we’ll respond within 72 hours
Clarification on Bellyproof.com and MovementFirst.co.uk
Bellyproof Limited is a registered trademark and our brand name. Bellyproof.com is our current website and member platform. MovementFirst.co.uk is our earlier platform, now serving existing subscriptions only while it is wound down. We operate them as follows:
| Bellyproof.com | MovementFirst.co.uk |
|---|---|
| Purpose: Marketing and information, new membership registration and purchases, and access to your member account and programs | Purpose: Legacy member platform serving existing subscriptions only. No new registrations or purchases are taken here. |
| Data Collection: Anonymized analytics only | Data Collection: Account info, health data, purchase history |
| Cookies: Essential + anonymized analytics | Cookies: Essential + analytics + functional |
Both sites are covered by this single privacy policy and share the same privacy commitments.
If you wish to see the personal data we collected about you in a machine-readable format, or to request deletion of your account (excluding purchase information), please contact us or make a data request here. We will assist you within 72 hours.
Please note: If you have made a purchase and need to access the content you paid for, you will need your account to do so.
Table of Contents
- Definitions
- Your Privacy Rights
- What Data We Collect
- How We Use Your Data
- Who Has Access to Your Data
- How We Secure Your Data
- Data Retention
- Cookies and Analytics
- Data Storage Location
- Children’s Privacy
- Contact Us
Definitions
Personal Data, any information relating to an identifiable person who can be directly or indirectly identified, in particular by reference to an identifier.
Processing, any operation or set of operations which is performed on Personal Data or on sets of Personal Data.
Data Subject, a natural person whose Personal Data is being processed.
We/Us, Bellyproof Limited (operating as Bellyproof.com and MovementFirst.co.uk)
Your Privacy Rights
Under GDPR, you have the following rights:
- Right to information, You have the right to know whether your Personal Data is being processed and what data we gather.
- Right to access, You have the right to access and download all Personal Data we hold about you.
- Right to rectification, You have the right to correct inaccurate or incomplete data.
- Right to erasure, In certain circumstances, you can request we delete your data.
- Right to restrict processing, You can limit how we process your data.
- Right to withdraw consent, You can withdraw any consent you’ve given (e.g., disable analytics).
- Right to lodge a complaint, If you’re unsatisfied with our response, you can contact your supervisory authority.
To exercise these rights: Visit our privacy tools page or contact us, we’ll respond within 72 hours.
What Data We Collect
On our public marketing pages (Bellyproof.com)
When you browse our public marketing pages without an account, we collect only anonymized data:
- Page views and content you view
- Time spent on each page
- Device type and browser (not personal)
- Referral source (how you found us)
What we DON’T collect: Name, email, IP address, or any personally identifying information. Analytics are fully anonymized.
When you create a member account
When you register for a membership on Bellyproof (including our member platform at app.bellyproof.com), we collect the information needed to deliver your programs. The same applies to existing members on our legacy MovementFirst.co.uk platform. We collect:
- Email address and password
- Name and location
- Health and fitness information (fitness level, health conditions, dietary preferences, weight, measurements)
- Progress photos you upload, and the body-composition analysis, body-fat estimates and predictions our automated/AI systems generate from them
- Subscription status and access level
- Order history and purchase dates
- Support messages and communications
Health Information Protection: Your health data is encrypted and accessible to you and our support team. We do not sell it or share it for marketing. The only third parties that ever process it are the specialist providers behind our optional AI features: the AI analysis providers, a content-safety screener that checks every photo, and, if you choose it, an image-generation service (see “Who Has Access to Your Data” below), acting only on our instructions under Data Processing Agreements. We take reasonable technical and organisational measures to protect it; however, no method of transmission or storage is completely secure, and we cannot guarantee absolute security.
Email Communications
If you opt-in to our email list or newsletter, we store:
- Email address
- Communication preferences
- Unsubscribe status
We use this only to send educational content, program updates, and announcements. You can unsubscribe anytime.
How We Use Your Data
| Purpose | Legal Basis |
|---|---|
| Delivering your membership, programs, and content access | Contract (service delivery) |
| Processing payments (via Stripe; and via PayPal for legacy MovementFirst subscriptions) and managing subscriptions | Contract & Legal Obligation (tax) |
| Providing customer support | Contract |
| Personalizing recommendations based on your fitness data | Contract |
| Understanding how users interact with our content (anonymized analytics) | Legitimate Interest |
| Tracking Google Ads conversions (for optimization) | Legitimate Interest |
| Detecting and preventing fraud | Legitimate Interest |
Who Has Access to Your Data
We do not sell, trade, or share your personal data. However, the following services process data on our behalf:
Essential Service Providers
- SiteGround, US-based hosting provider (stores our servers and data)
- Stripe, US-based payment processor for new and current memberships (handles subscriptions and one-time purchases securely; we never see full credit cards)
- SendGrid, US-based email delivery provider (sends transactional and account emails such as order confirmations and renewal notices)
Legacy MovementFirst subscriptions: A limited, closed set of existing subscriptions on our earlier MovementFirst.co.uk platform continue to be served there until they end. No new subscriptions are created on that platform. For those existing subscriptions only, payments may still be processed via PayPal or WooCommerce (where the subscription was originally set up that way), each a payment or e-commerce processor that handles payments securely; we never see full credit cards. As these subscriptions end, that processing stops.
Analytics Services
- Google Analytics 4, Measures traffic with IP anonymization ON (we can’t see who users are)
- Matomo Analytics, Self-hosted on our own server (we own all the data; no external sharing)
Email Service
- Email Marketing Service, For sending newsletters and program updates (you can unsubscribe anytime)
Payment & Tracking
- Google Ads, Receives hashed (encrypted) conversion data for optimization; never sees personal data
AI / Automated Body-Composition Analysis
When you choose to use one of our AI analysis features (body composition, muscle and posture, progress tracking, colour and style, and, where available, food-photo macros and mobility), the photos and details you provide (such as weight, height and measurements) are sent to specialist AI providers to generate your body-fat estimate, area-by-area breakdown and predictions. This processing only happens when you request an analysis.
- Anthropic, US-based AI provider (Claude) that analyses the photos and metrics you submit to produce your body-composition report
- Google, US-based AI provider (Gemini) used for parts of the same automated analysis
- Sightengine, content-safety provider that automatically screens every uploaded photo for prohibited content before analysis; it does not use your images to train models
- Higgsfield (or Replicate as a fallback), image-generation services used only if you choose to generate an optional visual projection, both running Google’s Nano Banana Pro model; Replicate deletes the image shortly after generation and does not train on it, while Higgsfield may use content to help improve its own service
Both are engaged as processors under Data Processing Agreements and act only on our instructions to perform the analysis you requested. Anthropic does not use data sent through its commercial interface to train its models; Google may use the data processed through the Gemini service we use to help improve its products and services (though for UK and EEA users, Google applies its stricter paid-service data terms under which it is not used for training). Full per-provider detail is in our Consumer Health Data Privacy Policy.
Because these analyses describe your physical characteristics, some laws treat them as health data. We set out how we collect, share, retain, and let you delete it, and how we capture your consent, in our separate Consumer Health Data Privacy Policy.
Important: All processors have Data Processing Agreements and only use your data as instructed to deliver the service. Aside from the providers named above, which process your photos and details solely to deliver the analysis or moderation you request, we do not share your health and fitness information with any other processor.
How We Secure Your Data
We use industry-standard security measures:
- HTTPS/TLS encryption for all data in transit
- Encrypted storage for sensitive data (health info, credentials)
- Regular security monitoring and updates
- Restricted access, only authorized staff can view personal data
- We never store full credit card numbers
Acceptable content: Our member platform is designed to collect only the information needed to deliver your programme (such as basic fitness metrics and progress photos). You must not upload nude or sexually explicit images, images of anyone under 18, or medical records or other special-category health documents. We operate automated and other filters intended to detect and reject such content, and we may remove it and suspend accounts that breach this. You remain responsible for the content you choose to upload.
Important: While we take reasonable measures to protect your data, no method of transmission or storage over the internet is completely secure, and we cannot guarantee absolute security.
Data Location: Your data is stored on servers in the United States via our hosting provider. By using our services, you consent to this international transfer.
Security Incidents: If we experience a personal data breach, we will notify you and the relevant authorities where we are legally required to do so, without undue delay.
Data Retention
We keep data only as long as needed:
| Data Type | Retention Period | Reason |
|---|---|---|
| Purchase and transaction records | 6+ years | UK tax requirements |
| Active account and subscription data | While account is active | Service delivery |
| Email list subscribers | Until you unsubscribe | Email campaigns |
| Google Analytics data | 26 months (anonymized) | Trend analysis |
| Support tickets | 2 years after resolved | Reference and improvement |
Cookies and Analytics
We use three types of cookies, and no consent banner is required because:
1. Necessary Cookies (Always Active)
Purpose: Essential for the site and member platform to function (login, security, session, and checkout)
- Session and login cookies
- Checkout and security/CSRF tokens
- On our legacy MovementFirst.co.uk platform, existing members may also encounter WordPress session and WooCommerce cart cookies that keep those existing subscriptions working
Legal Basis: Required for service delivery (GDPR Article 6(1)(b))
Consent Required: No
2. Functional Cookies (Active by Default)
Purpose: Remember your preferences (which articles you’ve read, UI settings, etc.)
Data Stored: Only non-personal preferences
Legal Basis: Legitimate interest (GDPR Article 6(1)(f))
Consent Required: No (but you can disable via “Cookie Settings” footer link)
Duration: 365 days
3. Analytics Cookies (Active by Default, Fully Anonymized)
Purpose: Understand how users interact with our content to improve it
Services:
- Google Analytics 4: IP anonymization ON, no user tracking, no interest reports
- Matomo Analytics: Self-hosted on our server, no data sharing, IP anonymization ON
Legal Basis: Legitimate interest (GDPR Article 6(1)(f))
Data Collected: Page views, device type, time on page, NOT who you are
Consent Required: No (fully anonymized)
Duration: 365 days (cookies); 26 months (analytics data)
User Control: Can disable via “Cookie Settings” footer link
NO Marketing Cookies
We intentionally do NOT use:
- ❌ Facebook Pixel (removed for privacy)
- ❌ LinkedIn Insight Tag (removed for privacy)
- ❌ Behavioral tracking across websites
- ❌ Cross-site profiling
Google Ads Tracking: We use Google Consent Mode v2 with conversion modeling instead of cookies. Google can optimize your ads based on modeled conversions (~95% accuracy) without storing tracking cookies on your browser.
Preference Center
You can control analytics and functional cookies anytime by clicking “Cookie Settings” in the footer. No banner interrupts your browsing.
Data Storage Location
Bellyproof Limited is based in the United Kingdom, but our data is stored on servers in the United States via SiteGround hosting.
By using our services, you consent to your data being stored and processed in the United States. The US has different data protection laws than the UK/EU, but we implement safeguards including:
- Encryption of sensitive data
- Data Processing Agreements with service providers
- Regular security audits
If you do not wish to have your data transferred to the US, you should not use our services.
Children’s Privacy
We do not knowingly collect data from anyone under 16. Our services are not directed at children.
If you’re a parent/guardian and believe your child provided data to us, please contact us immediately.
Contact Us
Questions About Your Data?
- Contact Form: /data-request/
- Data Requests: /data-request/
- Account Management: https://app.bellyproof.com/?manage=account
- Response Time: Within 72 hours
Supervisory Authority
If you wish to lodge a privacy complaint:
- UK: Information Commissioner’s Office
- EU: Your national data protection authority
Changes to This Privacy Policy
We may update this policy at any time. Changes take effect immediately upon posting.
This Privacy Policy is written in English, which is the governing and authoritative version. Any translation is provided for your convenience only. If there is any conflict or discrepancy between the English version and a translation, the English version prevails.
Last modified: June 9, 2026
We are committed to privacy by design. We collect minimal data, anonymize what we can, share with no one without consent, and give you full control. Your privacy is our priority.
