Privacy policy

Last updated: October 2026

Who I am

This website and my services are run by Dean Aston Advisory Limited, a company registered in England and Wales (company number 14169439). In this policy, "I", "me" and "my" mean Dean Aston Advisory Limited.

I am the "data controller" for the personal information described here. That means I decide how it is used and I am responsible for keeping it safe.

If you have any question about your information, email me. I'll reply within one month, and usually much sooner.

What information I collect

I only collect what I need to talk to you, deliver my services and run this website.

  • When you book a call: your name, email address, company and role, and your answers to the booking questions.
  • When you email me or get in touch: your name, contact details and whatever you choose to tell me.
  • When you join my mailing list: your email address, and whether you open or click my emails.
  • If you become a coaching client: your contact details, session notes, your answers to short check-in questions, and, only if you agree, data from your wearable device such as sleep, heart rate, heart rate variability (HRV) and activity.
  • If you become a consulting client: the names, roles and work contact details of the people I work with at your company.
  • When you visit this website: basic technical information such as your device, browser, approximate location and the pages you view, collected through cookies (see below).

Wearable and wellbeing data counts as health data, which UK law treats as "special category" information. I only collect it with your explicit consent, and you can withdraw that consent at any time.

Why I use it, and my legal basis

UK data protection law says I need a lawful reason (a "lawful basis") for each use of your information. These are mine:

  • Arranging and holding calls you book: taking steps at your request before a contract.
  • Delivering coaching or consulting, and keeping records of it: performing my contract with you or your company.
  • Analysing wearable and check-in data to shape your coaching: your explicit consent.
  • Sending my newsletter and podcast updates: your consent (unsubscribe any time).
  • Invoicing, accounts and tax: legal obligation.
  • Running, securing and improving this website: legitimate interests.
  • Replying to messages you send me: legitimate interests.

I don't sell your information. I don't use it to make automated decisions about you. My coaching is about performance and wellbeing at work; it is not medical advice or diagnosis.

Who I share it with

I use a small number of trusted providers to run my business. They only process your information on my instructions.

  • Squarespace: hosts this website and my mailing list.
  • Cal.com: runs my booking calendar.
  • Google (Workspace): email, calendar and document storage.
  • YouTube: plays the videos embedded on this site.
  • Wearable platforms you use (e.g. Garmin, Whoop, Oura, Apple Health): only if you choose to share your data with me.
  • My accountant: invoicing, accounts and tax.

I may also share information if the law requires it, for example with HMRC or a court. I will never sell or rent your information to anyone.

Information sent outside the UK

Some of my providers (such as Squarespace, Cal.com and Google) store data in the United States or elsewhere outside the UK. When that happens, I make sure your information is protected by a recognised legal safeguard. That might be a UK "adequacy" decision (including the UK-US data bridge) or the UK's standard contract terms for international transfers. Email me if you'd like more detail.

How long I keep it

I keep information only as long as I need it, then delete it securely.

  • Enquiries and booked calls that don't lead to work: 12 months after our last contact.
  • Client records, contracts and invoices: 6 years after our work ends (for tax and legal reasons).
  • Wearable and check-in data: deleted within 3 months of coaching ending, or sooner if you withdraw consent.
  • Mailing list: until you unsubscribe.
  • Website analytics: up to 2 years.

Keeping it secure

I protect your information with strong passwords, two-step sign-in on my accounts, and access limited to me. Health data is stored separately from general client records and is never shared beyond the providers listed above. If something ever went wrong that put your information at risk, I would tell you and the ICO where the law requires it.

Your rights

You have the right to:

  • See the information I hold about you
  • Correct anything that's wrong or incomplete
  • Delete your information, where I don't need to keep it
  • Limit or object to how I use it
  • Take a copy of information you gave me, in a common format
  • Withdraw your consent at any time, for example to the newsletter or to sharing wearable data

To use any of these rights, email me@deanaston.com. It's free, and I'll respond within one month.

If you're unhappy with how I've handled your information, please tell me first so I can put it right. You can also complain to the Information Commissioner's Office (ICO) at ico.org.uk/make-a-complaint or on 0303 123 1113.

Cookies

This website uses cookies, which are small files stored on your device. Some are essential to make the site work. Others help me understand how visitors use the site, and these are only set if you accept them in the cookie banner. You can change your choice at any time in your browser settings.

Children

My services are for adults. I don't knowingly collect information from anyone under 18.

Changes to this policy

I may update this policy from time to time. The latest version will always be on this page.