Applied Fitness and Wellness Coaching

LEGAL & POLICIES

Last Updated: November 2025

1. Introduction

Welcome to Applied Fitness and Wellness Coaching, trading as AF Coaching (“we”, “our”, “us”).

By accessing or using our website, programs, coaching, services, or digital products, you (“you”, “client”, “user”) agree to the terms laid out on this page.

This single page contains all essential legal information, including:

Terms & Conditions

Privacy Policy

Disclaimers

Coaching Liability Waiver

Refund & Cancellation Policy

Cookie Policy

Data Protection (GDPR/UK GDPR)

Intellectual Property Notice

If you do not agree to these policies, please discontinue using our services.

2. Who We Are

Business name: Applied Fitness and Wellness Coaching
Trading as: AF Coaching

Contact email: [email protected]

Business location: United Kingdom (operating globally)

Address: Not publicly listed for privacy. Address available upon legitimate legal request.

We provide online fitness coaching, mindset coaching, lifestyle support, online programs, digital resources, and related educational content.

3. Terms of Use

By using our website or services, you agree that:

You are at least 18 years old.

You will provide accurate information.

You will use our services for lawful purposes only.

You understand coaching is not therapy, counselling, or medical treatment.

You accept full responsibility for your choices and actions.

We reserve the right to refuse service to anyone for any reason.

4. Services Provided

AF Coaching offers:

Online fitness coaching

Online mindset/life coaching

Digital programs, guides, and resources

Educational nutrition guidance (not medical dietetics)

Workout plans

Group coaching

1:1 coaching

Challenges (6-week, 12-week, 7-day challenges, etc.)

Recurring coaching memberships (minimum 3-month commitment, 30-day Notice thereafter)

We currently do not offer physical products.

All services are delivered digitally.

5. Medical, Mental Health & Nutrition Disclaimers

5.1 Not Medical Advice

AF Coaching does not provide medical advice, diagnosis, or treatment.
We are not doctors, physiotherapists, or licensed healthcare professionals.

5.2 Consult a Medical Professional

You must consult a GP or appropriate healthcare provider before beginning any fitness, nutrition, or lifestyle program.

5.3 Not Mental Health Therapy

AF Coaching does not treat or diagnose mental health conditions.
We do not provide mental health therapy or crisis support.

5.4 Nutrition Disclaimer

Any nutrition guidance provided is educational only and not intended to treat, diagnose, or manage medical or clinical dietary conditions.

5.5 Results May Vary

Progress varies by individual effort, genetics, lifestyle, compliance, and other personal factors.

No guarantees of specific results are made.

6. Fitness & Safety Liability Waiver

By participating in any AF Coaching service, you acknowledge that:

Exercise carries inherent risks.

You participate voluntarily and at your own risk.

You have been advised to seek medical clearance.

You are responsible for exercising with proper form and using safe equipment.

You accept full responsibility for your safety during unsupervised exercise.

AF Coaching is not liable for injuries, accidents, or health complications resulting from participation in any program.

If you experience pain, dizziness, or discomfort, stop immediately and seek professional help.

7. Payment Terms

7.1 Payment Processing

Payments are processed through Stripe or other secure processors.
We do not store or access your card information.

7.2 Recurring Payments

Coaching services may operate on:

Monthly recurring payments, and/or

Fixed-term commitments (e.g., 6-week, 12-week programs)

Billing renews automatically until cancelled according to Section 8.

7.3 Minimum Commitment

Unless otherwise stated, all coaching memberships require a minimum 3-month commitment.

Time-limited challenges require full payment for the entire program.

7.4 No Refund Policy

All payments are final and non-refundable, due to:

Immediate digital resource delivery

Personalised coaching

Time-based access

Educational content that cannot be “returned”

No refunds will be issued for:

Change of mind

Lack of use

Failure to follow the plan

Personal circumstances

Dissatisfaction with results

Early cancellation

7.5 24-Hour Cooling-Off (Voluntary)

We provide a voluntary 24-hour cooling-off period starting from the time of purchase.

After this period, all sales are final.

8. Cancellations & Notice Period

8.1 Ending Your Minimum Commitment

You may request cancellation after your minimum commitment period is complete.

Minimum commitments include:

3-month coaching packages

6-week or 12-week challenges

Time-limited programs

Any explicitly fixed-term package

Early cancellation does not grant refunds.

8.2 30-Day Notice for Monthly Recurring Plans

For standard ongoing monthly coaching plans (after minimum commitment):

A 30-day written notice is required to cancel.

Notice must be emailed to: [email protected]

You are responsible for ensuring we receive the notice.

Any payment due during this 30-day period will still be collected.

8.3 No Notice Required for Fixed-Term Programs

Challenges or fixed-duration programs automatically end when the program ends.
No cancellation notice is required unless you upgrade or continue coaching.

8.4 Coach-Initiated Termination

AF Coaching may terminate coaching immediately for:

Abusive behaviour

Harassment

Non-payment

Inappropriate communication

Breach of terms

No refunds will be issued.

9. Data Collection & GDPR (UK GDPR Compliant)

We collect personal data such as:

- Name

- Email address

- Contact information

- Fitness assessment information

- Program progress

- Payment details (handled by Stripe)

- Website tracking data

- Your Rights

You may request:

- Data access

- Correction of inaccurate data

- Deletion of your data (“right to be forgotten”)

- Removal from marketing

- Data export

- Restriction of processing

Contact: [email protected]

We never sell your data.

10. Cookies & Tracking

Our website may use cookies for:

- Analytics

- Performance tracking

- Marketing (Meta Pixel, Google Analytics, GHL tracking)

- Improving user experience

- Email tracking for open/click behaviour

You can disable cookies in your browser at any time.

11. Intellectual Property

All content, resources, PDFs, videos, plans, guides, branding, and materials provided through AF Coaching remain the intellectual property of AF Coaching.

You may not:

- Copy

- Reproduce

- Share

- Upload

- Distribute

- Sell

…any content without written permission.

Legal action may be taken for infringement.

12. Limitation of Liability

To the fullest extent permitted under UK law:

We are not liable for injuries, damages, or losses resulting from the use or misuse of our services.

We are not liable for results, expectations, or outcomes.

We are not liable for improper exercise form or unsafe training environments.

We are not liable for third-party software, platforms, or payment errors.

You agree that your participation is voluntary and at your own risk.

13. No Guarantees

We promise guidance — not results.
Your outcomes depend on your:

Effort

Consistency

Accuracy

Lifestyle

Circumstances

Commitment

We cannot guarantee weight loss, muscle gain, or psychological improvements.

14. Changes to This Policy

We may update this page at any time.
Changes take effect immediately once published on the website.

15. Contact Information

For legal matters, privacy requests, or questions:

Email: [email protected]
Operating Location: United Kingdom
Address: Provided upon legitimate legal request.

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