Huufe Privacy Policy

Huufe Limited (“Huufe” / “we”) are committed to protecting and respecting your privacy when you register for an account through or by downloading the associated mobile application services (“Services”).

Huufe will always respect your privacy and shares your concern about the security of the User Content you may submit to the Services. This privacy policy (“Privacy Policy”) explains the information we collect, how we use and protect it, how to access and update your information, and how to manage your privacy settings when using the Services.

When you use the Service you shall be the “User” and shall be able to upload certain information which includes: your profile, username photos, your activities, communication with other Users and other materials, “User Content”.

Below sets out how Huufe handles personal information provided by You. In summary here are a few of our fundamental privacy principles that we observe:

  1. Your privacy is critically important to us and we handle your information accordingly.
  2. As a matter of policy, we do not rent or sell your personal information to any third parties for marketing or advertising purposes
  3. To share your personal information with anyone we require your consent except when it comes to complying with the law, to improve the Services, or protect our rights.
  4. Information you upload or post to the Services may be seen by others although you can control this through your privacy settings.
  5. We may aggregate information about our Users to use for business purposes however ensure that such information does not identify you personally.
  6. We give you several ways to control the privacy of your personal information and are continuously working to enhance privacy options available to you.

To manage your privacy settings in the app, please click:

 ‘More’ > ‘Settings’ > ‘Privacy’

If you have any questions or comments about this Privacy Policy please contact us by mail to the address below or by emailing us at:

Huufe Limited, 6 Newbury Street, Wantage, Oxfordshire, UK, OX12 8BS


European Users and GDPR

The General Data Protection Regulations, (GDPR), apply from 25 May 2018, creating consistent data protection rules across Europe. It applies to companies that are based in the EU and global companies that process personal data about individuals who are based in the EU.  At Huufe we shall ensure that we do not just observe the requirements of the GDPR for those Users based in the EU but that we adopt the GDPR principles of transparency, control and accountability across for all our Users across the globe.

The GDPR gives our Users certain rights when using the Services, which include:

  1. The right to be informed;
  2. The right of access;
  3. The right to rectification;
  4. The right to erasure;
  5. The right to withdraw consent;
  6. The right to restrict processing;
  7. The right to data portability
  8. The right to object; and
  9. Rights in relation to automated decision making and profiling.

You are the Data Controller with respect to the User Content.  Huufe may only process your personal data if it has a lawful basis to do so.  The two types of lawful basis that we shall rely upon can be summarized as follows:


Legitimate Interest

The processing of your personal data by Huufe or a third party may be undertaken if we have a legitimate interest to do so.  In our case this includes:

  1. For the purposes of providing our Users with the Services and to monitor usage in order to improve and update the Services from time to time. This may include providing third party Service Providers with your information to provide services to Huufe, such as the processing of payments.
  2. Ensuring that our Services and the associated User Content is stored and transferred securely and in a way that protects against the unlawful use, destruction or loss of our Users’ personal data.
  3. Sharing your personal information as part of a business sale, reorganization or similar transaction.


By Consent 

Where we process your personal data by relying on your consent to do so, we shall ensure that such consent is:

  1. freely given by you;
  2. specific with regards to what processing we wish to undertake so that you are, fully informed;
  3. That the consent you are being asked to give is unambiguous and given by a clear affirmative action.


How to Modify User Privacy Settings

Huufe offers several features and settings to help you manage your privacy so that you are in control of what happens to your personal data and how you share your activities. Huufe allows you to control who follows you. Additionally, Huufe provides you the option to make your profile, activities, LiveRide location and horse information private. To manage your privacy settings in the app, please visit ‘More’ > ‘Settings’ > ‘Privacy’.


Information Huufe Collects

Huufe collects information about you, which includes personal information, if you choose to share it with Huufe, register an account, or if you track, complete or upload activities using the Services. Huufe also collects information about how you use the Services. By using the Services, you are able to share information about yourself and your activities when using the Services.  This information includes: your name, email address, gender, age, equipment usage, activities, riding routes (including date, time and geo-location information), your profile photo and other pictures/videos that you may record. You may also submit comments and other content to be shared through the Services. In addition, if you subscribe to the Premium Services then our payment providers will need to collect your credit card or other payment information.

To use the Services effectively you need to use the location-based features of the Services which means that the physical location of your device will be collected. Your device or browser settings enable you to disallow our use of certain location data by disabling “Location Services”.

You may also access your contacts’ information and connect with your contacts on Huufe to send them your activity information while using the Services. If you choose to use these features, Huufe will also access and store your contacts’ information.

You can to sign up and log in to the Services using accounts you may already have with third-party products and services, such as Facebook or Google (collectively, “Third-Party Accounts”). These Third-Party Accounts may ask your permission to share certain information from your Third-Party Account with Huufe. We need this information to verify your identity as well as to provide you with features of our Services. This information may include your first and last name, email address, profile information and preferences with the applicable Third-Party Account. This information is collected by the Third-Party Account provider and is provided to Huufe under their privacy policies. You can generally control the information that we receive from these sources using the privacy settings in your Third-Party Account. You can deactivate your account at any time by visiting your account settings.

If you make a payment through the Services, our payment providers may collect information from you in order to properly process your payment. This personal information may include your name, address, phone, email address, your credit card information and other payment information as well as the payment amount. We use Payment Card Industry certified third-party payment services, such as PayPal and do not store your credit card information directly on our Services.


How Information is Collected and Stored

As we have stated, when you register an account, and agree to our Terms of Use you must provide personal information such as your name and email address. You will also upload location-based activities, such as the rides you have been on, to the Services. You may join challenges, post photos and videos as well as being able to communicate with other Users.

Huufe also automatically collects a variety of technical information, including location, device and network information, cookies, log files and analytics services in order to provide the Services


Cookies and Similar Technologies

A cookie will be stored on your computer when you visit our website or access the Services. A cookie works by assigning to your computer a unique number that has no meaning outside of Huufe. Huufe’s cookies do not contain any personal information; We use them to personalize and improve your experience when visiting our website or accessing the Services. Huufe may also use cookies to assist it in delivering content specific to your interests. Additionally, after you’ve entered your login in details during a session on the Services, Huufe saves that information so you don’t have to re-enter it repeatedly during that session. Most browsers automatically accept cookies unless you opt out through managing the settings on your device. This may impact on the performance of the Services meaning various features are not available to You.


Log Files

The Services uses log files to analyze trends, administer the Services, track a subscriber’s movement in the aggregate, and gather broad demographic information for aggregate use. Stored information includes IP addresses, browser type, internet service provider (ISP), referring/exit pages, platform type, date/time stamp, and number of clicks.


Analytics Information

We may use third party analytics tools to measure traffic and to understand how the Services are used and to help us improve the Services.  We use the information collected from such analysis and combine it with analytics information collected from other Users so that it is in an aggregated form and cannot be used to identify a User.


Collection from Children

Huufe is intended for use by people aged 13 and above. Children aged 13-15, inclusive, are required to gain parental consent to use the Services. You must not use the Services until you are 16 or are 13-15 and have parental consent. Huufe does not knowingly collect the personal information of a child who cannot lawfully provide consent. If you believe we may have accidentally received such information, please email us immediately at:


Third Parties

Huufe may collect personally information about your activities over time and across third-party websites or online services when you use the Services. We may obtain additional information about you from third parties such as marketers, partners, researchers, and others. We may combine information that we collect from you with information obtained from such third parties and information derived from any other subscription, product, or service we provide.


How Huufe Uses Information

Huufe primarily uses the information we collect to administer and operate the Services. We also use your information to analyze, develop and improve the Services. We may also use your information to market the services, credit or accept payments, provide support related to the Services, protect Users and enforce our Terms of Use to promote safety, and communicate with you. Additionally, your information may be shared with third parties, as set forth below.


How Information is Shared

Unless we have a legitimate interest, we shall not share your personal information with anyone unless we have first obtained your consent to do so.  As a matter of policy we do not rent or sell your personal information to any third parties for marketing or advertising purposes.


Sharing Information and Activities

You may share your information, including your profile, username, photos, Users you follow and who follow you, your activities and comments you give and receive if your privacy settings allow this. You may choose to invite your contacts to view your location and activities. If you link your Huufe account to other social networks and share your activities, they will be viewable outside the Services. If you choose to share or post your location information via such third parties, it is possible that unintended people could have access to such information and You should be very careful when sharing this type of information via third parties and make sure you are aware of the privacy practices of such third parties.


Publicly Available Information

Subject to your privacy settings, your information and content may be publicly accessible however, this is controlled entirely by you.


Third Party Business via API or Other Integrations

When you use third party apps, plug-ins, or websites that integrate with the Services, they may receive your information and content, including your personal information, photos, and your activity data (including private activities). Information collected by these third parties is subject to their terms and policies. Huufe is not responsible for the terms or policies of third parties.


Service Providers

We may share your information with third parties who provide services to Huufe such as supporting and improving the Services, promoting the Services, processing payments, or fulfilling orders. These service providers will only have access to the information necessary to perform these limited functions on our behalf and are required to protect and secure your information. We may also use service providers to collect information about your use of the Services in order to improve the Services, promote Huufe or display information that may be relevant to your interests on the Services or other websites or services.


Affiliates and Acquirers of our Business or Assets

We may share your information with affiliates under common control with us, who are required to comply with the terms of this Privacy Policy regarding your information. We may also share your information if Huufe becomes involved in a business combination, securities offering, bankruptcy, reorganization, dissolution or other similar transaction.


Aggregated and De-Identified Information

Huufe may modify, de-identify and aggregate the information, data, text, sound, photographs, graphics, video, messages, tags, or other materials you make available about the Services, in ways that do not personally identify you or contain personal information. Examples of such aggregated information or statistical data include information about usage, demographic, location, route, movement, biometric and horse management. Huufe may use, sell, license, and share this information with third parties for research, business or other purposes.


Legal Requirements

We may share your information with third parties, including law enforcement, public or governmental agencies, or private litigants, within or outside your country of residence, if we determine that disclosure is reasonably necessary to comply with the law, including to respond to court orders, warrants, subpoenas, or other legal or regulatory process. We may also disclose your information if we determine that disclosure is reasonably necessary or appropriate to prevent any person from death or serious bodily injury, to address issues of national security or other issues of public importance, to prevent or detect violations of our Terms of Use or fraud or abuse of Huufe or its Users, or to protect our operations or our property or other legal rights, including by disclosure to our legal counsel and other consultants and third parties in connection with actual or potential litigation.


Unforeseeable Disclosures

Your personal information may be disclosed to third parties in unforeseeable situations that are not preventable even when commercially reasonable protections are employed, such as in the case that Huufe or the Services is subject to a hacking or other attack.


How We Protect Information

We take several measures to safeguard the collection, transmission and storage of the data we collect. These steps depend on the sensitivity of the data that we collect, process, and store. Although we strive to employ reasonable protections for your information that are appropriate to its sensitivity, we do not guarantee or warrant the security of the information you share with us and we are not responsible for the theft, destruction, loss or inadvertent disclosure of your information or content. No system is 100% secure. The Services uses industry standard Secure Sockets Layer (SSL) technology to allow for the encryption of personal information and credit card numbers. The Services are registered with site identification authorities so that your browser can confirm Huufe’s identity before any personally identifiable information is sent. In addition, Huufe’s secure servers protect this information using advanced firewall technology.

To help ensure that these measures are effective in preventing unauthorized access to your private information, you should be aware of the security features available to you through your browser. You should use a security-enabled browser to submit your credit card information and other personal information at the Services. Please note that if you do not use a SSL-capable browser, you are at risk for having data intercepted.

Most browsers have the ability to notify you if you change between secure and insecure communications, receive invalid Services identification information for the Services you are communicating with, or send information over an unsecured connection. Huufe recommends that you enable these browser functions to help ensure that your communications are secure. You can also monitor the URL of the Services you are visiting (secure URLs begin with https:// rather than http://), along with the security symbol of your browser to help identify when you are communicating with a secure server. You can also view the details of the security certificate of the Services to which you are connected. Please check the validity of any Services you connect to using secure communications.


How to Opt Out or Adjust Notification and Email Preferences

We offer various ways to opt-out or opt-into our notifications, located in the app Settings. To choose to stop receiving certain emails from Huufe, please follow the unsubscribe instructions within each email communication or got to ‘More’ > ‘Settings’ > ‘Notifications’ in the app. Huufe will not provide or share any mailing lists or other information about you to another company or service other than as set forth in this Privacy Policy. Any administrative or service related emails generally do not offer an option to unsubscribe as they are necessary to provide the service you requested.


Updating Account Information

You may correct, amend or delete submitted account information that is inaccurate at any time by adjusting that information in your account settings. If you need further assistance, please contact Huufe at Huufe will respond to your request as quickly as possible.


Deactivation of Accounts

You may request deactivation of your account. Please note that we retain data in an aggregated and non-identifiable format for commercial purposes.

Note that content you have shared with others or that others have copied may also remain visible after you have closed your account or deleted the information from your own profile. In addition, you may not be able to access, correct, or eliminate any information about you that other Users or third parties copied or exported out of our Services. Your public profile may be displayed in search engine results until the search engine refreshes its cache.


Privacy Policy Information

Huufe reserves the right to modify this Privacy Policy at any time. If Huufe makes changes to this Privacy Policy, the updated version will be posted on the Services in a timely manner. If the changes are significant, we will provide a prominent notice. If you object to any of the changes to Privacy Policy, you may cease using the Services and deactivate your account. Using the Services after a notice of changes has been communicated to you or published on the Services shall constitute your agreement to the changes. 


Global Operations

Huufe may share information internally within our company or with third parties for purposes described in this policy. Information collected within the European Economic Area (“EEA”) may, for example, be transferred to countries outside of the EEA for the purposes as described in this policy. United States privacy laws may not be as protective as those in your jurisdiction. You acknowledge this practice and consent to having your personal data transferred to and processed in the United States and/or other countries.  Where required to do so we shall enter the appropriate contract to ensure compliance with applicable data protection laws.



While Huufe continues to work hard to protect your personal information, no data transmission over the Internet can be guaranteed to be secure, and Huufe cannot ensure or warrant the security of any information you transmit to Huufe. Transmitting personal information is done at your own risk.


Retention and Deletion of Information

We retain information as long as it is necessary and relevant for our operations. Information about you that is no longer necessary and relevant for our operations will be de-identified and/or disposed of securely. In addition, we may retain information from closed accounts to comply with the law, prevent fraud, collect fees, resolve disputes, troubleshoot problems, assist with investigations, enforce the Services’ Terms and take other actions permitted by law. The information we retain will be handled in accordance with this Privacy Policy.

When you delete your user account, certain personal information will be immediately de-associated with the account and deleted, such as your e-mail, name, address, and profile photo, if you had chosen to provide this information. Additionally, your Third-Party Account information will be immediately de-associated with your account. All your activities will be de-identified, made private and no longer associated with your personal information. Your comments will be deleted. We may, however, keep a record of your deletion for up to 30 days following your deletion of an account. Additionally, we may keep system logs, which may be associated with your account for up to 30 days following your deletion of an account.

When you delete your account, we may retain geolocation information to continue to improve the Services. Upon deletion of your account, however, this information cannot be viewed by other users and will be de-associated with your name and other identifiers.

Huufe, May 2018

Huufe Premium