Terms and Conditions 

FEED THE WOLF TERMS & CONDITIONS

Effective Date: 11 September 2026

These Terms & Conditions (“Terms”) govern your access to and use of the Feed The Wolf mobile application, website, content, features and related services.

Please read these Terms carefully before using Feed The Wolf. By creating an account, purchasing a subscription, downloading or accessing the App, accessing our Website, or otherwise using Feed The Wolf, you agree to be bound by these Terms.

If you do not agree to these Terms, you must not use Feed The Wolf.

1. ABOUT US

Feed The Wolf is operated by Wolf Tech Apps Limited (“Wolf Tech”, “Feed The Wolf”, “we”, “us” or “our”), a company incorporated in England and Wales.

Feed The Wolf provides digital tools, content and experiences designed to help users develop positive habits, improve personal discipline, support mental fitness and wellbeing, improve physical fitness and create greater balance in everyday life.

Our services are provided through the Feed The Wolf mobile application (the “App”), our website (the “Website”) and any other digital platforms, products, content or services we make available from time to time. Together, these are referred to in these Terms as the “Service”.

References to “you” or “your” mean the individual accessing or using the Service.

2. THE FEED THE WOLF SERVICE

Feed The Wolf is a self-development, habit-building, mental fitness and physical fitness platform.

The Service may include, amongst other things:

• habit-building and habit-breaking tools;

• behavioural tracking and progress tools;

• reminders and notifications;

• motivational content;

• mental fitness and wellbeing content;

• audio and video content;

• physical fitness and exercise content;

• educational and self-development material;

• personalised or suggested activities;

• progress indicators and behavioural feedback;

• digital wolf characters, avatars and associated progression;

• rewards, achievements and unlockable content;

• content presented by Ant Middleton and other contributors, experts, presenters or ambassadors; and

• additional features introduced by us from time to time.

The availability and functionality of particular features may change as Feed The Wolf develops.

The philosophy behind Feed The Wolf is that users can strengthen positive behaviours through repeated action, reflection and personal responsibility. References within the Service to “feeding your wolf”, the “good wolf”, “bad wolf”, wolf development, progression or similar concepts are motivational and behavioural concepts used as part of the Feed The Wolf experience.

They do not represent medical, psychological or clinical assessments.

3. ACCEPTANCE OF THESE TERMS

By accessing or using the Service, you agree:

a. to comply with these Terms;

b. to comply with all laws and regulations applicable to your use of the Service;

c. that information you provide to us will be accurate and truthful;

d. not to use the Service for any unlawful or unauthorised purpose; and

e. where payment is required, to pay the applicable charges displayed to you before purchase.

Additional terms may apply to particular features, promotions, subscriptions or services. Where this is the case, those additional terms will be brought to your attention.

4. CHANGES TO THESE TERMS

We may update these Terms from time to time, including where we:

• introduce new features or services;

• change the way the Service operates;

• respond to changes in law or regulation;

• improve security or user protection; or

• make reasonable changes to our business or commercial arrangements.

The latest version of these Terms will be available through our Website and/or App.

Where a change materially affects your rights or obligations, we will take reasonable steps to notify you, which may include notification by email, within the App, through a push notification or on the Website.

Your continued use of the Service following the effective date of updated Terms constitutes acceptance of those Terms to the extent permitted by applicable law.

5. YOUR ACCOUNT

Certain features require you to create a Feed The Wolf account.

You may be asked to provide information including your name, email address, date of birth and other information reasonably required to operate your account and personalise the Service.

You agree to provide accurate and current information.

You are responsible for maintaining the confidentiality and security of your account credentials and for activity carried out through your account where caused by your failure to keep those credentials secure.

You must notify us promptly if you believe your account has been accessed without your permission.

Your Feed The Wolf account and subscription are personal to you and must not be sold, transferred or made available to another person unless we expressly permit this.

6. AGE REQUIREMENTS

You must meet the minimum age requirements displayed when creating a Feed The Wolf account.

Where applicable law requires the consent of a parent or legal guardian for a person below a particular age to use the Service or for us to process their personal information, that consent must be obtained before the Service is used.

Certain content or features may be restricted to users aged 18 or over.

We reserve the right to introduce or modify age restrictions where reasonably necessary for safeguarding, legal, regulatory or product reasons.

7. PRIVACY AND PERSONAL INFORMATION

Your privacy is important to us.

Our collection and use of personal information is governed by our Privacy Policy, which should be read alongside these Terms.

Depending upon the features you choose to use, Feed The Wolf may process information relating to your habits, activities, goals, wellbeing, fitness or use of the Service.

Some information may constitute sensitive or special category personal data under applicable data protection law.

Where this applies, we will process that information in accordance with applicable law and our Privacy Policy.

By using the Service, you acknowledge that information will be processed as described in our Privacy Policy.

8. FREE TRIAL

Eligible new users may be offered a 7-day free trial of Feed The Wolf.

Unless otherwise stated when you begin your trial:

a. only one free trial is permitted per user;

b. you may be required to select a subscription and provide or authorise a valid payment method before beginning the trial;

c. no subscription fee will be charged during the free trial period;

d. unless you cancel before the end of the free trial, your selected subscription will automatically begin when the trial expires and the applicable subscription fee will be charged; and

e. the subscription will thereafter automatically renew unless cancelled.

The precise time at which a free trial expires may be determined by the platform through which you subscribed.

You are responsible for cancelling your trial before it converts into a paid subscription if you do not wish to continue.

We may determine eligibility for free trials and may withdraw or change a free trial offer for future users at any time.

9. SUBSCRIPTIONS

Feed The Wolf may be accessed through paid subscription plans.

We may offer:

• monthly subscriptions;

• annual subscriptions;

• promotional subscriptions;

• discounted subscriptions;

• sponsored or corporate access; and

• other subscription arrangements introduced from time to time.

The price, billing period and relevant subscription conditions will be displayed before you purchase.

Unless expressly stated otherwise, subscriptions automatically renew at the end of each subscription period until cancelled.

By purchasing an automatically renewing subscription, you authorise the applicable payment provider to charge the subscription fee to your selected payment method at the beginning of each renewal period until you cancel.

10. PRICES AND PAYMENT

Subscription prices will be displayed before purchase.

Prices presented to UK consumers will include VAT where required by law.

Prices may vary according to country, currency, platform, promotional offer or subscription type.

Payments made through the Apple App Store or Google Play are processed by the relevant platform and are subject to its applicable payment terms.

Where payments are processed directly by us or through another authorised payment provider, additional payment-provider terms may apply.

You are responsible for ensuring that your payment information remains valid and current.

11. CHANGES TO SUBSCRIPTION PRICES

We may change the price of subscriptions from time to time.

Any change to the price of an existing automatically renewing subscription will be communicated in accordance with applicable law and the requirements of the relevant payment platform.

Where required, you will be given an opportunity to accept the new price or cancel your subscription before the new price applies.

12. CANCELLING YOUR SUBSCRIPTION

You may cancel your subscription at any time.

Cancellation prevents your subscription from renewing for another billing period but will not normally terminate access immediately. Unless otherwise stated, you will continue to have access until the end of the subscription period for which you have already paid.

If you subscribed through Apple, you must normally manage and cancel your subscription through your Apple account or App Store subscription settings.

If you subscribed through Google Play, you must normally manage and cancel your subscription through your Google Play subscription settings.

If you purchased directly from Feed The Wolf, cancellation instructions will be available through your account or Website or by contacting us.

Deleting the App from your Device does not automatically cancel a subscription.

You should cancel before your next renewal date if you do not wish to be charged for another subscription period.

13. REFUNDS AND CONSUMER RIGHTS

Payments and refunds for subscriptions purchased through Apple or Google may be administered by the relevant platform and subject to its applicable rules and procedures.

Where you purchase directly from us, any refund entitlement will be determined in accordance with these Terms and applicable consumer law.

Nothing in these Terms excludes, restricts or otherwise affects any statutory rights or remedies which cannot lawfully be excluded or restricted.

14. PROMOTIONS, DISCOUNTS AND SPONSORED ACCESS

We may offer promotional pricing, discount codes, complimentary access or other special offers.

Eligibility criteria and additional conditions may apply.

We may also provide access to Feed The Wolf through employers, sports organisations, insurers, healthcare or occupational-health organisations, educational institutions, charities, corporate partners or other organisations (“Sponsors”).

Where your access is provided by a Sponsor, additional terms may apply and your entitlement to use the Service may depend upon your continuing eligibility through that Sponsor.

A Sponsor paying for access does not automatically entitle that Sponsor to access information about an individual user's habits, activities, wellbeing or use of Feed The Wolf. Any sharing of personal information will be governed by our Privacy Policy and applicable data protection law.

15. FEED THE WOLF IS NOT A MEDICAL SERVICE

Feed The Wolf is not a healthcare provider, medical service, psychotherapy service, counselling service or emergency service.

The Service is intended to support self-development, positive behaviour, personal discipline, mental fitness, wellbeing and physical fitness.

Unless expressly stated otherwise, content available through Feed The Wolf is provided for general educational, informational and motivational purposes.

It is not intended to:

• diagnose any medical or psychological condition;

• provide medical advice;

• provide psychological or psychiatric diagnosis;

• provide psychotherapy or clinical counselling;

• prescribe treatment or medication;

• replace a doctor, psychologist, psychiatrist, therapist or other appropriately qualified professional; or

• provide emergency or crisis intervention.

The inclusion of content from psychologists, doctors, fitness professionals, coaches, specialists or other expert contributors does not create a doctor-patient, therapist-client or other professional relationship between that contributor and you.

You should not disregard professional medical advice or delay seeking professional advice because of information contained within Feed The Wolf.

16. EMERGENCIES AND CRISIS SITUATIONS

Feed The Wolf is not an emergency or crisis service and should not be used as one.

If you believe that you or another person is in immediate danger, is experiencing a medical emergency, or may harm themselves or somebody else, you should contact the appropriate emergency services immediately.

In the United Kingdom, call 999 or 112 in an emergency.

If you are outside the United Kingdom, contact the emergency or crisis service applicable to your location.

Do not rely upon the Feed The Wolf App, its notifications, content or any feature within the Service to obtain emergency assistance.

17. MENTAL FITNESS AND WELLBEING CONTENT

Feed The Wolf may provide material relating to mindset, stress, habits, behaviour, emotional wellbeing, resilience, confidence, motivation, mindfulness, relaxation, sleep, discipline and other aspects of mental fitness and wellbeing.

Individual experiences and outcomes vary.

We do not guarantee that using Feed The Wolf will produce any particular psychological, emotional or behavioural result.

Some content may cause users to reflect upon personal experiences or emotions. If any activity or content causes significant distress or you have concerns about your mental health, you should stop the activity where appropriate and seek advice from a suitably qualified healthcare professional.

18. PHYSICAL FITNESS AND EXERCISE

Feed The Wolf may contain physical exercise, movement, fitness challenges, demonstrations, programmes or other physical activities.

Physical exercise carries inherent risks.

Before beginning a new exercise programme or significantly changing your level of physical activity, you should consider whether the activity is suitable for your individual health and physical condition and obtain professional medical advice where appropriate.

You should seek appropriate medical advice before participating if you:

• have an existing medical condition;

• have suffered a previous injury;

• have heart or cardiovascular problems;

• have high blood pressure;

• are pregnant;

• experience dizziness, fainting, unusual breathlessness or chest pain; or

• have any other reason to believe exercise may present an increased risk to you.

You are responsible for exercising within your own capabilities, using appropriate equipment and surroundings, and stopping if you experience pain, dizziness, illness or unusual discomfort.

No exercise, programme or activity available through Feed The Wolf is a guarantee of any particular fitness, health, weight or physical result.

19. HABITS, GOALS AND PROGRESS

Feed The Wolf allows users to set and track habits, behaviours, activities and goals.

Suggestions made by Feed The Wolf are designed to assist users in making their own decisions. They are not instructions that must be followed.

You remain responsible for deciding whether any particular habit, goal, activity or behaviour is appropriate and safe for you.

Progress indicators, wolf progression, avatar states, rewards, scores, achievements and similar features are designed to provide motivational feedback.

They should not be interpreted as clinical, medical or psychological assessments.

Feed The Wolf does not guarantee that use of the Service will result in a particular habit being created or broken or that a particular personal, professional, health or fitness objective will be achieved.

20. CONTENT FROM ANT MIDDLETON AND OTHER CONTRIBUTORS

The Service may feature content presented by or involving Ant Middleton, as well as psychologists, doctors, fitness professionals, coaches, specialists, ambassadors, presenters and other contributors.

Unless expressly stated otherwise, such content is provided as part of the Feed The Wolf educational, motivational and self-development experience.

The presence of a contributor within Feed The Wolf does not mean that the contributor personally supervises, monitors or advises individual users.

You should not interpret general statements made by a contributor as personalised medical, psychological, financial, legal or other professional advice.

Rights in contributor content may belong to Wolf Tech Apps Limited, the relevant contributor or another licensor and are protected accordingly.

21. INTELLECTUAL PROPERTY

The Feed The Wolf Service and its contents are protected by copyright, trademark and other intellectual property laws.

This includes, without limitation:

• the Feed The Wolf name and branding;

• logos and trademarks;

• wolf characters and avatars;

• character designs and artwork;

• graphics and animations;

• photographs;

• video;

• audio;

• written content;

• programmes;

• exercises;

• habit systems and presentation;

• software;

• source and object code;

• databases;

• interface designs;

• layouts;

• functionality; and

• other materials made available through the Service.

These materials are owned by or licensed to Wolf Tech Apps Limited unless otherwise stated.

Subject to these Terms, we grant you a limited, personal, non-exclusive, non-transferable, non-sublicensable and revocable licence to access and use Feed The Wolf for your own lawful, personal and non-commercial use.

No ownership rights are transferred to you.

22. PROHIBITED USE

You must not, without our prior written permission:

a. copy, reproduce, republish or redistribute substantial parts of the Service;

b. modify, translate, reverse engineer, decompile, disassemble or attempt to derive the source code of the App;

c. copy or extract our videos, audio, graphics, animations, programmes, written material or other protected content;

d. sell, rent, sublicense or commercially exploit the Service;

e. use Feed The Wolf content to create or develop a competing product or service;

f. use automated systems, bots, scrapers, crawlers or similar technologies to extract data or content from the Service;

g. use content or data from Feed The Wolf to train, develop, benchmark or improve artificial intelligence, machine-learning systems or large language models without our prior written consent;

h. circumvent security, access controls, subscription restrictions or territorial restrictions;

i. introduce viruses, malware or other harmful code;

j. interfere with the operation of the Service, servers or networks;

k. attempt to gain unauthorised access to another user's account or any non-public area of our systems;

l. impersonate another person or organisation;

m. use the Service fraudulently;

n. infringe the intellectual property, privacy or other rights of another person;

o. use the Service in a manner which is unlawful, threatening, abusive, defamatory, discriminatory or harmful; or

p. assist another person in doing any of the above.

We may suspend or terminate access where we reasonably believe these Terms have been breached.

Where appropriate, suspected criminal activity may be reported to law-enforcement authorities.

23. USER CONTENT

Certain current or future features may allow you to enter, upload, store or submit information, text, images, comments, goals, journal entries or other material (“User Content”).

You retain ownership of intellectual property rights you hold in your User Content.

You grant us such rights as are reasonably necessary to host, store, process, reproduce and technically use User Content for the purpose of operating, maintaining, securing, developing and providing the Service, subject to our Privacy Policy and applicable law.

You must have the right to submit any User Content you provide.

You must not submit material that:

• infringes another person's rights;

• is unlawful;

• contains malicious software;

• is threatening or abusive;

• is defamatory;

• is discriminatory or hateful;

• unlawfully reveals another person's confidential or personal information; or

• otherwise breaches these Terms.

We may remove User Content where reasonably necessary to protect users, comply with law, enforce these Terms or protect the Service.

24. FEEDBACK AND SUGGESTIONS

If you voluntarily provide feedback, suggestions or ideas regarding Feed The Wolf, we may use that feedback to develop and improve our products and services without an obligation to compensate you.

This does not affect your rights in personal information submitted to us, which remains subject to our Privacy Policy.

25. THIRD-PARTY SERVICES

Feed The Wolf may use or integrate with third-party services, including:

• Apple;

• Google;

• payment providers;

• analytics providers;

• cloud hosting providers;

• communications providers;

• fitness or health-data platforms; and

• other technology or content providers.

Your use of certain third-party services may be governed by the third party's own terms and privacy policies.

We are not responsible for third-party websites or services that are outside our reasonable control.

Links to third-party websites do not necessarily constitute endorsement of those websites or their content.

26. APPLE AND GOOGLE

Where you download or purchase Feed The Wolf through the Apple App Store or Google Play, your use of the relevant platform is also subject to the applicable platform terms.

Apple and Google may be responsible for certain payment, subscription, refund or distribution functions relating to purchases made through their platforms.

These Terms are between you and Wolf Tech Apps Limited and not, except where their terms expressly provide otherwise, between you and Apple or Google.

27. SERVICE AVAILABILITY

We aim to provide a reliable and high-quality Service, but we cannot guarantee that Feed The Wolf will always be uninterrupted, error-free or continuously available.

Access may occasionally be interrupted because of:

• maintenance;

• updates;

• technical faults;

• security issues;

• third-party service failures;

• internet or telecommunications failures; or

• circumstances outside our reasonable control.

We may update, improve, replace, add, remove or modify features where reasonably necessary as Feed The Wolf develops.

Where a change materially affects a paid Service, we will comply with applicable consumer law.

28. SOFTWARE UPDATES

The App may periodically require updates.

Some updates may be installed automatically depending upon your Device settings.

Older versions of the App may cease to function correctly or may no longer be supported.

You are responsible for maintaining a compatible Device, operating system and internet connection.

Your mobile network or internet provider may charge you for data used in accessing Feed The Wolf.

29. ELECTRONIC COMMUNICATIONS

We may communicate with you electronically in connection with the operation of Feed The Wolf, including through:

• email;

• in-App messages;

• push notifications; and

• other electronic communications.

Operational communications may include security notices, account information, subscription information, changes to the Service and important legal or administrative notices.

Marketing communications will be sent in accordance with applicable law and our Privacy Policy, and you may withdraw marketing consent or change marketing preferences where applicable.

Some operational communications may be necessary for us to provide the Service and cannot be disabled without affecting your ability to use Feed The Wolf.

30. SUSPENSION AND TERMINATION

We may suspend, restrict or terminate your access to Feed The Wolf where reasonably necessary, including where:

• you materially breach these Terms;

• payment is overdue;

• we reasonably suspect fraud;

• your use creates a security risk;

• your use is unlawful;

• your actions may harm other users, Wolf Tech Apps Limited or a third party; or

• we are required to do so by law.

Where appropriate and reasonably practicable, we will provide notice and an opportunity to remedy the issue.

You may stop using Feed The Wolf at any time.

Termination of your account does not automatically create an entitlement to a refund except where required by law or expressly provided under these Terms.

31. WARRANTIES AND DISCLAIMERS

We will provide the Service with reasonable care and skill as required by applicable law.

However, Feed The Wolf is a self-development and wellbeing tool and individual results will vary.

We do not guarantee:

• that you will achieve any particular result;

• that you will create or break any particular habit;

• weight loss or physical transformation;

• improvements in any medical or psychological condition;

• any particular level of fitness;

• improvements in employment, relationships or financial circumstances;

• that every piece of content will be suitable for every individual; or

• that the Service will always operate without interruption or error.

Nothing in these Terms affects any warranty, condition or consumer right which cannot lawfully be excluded.

32. RESPONSIBILITY FOR YOUR DECISIONS

Feed The Wolf provides tools, information and motivational content to assist you in making your own choices.

You remain responsible for your decisions, actions, behaviours and activities.

You should use reasonable judgement when applying anything you learn through Feed The Wolf to your own circumstances.

Where professional advice is appropriate, you should obtain that advice from a suitably qualified professional.

33. LIMITATION OF LIABILITY

Nothing in these Terms excludes or limits liability where it would be unlawful to do so, including liability for:

• death or personal injury caused by our negligence;

• fraud or fraudulent misrepresentation; or

• any other liability which cannot lawfully be excluded or limited.

Subject to the above, we are not responsible for losses that were not reasonably foreseeable when you entered into these Terms.

If you are using Feed The Wolf as a consumer, the Service is supplied for private and personal use. We are not responsible for business losses including loss of profits, revenue, business opportunity, goodwill or anticipated savings arising from consumer use of the Service.

Nothing in these Terms is intended to exclude or restrict rights available to consumers under applicable law.

34. EVENTS OUTSIDE OUR CONTROL

We will not be responsible for delay or failure to perform our obligations where caused by events beyond our reasonable control.

Such events may include failures of telecommunications networks, internet infrastructure, cloud services or third-party platforms; cyber incidents; natural disasters; fire; flood; epidemic or pandemic; war; terrorism; civil disturbance; industrial disputes; governmental action; or other circumstances beyond our reasonable control.

35. TRANSFER OF OUR RIGHTS

We may transfer our rights and obligations under these Terms to another organisation, for example as part of a corporate restructuring, investment, merger, acquisition or sale of our business.

We will ensure that any transfer does not unlawfully reduce your rights under these Terms.

Your rights under these Terms are personal to you and may not be transferred to another person without our written consent.

36. NO WAIVER

If we delay exercising or enforcing a right under these Terms, that does not mean we have waived that right.

A waiver on one occasion does not constitute a waiver on another occasion.

37. SEVERABILITY

If any provision of these Terms is held to be unlawful, invalid or unenforceable, that provision will be treated as modified or removed to the minimum extent necessary.

The remaining provisions will continue in full force and effect.

38. ENTIRE AGREEMENT

These Terms, together with our Privacy Policy and any additional terms expressly applicable to a particular feature, subscription or promotion, constitute the agreement governing your use of Feed The Wolf.

Nothing in this section excludes liability for fraud or fraudulent misrepresentation or affects rights which cannot legally be excluded.

39. THIRD-PARTY RIGHTS

Except where expressly stated otherwise, a person who is not a party to these Terms has no right to enforce them under the Contracts (Rights of Third Parties) Act 1999.

40. GOVERNING LAW AND JURISDICTION

These Terms are governed by the laws of England and Wales.

If you are a consumer resident in another part of the United Kingdom, European Economic Area or another jurisdiction whose mandatory consumer laws provide you with additional protections, nothing in these Terms removes those protections.

Where you are a consumer, you may have the right to bring proceedings in the courts applicable to the place in which you live.

Where you use Feed The Wolf for business purposes, the courts of England and Wales shall have exclusive jurisdiction unless otherwise agreed in writing.

 

41. CONTACTING US

If you have questions, complaints or enquiries concerning Feed The Wolf or these Terms, please contact:

Wolf Tech Apps Limited
Trading as Feed The Wolf

Email: help@feedthewolfapp.com

Registered Office:
Swift House Ground Floor
18 Hoffmanns Way
Chelmsford
Essex
England
CM1 1GU

Company Number: 15002779

42. FINAL PROVISIONS

These Terms apply from 11 September 2026 and remain in effect until replaced by an updated version.

Your use of Feed The Wolf is also subject to our Privacy Policy and any other policies or notices expressly incorporated into these Terms.

By creating an account, beginning a free trial, purchasing a subscription or otherwise accessing or using Feed The Wolf, you confirm that you have read and understood these Terms and agree to be bound by them.

© 2026 Wolf Tech Apps Limited. All rights reserved.

FEED THE WOLF