Alex PT Coach Terms (Platform Agreement)

Version 1.0 · Last updated: 30 September 2026

These terms apply to personal trainers and coaches who use Alex PT for their business. Please read them carefully. They include your obligations on qualifications and insurance (clause 4), fees (clause 6), data protection (clause 7 and Schedule 1), and our liability (clause 11).

1. The parties and these terms

1.1 These terms are between GWB Technologies Ltd (company number 17278675), trading as Alex., registered office 167–169 Great Portland Street, 5th Floor, London, W1W 5PF ("Alex", "we", "us"), and the business or individual who registers for an Alex PT account ("you", the "Coach"). Contact: hello@getalex.app.

1.2 You confirm that you are using Alex PT for your trade, business or profession and not as a consumer, that you are at least 18, and that you are based in the UK. If you register on behalf of a company, you confirm you have authority to bind it.

1.3 These terms include Schedule 1 (Data Processing), Schedule 2 (Directory ranking and platform information) and the Fee Schedule on our PT pricing page (www.getalex.app/pricing). Our Acceptable Use Policy (www.getalex.app/acceptable-use) also applies. Our Privacy Policy explains how we use your own personal data.

2. What Alex PT provides

2.1 Alex PT is web-based software that lets you manage clients, programmes, check-ins, messaging, bookings (including optional Google or Microsoft calendar sync), a coach profile in our Find a Coach directory, and, if you enable it, taking payments from your clients through Stripe (together, the "Platform"). It may include AI tools that draft programmes, summaries or suggestions ("AI Outputs").

2.2 Your clients use the Alex consumer app, joining you with your coach code. Each client can have one active coach at a time. Clients also have their own relationship with Alex under our consumer Terms of Service, including access to Alex's AI coach.

2.3 We provide software and a directory only. We do not provide coaching services to your clients, and we are not a party to your contracts with your clients.

3. Your status and responsibilities

3.1 You are an independent business. Nothing in these terms makes you our employee, worker, agent or partner. You may not bind us or present yourself as acting for us.

3.2 You are solely responsible for your coaching services, including your programmes, advice, client screening, supervision, safety, and any results you promise.

3.3 You must review every AI Output before you use it or share it with a client. AI Outputs are drafting aids, can be wrong, and are not medical advice.

3.4 You are responsible for your own tax, National Insurance, VAT and business registrations.

4. Your promises (warranties) and ongoing obligations

You promise that the following are true when you register and will remain true while you use the Platform:

4.1 Qualifications. You hold a Level 3 Personal Trainer qualification (Ofqual-regulated or CIMSPA-recognised) or a recognised equivalent, and you only give advice within the scope of your qualifications. You will not give medical, physiotherapy or dietetic advice unless you are appropriately qualified and registered (for example with the HCPC), and you will not call yourself a dietitian unless you are one. If you coach in person, you hold a current first aid certificate (including CPR).

4.2 Insurance. You hold, with a reputable UK-authorised insurer, public liability insurance of at least £5 million and professional indemnity insurance of at least £1 million, each covering online and remote coaching as well as any in-person coaching you provide. You will upload evidence when you register, on renewal, and whenever we ask. If your insurance lapses, we may suspend client-facing features until you upload evidence of renewal.

4.3 Accurate profile. Everything you tell us and your clients about your qualifications, experience, registrations, prices, results and reviews is true and not misleading.

4.4 Client screening and safety. You will make sure each client completes a health screen appropriate to your services (you may rely on Alex's in-app screening, which gives you a general flag but not the client's answers, together with your own screening), follow its recommendations, refer clients to a medical professional where appropriate, and tell clients to stop and seek help if they report warning symptoms.

4.5 Adults only. You will not coach anyone under 18 through the Platform. If you learn that a client is under 18, you must disconnect them and tell us.

4.6 Your client contracts. You will give each client clear terms for your services, including your prices, their cancellation rights under the Consumer Contracts Regulations 2013 (and, where they apply, the subscription rules in the Digital Markets, Competition and Consumers Act 2024), refunds and how to complain. You are the trader responsible to your clients under consumer law.

4.7 Marketing. Your marketing, including testimonials and before-and-after images, complies with the CAP Code (including sections 12 and 13 on health and weight control), the unfair commercial practices rules in the Digital Markets, Competition and Consumers Act 2024, and the rules on fake reviews. You will not make medical or disease-treatment claims.

4.8 Conduct and messaging. You will comply with all applicable law and our Acceptable Use Policy. You will not harass, exploit, discriminate against or send unlawful content to clients, and you will keep communications professional. You will not ask clients to move payments off the Platform in order to avoid fees while still using the Platform to coach them.

5. What we do

5.1 We will provide the Platform with reasonable care and skill and use reasonable efforts to keep it available. We may change features, giving at least 30 days' notice of changes that materially reduce what you are paying for. If you object, you may end these terms before the change takes effect and we will refund any prepaid subscription fees for the period after termination.

5.2 Verification. Before you can connect with clients or appear in the directory, we review the qualification and insurance documents you upload, and we may check them with the issuing body or insurer. Our checks do not transfer your responsibilities to us, and we will describe them accurately to clients (we will not describe you as "verified" beyond what we have checked).

5.3 We process your clients' personal data as set out in clause 7 and Schedule 1.

6. Fees and payments

6.1 Subscription. Alex PT is free for up to 5 active clients. Beyond that, you pay the monthly subscription for your tier as shown in the Fee Schedule (currently £39.99, £59.99 or £89.99 per month, depending on the number of clients and features). Subscriptions are charged monthly in advance by card through Stripe and renew automatically until you cancel. Fees exclude VAT, which we will add if and when we are required to charge it.

6.2 Client payments through Stripe Connect. If you want to take payments from clients through the Platform, you must open a Stripe Connect account and accept Stripe's Connected Account Agreement. You are the seller of your coaching services and the merchant of record for client payments. Client payments are processed by Stripe into your Stripe account, and Stripe pays out to your bank account on Stripe's payout schedule. Alex does not receive, hold or control client funds. Stripe may carry out identity and other checks on you, and may delay, withhold or refuse payouts under its own terms.

6.3 Platform fee. Alex charges a platform fee of 3% of each client payment you take through the Platform. Stripe's processing fees are charged to you in addition, as set out in your Stripe account. Our platform fee is collected by Stripe as an application fee at the time of each payment. We may change the platform fee by giving at least 30 days' written notice, and not more than once in any 12-month period. If you do not agree, you may end these terms before the change takes effect.

6.4 Promotions. We may offer promotions such as a fee waiver or discount (for example for founding coaches). The details, including how long it lasts, will be confirmed to you in writing. When a promotion ends, the standard fees apply, and we will give you at least 30 days' notice before they start.

6.5 Refunds and chargebacks. You are responsible for refunds, disputes and chargebacks with your clients, and for any related Stripe fees. If you give a client a full refund within 14 days of their payment because they exercised a legal cancellation right, we will refund our platform fee on that payment. Otherwise our platform fee is not refunded, unless the refund was needed because of an error by Alex.

6.6 App store rules. Payments through the Platform are for your real-time coaching services between you and your client. You must not use Platform payments to sell digital content, programmes or features that are delivered or unlocked in the Alex mobile app where Apple's or Google's rules require their own in-app payment systems. We may restrict products or payment features to keep the app compliant with app store rules.

6.7 Late payment. If subscription fees remain unpaid 14 days after we remind you, we may suspend client-facing features until they are paid. We will give you notice before doing so.

7. Data protection

7.1 Who is responsible for what. Alex and you each have responsibilities:

(a) Your client's Alex account. Each client has their own Alex account. Alex is an independent controller of the client's account and app data (for example their logs, AI coach chats, health screening, connected devices and Alex subscription), which it processes under its consumer Privacy Policy.

(b) Information clients share with you. When a client connects with you, Alex shares with you, at the client's request, the information described in our Privacy Policy (for example training and nutrition logs, weight trend, goals, check-ins and messages). You become an independent controller of the information you receive and use to coach that client. Clients' health screening answers, cycle data, glucose data and private AI chats are not shared with you.

(c) Your coaching records. For records that you create or upload in Alex PT for your own coaching business, including private coaching notes, programmes you assign, check-in feedback, bookings, payment records you manage, and records of any offline clients who do not have an Alex account ("Coach Records"), you are the controller and Alex is your processor, and Schedule 1 applies.

(d) Your calendar. If you connect a Google or Microsoft calendar, those providers are your independent controllers or processors under their own terms with you.

7.2 Your duties as a controller. You must have a lawful basis for the personal data you process and, for health data, the client's explicit consent or another Article 9 condition. You must give your clients privacy information explaining how you use their data, including your use of Alex PT. You will respond to your clients' data requests about the data you control, and we will help as set out in Schedule 1.

7.3 Limits on use. You must use client data only to coach that client and run your coaching business. You must not sell it, use it for unrelated purposes, or use it for marketing without the client's consent where the law requires it (PECR). You must not use the Platform to collect data about anyone under 18.

7.4 Registration. You are responsible for paying the ICO data protection fee if it applies to you.

7.5 Confidentiality. Each party will keep the other's confidential information confidential and use it only for the purposes of these terms, except where disclosure is required by law.

8. Intellectual property

8.1 We own the Platform, the AI tools and the Alex brand. We give you a non-exclusive, non-transferable licence to use them for your coaching business while you have an account.

8.2 You own your programmes and content. You give us a non-exclusive, royalty-free licence to host, copy, display and process them as needed to provide the Platform (including showing them to your clients and making them available to your clients' Alex AI coach so it can answer questions about your programme), and to show your profile in the directory. You confirm you have the rights to everything you upload. We will not use your programmes to train AI models without your written consent.

9. HMRC digital platform reporting

9.1 Alex may be a "reporting platform operator" under the Platform Operators (Due Diligence and Reporting Requirements) Regulations 2023. You agree to give us the information we are required to collect (such as your name, address, date of birth, National Insurance number or Unique Taxpayer Reference, VAT number, and the bank account used for payouts). We may verify it and report it to HMRC each year, together with your earnings through the Platform, and we will send you a copy of what we report.

9.2 We may restrict client payment features until you provide this information.

10. Indemnity

10.1 You will indemnify Alex against losses, damages, reasonable costs (including reasonable legal fees) and fines arising from any claim by a third party (including one of your clients) to the extent that it results from: (a) your coaching services, advice or supervision; (b) your breach of these terms, including the promises in clause 4; (c) your breach of data protection law; or (d) your content or marketing.

10.2 Clause 10.1 does not apply to the extent that the loss was caused by Alex's own negligence or breach of these terms.

10.3 We will tell you promptly about any claim, let you control its defence where appropriate, not settle it without your consent (which you will not unreasonably withhold), and take reasonable steps to reduce our losses.

11. Limitation of liability

11.1 Nothing in these terms limits or excludes either party's liability for death or personal injury caused by its negligence, for fraud or fraudulent misrepresentation, or for any liability that cannot be limited or excluded by law. Clause 11.3 does not limit your payment obligations or your obligations under clause 10.

11.2 Subject to clause 11.1, neither party is liable to the other for loss of profits, revenue, business or goodwill, or for any indirect or consequential loss.

11.3 Subject to clause 11.1, our total liability to you under or in connection with these terms in any 12-month period is limited to the greater of £500 and the total subscription fees and platform fees you paid us in that period.

11.4 Because you must review AI Outputs before using them (clause 3.3), and subject to clause 11.1, we are not liable for your decision to use an AI Output with a client.

12. Suspension and termination

12.1 You may cancel your subscription at any time in your account settings. Cancellation takes effect at the end of your current billing period.

12.2 We may end these terms for any reason by giving you at least 30 days' notice.

12.3 We may restrict or suspend your account (in whole or part), or end these terms immediately, if: you materially breach these terms (including a lapse in insurance or a false qualification claim); we receive a credible safeguarding or safety concern; we are required to by law, a regulator, Stripe or an app store; or you fail to pay after a reminder.

12.4 Reasons. If we restrict, suspend or end your account, we will give you a statement of reasons on a durable medium (for example by email) at the time the action takes effect, or before it if we end your account, unless the law prevents this or you have repeatedly breached these terms. You can challenge our decision through our complaints process (clause 13).

12.5 Notice to your clients. If your account ends, we will tell your connected clients that you are no longer available on the Platform. They keep their own Alex accounts.

12.6 Export and deletion. When your account ends, you will have 90 days to export your Coach Records. After that we will delete them in line with Schedule 1, unless the law requires us to keep them. Your Stripe account remains yours.

13. Complaints

13.1 Your complaints about us. You can complain about any aspect of the Platform, including a decision to restrict, suspend or remove your account or listing, at www.getalex.app/complaints (choose "Coach account") or hello@getalex.app. We will acknowledge your complaint within 5 working days, consider it properly, and tell you the outcome, with reasons, within 28 days where possible. If we cannot resolve a dispute, we are willing to consider mediation in good faith (for example through CEDR), with costs shared as agreed.

13.2 Complaints about you. Clients may report concerns about you to us. We will tell you about a report (unless a safeguarding or legal reason prevents this), give you a chance to respond, and may take action under clause 12. Reviews on the Platform are moderated in line with the CMA's guidance on fake reviews. We do not remove genuine negative reviews simply because they are negative.

14. Changes to these terms

We may change these terms by giving you at least 30 days' notice by email (longer if a change needs you to make significant technical or business changes). If you object, you may end these terms before the change takes effect. We may make a change sooner where the law requires it or to deal with an unforeseen and imminent danger to the Platform, clients or users.

15. General

15.1 Assignment. You may not transfer these terms without our consent. We may transfer them to a successor to our business, and we will tell you if we do.

15.2 Entire agreement. These terms (with the Schedules and the Fee Schedule) are the entire agreement between us on their subject matter. Nothing in them excludes liability for fraudulent misrepresentation.

15.3 Third parties. No third party has rights under these terms under the Contracts (Rights of Third Parties) Act 1999.

15.4 Disputes. Senior representatives will try to resolve any dispute in good faith within 30 days before either party goes to court.

15.5 Law and courts. These terms are governed by the law of England and Wales, and the courts of England and Wales have exclusive jurisdiction.

S1.1 Scope. This Schedule applies only where Alex processes Coach Records as your processor (clause 7.1(c)). It does not apply to data Alex controls (clauses 7.1(a) and (b)).

→Subject matter and duration: providing the Platform to you, for as long as you have an account, plus the export period in clause 12.6.
→Nature and purpose: hosting, storage, display, messaging, scheduling, calendar sync, payment facilitation, and AI-assisted drafting at your request, including making programmes and notes you choose to share available to your client and their Alex AI coach.
→Data subjects: your clients (including offline clients) and prospective clients.
→Categories of data: contact details, goals, coaching notes, programmes, check-in feedback, measurements, bookings, payment records and, where you include them, health data.

S1.2 Our obligations. We will: (a) process Coach Records only on your documented instructions (these terms and your use of the Platform), unless the law requires otherwise, in which case we will tell you unless the law prohibits it. We will tell you if we think an instruction breaks data protection law; (b) make sure people authorised to process Coach Records are bound by confidentiality; (c) implement appropriate technical and organisational security measures (Article 32), including encryption in transit and at rest, access controls, and multi-factor authentication on administrative access; (d) engage sub-processors only in line with clause S1.3; (e) help you respond to data subject requests and meet your obligations on security, breach notification, DPIAs and prior consultation with the ICO; (f) notify you without undue delay, and in any event within 48 hours, after becoming aware of a personal data breach affecting Coach Records; (g) at your choice, delete or return Coach Records at the end of the services (after the 90-day export period), unless the law requires us to keep them; and (h) make available the information needed to demonstrate compliance, and allow reasonable audits (normally by questionnaire and certifications, on 30 days' notice, no more than once a year unless there has been a breach).

S1.3 Sub-processors. You give general authorisation for the sub-processors listed at www.getalex.app/subprocessors. We will give you at least 15 days' notice by email of any new sub-processor, and you may object on reasonable data protection grounds. If we cannot address your objection, you may end these terms and receive a refund of prepaid fees for the unused period. We will impose equivalent data protection terms on each sub-processor and remain liable to you for them.

S1.4 International transfers. Where Coach Records are transferred outside the UK, we will ensure an appropriate safeguard: UK adequacy regulations (including the UK Extension to the EU–US Data Privacy Framework where the recipient is certified), or the ICO's International Data Transfer Agreement, or the ICO Addendum to the EU Standard Contractual Clauses, supported by a transfer risk assessment.

S1.5 Our own limited uses. We will not use Coach Records for our own purposes, including AI training or marketing. The exceptions are where the law requires it, to keep the Platform secure and prevent abuse, and to create aggregated, non-content usage statistics (such as numbers of active clients). For those limited purposes we act as controller.

S1.6 Your obligations. You confirm that you have a lawful basis, and an Article 9 condition, for the Coach Records you put on the Platform, and that you have given your clients appropriate privacy information.

Schedule 2: Directory ranking and platform information

This Schedule gives information required by the Platform-to-Business rules (Regulation (EU) 2019/1150 as retained in UK law).

S2.1 How coaches are ranked in Find a Coach. The main factors are: how well your profile matches the client's search (location or online coaching, specialisms, goals, price range and availability); whether your profile is complete and your documents are in date; and whether you are accepting new clients. We do not currently accept payment for higher ranking. If we introduce paid placement, we will label it clearly and update this Schedule with at least 30 days' notice.

S2.2 Differentiated treatment. We may offer promotions, such as founding-coach fee waivers, to groups of coaches. Their terms will be published or confirmed in writing.

S2.3 Data access. You can access and export the data you provide and the data generated by your use of the Platform (such as your client list, programmes and booking history) in your account. We use aggregated platform data to improve Alex. We do not give other coaches access to your data.

S2.4 Other channels. You are free to offer your services to clients through other channels and on different terms.

*GWB Technologies Ltd, trading as Alex. · Company no. 17278675 · Version 1.0 · Last updated 30 September 2026*