Privacy policy

Privacy Policy

Last updated: 5 October 2026

Who we are

Deathproof Cycles Limited, trading as Deathproof Cycles, operates deathproofcycles.com.

We are the data controller for personal information used to manage our customer relationships, process orders and run our business. This means we are responsible for deciding how and why that information is used.

Company number: 16801724
Email: info@deathproofcycles.com

Contact address:
Deathproof Cycles Limited
Unit 11, Lea Hall Enterprise Park
Wheelhouse Road
Rugeley
WS15 1LH
United Kingdom

Our online store is powered by Shopify. Shopify and some other providers also act as independent data controllers for certain activities described below.

Information we collect

Depending on how you interact with us, we collect:

• Contact details: your name, email address, telephone number, billing address and delivery address.

• Order and transaction information: products purchased, payment status, order history, deliveries, returns, refunds and related correspondence.

• Payment information: transaction details and information required to process payments. Payment credentials are processed through our payment providers’ systems.

• Customer account information: details associated with your account, preferences and saved information.

• Enquiries: information you provide through email, contact forms, social media or other communications, including motorcycle and fitment details where relevant.

• Website and device information: your IP address, browser, device identifiers, pages and products viewed, and interactions with our website.

• Marketing information: subscription choices, consent records, unsubscribe requests and interactions with marketing communications.

We receive information directly from you, through your use of our website, and from providers supporting payments, delivery, analytics and advertising.

Some information is necessary to fulfil your order. If you do not provide required contact, payment or delivery information, we may be unable to complete your purchase.

How we use information and our legal reasons

We use personal information for these purposes:

• Orders, payments, deliveries, returns and refunds: to perform our contract with you.

• Questions before a purchase: to take steps at your request before entering into a contract.

• Customer support: to perform our contract or pursue our legitimate interest in answering enquiries and resolving problems.

• Tax, accounting and other legally required records: to comply with legal obligations.

• Security, fraud prevention and disputes: to pursue our legitimate interests in protecting our business, customers and systems, and comply with legal obligations where applicable.

• Optional website analytics and advertising technologies: with your consent where required by law.

• Email marketing: with your consent, or our legitimate interest in promoting our own similar products where the existing-customer marketing exception legally applies.

Where we rely on legitimate interests, our use of information must be necessary and balanced against your rights and interests.

Shopify and Shopify Network Intelligence

Shopify hosts our store and processes information about website visits, checkout, purchases and other interactions to provide its services.

We have enabled Shopify Network Intelligence. This allows Shopify to use information from interactions with our store, other merchants and Shopify to provide enhanced services, including improvements to products, advertising and personalisation.

Information is shared with Shopify and relevant service providers, including providers located outside the United Kingdom. For some enhanced services, Shopify acts as an independent data controller and is responsible for handling the corresponding privacy rights.

Read the Shopify Consumer Privacy Policy for details. You can also visit the Shopify Privacy Portal to learn about and exercise applicable rights, including withdrawing consent or objecting to relevant processing.

Google Analytics, Google Ads and Meta

We use Google Analytics to understand how people use our website and assess its performance.

We use Google Ads and Meta’s Facebook and Instagram advertising tools, including the Meta Pixel and Shopify’s Facebook and Instagram integration, to measure advertising results and support relevant advertising.

Depending on the features enabled and your privacy choices, these services may process device identifiers, browsing activity, products viewed and purchase or conversion events. Advertising integrations may also use customer identifiers to match activity to platform accounts.

This activity can involve creating audiences or drawing inferences about interests from browsing and purchasing behaviour.

If you contact us through Facebook or Instagram, we receive the information you share with us through those services.

Google and Meta may also process information for their own purposes under their respective privacy policies:

• Google Privacy Policy

• Meta Privacy Policy

Cookies and your choices

Our website uses cookies and similar technologies to support essential functions such as your basket, checkout and website security. Optional technologies support analytics, advertising and personalisation.

Where the law requires consent, these optional uses require your permission. You can access available choices through Cookie preferences in our website footer and change your preferences.

You can also manage cookies through your browser. Blocking essential cookies may prevent parts of the website from working correctly.

Withdrawing consent does not affect processing that was lawful before withdrawal. Browser cookie controls do not necessarily stop every form of data sharing. You can also contact us about your choices.

Where applicable, additional controls are available through our data-sharing opt-out page.

Email marketing

We use Shopify Email to send marketing communications.

We send marketing emails with your consent or where the law permits us to contact customers about our own similar products. The existing-customer exception applies only where its requirements are met, including offering an opportunity to opt out when collecting your details and in each subsequent marketing email.

You can unsubscribe using the link in a marketing email or by contacting info@deathproofcycles.com.

Unsubscribing does not prevent essential messages about your orders, deliveries, refunds or enquiries.

We may keep a limited record of your unsubscribe request so we can continue to respect your preference.

Who receives your information

We share relevant information with providers where necessary for the purposes described in this policy, including:

• Shopify: store hosting, checkout, customer management and related services.

• Payment providers: payment processing, transaction administration and fraud prevention.

• Royal Mail, UPS and DPD: delivery services, including the contact and address details needed to deliver your order.

• Google and Meta: the analytics and advertising activities described above.

• Email, IT and business-service providers: communications, technical support and administration.

• Professional advisers and public authorities: where necessary for advice, legal compliance or legal claims.

Where resolving a warranty or product issue requires information to be shared with a supplier or manufacturer, we limit it to information relevant to that issue.

Relevant information may also be disclosed in connection with a business sale or reorganisation, subject to applicable data-protection requirements.

International transfers

Some of our providers process information outside the United Kingdom.

Where required, transfers must be supported by appropriate safeguards. These can include UK adequacy regulations or approved contractual safeguards, such as the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses.

Contact us if you would like information about the safeguards relevant to your information or how to obtain a copy where applicable.

How long we retain information

The appropriate retention period depends on the type of information, why it is needed and any applicable legal requirements.

We use the following criteria:

• Orders, payments and accounting records: tax and accounting obligations, and the period reasonably needed to handle returns, warranties, disputes and legal claims.

• Enquiries and correspondence: the time needed to resolve the matter and whether the information remains relevant to an order, warranty or dispute.

• Customer accounts: whether the account remains in use and whether associated records are needed for another lawful purpose.

• Marketing information: your subscription status and the need to maintain evidence of permission or honour an unsubscribe request.

• Analytics and advertising information: the purpose of the information, the relevant service’s retention settings and applicable legal requirements.

Our policy is to delete or anonymise information once it is no longer needed. Some records may need to be retained after an account is closed or a deletion request is received because of legal obligations or legal claims.

You can contact us for information about the retention of a particular record.

Your rights

Depending on the circumstances, you may have the right to:

• Obtain access to your personal information.

• Correct inaccurate or incomplete information.

• Request deletion of information.

• Restrict how information is used.

• Object to processing based on legitimate interests.

• Receive certain information in a portable format.

• Withdraw consent where processing relies on consent.

You have the right to object to the use of your personal information for direct marketing at any time.

These rights are subject to legal conditions and exceptions.

To make a request, email info@deathproofcycles.com or write to our contact address. We may need reasonable information to verify your identity.

We normally respond to rights requests within one month, subject to the applicable legal rules. If a permitted extension is needed, we will explain why and tell you when to expect a response.

Keeping information secure

We use technical and organisational measures intended to protect personal information. No system or method of transmission can be guaranteed completely secure.

Please do not send account passwords or full payment-card details by email or through our contact forms.

Complaints

If you are concerned about how we handle your information, contact info@deathproofcycles.com or write to the address above.

You also have the right to complain to the UK’s Information Commissioner’s Office (ICO). You do not need our permission to do so.

Visit ico.org.uk/make-a-complaint for details.

Changes to this policy

We may update this policy to reflect changes to our services, providers or legal obligations. We will publish the updated version on this website, revise the date above and provide further notice where required.