Coach by ATX

Legal

Terms of Service

Effective: October 1, 2026 · Last updated: October 1, 2026

These Terms of Service ("Terms") are a binding agreement between you and Play Better Inc. ("Play Better," "we," "us," or "our"), the business that operates the Coach by ATX mobile app, the website at coachbyatx.com, our emails, and all related features and services (together, the "Service").

PLEASE READ SECTION 20 (DISPUTE RESOLUTION) CAREFULLY. IT REQUIRES MOST DISPUTES TO BE RESOLVED BY INDIVIDUAL BINDING ARBITRATION, NOT IN COURT, AND WAIVES YOUR RIGHT TO A JURY TRIAL AND TO TAKE PART IN A CLASS ACTION. YOU CAN OPT OUT WITHIN 30 DAYS AS EXPLAINED IN SECTION 20.

By creating an account, ticking the box that says you agree to these Terms, or using the Service, you agree to these Terms and acknowledge our Privacy Policy. If you do not agree, do not use the Service.

Plain-English summary

This summary is for convenience only; the full Terms below control.

  • Coach by ATX is a golf improvement tool. Its coaching, statistics, strokes-gained numbers, handicap estimate, round stories, patterns and practice plans are generated by software, including artificial intelligence. They can be wrong. Use your own judgment.
  • It is not medical, mental-health, fitness or professional advice. Golf is a physical activity; you play at your own risk.
  • You record voice notes. Only record yourself, and follow the law if other people might be recorded.
  • Subscriptions and credits are sold and billed by Apple. Cancel and request refunds through Apple.
  • Don't abuse, copy, hack, scrape or try to trick the app or its AI.
  • Our liability is limited, and disputes go to individual arbitration in Texas unless you opt out.

1. Who can use the Service

1.1 Age. You must be at least 13 years old to use the Service. If you are under 18 (or the age of majority where you live), you may use the Service only with the permission and supervision of a parent or legal guardian who agrees to these Terms on your behalf and is responsible for your use. We do not knowingly allow children under 13 to create accounts.

1.2 Eligibility. You may not use the Service if you are barred from doing so under applicable law, if we have previously terminated your account, or if you are located in a country subject to U.S. government embargo or listed on a U.S. government list of prohibited or restricted parties.

1.3 Your account. You must give accurate information, keep it up to date, and keep your password confidential. You are responsible for everything that happens under your account. Tell us immediately at info@atxgolfperformance.com if you suspect unauthorized use. One person per account; accounts may not be shared, sold or transferred.

2. What the Service is — and what it is not

2.1 A golf improvement tool. The Service lets you log golf shots by voice, calculates statistics (including strokes-gained estimates and an unofficial handicap estimate), generates written round summaries, patterns, practice plans and other insights, and offers voice conversations with an automated coach.

2.2 AI and automated coaching. "Coach by ATX" and the "coach" you talk to in the app are an automated system powered by artificial intelligence provided through third-party technology. The coach is not a human, even when it speaks in a conversational, human-like voice or persona. Unless we clearly tell you otherwise for a specific feature, no human golf professional reviews your rounds or conversations in real time.

2.3 Outputs can be wrong. Voice transcription, shot extraction, statistics, strokes-gained values, handicap estimates, course data, round stories, patterns, "tells," practice plans, drills and coaching responses (together, "Outputs") are generated automatically and may be incomplete, inaccurate, inconsistent, out of date or unsuitable for you. The AI may misunderstand what you said, attribute causes incorrectly, or state things confidently that are not true. You are responsible for reviewing Outputs and deciding whether and how to rely on them. We do not guarantee that using the Service will improve your golf game, scores or handicap.

2.4 Not professional, medical or mental-health advice. The Service, including anything about your emotions, confidence, focus, "mental game," pressure or routine, is for general informational and entertainment purposes only. It is not medical advice, physical therapy, fitness instruction, psychological or psychiatric care, counseling, or a substitute for a qualified professional. Do not use the Service to diagnose or treat any condition. If you are experiencing pain, injury, or emotional distress, stop and consult a qualified professional. If you are in crisis, contact local emergency services.

2.5 Handicap estimate is unofficial. Any handicap or "Handicap Index" shown is an unofficial estimate calculated from the rounds you log. It is not an official World Handicap System® index, is not issued or endorsed by the USGA, The R&A, or any golf association, and may not be used for competition or wagering.

2.6 Third-party data. Course names, pars, yardages, ratings and similar data may come from third-party sources and may be wrong. Always follow on-course signage and the rules of the course.

3. Safety and assumption of risk

3.1 Golf is a physical activity. Golf and practice involve risks, including physical strain and injury, being struck by balls or clubs, heat, sun exposure, lightning, uneven terrain and golf-cart accidents. You voluntarily assume all risks of playing, practicing or following any drill, routine or suggestion from the Service. Consult a physician before starting any new physical activity. Stop immediately if you feel pain, dizziness or discomfort.

3.2 Use the app safely. Do not use the Service in a way that distracts you from your surroundings. Never use the app while driving a car or operating a golf cart or other vehicle. Watch for other players and follow course rules, etiquette and pace-of-play policies. Seek shelter at the first sign of lightning — the Service does not provide weather warnings.

4. Voice recordings and other people

4.1 How recording works. When you tap to record, the app uses your device's microphone to capture audio, which is stored and processed as described in our Privacy Policy. Live coach conversations stream your voice to our AI provider in real time.

4.2 Only record yourself. The Service is designed for you to describe your own shots. You are responsible for making sure your use of the recording features complies with all applicable laws, including laws that require the consent of everyone being recorded. Do not intentionally record other people without their consent, and pause recording when others are speaking to you. We are not responsible for recordings you choose to make.

4.3 Don't include sensitive information. Do not say or submit information you don't want processed by the Service, such as health details, financial information, government ID numbers, or information about other people.

5. Subscriptions, free trial and credits

5.1 Apple handles payments. Subscriptions and session-credit packs are sold as in-app purchases through Apple's App Store and are billed to your Apple ID. Apple's terms, including the Apple Media Services Terms and Conditions, also apply to those purchases. We never receive your full payment-card details.

5.2 Auto-renewal. Subscriptions renew automatically at the end of each billing period at the then-current price unless you turn off auto-renew at least 24 hours before the end of the current period. You can manage or cancel your subscription in your iPhone's Settings › [your name] › Subscriptions. Deleting the app or your account does not cancel a subscription.

5.3 Free trial. We may offer a free trial. Trial features, length and limits (such as a limited number of voice coaching sessions) are described in the app and may change. Unless the app says otherwise, a trial does not automatically convert to a paid subscription. We may limit trials to one per person or device and may end or refuse a trial if we reasonably suspect abuse (for example, creating multiple accounts to obtain repeated trials).

5.4 Plan limits and fair use. Plans include the features and usage limits described in the app at the time you buy — for example, a number of voice coaching sessions per month and a maximum session length. Unused monthly sessions do not roll over. We may apply reasonable limits to protect the Service, such as daily limits on transcription, AI analysis, course searches and emails.

5.5 Session credits. Session credits let you start extra voice coaching sessions beyond your plan's monthly allowance, where offered. Credits: (a) have no cash value and cannot be redeemed for cash, refunded (except as required by law or through Apple), transferred, sold or combined with another account; (b) are a limited license to use a feature of the Service, not property or stored value; (c) may be revoked if obtained by fraud, chargeback, refund, error or violation of these Terms; and (d) are forfeited if your account is deleted or terminated. If a session cannot start because of a technical fault on our side, we may restore the credit.

5.6 Refunds. All purchases are handled by Apple. To request a refund, visit reportaproblem.apple.com. Refund decisions are made by Apple under its policies. If Apple issues a refund, we may remove the related subscription access or credits.

5.7 Price and feature changes. We may change prices, plans, limits and features. Price changes for existing subscriptions take effect at your next renewal after Apple notifies you as required. If you don't agree, cancel before renewal.

5.8 Offer codes. Promotional and offer codes are subject to any terms shown with them, have no cash value, and may be void where prohibited.

6. Your content

6.1 What counts as your content. "Your Content" means everything you submit or create through the Service, including voice recordings, transcripts, round and shot data, notes, names of recipients you add, and your messages and conversations with the coach.

6.2 You own it. You keep ownership of Your Content.

6.3 License to us. You grant Play Better a worldwide, non-exclusive, royalty-free, sublicensable (to our service providers) license to host, store, copy, transcribe, analyze, process, adapt, display and transmit Your Content to operate, provide, secure and improve the Service for you, including sending it to the service providers described in our Privacy Policy. You also allow us to create and use de-identified or aggregated information derived from Your Content (information that no longer identifies you) for any lawful purpose, including improving the Service, developing new features and research. This license ends when you delete Your Content or your account, except for de-identified/aggregated information, copies we must keep by law, and residual copies in backups that are deleted in the ordinary course.

6.4 Your responsibilities. You are responsible for Your Content and confirm you have the rights needed to submit it. Don't submit content that is unlawful, infringing, harassing, hateful, sexually explicit, or that violates anyone's privacy.

6.5 Recipients and sharing. If you add email addresses to receive round summaries, you confirm that those people have agreed to receive them. If you share share-cards or other content outside the app, you are responsible for where and how you share it.

6.6 Feedback. If you send us ideas or feedback, we may use them without restriction or compensation to you.

7. Connected coaching service

If an account with the same email address exists on ATX Golf Performance's coaching platform (a separate coaching service operated by or with Play Better), the Service may send summaries of your completed rounds — scores, statistics and round story — to that account so your coach and you can view them there. This is described in our Privacy Policy. Contact info@atxgolfperformance.com if you want this turned off for your account.

8. Acceptable use

You agree not to, and not to help anyone else to:

  1. copy, modify, translate, create derivative works of, sell, resell, rent, lease, sublicense or commercially exploit the Service or any Output, except your own personal use;
  2. reverse engineer, decompile, disassemble or try to discover the source code, models, prompts, system instructions, API keys or underlying structure of the Service, except where the law expressly permits it despite this restriction;
  3. attempt to manipulate, "jailbreak" or subvert the AI, including through prompt injection, instructions hidden in speech or text, or attempts to make the coach reveal its instructions, produce harmful or unlawful content, or act outside its purpose;
  4. access or use the Service through bots, scripts, scrapers, automated tools, or any interface other than the app and website we provide; or access our backend, databases or APIs directly;
  5. circumvent, disable or interfere with security features, usage limits, session limits, paywalls, trial rules, or credit systems; create multiple accounts to obtain extra trials or credits; or exploit any bug instead of reporting it to us;
  6. use the Service or Outputs to build, train or improve a competing product or any AI model;
  7. probe, scan or test the vulnerability of the Service, or breach any security or authentication measure (you may report suspected vulnerabilities to info@atxgolfperformance.com in good faith);
  8. overload, disrupt or damage the Service, or upload viruses or malicious code;
  9. use the Service to send spam or unsolicited messages, including by adding email recipients who have not agreed;
  10. impersonate anyone, or misrepresent your identity or affiliation;
  11. use the Service for any unlawful, harmful or fraudulent purpose, or in violation of anyone's rights; or
  12. remove or alter any copyright, trademark or other notices.

We may investigate violations and take any action we consider appropriate, including removing content, limiting features, suspending or terminating accounts, and reporting to law enforcement.

9. Our intellectual property

The Service, including its software, design, text, graphics, illustrations, logos, the "Coach by ATX" and "ATX Golf Performance" names and marks, the coaching methods and content, and all related intellectual property, is owned by Play Better or our licensors and is protected by law. Except for the limited license below, no rights are granted to you.

License to you. Subject to these Terms, we grant you a limited, personal, non-exclusive, non-transferable, non-sublicensable, revocable license to download and use the app on Apple devices that you own or control, and to use the Service for your own personal, non-commercial golf improvement, as permitted by the Usage Rules in Apple's terms.

10. Third-party services

The Service relies on third-party services (for example, Apple, cloud hosting, speech recognition, AI models, email delivery and course-data providers). We are not responsible for third-party services, their availability or their content. Links to third-party sites are provided for convenience only.

11. Changes to the Service

We are constantly changing the Service. We may add, change, suspend or remove features, content, limits, integrations or the entire Service at any time, including features you use or paid for, with or without notice. If we discontinue the Service entirely, we will try to give reasonable notice. Features described as beta, preview or experimental are provided as-is and may be unreliable.

12. Suspension, termination and account deletion

12.1 By you. You can stop using the Service at any time and can delete your account in the app (Profile › Account & Notifications › Delete Account & Data) or by emailing us. Deleting your account permanently deletes Your Content as described in our Privacy Policy and does not cancel your Apple subscription.

12.2 By us. We may suspend or terminate your access, or delete your account, at any time if we reasonably believe you have violated these Terms or the law, created risk or possible legal exposure for us or others, engaged in fraud or abuse, or if we are required to do so by law, or if your account has been inactive for an extended period, or if we discontinue the Service. Where reasonable, we will notify you.

12.3 Effect. When your access ends, your license ends and you must stop using the Service. Credits and unused subscription time are forfeited, except as required by law or refunded by Apple. Sections that by their nature should survive (including 2.3–2.6, 3, 5.5, 6.3, 6.6, 8, 9, and 13–23) survive termination.

13. Disclaimer of warranties

TO THE FULLEST EXTENT PERMITTED BY LAW, THE SERVICE AND ALL OUTPUTS ARE PROVIDED "AS IS" AND "AS AVAILABLE," WITH ALL FAULTS AND WITHOUT WARRANTIES OF ANY KIND, WHETHER EXPRESS, IMPLIED OR STATUTORY, INCLUDING ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, TITLE, NON-INFRINGEMENT, ACCURACY, QUIET ENJOYMENT, AND ANY WARRANTIES ARISING FROM COURSE OF DEALING OR USAGE. WE DO NOT WARRANT THAT THE SERVICE WILL BE UNINTERRUPTED, SECURE, ERROR-FREE OR FREE OF HARMFUL COMPONENTS; THAT DATA WILL NOT BE LOST OR CORRUPTED; THAT ANY OUTPUT WILL BE ACCURATE, COMPLETE OR RELIABLE; OR THAT THE SERVICE WILL MEET YOUR NEEDS OR IMPROVE YOUR PERFORMANCE. YOU USE THE SERVICE AT YOUR OWN RISK. YOU ARE RESPONSIBLE FOR KEEPING YOUR OWN COPIES OF ANYTHING IMPORTANT TO YOU. Some jurisdictions do not allow the exclusion of certain warranties, so some of these exclusions may not apply to you.

14. Limitation of liability

14.1 TO THE FULLEST EXTENT PERMITTED BY LAW, PLAY BETTER AND ITS OWNERS, OFFICERS, EMPLOYEES, CONTRACTORS, AGENTS, COACHES, LICENSORS AND SERVICE PROVIDERS (THE "PLAY BETTER PARTIES") WILL NOT BE LIABLE FOR ANY INDIRECT, INCIDENTAL, SPECIAL, CONSEQUENTIAL, EXEMPLARY OR PUNITIVE DAMAGES, OR FOR ANY LOSS OF PROFITS, REVENUE, DATA, GOODWILL, OPPORTUNITY, TOURNAMENT RESULTS, WAGERS OR HANDICAP STANDING, OR FOR PERSONAL INJURY OR PROPERTY DAMAGE ARISING FROM YOUR PLAYING OR PRACTICING GOLF OR FOLLOWING ANY OUTPUT, OR FOR ANY THIRD-PARTY CONDUCT OR CONTENT, OR FOR UNAUTHORIZED ACCESS TO OR ALTERATION OF YOUR DATA — HOWEVER CAUSED AND UNDER ANY THEORY OF LIABILITY, EVEN IF WE WERE ADVISED OF THE POSSIBILITY.

14.2 TO THE FULLEST EXTENT PERMITTED BY LAW, THE PLAY BETTER PARTIES' TOTAL LIABILITY FOR ALL CLAIMS RELATING TO THE SERVICE OR THESE TERMS IS LIMITED TO THE GREATER OF (A) THE AMOUNT YOU PAID FOR THE SERVICE IN THE 12 MONTHS BEFORE THE EVENT GIVING RISE TO THE CLAIM, OR (B) US $100.

14.3 These limits apply even if a remedy fails of its essential purpose, and they are an essential basis of the bargain between you and Play Better. Nothing in these Terms limits liability that cannot be limited by law, such as liability for fraud, gross negligence or willful misconduct where such limits are prohibited.

15. Indemnification

To the fullest extent permitted by law, you will defend, indemnify and hold harmless the Play Better Parties from and against all claims, losses, liabilities, damages, costs and expenses (including reasonable attorneys' fees) arising out of or related to: (a) Your Content, including any recording of another person; (b) your use or misuse of the Service or Outputs; (c) your violation of these Terms or any law; (d) your violation of anyone's rights; or (e) any injury or damage arising from your golf activities. We may assume control of the defense of any matter at our own expense, and you will cooperate with us.

16. Copyright complaints

If you believe content in the Service infringes your copyright, send a notice to our designated agent with: your signature; identification of the copyrighted work; identification of the allegedly infringing material and where it is located; your contact information; a statement that you have a good-faith belief the use is not authorized; and a statement, under penalty of perjury, that the information is accurate and you are authorized to act for the owner.

Designated agent: Play Better Inc., Attn: Copyright Agent, Wild Basin Rd S, Austin, TX 78746, USA, info@atxgolfperformance.com.

We may remove material and terminate the accounts of repeat infringers.

17. Apple App Store terms

If you downloaded the app from Apple's App Store, the following also applies:

  1. These Terms are between you and Play Better only, not Apple. Play Better, not Apple, is solely responsible for the app and its content.
  2. Your license to use the app is limited to use on Apple-branded products you own or control, as permitted by the Usage Rules in the Apple Media Services Terms and Conditions (except that the app may be accessed by other accounts associated with you via Family Sharing, where available).
  3. Apple has no obligation to provide any maintenance or support for the app.
  4. If the app fails to conform to any applicable warranty, you may notify Apple, and Apple will refund the purchase price (if any) for the app. To the maximum extent permitted by law, Apple has no other warranty obligation for the app, and any other claims, losses, liabilities, damages, costs or expenses attributable to a failure to conform to any warranty are Play Better's responsibility, to the extent not disclaimed in these Terms.
  5. Play Better, not Apple, is responsible for addressing any claims by you or a third party relating to the app or your possession or use of it, including product-liability claims, claims that the app fails to conform to any legal or regulatory requirement, and claims under consumer-protection, privacy or similar laws.
  6. If a third party claims the app or your possession and use of it infringes that party's intellectual property rights, Play Better, not Apple, is solely responsible for the investigation, defense, settlement and discharge of that claim.
  7. You represent that you are not located in a country subject to a U.S. Government embargo or designated as a "terrorist supporting" country, and that you are not on any U.S. Government list of prohibited or restricted parties.
  8. Questions, complaints or claims about the app should be sent to Play Better at the contact details in Section 23.
  9. You must comply with applicable third-party terms (such as your wireless data agreement) when using the app.
  10. Apple and its subsidiaries are third-party beneficiaries of these Terms and, once you accept them, Apple will have the right (and will be deemed to have accepted the right) to enforce these Terms against you as a third-party beneficiary.

18. Electronic communications

You agree to receive communications from us electronically, including in-app notices and emails, and agree that these satisfy any legal requirement for written communications. Service-related emails (such as account, security, purchase and round-summary emails you turned on) are part of the Service. You can opt out of marketing emails at any time as described in our Privacy Policy.

19. Changes to these Terms

We may update these Terms from time to time. If we make material changes, we will notify you in the app or by email and may ask you to accept the updated Terms before continuing to use the Service. Changes take effect on the date stated. If you continue to use the Service after changes take effect, you agree to the updated Terms. If you do not agree, stop using the Service and delete your account. Changes to Section 20 will not apply to any dispute of which we had actual notice before the change.

20. Dispute resolution — arbitration and class-action waiver

20.1 Informal resolution first. Before starting any arbitration or court case, you and we agree to try to resolve the dispute informally. The party raising the dispute must send a written notice describing it, the relief sought, and their contact details — to us at info@atxgolfperformance.com and Wild Basin Rd S, Austin, TX 78746, USA, or to you at your account email. Both sides will negotiate in good faith for at least 60 days after the notice is received, including, if requested, a telephone or video conference in which you personally participate. Statutes of limitation are paused during this period. Neither side may start arbitration until this process is complete.

20.2 Agreement to arbitrate. Except as provided in 20.4, you and Play Better agree that any dispute, claim or controversy arising out of or relating to these Terms, the Service, any Output, or your relationship with us — whether based in contract, tort, statute, fraud, misrepresentation or any other legal theory, and whether it arose before or after these Terms — will be resolved by final and binding individual arbitration. The arbitrator, not a court, decides all questions of arbitrability, scope and enforceability, except that a court decides questions about 20.5 (class waiver) and 20.7 (mass arbitration) and requests for public injunctive relief. The Federal Arbitration Act governs this Section.

20.3 Rules and location. Arbitration will be administered by the American Arbitration Association ("AAA") under its Consumer Arbitration Rules then in effect (available at adr.org), as modified by these Terms. Unless you and we agree otherwise, the arbitration will take place in Travis County, Texas, or, at your election, by video conference or in the county where you live; for claims under US $10,000, either party may choose to have it decided on written submissions only. Payment of filing, administration and arbitrator fees is governed by the AAA rules; we will pay any fees the rules require us to pay. The arbitrator may award any individual relief a court could award, but only in favor of the individual party seeking relief and only to the extent needed to provide relief warranted by that party's individual claim.

20.4 Exceptions. Either party may (a) bring an individual claim in small-claims court if it qualifies and stays there, and (b) seek an injunction in court to stop infringement or misuse of intellectual property or unauthorized access to the Service.

20.5 Class-action and jury waiver. YOU AND PLAY BETTER MAY BRING CLAIMS ONLY IN AN INDIVIDUAL CAPACITY AND NOT AS A PLAINTIFF OR CLASS MEMBER IN ANY PURPORTED CLASS, COLLECTIVE, CONSOLIDATED OR REPRESENTATIVE PROCEEDING. YOU AND PLAY BETTER WAIVE ANY RIGHT TO A JURY TRIAL. The arbitrator may not consolidate claims of more than one person. If this class waiver is found unenforceable for a particular claim or request for relief, that claim or request (and only that one) will be severed and decided in court after all arbitrable claims are resolved, and the rest of this Section still applies.

20.6 30-day right to opt out. You may opt out of this arbitration agreement by emailing info@atxgolfperformance.com from your account email within 30 days after you first accept these Terms (or, for existing users, within 30 days after you accept this version), with the subject "Arbitration Opt-Out" and your name and a clear statement that you opt out. Opting out does not affect any other part of these Terms.

20.7 Mass arbitration. If 25 or more similar demands are filed against us by the same or coordinated counsel or organization ("Mass Filing"), the demands will be administered in batches of up to 50 (with fees assessed per batch as permitted by the AAA's Mass Arbitration rules), one batch at a time, with each batch resolved before the next is filed with the AAA; the parties will first try in good faith to resolve a bellwether batch. The statute of limitations is paused for claims awaiting their batch. A court may enforce this subsection.

20.8 Time limit. To the extent permitted by law, any claim must be started within one year after it arose, or it is permanently barred.

20.9 Severability. If any part of this Section 20 (other than 20.5) is found unenforceable, the rest remains in effect. If the arbitration agreement as a whole is found unenforceable, or if you opt out, disputes will be resolved exclusively in the state or federal courts located in Travis County, Texas, and you and we consent to their jurisdiction.

21. Governing law

These Terms and any dispute are governed by the laws of the State of Texas and applicable U.S. federal law, without regard to conflict-of-laws rules. If you are a consumer living outside the United States, you may also have the benefit of mandatory consumer-protection laws of your country that cannot be excluded by contract.

22. General

These Terms (with the Privacy Policy and any terms shown at the point of purchase) are the entire agreement between you and us about the Service and replace any prior agreements. If any provision is found unenforceable, it will be enforced to the maximum extent possible and the rest will remain in effect. Our failure to enforce a provision is not a waiver. You may not assign or transfer these Terms without our consent; we may assign them, including in connection with a merger, acquisition or sale of assets. We are not liable for delays or failures caused by events beyond our reasonable control, including outages of third-party providers, internet failures, natural disasters, pandemics or government action. Headings are for convenience only; "including" means "including without limitation." Nothing in these Terms creates a partnership, employment, agency or fiduciary relationship.

23. Contact

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