Privacy Policy

Privacy Policy

Last updated: 22 September 2026

Asgard Bikes is a sole trader business operated by Ben West. We respect your privacy and are committed to protecting your personal information.

This Privacy Policy explains what personal information we collect, how we use it, how we protect it, and your rights in relation to your information.

1. Who we are

Business name: Asgard Bikes
Business owner: Ben West
Website: Asgardbikes.co.uk
Email: info@asgardbikes.co.uk
Telephone: 07763 234705

For the purposes of applicable UK data protection law, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, Ben West trading as Asgard Bikes is the data controller for personal information collected and processed by the business.

2. Information we collect

Depending on how you interact with Asgard Bikes, we may collect the following information:

Your name
Email address
Telephone number
Address
Details of your bicycle or bicycles
Bicycle make, model and other relevant identifying details
Details of your repair or servicing requirements
Booking and appointment information
Information you provide through our website contact forms
Information you provide when contacting us by telephone, email or other communication methods
Payment and transaction information relating to services you purchase

We do not currently take payments through our website. Payments for our services are made physically.

We may also collect technical information about your use of our website, including information collected through Google Analytics, such as website usage, pages visited, approximate location, device and browser information and other analytical information.

3. How we collect your information

We may collect information directly from you when you:

Submit an enquiry through our website
Make a booking through our online booking system
Contact us by telephone
Contact us by email
Request a repair or servicing appointment
Bring a bicycle to us for servicing or repair
Purchase services from us
Communicate with us about an existing or previous booking

Some technical information may also be collected automatically when you use our website through cookies and similar technologies.

4. How we use your information

We use your personal information where necessary to operate Asgard Bikes and provide our services.

This may include:

Responding to enquiries
Arranging and managing bookings
Contacting you regarding your booking or repair
Identifying your bicycle and maintaining accurate service records
Providing bicycle servicing and repair services
Providing quotations and estimates
Managing payments and financial records
Maintaining appropriate business and accounting records
Dealing with customer queries, complaints or disputes
Improving our website and services
Understanding how visitors use our website
Maintaining website security
Complying with legal and regulatory obligations

We do not currently use your personal information to send marketing emails or marketing text messages.

5. Lawful basis for processing

Depending on the circumstances, we may process your personal information under one or more of the following lawful bases:

Contract

We may process your information where it is necessary to provide services you have requested, manage your booking or perform a contract with you.

Legal obligation

We may process and retain information where necessary to comply with legal obligations, including accounting, tax and other legal requirements.

Legitimate interests

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

Examples may include managing customer records, maintaining service histories, preventing fraud and managing disputes.

Consent

Where consent is required, we will ask for your consent before processing your information for that purpose.

You may withdraw consent where we rely on consent as our lawful basis.

6. Online bookings

If you use our online booking system, the information you provide may be processed by the third-party booking service we use to manage appointments.

We use this information to arrange and manage your booking and provide the requested service.

The booking system may have its own privacy policy and terms governing how it processes personal information.

7. Website forms

Information submitted through forms on our website may be used to respond to your enquiry, arrange a booking or provide the services you have requested.

Please avoid submitting unnecessary sensitive personal information through our website forms.

8. Cookies and Google Analytics

Our website uses cookies and similar technologies.

Some cookies are necessary for the website to function correctly. Other cookies, including analytics cookies, may be used to understand how visitors use our website and help us improve the website.

We use Google Analytics for website analytics.

Where required by law, we will obtain your consent before using non-essential analytics cookies or similar tracking technologies.

You can manage your cookie preferences through our website’s cookie controls, where available. You can also control or delete cookies through your web browser.

The Information Commissioner’s Office (ICO) currently states that organisations must provide information about cookies and obtain appropriate consent for non-essential cookies, including analytics cookies. (Information Commissioner’s Office)

9. Third-party services

We may use third-party service providers to help operate Asgard Bikes and provide our services.

These may include:

Google – website analytics and other Google services
Microsoft – business and productivity services
Meta – business/social media services where applicable
Sage – accounting and financial record keeping
Our online booking service provider

These organisations may process personal information on our behalf or, depending on the service, act as separate data controllers.

Where appropriate, we take reasonable steps to ensure that third-party providers process personal information securely and in accordance with applicable data protection requirements.

Third-party providers may have their own privacy policies and terms, which may also apply to their processing of your information.

10. Sharing your information

We do not sell your personal information.

We may share personal information where reasonably necessary with:

Service providers who help us operate the business
Our accounting or bookkeeping providers, where applicable
Payment or financial service providers where necessary
IT, website, hosting or booking providers
Government authorities, regulators or law-enforcement bodies where we are legally required to do so
Professional advisers where reasonably necessary

We will only share information where there is a lawful basis for doing so.

11. How long we keep your information

We will retain personal information only for as long as reasonably necessary for the purposes for which it was collected.

The length of time information is retained will depend on the type of information and why we need it.

For example, information relating to financial and accounting records may need to be retained for longer periods because of legal and tax requirements.

Customer and service information may also be retained for a reasonable period to maintain service records, deal with queries, resolve disputes and protect our legitimate business interests.

When information is no longer required, we will take reasonable steps to securely delete or dispose of it.

12. How we protect your information

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

Unauthorised access
Accidental loss
Unauthorised disclosure
Unauthorised alteration
Destruction or damage

However, no method of transmitting or storing information electronically can be guaranteed to be completely secure.

13. Your data protection rights

Depending on the circumstances, you may have rights under UK data protection law including the right to:

Request access to the personal information we hold about you
Ask us to correct inaccurate or incomplete information
Ask us to delete your personal information in certain circumstances
Ask us to restrict how we process your information in certain circumstances
Object to certain types of processing
Request transfer of certain information to another organisation
Withdraw consent where processing is based on consent

These rights are subject to certain legal conditions and exemptions.

To exercise your rights, please contact us using the details below.

Email: info@asgardbikes.co.uk
Telephone: 07763 234705

14. Complaints

If you have concerns about how we have handled your personal information, please contact us first so that we can try to resolve the issue.

You also have the right to complain to the UK’s data protection regulator, the Information Commissioner’s Office (ICO).

Further information about making a complaint can be found on the ICO’s website.

15. International transfers

Some of the third-party services we use may process or store information outside the United Kingdom.

Where personal information is transferred outside the UK, appropriate safeguards will be used where required by applicable data protection law.

16. Children’s information

Our services are not specifically directed at children.

We do not knowingly collect personal information from children through our website for purposes unrelated to providing our services.

17. Changes to this Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our business, the services we use or applicable data protection requirements.

The latest version will be published on this page with the date it was last updated.

18. Contact us

If you have any questions about this Privacy Policy or how we use your personal information, please contact:

Ben West trading as Asgard Bikes

Email: info@asgardbikes.co.uk
Telephone: 07763 234705
Website: Asgardbikes.co.uk