WILD-WOOD UK PRIVACY POLICY
Effective date: 7 October 2026
Wild-Wood UK respects your privacy and is committed to protecting your personal information.
This Privacy Policy explains how we collect, use, store and protect your personal information when you visit our website, make a booking, attend Wild-Wood UK, contact us, join our mailing list or otherwise interact with us.
This policy applies to customers, participants, parents and guardians booking on behalf of children, website visitors and people who contact Wild-Wood UK.
1. WHO WE ARE
Wild-Wood UK operates outdoor swimming, wellness, fitness, classes, events, retreats and associated facilities at:
Wild-Wood UK
The Norrest
Leigh Sinton
Malvern
Worcestershire
WR13 5EH
Email: hello@wild-wood.co.uk
Telephone: 07584 130329 / 07584 292223
Website: www.wild-wood.co.uk
For the purposes of UK data protection legislation, Wild-Wood UK is the data controller of the personal information described in this Privacy Policy, except where another organisation acts as an independent controller.
2. INFORMATION WE COLLECT
Depending on how you interact with us, we may collect and process information including:
Identity and Contact Information
This may include:
Your name
Address
Email address
Telephone number
Date of birth or age where relevant
Emergency contact details
Booking Information
This may include:
Activities, classes, swims, events or facilities you book
Booking dates and attendance information
Membership information
Cancellation and rescheduling information
Booking history
Information relating to private or group bookings
Relevant communications about your booking
Health and Safety Information
Where relevant to an activity, we may collect information including:
Medical conditions
Severe allergies
Injuries
Disabilities or additional requirements
Pregnancy where relevant to safe participation
Medication or emergency medical equipment you may carry
Information relevant to your ability to participate safely
Emergency contact information
Accident, incident or near-miss information
Health information is considered special category personal data under UK data protection law and receives additional protection.
We only collect health information where it is relevant and reasonably necessary for participant safety, activity management or another lawful purpose.
Information About Children
For activities that permit children to participate, we may collect:
The child's name
Age or date of birth
Relevant health and medical information
Swimming competency or other activity-related information
Emergency information
Details of the child's parent or legal guardian
Booking and attendance information
Where appropriate, information relating to a child should be provided by their parent, legal guardian or another person authorised to provide that information.
Payment Information
Payments may be processed through third-party payment providers.
Wild-Wood UK does not ordinarily receive or store your complete payment card details. We may receive information confirming that a payment has been made, the amount paid, transaction information, refunds and other information necessary to administer your booking.
Communications
We may keep records of communications you send to us, including:
Emails
Contact forms
Booking enquiries
Messages
Complaints
Feedback and reviews
Communications relating to accidents, incidents or safety matters
Marketing Information
Where applicable, we may record:
Whether you have subscribed to marketing communications
Your communication preferences
Your interactions with marketing communications where this information is provided by our systems
Website and Technical Information
When you use our website, certain technical information may be collected automatically, including:
IP address
Device and browser information
Website usage information
Cookie information
Pages visited and interactions with the website
Further information may be provided through our website's cookie settings or cookie notice.
3. HOW WE COLLECT YOUR INFORMATION
We may collect information:
When you make a booking
When you complete a participant or health screening form
When you purchase a membership, class, event or experience
When you attend Wild-Wood UK
When you contact us by telephone, email, website form, social media or messaging service
When you join our mailing list
When you provide feedback or leave a review
When you participate in an event, competition or promotion
When an accident, incident or safety matter is recorded
Through our website and cookies
Through booking, payment and other service providers we use to operate Wild-Wood UK
Where somebody makes a booking on behalf of another participant, we may receive personal information about that participant from the person making the booking.
4. HOW WE USE YOUR INFORMATION
We may use your personal information to:
Process and manage bookings
Provide activities, services, facilities and memberships
Communicate with you about your booking
Process cancellations, credits and refunds
Manage customer accounts and memberships
Assess relevant participant health and safety information
Help staff, instructors, coaches and lifeguards manage activities safely
Respond appropriately to accidents or medical emergencies
Maintain appropriate safety and incident records
Manage activities involving children
Respond to enquiries, feedback and complaints
Maintain our business and financial records
Prevent misuse of our services
Improve our facilities and services
Send marketing communications where permitted
Operate and improve our website
Comply with our legal, regulatory, insurance and safety obligations
Establish, exercise or defend legal claims
We will not use personal information for purposes that are incompatible with the reasons it was collected unless permitted or required by law.
5. OUR LAWFUL BASES FOR USING YOUR INFORMATION
UK data protection law requires us to have a lawful basis for processing personal information.
Depending on the circumstances, we may rely upon:
Contract
Where processing is necessary to take steps at your request before entering into a contract or to provide a service you have booked.
For example, processing your contact and booking information so that we can provide your swim, class or wellness booking.
Legal Obligation
Where processing is necessary for us to comply with a legal obligation.
Legitimate Interests
Where processing is necessary for our legitimate business interests or those of another person, provided those interests are not overridden by your rights and interests.
This may include:
Operating and improving Wild-Wood UK
Managing safety
Responding to customer enquiries
Preventing fraud or misuse
Maintaining appropriate business records
Establishing, exercising or defending legal claims
Consent
Where we have asked for your consent for a particular use of your information.
Where processing is based on consent, you may withdraw that consent at any time. Withdrawal will not affect processing that was lawful before consent was withdrawn.
6. HEALTH AND MEDICAL INFORMATION
Information concerning your health is special category personal data and is subject to additional protections.
We may process relevant health information where it is necessary and lawful for purposes including participant safety, health screening, emergency response and the establishment, exercise or defence of legal claims.
Where required, we will identify an appropriate condition under Article 9 of the UK GDPR and applicable UK data protection legislation in addition to our general lawful basis for processing.
In an emergency, relevant information may be shared where necessary to protect your life or the life of another person, including with emergency services or healthcare professionals.
We aim to collect only health information that is reasonably relevant to participation and safety.
Providing medical information through a booking form does not replace a participant's responsibility to follow any requirement to inform the relevant instructor, coach, member of staff or lifeguard directly before participating.
7. CHILDREN'S INFORMATION
Some Wild-Wood UK activities are available to children and young people.
Where we collect information about a child, we aim to collect only information reasonably necessary to:
Administer their booking
Confirm eligibility for an activity
Manage their participation safely
Record relevant health and emergency information
Communicate with their parent or legal guardian
Meet applicable legal and safety requirements
For activities requiring parental or guardian agreement, the adult completing the booking is responsible for ensuring that they have authority to provide the child's information and agree to the relevant participation requirements.
We do not knowingly use children's information for direct marketing to the child.
8. WHO WE MAY SHARE INFORMATION WITH
We do not sell your personal information.
Where necessary and lawful, information may be shared with organisations and individuals that help us operate Wild-Wood UK, including:
Booking and scheduling providers
Website and hosting providers
Payment processors
IT and software providers
Email and communications providers
Professional advisers such as accountants, insurers and legal advisers
Instructors, coaches, lifeguards or other people delivering an activity where relevant information is necessary for safety or delivery
Emergency services and healthcare professionals where necessary
Regulators, courts, law enforcement agencies or public authorities where required or permitted by law
Third-party service providers may process personal information on our behalf. Where required, we take reasonable steps to ensure appropriate data protection arrangements are in place.
We only provide information that is reasonably necessary for the relevant purpose.
9. EMERGENCY AND SAFETY INFORMATION
Participant safety is particularly important for our swimming and outdoor activities.
Where you disclose a medical condition, severe allergy or emergency medication, relevant information may need to be made available to the staff member, instructor, coach or lifeguard responsible for the activity.
Participants may also be required to make the supervising person directly aware of relevant medical information and emergency medication on arrival.
In a medical emergency, we may disclose relevant personal and health information to emergency services, healthcare professionals or others where reasonably necessary to assist with the emergency.
10. MARKETING
We may send you information about Wild-Wood UK activities, events, services or offers where we have an appropriate lawful basis to do so.
Where consent is required, we will ask for it.
You can unsubscribe from email marketing at any time by using the unsubscribe option included in the communication or by contacting us.
Opting out of marketing will not prevent us from sending you service communications that are necessary in connection with a booking, membership or other service you have requested.
We do not sell customer mailing lists to third parties.
11. PHOTOGRAPHY AND SOCIAL MEDIA
We may occasionally take photographs or video at Wild-Wood UK for promotional purposes.
Where an individual is clearly identifiable and is the focus of promotional photography or filming, we will seek appropriate permission where required.
Additional care will be taken where children are involved, and appropriate parental or guardian permission will be obtained where required.
You may tell a member of staff if you do not wish to be included in photography or filming.
Images supplied voluntarily to Wild-Wood UK for publication or promotional use may be used in accordance with the permission given when they were supplied.
12. HOW LONG WE KEEP YOUR INFORMATION
We keep personal information only for as long as reasonably necessary for the purpose for which it was collected and to meet applicable legal, accounting, insurance and regulatory requirements.
Different information may therefore be retained for different periods.
When deciding how long to retain information, we consider:
The nature and sensitivity of the information
The reason it was collected
Participant safety requirements
Legal and regulatory requirements
Insurance requirements
The possibility of complaints or legal claims
Information that is no longer required will be securely deleted, anonymised or otherwise disposed of where appropriate.
13. HOW WE PROTECT YOUR INFORMATION
We take reasonable technical and organisational measures to protect personal information against:
Unauthorised access
Accidental loss
Misuse
Alteration
Disclosure
Destruction
Access to personal information, particularly health information, should be limited to people who reasonably need it for their role.
No system can guarantee absolute security, but we take reasonable steps to protect the information entrusted to us.
14. INTERNATIONAL DATA TRANSFERS
Some service providers we use may process or store personal information outside the United Kingdom.
Where personal information is transferred internationally, we will take appropriate steps where required by law to ensure that the information receives an appropriate level of protection.
This may include relying on adequacy regulations or appropriate contractual safeguards.
15. COOKIES
Our website may use cookies and similar technologies to:
Enable website functionality
Remember preferences
Understand how visitors use our website
Improve website performance
Support other functions where applicable
Where required, you will be given choices about non-essential cookies through our website's cookie controls.
You can also control cookies through your browser settings.
16. YOUR DATA PROTECTION RIGHTS
Depending on the circumstances, UK data protection law may give you rights including the right to:
Request access to personal information we hold about you
Ask us to correct inaccurate or incomplete information
Ask us to erase your personal information in certain circumstances
Ask us to restrict the processing of your information in certain circumstances
Object to certain processing
Request transfer of certain information to you or another organisation
Withdraw consent where processing is based on consent
Raise concerns about how your information is being used
These rights are not absolute and may not apply in every situation.
To exercise a data protection right, please contact:
We may need to verify your identity before responding to a request.
17. COMPLAINTS
If you have concerns about how Wild-Wood UK uses your personal information, please contact us first so that we have the opportunity to address your concerns.
You also have the right to complain to the Information Commissioner's Office (ICO), the UK's independent data protection regulator.
Information about your rights and how to make a complaint is available from the Information Commissioner's Office.
18. THIRD-PARTY WEBSITES AND SERVICES
Our website may contain links to third-party websites or services.
Those organisations may process personal information under their own privacy policies. Wild-Wood UK is not responsible for the privacy practices of independent third parties.
We encourage you to review the privacy information provided by any third-party service you use.
19. CHANGES TO THIS PRIVACY POLICY
We may update this Privacy Policy from time to time to reflect changes to our services, systems, legal obligations or how we process personal information.
The latest version will be published on our website with the effective date shown at the top.
Where appropriate, we may notify customers of significant change
CONTACT US
If you have any questions about this Privacy Policy, how we use your information or wish to exercise a data protection right, please contact:
Wild-Wood UK
The Norrest
Leigh Sinton
Malvern
Worcestershire, WR135EH
Please email us with any questions regarding these forms.