Terms of service

Last updated 27 October 2026

These terms are the agreement between you and Keelhouse Ltd for using AptCoach: the web workspace for coaches, the AptCoach app for clients, and the aptcoach.io website. By creating an account or using AptCoach, you agree to them. Our privacy policy explains how we handle personal data.

Who we are

AptCoach is run by Keelhouse Ltd, a company registered in England and Wales (company number 17307921), registered office Apartment 608, 18 Leftbank, Manchester, M3 3AJ. You can reach us at support@aptcoach.io.

Who can use AptCoach

• Coaches must be 18 or over and use AptCoach for their coaching business.
• Clients must be 16 or over and use AptCoach to work with their coach.
• You are responsible for your account and for keeping your sign-in details private. Tell us straight away if you think someone else has used it.

Your coaching is yours

AptCoach is a tool for running a coaching business. It does not coach anyone, and it is not a medical device.

• Coaches are responsible for the programmes, nutrition guidance, messages and advice they give their clients, and for holding the qualifications and insurance their work needs.
• Coaches are responsible for screening their clients, for example with a PAR-Q, and for referring them to a doctor or other professional when that is needed.
• Nothing in AptCoach, including the exercise library, the research pages and the ready-made forms and documents, is medical, nutritional, legal or financial advice. Check ready-made forms and documents suit your business before you use them.

Oracle and the other AI features

AptCoach includes features that use artificial intelligence (AI): Oracle, the coaches' assistant, and the notes written after a check-in call. They help with admin and save time, but they are not always right.

• AI makes mistakes. What it writes can be wrong, incomplete or out of date, and it can misread a client's records, a call or a file.
• Check its work. Read and check anything the AI writes or changes, including programmes, meal plans, messages, documents, call notes and anything it says about a client, before you use it with a client or act on it.
• You decide. The coach is responsible for what they send to a client or apply to a client's records. What the AI writes is a suggestion, not professional advice, and it does not replace a coach's own judgement or a doctor's.
• We are not responsible for its output. We do not promise that what the AI writes is accurate or suitable, and we are not liable for any loss or harm that comes from relying on it without checking it.
• Never in an emergency. Do not rely on AptCoach or its AI for anything urgent or to do with someone's safety. In an emergency, call 999.
• Your data is not used to train AI. The AI provider we use does not use what AptCoach sends it to train its models. The privacy policy names it.

Plans and payments

• Coaches can coach one real client for free. More clients need a paid plan, monthly or yearly, and Oracle is an add-on to a plan. Prices are on the plans page and in Settings > Plan.
• Plans are charged through Stripe at the start of each period and renew until you cancel. You can cancel in Settings > Plan at any time, and your plan carries on to the end of the period you have paid for. If you cancel a yearly plan within 14 days of a yearly payment, we refund that payment, less the card processing fee, which we can't get back. Otherwise we do not refund part periods unless the law requires it.
• Free months from a partner or an invitation become a paid plan at the plan's normal price when they end, unless you cancel first.
• If we change a price, we will tell you at least 30 days before it applies to you.
• When a client pays a coach through AptCoach, the payment goes to the coach's own Stripe account. The coach is responsible for what they sell, their prices, refunds and taxes.

Using AptCoach fairly

Do not use AptCoach to break the law, to harm, harass or mislead anyone, to send spam, to upload anything you do not have the right to share, or to try to get into anyone else's account or data. Do not copy, resell or try to take apart the service. We may suspend or close an account that breaks these terms, and we will tell you why unless the law stops us.

Your data, and taking it with you

• You own what you put into AptCoach. You give us permission to store and process it only to run AptCoach for you.
• Coaches can export their payments, their client list, each client's history and their programmes in Settings > Export at any time.
• You can delete your account at any time. We delete your data within 30 days, and copies in backups within a further 30 days, apart from anything the law requires us to keep.

Clients' data: our terms as your processor

For the records a coach keeps about their clients, the coach is the controller and we process that data on the coach's behalf. This section is the agreement between the coach and us that UK data protection law (Article 28 of the UK GDPR) requires.

• What we process: clients' details, coaching records, messages, form answers, check-ins and call notes, body and health information, and payments, for as long as the coach uses AptCoach, in order to provide AptCoach to the coach and their clients.
• Only on your instructions: we process clients' data only to provide AptCoach as you use it, unless the law requires otherwise, in which case we will tell you first if we are allowed to.
• Confidentiality: anyone who works on AptCoach is bound to keep clients' data confidential.
• Security: we protect it with encryption in transit and at rest, access rules that keep each coach's records to that coach and their clients, and our own access kept to what running AptCoach needs.
• Sub-processors: you agree that we can use the providers named in the privacy policy, each bound to protect the data as we are. We will update that list, and tell coaches in the app, before adding a new one, so you can object.
• Transfers: where a provider processes data outside the UK, we rely on UK adequacy regulations or approved safeguards such as the UK International Data Transfer Agreement or Addendum.
• Helping you: we will help you answer clients' requests to use their data rights, and help with your own data protection duties where they concern AptCoach.
• Breaches: we will tell you without undue delay, and normally within 48 hours of finding it, if a breach affects your clients' data, with what we know.
• At the end: when you close your account, we delete clients' data as set out above, after you have had the chance to export it.
• Checks: we will give you the information you reasonably need to show these terms are met.

The service

We work to keep AptCoach available and to fix problems quickly, but we cannot promise it will always be available or free of errors. We may change or improve features, and we will give coaches notice before removing anything significant they rely on.

Our responsibility to you

• Nothing in these terms limits our liability for death or personal injury caused by our negligence, for fraud, or for anything else the law does not allow us to limit.
• We are not liable for coaching decisions, for what a coach gives or tells a client, or for loss that comes from relying on AI output without checking it.
• We are not liable for loss of profit, business or opportunity, or for loss we could not reasonably have foreseen.
• Otherwise, our total liability to a coach in any 12 months is limited to what they paid us in those 12 months, or £100 if that is more.

Ending

You can stop using AptCoach and delete your account at any time. We can end these terms with 30 days' notice, or at once if an account seriously breaks them.

Changes to these terms

If we change these terms, we will update the date at the top, and tell coaches in the app or by email at least 30 days before a significant change applies.

Law

These terms are governed by the law of England and Wales, and its courts deal with any dispute. If you live in Scotland or Northern Ireland, you can also bring a claim in your local courts.