Privacy Policy

This policy explains what personal data The Fight Store collects, why, and the choices you have.

Who we are

The Fight Store is operated by Thomas Ellen, trading as The Fight Store, who is responsible for the personal data described in this policy. Contact: contact@thefightstore.co.uk.

Analytics - only with your consent

We use Google Analytics 4, a Google service, to understand how the site is used. It is optional: Google Analytics only loads if you choose Accept in our analytics banner. Until then, and if you choose Reject, it is not loaded and no analytics data is sent.

With your consent, Google Analytics records page visits and these site events:

• Purchase Click - when you use a purchase button: the product, the merchant (retailer or manufacturer), whether the link is an affiliate link, the type of destination, and the page and button position
• Finder Completed - the category and answers you chose in the Equipment Finder, and whether it found a match
• Comparison Usage - when you add or remove a product from a comparison, with the category and how many products are selected
• Search - whether a site search returned results and how many, never the words you searched for

Once you accept, Google Analytics sets cookies in your browser (see our Cookie Policy) and collects information such as the pages you visit, your browser and device, and your approximate location. Google processes this data, which may include processing outside the UK; How Google uses information from sites that use its services explains more.

We never send your name, email address or the words you type into site search to Google Analytics - search text is removed from page addresses and titles before anything is sent.

You can change or withdraw your choice at any time with Tracking settings at the bottom of every page. Once you withdraw consent, no further analytics data is sent and we delete the Google Analytics cookies set for this site.

Information stored in your browser

To make the site work, we store a few small items in your browser. They are not cookies and are not used for analytics or advertising:

• Your analytics choice, in local storage, so we remember your decision
• Your light or dark theme preference, in local storage, if you choose one
• Your current product comparison selection, in session storage, which your browser normally clears when you close the tab or window

Our Cookie Policy has more detail.

If you email us

If you email contact@thefightstore.co.uk, we use your email address and message to reply and deal with your enquiry, and keep them only as long as needed for that purpose.

Other services we use

Our hosting provider processes technical information, such as IP addresses, needed to deliver the site to your browser. Site content is managed in Sanity, our content platform, and any images it hosts are served from Sanity's content delivery network. Fonts are served from our own site. We don't use third-party embeds or advertising trackers, and we don't sell personal data.

When you leave our site

When you follow a purchase link you leave The Fight Store. The seller - for example Amazon UK, a manufacturer or another retailer - handles your visit and any purchase under its own privacy policy and terms.

Your rights

Under UK data protection law you have rights over your personal data, including the right to access it, have it corrected or deleted, and object to or restrict how it is used. To make a request, email contact@thefightstore.co.uk. You also have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk.