THE EXERCISE MOVEMENT AND DANCE PARTNERSHIP LIMITED Ltd.

Privacy Notice

This Privacy Notice explains how we collect, use, disclose, and protect your personal information in compliance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018. We believe in being open and transparent, so we encourage you to read this notice carefully. If you have any questions, please feel free to contact us.

Who is the Data Controller?

The Exercise movement and Dance Partnership Ltd (trading as EMD UK) is the Data Controller for your personal data. Our correspondence address is HPB49, Standby Business Centre, Foundry Lane, Horsham, RH13 5PX and we can be contacted at hello@emduk.org. We are the national governing body for group exercise we are dedicated to achieving our vision of healthier communities through group exercise. Our principal activities include working with instructors, operators and organisations across the sector to provide help, support and advice and to ensure that group exercise continues to inspire people of all ages and abilities to take part in physical activity..

How do we use your personal data?

We use your personal data for the purposes of administering membership, developing and managing commercial relationships with partners and other bodies. We will also use personal data for communication and activities related to the services we deliver. The personal data we use is usually obtained through direct contact, through social media channels or from partner organisations. Our lawful basis under the UK GDPR for this activity ‘legitimate interest’ as defined by Article 6.1.f UK GDPR.  Our legitimate interests are:

  • Enhancing and developing our service offerings.
  • Managing commercial relationships and communications.
  • Protecting our commercial interests and reputation.
  • Pursuing our business growth and development objectives.

We will send marketing information to members relating to the benefits of membership based on consent (Article 6.1.a UK GDPR). You are at liberty to withdraw that consent at any time.

If you fail to provide the information we need to administer your membership or manage our partnership, we will be unable to provide our services to you.

What personal data do we process?

If you take up a free membership, we will process your full name and email address along with your primary specialism. For subscription members, we will process your full name, postal address, email address and card payment details (through our secure payment portal). We will also require your accreditation certificates and details of places of work.

If you are a partner or prospective partner organisation, we will process your name and contact details.

We collect data through our website analytics some of which may identify you, such as an IP address. Our Cookie Policy details the cookies we use and you can manage your preferences through our cookie consent platform.

Who are the recipients of your data?

As a general principle, we will not transfer your personal data to other recipients without your permission. There are some exceptions to this such as:

  • We might be obliged to disclose personal information in response to a request from the Financial Conduct Authority, His Majesty’s Revenue and Customs, a court order or other lawful obligation.
  • We may share your data as part of a sale, transfer, or merge part of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them.
  • We use trusted third-party service providers such as IT service providers.
  • We use professional advisers such as Lawyers, accountants, and specialist consultants where necessary.
  • We use a cloud infrastructure to securely manage our data storage and for communication purposes.

Do we transfer your data outside of the UK?

We store personal data both in the UK and in our cloud platform in the USA. This international transfer is conducted under the UK Extension to the EU-U.S. Data Privacy Framework

How long do we keep your data?

We only keep your personal data for as long as necessary to fulfil the purposes we collected it for, including to comply with any legal obligations. For example, we will retain personal data of our clients that would be required for HMRC audit for 7 years. We will retain membership details for 3 years after membership ceases.

These are your rights. 

The UK GDPR provides you with several rights in relation to the data we process.

  • You have the right to get access to and copies of your personal data.
  • You can ask us to rectify any inaccurate information we may be holding.
  • You have the right to object to the processing of your data.
  • You can request we restrict our processing of your data.
  • You can ask us to erase your personal data if it is no longer required for the purpose we collected it or have no legal obligation to retain it.
  • You also have rights in relation to data portability.

If you want to exercise any of these rights, please contact us using the above contact details.

You also have the right to lodge a complaint about our processing with a supervisory authority, in the UK, this is the Information Commissioner’s Office.

The Information Commissioner’s Office
Wycliffe House, Water Lane,

Wilmslow,

Cheshire SK9 5AF.

Helpline number: 0303 123 1113

Changes to This Notice

We may update this privacy notice from time to time. Any significant changes will be posted on our website, and we will notify you if appropriate. This privacy notice was last updated in May 2025.