Privacy Policy

FEED THE WOLF

PRIVACY POLICY

Effective Date: 23 September 2026

Wolf Tech Apps Limited takes the privacy and security of your personal information seriously.

This Privacy Policy explains how we collect, use, store, share and protect personal information when you use Feed The Wolf, including our mobile application, website and associated products and services.

It also explains your rights in relation to your personal information.

Please read this Privacy Policy carefully.

1. WHO WE ARE

Feed The Wolf is operated by:

Wolf Tech Apps Limited
Trading as Feed The Wolf

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

Company Number: 15002779

Email: help@feedthewolfapp.com

For the purposes of applicable data protection legislation, including the UK General Data Protection Regulation (“UK GDPR”) and Data Protection Act 2018, Wolf Tech Apps Limited is generally the data controller responsible for personal information collected through Feed The Wolf.

In this Privacy Policy, “Feed The Wolf”, “Wolf Tech”, “we”, “us” and “our” refer to Wolf Tech Apps Limited.

2. ABOUT FEED THE WOLF

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

We provide content, tools and experiences through:

• the Feed The Wolf mobile application (the “App”);

• our website (the “Website”); and

• associated digital services, communications and features.

Together these are referred to in this Privacy Policy as the “Service”.

Feed The Wolf does not provide healthcare, medical diagnosis, medical treatment, psychotherapy or psychiatric services and does not ask users to provide medical records or medical diagnoses as part of the standard Service.

Depending upon the features you choose to use, we may process information about your habits, goals, activities and progress in order to provide the Feed The Wolf experience.

If you choose to connect Feed The Wolf with Apple Health or another supported fitness or activity service, we may also access specific fitness or activity information that you have chosen to permit, such as step-count data. This access is optional and subject to the permissions you provide through your device.

3. WHAT THIS PRIVACY POLICY COVERS

This Privacy Policy applies to personal information that we collect when you:

• download or use the App;

• create or manage a Feed The Wolf account;

• use Feed The Wolf features;

• track habits, goals, tasks or activities;

• interact with mental fitness or wellbeing content;

• interact with physical fitness content;

• connect supported fitness or activity services;

• use our Website;

• purchase or manage a subscription;

• participate in surveys or research;

• contact customer support;

• receive communications from us;

• participate in promotions or competitions;

• access Feed The Wolf through an employer, organisation or other partner; or

• otherwise interact with Feed The Wolf.

This Privacy Policy does not govern websites, applications or services operated independently by third parties.

Where we provide links to third-party services, you should review the privacy information provided by those third parties.

4. PERSONAL INFORMATION WE MAY COLLECT

The information we collect depends upon how you interact with Feed The Wolf and which features you choose to use.

We may collect the following categories of personal information.

4.1 Account and contact information

When you create or manage a Feed The Wolf account, we may collect information such as:

• first name;

• surname;

• email address;

• date of birth or age, where required;

• account identifier; and

• password or authentication information.

We use this information to establish, secure and maintain your Feed The Wolf account.

Passwords are stored and handled using appropriate security measures and are not intended to be accessible to our staff in readable form.

4.2 Profile, goals and preferences

We may process information you provide or select within Feed The Wolf relating to:

• your goals;

• habits you choose to build;

• habits you choose to reduce or stop;

• activities;

• reminders;

• preferences;

• tasks;

• progress; and

• your interaction with Feed The Wolf features and content.

This information allows us to provide the functionality of Feed The Wolf, including habit tracking, progress tracking, reminders and the wolf progression experience.

This information is not used by Feed The Wolf to diagnose a medical or mental-health condition.

5. HABIT AND ACTIVITY INFORMATION

When you use Feed The Wolf's habit and activity features, we may process information concerning:

• habits you select or create;

• habit completion;

• habits you choose to reduce or stop;

• activities you choose to track;

• completion dates and times;

• reminders;

• goals;

• tasks;

• progress;

• achievements;

• wolf progression;

• rewards;

• challenges; and

• your interaction with Feed The Wolf.

This information is used to operate and personalise the Feed The Wolf experience.

The Feed The Wolf progression system, including the condition, development and progression of your wolf, is a motivational feature of the Service and is not a medical, psychological or clinical assessment.

6. MENTAL FITNESS AND WELLBEING CONTENT

Feed The Wolf contains educational and motivational content relating to mental fitness, wellbeing, mindset and personal development.

We may record information about how users interact with the Service, including which features or content are accessed, for purposes such as providing the Service, maintaining progress, improving the user experience and understanding how Feed The Wolf is used.

For example, accessing content relating to anxiety, sleep, grief, confidence, ADHD, motivation or another topic does notmean that Feed The Wolf treats you as having been diagnosed with a medical or mental-health condition.

Feed The Wolf does not ask users to submit medical records, medical diagnoses or clinical mental-health information as part of the standard Service.

Our mental fitness and wellbeing content does not constitute medical diagnosis or treatment.

7. APPLE HEALTH AND FITNESS ACTIVITY DATA

Feed The Wolf may allow you to connect the App with Apple Health using Apple's HealthKit framework.

Connecting Apple Health is entirely optional.

If you choose to connect Apple Health, you will be asked through Apple's permission system to authorise Feed The Wolf to access specific categories of information.

Depending upon the features available, this may include information such as:

• step count;

• walking or running activity;

• workout or activity information; and

• other fitness or activity information specifically identified when permission is requested.

Feed The Wolf will only access Apple Health information for which you have granted permission.

You can manage or withdraw these permissions through Apple Health or your device settings.

Information obtained through Apple Health will be used only to provide or support the Feed The Wolf functionality for which access was requested, such as allowing you to record or track relevant physical activity.

We will not sell Apple Health data or use information obtained through HealthKit for advertising, marketing or purposes prohibited by Apple's requirements.

Connecting or disconnecting Apple Health does not prevent you from using other Feed The Wolf features that do not require Apple Health information.

8. SUBSCRIPTION AND PAYMENT INFORMATION

If you purchase a Feed The Wolf subscription, information relating to your purchase may be processed.

This may include:

• subscription type;

• subscription status;

• purchase date;

• renewal date;

• transaction identifier;

• price paid;

• currency;

• promotional entitlement; and

• limited billing information.

Payments made through platforms such as the Apple App Store or Google Play are processed by the relevant platform.

We do not necessarily receive or store your full payment-card information when payment is handled by those platforms or another payment processor.

Payment providers process information in accordance with their own privacy policies and terms.

9. COMMUNICATION AND CUSTOMER-SUPPORT INFORMATION

If you contact us, we may collect:

• your name;

• email address;

• account details;

• the content of your enquiry;

• correspondence between you and us;

• technical information relevant to resolving a problem; and

• any other information you choose to provide.

We may retain customer-support communications where reasonably necessary to resolve enquiries, maintain service quality, protect our legal rights or comply with legal obligations.

10. SURVEYS, FEEDBACK AND RESEARCH

From time to time we may invite users to provide:

• feedback;

• survey responses;

• product reviews;

• user-experience information;

• opinions about features;

• suggestions; or

• research responses.

Participation will generally be voluntary.

Where information is being collected for a particular research purpose, we may provide additional information about how that information will be used.

11. INFORMATION COLLECTED AUTOMATICALLY

When you use the App or Website, certain technical information may be collected automatically.

This may include:

• IP address;

• device type;

• device identifier;

• operating system;

• operating-system version;

• browser type;

• App version;

• language;

• approximate location derived from IP address;

• date and time of access;

• pages or screens viewed;

• features used;

• links selected;

• session duration;

• crash information;

• diagnostic information;

• performance data; and

• patterns of use.

We use this information to operate, secure, analyse and improve Feed The Wolf.

12. INFORMATION FROM OTHER SOURCES

We may receive information about you from other organisations where appropriate.

These may include:

• Apple;

• Google;

• payment providers;

• analytics providers;

• authentication providers;

• employers;

• corporate partners;

• sports organisations;

• promotional partners; and

• organisations providing sponsored access to Feed The Wolf.

For example, if an employer or other organisation provides you with access to Feed The Wolf, we may receive information necessary to establish your eligibility, such as your name, email address or an eligibility identifier.

We will only use such information for appropriate purposes and in accordance with applicable data protection law.

13. CORPORATE AND SPONSORED USERS

Feed The Wolf may be provided to users through employers, sports organisations or other corporate or institutional partners (“Sponsors”).

Where a Sponsor provides access, we may receive information necessary to establish and administer your entitlement.

We may provide Sponsors with aggregated or anonymised information concerning overall participation and engagement.

We will not provide a Sponsor with details of an individual user's habits, mental fitness content activity, wellbeing activity, physical fitness information or other private in-App activity merely because that Sponsor has paid for access.

Where individual-level information is proposed to be shared with a Sponsor for a particular purpose, we will ensure that there is an appropriate legal basis and provide any additional privacy information required by law.

14. HOW WE USE YOUR PERSONAL INFORMATION

We may use personal information to:

• create and maintain your account;

• provide the Feed The Wolf Service;

• deliver habit tracking and behavioural tools;

• track your progress;

• operate wolf progression and related functionality;

• provide relevant content and features;

• personalise your experience;

• send reminders and notifications requested or enabled by you;

• administer subscriptions;

• process or verify payments;

• provide customer support;

• diagnose technical problems;

• maintain the security of the Service;

• detect and prevent fraud or misuse;

• understand how Feed The Wolf is used;

• analyse performance;

• improve existing features;

• develop new features;

• test and improve user experience;

• communicate important information about your account or the Service;

• send marketing communications where permitted;

• administer promotions or competitions;

• comply with legal and regulatory obligations;

• establish, exercise or defend legal claims; and

• protect our users, business and intellectual property.

15. PERSONALISATION

Feed The Wolf is designed to respond to how users interact with the Service.

We may use information such as your selected goals, habits, previous activity, engagement and progress to determine which content, suggestions, reminders or features may be most relevant to you.

Personalisation is intended to improve the user experience.

It does not constitute medical diagnosis, psychological assessment or healthcare advice.

16. AUTOMATED SYSTEMS AND FUTURE FEATURES

We may use automated technology behind the Service for ordinary technical purposes such as security, analytics, recommendations or improving the operation of Feed The Wolf.

If we introduce a new feature that materially changes the personal information we collect or the way in which it is used, we will update this Privacy Policy and provide any additional information or obtain any consent required by law before that processing takes place.

17. OUR LAWFUL BASES FOR PROCESSING

Under UK data protection law, we must have a lawful basis for processing personal information.

Depending upon the circumstances, we may rely upon:

Contract

Processing is necessary to provide Feed The Wolf to you or take steps at your request before entering into a contract.

This includes establishing your account, providing subscription functionality and delivering features you request.

Legitimate interests

We may process information where necessary for our legitimate business interests, provided those interests are not overridden by your rights and freedoms.

These interests may include:

• operating and improving Feed The Wolf;

• understanding use of the Service;

• providing customer support;

• protecting the security of our systems;

• preventing fraud;

• improving user experience;

• developing products and services;

• protecting our legal rights; and

• appropriate marketing activities.

Consent

We may rely upon your consent where required, including for certain marketing, cookies or optional features such as access to information from a connected third-party service.

Where processing relies upon consent, you may withdraw that consent at any time.

Withdrawal does not affect the lawfulness of processing carried out before consent was withdrawn.

Legal obligation

We may process information where necessary to comply with a legal or regulatory obligation.

18. FITNESS AND ACTIVITY INFORMATION

Feed The Wolf does not ask users to provide medical records or medical diagnoses as part of the standard Service.

Where you voluntarily connect Apple Health or another supported fitness or activity service, information accessed through that service will be handled in accordance with applicable data protection law, the permissions you grant and the requirements imposed by the relevant platform.

We will apply appropriate safeguards to this information.

We will not sell Apple Health or HealthKit information or use it for advertising or marketing purposes.

You remain in control of whether Feed The Wolf is permitted to access information through Apple Health and can change those permissions through Apple Health or your device settings.

19. MARKETING

Where permitted by law, we may use your contact information to tell you about:

• Feed The Wolf features;

• new content;

• product developments;

• promotions;

• events;

• offers; and

• other Feed The Wolf news.

Where consent is required for electronic marketing, we will obtain it.

You can unsubscribe from marketing emails using the unsubscribe mechanism provided in those emails or by contacting us at:

help@feedthewolfapp.com

Unsubscribing from marketing will not prevent us from sending essential service communications relating to your account, subscription, security or changes to our legal terms.

20. PUSH NOTIFICATIONS

With your permission, Feed The Wolf may send push notifications, including:

• habit reminders;

• activity reminders;

• motivational messages;

• progress information;

• Service announcements; and

• other relevant notifications.

You can control push-notification permissions through your device settings and, where available, Feed The Wolf settings.

21. WHO WE MAY SHARE INFORMATION WITH

We do not disclose personal information indiscriminately.

We may share information with carefully selected organisations where necessary for legitimate purposes.

These may include:

Service providers

Companies providing services such as:

• cloud hosting;

• database infrastructure;

• software development;

• analytics;

• customer support;

• communications;

• security;

• payment processing;

• subscription management;

• email delivery; and

• other technical services.

Service providers processing personal information on our behalf are required to handle it appropriately and in accordance with contractual and legal obligations.

Apple and Google

Information may be exchanged with Apple or Google where necessary for App distribution, subscriptions, purchases, authentication, optional fitness integrations or other platform functionality.

Professional advisers

We may disclose information where reasonably necessary to lawyers, accountants, auditors, insurers and other professional advisers.

Law enforcement and regulators

We may disclose information where required by law or where reasonably necessary to:

• comply with a court order;

• comply with regulatory requirements;

• respond to lawful requests;

• prevent or investigate crime;

• prevent fraud;

• protect someone's safety; or

• establish, exercise or defend legal rights.

Corporate transactions

If Wolf Tech Apps Limited is involved in an investment, financing, merger, acquisition, restructuring, sale or transfer of all or part of its business or assets, relevant information may be disclosed to prospective or actual investors, purchasers and their advisers subject to appropriate safeguards.

22. WE DO NOT SELL YOUR PERSONAL OR FITNESS INFORMATION

We do not sell users' personal, habit or fitness information to third parties for payment.

We do not sell information obtained through Apple Health or HealthKit.

We do not permit employers or corporate Sponsors to purchase access to an identifiable individual's private habit, mental fitness, wellbeing or physical fitness activity merely because they provide that individual's Feed The Wolf subscription.

23. ANALYTICS AND PRODUCT IMPROVEMENT

We may use analytics tools to understand:

• how many people use Feed The Wolf;

• which features are used;

• how users navigate the Service;

• where users experience technical problems;

• how features perform;

• retention and engagement patterns; and

• how the Service can be improved.

Where possible and appropriate, information may be aggregated or de-identified for analytics and research.

Information obtained through Apple Health or HealthKit will not be used for advertising or marketing purposes.

24. AGGREGATED AND ANONYMISED INFORMATION

We may create statistical, aggregated or anonymised information by removing or separating information that identifies an individual.

We may use such information to:

• understand user behaviour;

• measure product performance;

• improve Feed The Wolf;

• develop new features;

• produce business analytics; and

• conduct research.

Where information has been effectively anonymised so that an individual is no longer identifiable, it is not personal data for the purposes of UK GDPR.

We will not intentionally attempt to re-identify properly anonymised information except where necessary to test or verify our anonymisation processes and permitted by law.

25. INTERNATIONAL DATA TRANSFERS

Some organisations that provide technology or other services to us may process information outside the United Kingdom.

Where personal information is transferred internationally, we will ensure that appropriate safeguards are used as required by applicable data protection law.

Depending upon the destination and circumstances, these may include:

• UK adequacy regulations;

• approved contractual safeguards;

• the UK International Data Transfer Agreement;

• the UK Addendum to approved standard contractual clauses; or

• another lawful transfer mechanism.

We will take reasonable steps to ensure that international transfers continue to provide an appropriate level of protection for personal information.

26. DATA SECURITY

We take appropriate technical and organisational measures designed to protect personal information against:

• unauthorised access;

• accidental loss;

• unlawful use;

• alteration;

• destruction; and

• unauthorised disclosure.

Measures may include access controls, authentication, encryption, secure infrastructure, monitoring, testing and organisational security procedures as appropriate to the nature of the information.

However, no internet-connected service or storage system can be guaranteed to be completely secure.

You are responsible for keeping your account credentials confidential.

If you believe your account has been compromised, contact:

help@feedthewolfapp.com

27. HOW LONG WE KEEP INFORMATION

We retain personal information only for as long as reasonably necessary for the purpose for which it was collected, including satisfying legal, accounting, security and regulatory requirements.

When determining retention periods, we consider:

• the nature of the information;

• why it was collected;

• whether it remains necessary to provide the Service;

• how long your account remains active;

• legal requirements;

• security and fraud-prevention requirements; and

• applicable legal limitation periods.

Where information is no longer required, we will delete it, securely dispose of it or anonymise it where appropriate.

Some information may need to be retained after an account is deleted where required or permitted by law, including where reasonably necessary to establish, exercise or defend legal claims.

28. DELETING YOUR FEED THE WOLF ACCOUNT

You can initiate deletion of your Feed The Wolf account using the account deletion function within the App.

When you request deletion of your account, we will delete or anonymise personal information associated with your account unless we are required or permitted by law to retain particular information for a longer period.

Deleting your Feed The Wolf account does not necessarily cancel an active subscription purchased through Apple or another third-party platform. Where applicable, subscriptions should also be cancelled through the platform through which they were purchased.

Deleting your Feed The Wolf account does not delete information independently held by Apple, including information within Apple Health. You can manage Apple Health information and permissions through Apple Health and your device settings.

You may also contact us regarding account deletion or your personal information at:

help@feedthewolfapp.com

29. YOUR DATA-PROTECTION RIGHTS

Depending upon where you live and subject to applicable law, you may have rights concerning your personal information.

Under UK GDPR these may include:

Right of access

You may request confirmation of whether we process your personal information and obtain a copy of information we hold about you.

Right to rectification

You may ask us to correct inaccurate or incomplete information.

Right to erasure

In certain circumstances, you may ask us to delete personal information.

You can also initiate deletion of your Feed The Wolf account directly within the App.

Right to restriction

In certain circumstances, you may ask us to restrict the way we process your information.

Right to data portability

Where applicable, you may request certain information in a structured, commonly used and machine-readable format and may have the right for that information to be transmitted to another organisation.

Right to object

You may have the right to object to processing based upon legitimate interests, including certain forms of direct marketing.

Right to withdraw consent

Where processing is based upon consent, you may withdraw that consent at any time.

Withdrawal does not affect the lawfulness of processing carried out before consent was withdrawn.

Rights concerning automated decision-making

You may have rights in relation to decisions based solely upon automated processing which produce legal or similarly significant effects.

We do not currently use solely automated decision-making in this manner in relation to ordinary Feed The Wolf users.

30. EXERCISING YOUR RIGHTS

You can exercise relevant account deletion controls directly within the App.

For other privacy requests, or if you require assistance, contact:

help@feedthewolfapp.com

Please state clearly what you are requesting.

We may need to verify your identity before responding to a request in order to protect your information.

We normally respond to valid UK data-protection requests within one month, although this may be extended where permitted by law for particularly complex or numerous requests.

We will inform you if an extension is required.

We generally do not charge for exercising data-protection rights. However, applicable law may allow us to charge a reasonable fee or refuse a request where it is manifestly unfounded or excessive.

Certain rights are subject to legal exceptions.

31. COMPLAINTS

If you have concerns about how we use your personal information, please contact us first so that we have an opportunity to investigate and resolve your concern.

You also have the right to complain to the UK supervisory authority:

Information Commissioner's Office (ICO)

Information about making a data-protection complaint is available through the ICO's official website.

Your right to contact the ICO is not affected by contacting us first.

32. CHILDREN'S PRIVACY

Feed The Wolf is not intended for children below the minimum age specified for the Service.

We do not knowingly collect personal information from a child where doing so would be unlawful.

Where parental or guardian consent is required under applicable law, appropriate consent must be obtained.

If you believe a child has provided personal information to us contrary to our age requirements or applicable law, contact:

help@feedthewolfapp.com

We will investigate and, where appropriate, take steps to delete the information.

33. COOKIES AND SIMILAR TECHNOLOGIES

Our Website may use cookies and similar technologies.

These technologies may be used for purposes including:

• essential Website functionality;

• security;

• remembering preferences;

• measuring Website performance;

• analytics; and

• marketing where permitted.

Where required by law, non-essential cookies will not be placed without the appropriate consent.

You will be able to manage relevant choices through our cookie consent mechanism.

Further information may be provided in our Cookie Policy.

34. THIRD-PARTY LINKS AND SERVICES

Feed The Wolf may contain links to websites, applications or services operated by third parties.

The Service may also allow you to connect certain third-party services where that functionality is supported.

We do not control the privacy practices of independent third parties.

If you follow a third-party link or connect a third-party service, we encourage you to read that organisation's privacy policy and understand how it handles your information.

35. CHANGES TO THIS PRIVACY POLICY

We may update this Privacy Policy from time to time.

Changes may be made to reflect:

• new Feed The Wolf features;

• changes to the way we process information;

• changes to third-party services;

• improvements in privacy practices;

• changes in law or regulation; or

• corrections or clarification.

The current version will be published on our Website and/or made available through the App.

Where a change materially affects how we use personal information or your rights, we will take reasonable steps to bring the change to your attention, which may include email, in-App messages or other appropriate notification.

The effective date at the beginning of this Privacy Policy indicates when the current version became effective.

36. RELATIONSHIP WITH OUR TERMS & CONDITIONS

This Privacy Policy should be read together with the Feed The Wolf Terms & Conditions.

The Terms & Conditions govern your use of the Service.

This Privacy Policy explains how personal information is handled.

37. CONTACT US

Questions, requests or concerns concerning privacy or this Privacy Policy should be directed to:

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

38. DATA CONTROLLER

Unless otherwise explained in relation to a particular service or feature, the data controller responsible for personal information processed through Feed The Wolf is:

Wolf Tech Apps Limited
Company Number 15002779

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

Email: help@feedthewolfapp.com

 

© 2026 Wolf Tech Apps Limited. All rights reserved.

FEED THE WOLF