Effective date: May 5, 2026
Last updated: May 5, 2026

99 Movement ("99 Movement," "we," "us," or "our") is operated by 99 Movement LLC, a Colorado limited liability company. This Privacy Policy explains how we collect, use, disclose, and protect information about you when you visit 99movement.com (the "Site"), sign up as a Love Certified member, participate in classes at a participating studio, or otherwise interact with our services (collectively, the "Service").

By using the Service, you agree to this Privacy Policy.

1. Information We Collect

We collect the following categories of information:

Information you provide directly:
- Name, email address, phone number, mailing address
- Yoga studio affiliation (if you are a member of a participating studio)
- Payment information (processed securely by our payment processor; we do not store full card numbers)
- Profile preferences, marketing preferences, and SMS opt-in status
- Information you submit through forms, including signup, membership renewal, contact, or feedback forms
- Content you voluntarily share with us (testimonials, photos, written feedback)

Information we collect automatically:
- Device and browser information (IP address, browser type, operating system, device identifiers)
- Usage data (pages visited, links clicked, time spent on pages, referring URLs)
- Cookies and similar tracking technologies (see "Cookies" section below)

Information from third parties:
- Information from yoga studios that have authorized you to be added as a member
- Information from social media platforms if you choose to connect your account
- Information from our payment processor confirming successful payments

2. How We Use Your Information

We use the information we collect to:
- Provide, maintain, and improve the Service
- Process membership payments and manage your account
- Send transactional messages: payment confirmations, membership renewals, account changes, security alerts
- Send operational SMS messages relating to your membership and class attendance (subject to your explicit opt-in)
- Send milestone notifications (e.g., your 100th karma class) when you have opted in
- Communicate with you about the Service, including responding to inquiries
- With your separate explicit consent, send marketing communications about new features or events
- Detect, prevent, and address fraud, security issues, and policy violations
- Comply with legal obligations and respond to lawful requests
- Aggregate and anonymize data for analytics and product improvement

We do not sell your personal information.

3. SMS Messaging Program

If you opt in to SMS messages from 99 Movement, the following terms apply:
- Program name: 99 Movement Member Messaging
- Purpose: transactional account messages, milestone notifications, class-related operational messages, and (with separate opt-in) occasional updates from your participating studio
- Frequency: message frequency varies based on your activity and studio engagement; typically a few messages per month
- Cost: message and data rates may apply, as determined by your mobile carrier
- Opt-out: you may opt out at any time by replying STOP, STOPALL, UNSUBSCRIBE, CANCEL, END, or QUIT to any message you receive from us
- Help: for help, reply HELP to any message or email hello@99movement.com

We will not share your phone number with third parties or affiliates for marketing purposes. Phone numbers collected for SMS purposes are used only to deliver the messages described above.

4. How We Share Information

We share information only in the following circumstances:
- With participating studios: if you are a member of a participating studio, we share necessary information (your name, email, opt-ins, class attendance milestones) with that studio so they can serve you. Studios are bound by their own privacy obligations and our Studio Partner Agreement.
- With service providers: with vendors who help us operate the Service, including our payment processor, email service provider (Resend), SMS provider (Twilio), customer relationship management platform, and hosting provider. These providers are contractually obligated to use information only on our behalf and to protect it.
- For legal reasons: to comply with a subpoena, court order, or other legal process; to protect the rights, property, or safety of 99 Movement, our members, or the public; to investigate fraud or security issues.
- With your consent: any other sharing is done only with your explicit consent.
- Business transfers: if 99 Movement LLC is involved in a merger, acquisition, or sale of assets, your information may be transferred as part of that transaction. We will notify you before your information becomes subject to a different privacy policy.

We do not share, sell, rent, or trade your personal information with third parties for their own marketing purposes.

5. Cookies and Tracking

We use cookies and similar technologies to operate the Site, remember your preferences, understand usage patterns, and improve the Service. You can control cookies through your browser settings. Disabling cookies may limit some Site functionality.

We may use third-party analytics tools (such as Google Analytics) that use cookies to help us understand how the Service is used. These tools may collect IP addresses and usage data.

6. Data Retention

We retain personal information for as long as your account is active or as needed to provide the Service. We may retain certain information after account closure for legitimate business purposes, including legal compliance, dispute resolution, and fraud prevention. When information is no longer needed, we securely delete or anonymize it.

7. Your Rights

Depending on your location, you may have the following rights regarding your personal information:
- The right to access the personal information we hold about you
- The right to correct inaccurate or incomplete information
- The right to request deletion of your information (subject to legal exceptions)
- The right to opt out of marketing communications at any time
- The right to data portability
- The right to lodge a complaint with a data protection authority

To exercise these rights, email us at hello@99movement.com. We will respond within 30 days.

California residents: Under the California Consumer Privacy Act (CCPA), you have specific rights including the right to know what personal information we collect, the right to delete, and the right to opt out of sale (which we do not engage in).

EU/UK residents: Under the GDPR, our legal bases for processing include contract performance, legitimate interests, legal obligation, and consent.

8. Data Security

We use reasonable administrative, technical, and physical safeguards to protect your information, including encryption in transit (TLS/HTTPS), encryption at rest where appropriate, and access controls. However, no method of transmission or storage is 100% secure. We encourage you to use strong, unique passwords and to notify us immediately of any unauthorized access.

9. Children's Privacy

The Service is not directed to children under 13. We do not knowingly collect personal information from children under 13. If you believe we have collected information from a child under 13, contact us at hello@99movement.com and we will delete it.

10. International Users

99 Movement is operated from the United States. If you access the Service from outside the United States, your information will be transferred to, stored, and processed in the United States. By using the Service, you consent to this transfer.

11. Changes to This Policy

We may update this Privacy Policy from time to time. The "Last updated" date at the top reflects when the policy was last changed. For material changes, we will notify you by email or by posting a prominent notice on the Site. Your continued use of the Service after changes take effect constitutes acceptance of the updated policy.

12. Contact Us

For questions about this Privacy Policy or our privacy practices, contact:
99 Movement LLC
1500 N Grant St, Ste 6264
Denver, CO 80203
Email: hello@99movement.com