Privacy Policy

This Privacy Policy explains how Play Better Inc. ("Play Better," "we," "us," "our") collects, uses, shares and protects personal information when you use the Coach by ATX app, the website coachbyatx.com, our emails, and related services (the "Service"). It also explains your choices and rights. This policy is part of our Terms of Service.

The short version:

• We collect what you give us — your account details, the golf rounds and shots you log, and your voice notes and coach conversations — and use it to run the Service for you.
• Your voice and words are processed by AI and speech-recognition providers that work for us. We list them below.
• We do not sell your personal information, and we do not use it for targeted advertising.
• We do not create voiceprints or use your voice to identify you.
• You can delete your account and data in the app at any time.

1. Information we collect

1.1 Information you give us

• Account information: your first name, email address and password (passwords are stored in hashed form by our authentication provider; we can't see them).
• Golf settings: units, gender category used for benchmarks, chosen benchmark, practice-time preferences, next-round dates, and similar settings.
• Golf activity: courses, tees, dates, tournaments, holes, pars, yardages, scores, and each shot's details (lie, distance, club, direction, result, penalties, and any other details you describe), plus edits you make.
• Voice recordings: audio you record after shots and in other voice features (for example, filling in round details by voice).
• Transcripts and what you say: the text of your recordings and the information extracted from them — including what you say about your thinking, emotions, confidence, focus and routine ("self-talk") and your reasons for a shot.
• Coach conversations: transcripts of your live voice conversations with the coach and the coach's replies. The live audio is streamed to our voice provider in real time so the coach can hear and answer you; we do not store the audio of these conversations.
• Profile and coaching information: answers from the onboarding interview and coaching conversations, such as your goals, practice habits, learning style, how you respond to pressure, and focus areas the coach saves.
• Recipients you add: email addresses of people you choose to send round summaries to.
• Communications: messages you send us, such as support requests.

1.2 Information created by the Service

We create information from your data, including strokes-gained values, statistics, an unofficial handicap estimate, round stories, timelines, patterns and "tells," practice plans, and coaching notes. Some of this includes inferences about your golf game and your mental approach (for example, "gets quick under pressure").

1.3 Information collected automatically

• Usage information: features and screens you use, sessions started, purchases viewed or completed, and similar in-app events, with timestamps.
• Device and technical information: app version, device type, operating system, language, and diagnostic and error information. If you allow it in your device settings, Apple may share crash reports with us.
• Voice-session information: when coach sessions start and end and how long they last, and how many you have used.

We do not collect precise location, contacts, photos, or advertising identifiers, and we do not use third-party advertising or tracking SDKs.

1.4 Information from others

• Apple: confirmation of your subscriptions and in-app purchases (product, dates, status, and transaction identifiers). Apple processes your payment; we never receive your full card number.
• ATX Golf Performance coaching platform: if you also have an account there (see Section 4.3), limited information needed to match accounts.

2. How we use your information

We use personal information to:

1. Provide the Service — create your account, record and transcribe voice notes, turn them into shots and statistics, generate round stories, patterns, practice plans and coaching, run live coach conversations, sync your data across devices, and send round-summary emails you turn on.
2. Personalize coaching — so the coach remembers your focus areas, goals and history.
3. Manage subscriptions and limits — verify purchases with Apple, apply trials, session allowances, credits and usage limits.
4. Communicate with you — service messages, security and account notices, reminders you schedule, responses to your requests, and (where allowed) product and onboarding emails that you can opt out of.
5. Keep the Service safe — prevent fraud, abuse, and violations of our Terms; protect our systems; enforce limits; and debug.
6. Improve the Service — understand how features are used and where the app or coaching falls short. This can include a small number of our team members reviewing samples of coaching transcripts or AI-generated summaries of common themes and feedback. We restrict this to people who need it to improve the product.
7. Comply with law and to establish, exercise or defend legal claims.

We may create de-identified or aggregated data that no longer identifies you and use it for any lawful purpose. We will not try to re-identify it.

AI training. We do not use your voice recordings, transcripts or conversations to train our own AI models, and we do not sell or license them to others for training. Our AI providers process your content to provide the Service to us under their commercial API terms (see Section 4.1).

3. Voice data and biometrics

Voice recordings are used to understand what you said — not who you are. We do not create, collect or store voiceprints, face geometry, or any other biometric identifiers, and we do not use your voice to identify or authenticate you. Speech recognition may run on your device (Apple) and on our transcription and AI providers' servers.

Please don't record other people without their permission (see our Terms).

4. How we share information

We do not sell your personal information or share it for cross-context behavioral advertising. We share it only as follows.

4.1 Service providers (processors)

We use trusted companies to run the Service. They may process your information only on our behalf and under contract or their commercial terms:

4.2 People you choose

When you add recipients for round summaries, we send them your round summary (including scores, statistics and your round story). When you share a card or other content outside the app, it goes wherever you share it.

4.3 ATX Golf Performance coaching platform

ATX Golf Performance also runs a separate coaching platform for its coaching clients. If an account on that platform uses the same email address as your Coach by ATX account, we send a summary of each completed round (course, date, scores, statistics, key shots and your round story) to that account so you and your ATX coach can review it. If there is no matching account, the summary is not stored there. To stop this, email info@atxgolfperformance.com.

4.4 Legal, safety and business transfers

We may disclose information if we believe in good faith it is required by law, legal process or a government request; to protect the rights, property or safety of Play Better, our users or others; to detect or prevent fraud or security issues; or to enforce our Terms. If we are involved in a merger, acquisition, financing, reorganization, bankruptcy or sale of assets, your information may be transferred as part of that transaction, subject to this policy's protections or notice to you.

4.5 With your consent

We may share information for other purposes with your consent.

5. How long we keep information

We keep personal information for as long as your account is active and as needed to provide the Service. Specifically:

• Account, golf data, transcripts, conversations and voice recordings: until you delete them or your account. When you delete your account in the app, we delete this data from our active systems immediately; residual copies in provider logs or backups are removed in the ordinary course, typically within 30 days.
• Service providers: providers may keep content for a short period under their own terms (for example, for abuse monitoring) before deleting it.
• Usage and diagnostic information: for as long as it is useful for running and improving the Service, and deleted with your account.
• Purchase records and records we must keep for legal, tax, fraud-prevention or dispute purposes: as long as required or reasonably necessary.
• De-identified or aggregated data: may be kept indefinitely.

Data on your own device (such as unsynced rounds and audio) stays there until you delete it, sign out and delete the app, or delete your account.

6. Your choices

• Delete your account: in the app, go to Profile › Account & Notifications › Delete Account & Data. This permanently deletes your account, rounds, shots, voice recordings, transcripts, conversations and statistics. (It does not cancel an Apple subscription — cancel in iPhone Settings › [your name] › Subscriptions.) You can also email us.
• Edit or delete rounds and shots: in the app at any time.
• Microphone and speech recognition: you control these in iPhone Settings. Voice features won't work without them.
• Notifications: turn them off in the app or in iPhone Settings.
• Round-summary emails: turn them off in Settings and remove recipients in your Profile.
• Marketing and onboarding emails: follow the unsubscribe instructions in any such email, or email info@atxgolfperformance.com with "unsubscribe." We'll still send essential service and account messages.
• Coaching platform sharing: email us to turn it off (Section 4.3).

7. Your privacy rights

Depending on where you live, you may have the right to: access the personal information we hold about you and get a portable copy; correct inaccurate information; delete your information; opt out of the sale of personal information, targeted advertising, and profiling in furtherance of decisions that produce legal or similarly significant effects (we do not do any of these); and not be discriminated against for exercising your rights.

How to exercise your rights: use the in-app tools above or email info@atxgolfperformance.com from your account email with the subject "Privacy Request." We will verify your identity (usually by confirming control of your account email) and respond within the time the law requires (generally 45 days). You may use an authorized agent where the law allows; we may ask for proof of authorization.

Appeals: if we decline your request, you can appeal by replying to our decision with the subject "Privacy Appeal." We will respond within the time required by law. If you are unhappy with the result, you may contact your state attorney general (for Texas residents: texasattorneygeneral.gov).

Texas residents and residents of other U.S. states with comprehensive privacy laws (such as California, Colorado, Connecticut, Virginia, Utah, Oregon and others) have the rights above as provided by those laws.

California residents: In the past 12 months we have collected the following categories of personal information, for the business purposes described in Section 2, from the sources in Section 1, and disclosed them to the service providers and recipients in Section 4: identifiers (name, email, account and transaction IDs); customer records; commercial information (purchases and subscription status); internet or electronic activity (in-app usage); audio information (voice recordings); inferences (golf and mental-game insights); and sensitive personal information limited to account login credentials, which we use only as permitted by law to provide the Service. We do not sell or share personal information (as those terms are defined under California law), and we have no actual knowledge of selling or sharing the information of consumers under 16. Retention is described in Section 5.

Users outside the United States: we are based in the United States and process your information there. Where laws such as the GDPR or UK GDPR apply, our legal bases are: performance of our contract with you (providing the Service); our legitimate interests (security, fraud prevention, improving the Service), balanced against your rights; your consent where we ask for it (for example, microphone access), which you can withdraw at any time; and legal obligations. You may also object to processing, request restriction, and complain to your local data-protection authority. Transfers to the U.S. and to our providers rely on appropriate safeguards where required.

8. Children

The Service is not directed to children under 13, and we do not knowingly collect personal information from children under 13. Users aged 13 to 17 may use the Service only with a parent's or guardian's permission. If you believe a child under 13 has given us personal information, contact us and we will delete it.

9. Security

We use reasonable administrative, technical and physical safeguards designed to protect personal information, including encryption in transit, access controls, per-user data isolation in our database, and keeping third-party API keys on our servers rather than in the app. No method of transmission or storage is completely secure, and we cannot guarantee absolute security. Keep your password safe and tell us promptly about any suspected unauthorized access. If a security breach affects your personal information, we will notify you and the authorities as required by law.

10. Changes to this policy

We may update this policy. If we make material changes, we will notify you in the app or by email and, where required, ask for your consent. The "Last updated" date shows when it last changed.

11. Contact us

Play Better Inc. Wild Basin Rd S, Austin, TX 78746, USA Email: info@atxgolfperformance.com