How we handle personal information
Privacy Notice
This notice explains what Kayak King Pembrokeshire Ltd, trading as Sea Kayak Academy, collects, why we use it, who may process it for us and the choices available to you.
Last reviewed: 20 September 2026Who is responsible for your information?
The data controller is Kayak King Pembrokeshire Ltd, trading as Sea Kayak Academy, New Holmus Farm, Little Newcastle, Pembrokeshire, SA62 5TD.
For privacy questions or requests, email info@seakayakacademy.com.
Information we may collect
- Identity and contact details, such as your name, email address, telephone number and postal or billing address.
- Booking information, including chosen activity, dates, group members, experience and equipment or accommodation requirements.
- Payment and transaction records. Card details are handled by the relevant payment provider; we do not receive or store your complete card number.
- Participation and safety information, including relevant health, injury, medication, accessibility, emergency-contact and waiver information.
- Enquiries, emails, feedback and other communications with us.
- Shop orders, delivery details and returns information.
- Photographs or video captured during an activity, where applicable.
- Technical information such as IP address, browser or device data and website usage information collected through necessary or consented cookies.
We normally receive information directly from you. A lead booker, club organiser, parent or guardian may sometimes provide necessary information for another participant.
Why we use information and our lawful bases
| Purpose | Typical lawful basis |
|---|---|
| Answering enquiries, administering bookings, taking payment, delivering activities and fulfilling shop orders | Taking steps at your request before a contract and performing our contract with you |
| Planning suitable activities, managing safety, maintaining operational records, preventing misuse and improving our services | Our legitimate interests in operating a safe, effective and sustainable business |
| Using relevant health or accessibility information to plan participation | Contract and legitimate interests for ordinary personal data; explicit consent for special-category health information where required |
| Using essential information in a genuine emergency | Vital interests, where the processing is necessary to protect someone’s life |
| Accounting, taxation, legal claims, insurance and regulatory duties | Legal obligation and, where applicable, legitimate interests |
| Sending newsletters or promotional email | Your consent, or another basis permitted by electronic-marketing law; every marketing email provides an opt-out |
| Optional analytics, advertising or embedded-media cookies | Your consent through the site’s cookie controls |
| Using activity photographs for promotion | Our legitimate interests in showing our work, balanced against your rights; tell us if you do not wish to be photographed or want us to review an image |
No automated decisions: we do not make decisions about customers solely by automated processing where those decisions have legal or similarly significant effects.
How long we keep information
We keep personal information only for as long as reasonably necessary for the reason it was collected. The period varies according to the type of record and may take account of:
- the duration of an enquiry, booking or customer relationship;
- safety, safeguarding, insurance and potential legal-claim requirements;
- accounting, taxation and other statutory record-keeping duties;
- the need to resolve disputes, chargebacks, returns or complaints; and
- whether you have consented to receive marketing.
When information is no longer required, it is deleted, anonymised or securely disposed of. You can ask about the retention approach for a particular record.
Security
We use reasonable technical and organisational measures appropriate to the information we hold. These include encrypted website connections, restricted access, reputable service providers, software maintenance and appropriate account controls. No internet or storage system can be guaranteed completely secure.
Participants under 18
Academy activities are primarily designed for adults, but under-18 participation may sometimes be agreed in advance. In that situation, a parent or guardian must be involved and may provide booking, health, emergency and waiver information on the young person’s behalf. We use that information only as necessary to assess and deliver participation, manage safety and meet our legal obligations.
Your data-protection rights
Depending on the circumstances and lawful basis, you may have rights to:
These rights are not absolute; legal, safety, insurance or record-keeping requirements may mean we cannot fulfil every request exactly as asked. We will explain if an exemption applies.
Your right to object: you can object at any time to direct marketing. You can also object to processing based on legitimate interests, and we will consider your circumstances and whether there are compelling reasons to continue.
Cookies and website choices
Our cookie banner lets you accept or reject optional cookie categories. Essential cookies remain active because they are required for functions such as site security, consent choices, baskets or checkout. For the current service list and to change your preferences, see our Cookie Policy.
Changes to this notice
We may update this notice when our services, suppliers or legal obligations change. The review date at the top shows when it was last checked.
Questions or requests
Contact us about your information
Email info@seakayakacademy.com or write to Kayak King Pembrokeshire Ltd, New Holmus Farm, Little Newcastle, Pembrokeshire, SA62 5TD.
If you remain unhappy after contacting us, you can complain to the Information Commissioner’s Office.