Privacy Policy

Last updated: 26 – 08 – 2026

Stourbridge Dance Academy respects your privacy and is committed to protecting the personal information of our students, parents, guardians, customers and website visitors.

This policy explains what information we collect, why we collect it, how we use it and the rights you have in relation to your personal information.

1. Who we are

Stourbridge Dance Academy is the data controller responsible for the personal information described in this policy.

Business name: Stourbridge Dance Academy
Address: 120, High St, Stourbridge, DY8 1DT
Email: hello@stourbridgedanceacademy.co.uk
Telephone: 0797 752 2687
Website: stourbridgedanceacademy.co.uk

2. Information we collect

Depending on how you interact with us, we may collect:

  • Names and contact details of students, parents, guardians and customers.

  • A student’s date of birth, age, class, dance experience and training level.

  • Emergency contact information.

  • Relevant medical, health, allergy, injury or accessibility information needed to provide classes safely.

  • Class enquiries, trial bookings, enrolment details and attendance information.

  • Examination, workshop and performance information.

  • Product orders, delivery addresses and transaction records.

  • Communications sent by email, telephone, website forms or social media.

  • Marketing and communication preferences.

  • Photographs and videos where the appropriate permission has been obtained.

  • Technical information such as IP address, browser type, device information and website activity.

  • Cookie and consent preferences.

Payments may be processed by an external payment provider. Stourbridge Dance Academy does not normally receive or retain your complete card details.

3. How we collect information

We may collect personal information when you:

  • Contact us about a class.

  • Book a trial, class, workshop or private lesson.

  • Register a student with the academy.

  • Enter an examination or performance.

  • Purchase products through our website.

  • Complete a consent, medical or emergency contact form.

  • Subscribe to marketing communications.

  • Contact us through email or social media.

  • Use our website and accept optional cookies.

We may also receive information from payment providers, examination bodies, event organisers or other organisations involved in delivering a service you have requested.

4. How we use your information

We use personal information to:

  • Respond to enquiries and recommend suitable classes.

  • Manage trials, enrolments, attendance and class communication.

  • Deliver dance classes, private lessons, workshops and performances.

  • Protect the health, safety and wellbeing of students.

  • Contact parents or emergency contacts when necessary.

  • Register students for NATD examinations where requested.

  • Process orders, payments, deliveries, returns and refunds.

  • Maintain financial, insurance and administrative records.

  • Manage safeguarding matters and comply with legal responsibilities.

  • Send service updates relating to classes, timetables or bookings.

  • Send marketing communications where permission has been given.

  • Publish approved photographs or videos on our website and social media.

  • Maintain, secure and improve our website and services.

  • Establish, exercise or defend legal claims.

5. Our lawful bases

Under UK data protection law, we must have a lawful reason for using personal information. Depending on the circumstances, we may rely on:

  • Contract: when information is needed to provide a class, booking, product or other service.

  • Legal obligation: when we must retain or disclose information to meet legal, accounting, tax, safeguarding or regulatory responsibilities.

  • Legitimate interests: when information is reasonably required to operate and protect the academy, communicate with families, improve services or prevent misuse, provided those interests do not override your rights.

  • Consent: for optional marketing, non-essential cookies and certain uses of photographs or videos.

  • Vital interests: where information must be used in an emergency to protect someone’s life or physical safety.

Health information is classed as special-category personal data. Where we collect or use it, we will identify an appropriate additional legal condition, such as explicit consent or vital interests in an emergency.

You may withdraw consent at any time. Withdrawal will not affect processing that took place before consent was withdrawn.

6. Children’s information

Many of our students are children. We collect information about children only where it is needed to provide classes safely, communicate with their parent or guardian, manage examinations or performances, and meet our safeguarding responsibilities.

Information about younger students should normally be provided by a parent or legal guardian.

We take particular care when using children’s photographs, videos, health information and contact details. We will seek appropriate permission before using photographs or videos for promotional purposes.

7. Who we share information with

Where necessary, information may be shared with:

  • SDA teachers and authorised administrative staff.

  • The NATD or another relevant examination body when entering a student for an examination.

  • Payment, booking and ecommerce providers.

  • Website hosting, email, IT and data-storage providers.

  • Delivery and postal companies fulfilling product orders.

  • Accountants, insurers and professional advisers.

  • Performance venues and event organisers where participation requires it.

  • Government bodies, regulators, law-enforcement agencies or safeguarding authorities when legally required or necessary to protect someone.

We only share information that is reasonably necessary for the relevant purpose. We do not sell personal information to other organisations.

8. International transfers

Some website, email, payment, analytics or technology providers may process information outside the United Kingdom.

Where this happens, we will take reasonable steps to ensure that an appropriate legal safeguard is in place, such as an adequacy regulation or approved contractual protections.

9. How long we retain information

We keep personal information only for as long as reasonably necessary.

Typically:

  • General enquiries that do not result in enrolment may be retained for up to 12 months.

  • Student records are normally retained while the student attends SDA and for an appropriate period afterwards.

  • Order, payment, contractual and accounting records may be retained for up to six years.

  • Emergency and medical information will be reviewed regularly and removed when it is no longer needed.

  • Marketing information is retained until consent is withdrawn or the information is no longer required.

  • Photograph and video permissions are retained while the relevant material remains in use.

  • Safeguarding records are retained in accordance with applicable safeguarding requirements and professional guidance.

Information may be retained for longer where this is required by law, insurance requirements or an ongoing legal matter.

10. How we protect information

We use reasonable organisational and technical measures to protect personal information against loss, misuse, unauthorised access, alteration or disclosure.

Access is limited to people who need the information to perform their role. However, no internet-based system can be guaranteed to be completely secure.

11. Your rights

Depending on the circumstances, you may have the right to:

  • Ask for a copy of the information we hold about you.

  • Ask us to correct inaccurate or incomplete information.

  • Ask us to delete information where there is no lawful reason to retain it.

  • Ask us to restrict how information is used.

  • Object to processing based on legitimate interests or direct marketing.

  • Receive certain information in a portable format.

  • Withdraw consent at any time.

  • Complain to the Information Commissioner’s Office.

These rights are not absolute and may be subject to legal exceptions.

To exercise a right, contact us at hello@stourbridgedanceacademy.co.uk. We may need to confirm your identity before completing a request.

12. Marketing communications

We will only send promotional emails or messages where we have an appropriate lawful basis.

You can unsubscribe at any time by:

  • Using the unsubscribe link in a marketing email.

  • Contacting us at hello@stourbridgedanceacademy.co.uk.

  • Updating your communication preferences where this option is available.

Essential communications about an existing booking, class, order or student are service messages and are not marketing.

13. Cookies

Cookies are small files stored on your device when you visit a website. They help websites function, remember preferences and understand how visitors use different pages.

Our website may use the following categories:

Strictly necessary cookies

These cookies are required for essential functions such as website security, shopping baskets, checkout, forms and remembering your cookie choices. They do not normally require consent.

Functional cookies

These remember choices and help provide enhanced website features. Where legally required, they will only be activated after you give consent.

Analytics cookies

These help us understand how visitors use the website, including which pages are visited and whether errors occur. Analytics cookies will only be used after consent has been given.

Marketing cookies

These may be used to measure advertising or show relevant content on other websites. They will only be activated after consent has been given.

Third-party content

Embedded maps, videos, social media feeds or other external content may place cookies. Where these cookies are not strictly necessary, the content or cookie will be blocked until consent is given.

14. Managing cookie preferences

When you first visit the website, you should be given the option to:

  • Accept optional cookies.

  • Reject optional cookies.

  • Choose which cookie categories to allow.

You can change your decision at any time using the Cookie Settings link on our website.

You can also delete or block cookies through your browser settings. Blocking essential cookies may prevent parts of the website from working properly.

The cookie-consent platform should contain an up-to-date list of individual cookies, their providers, purposes and expiry periods.

15. External websites

Our website may link to websites operated by other organisations. We are not responsible for the privacy practices of external websites, and we recommend reading their privacy policies before providing personal information.

16. Changes to this policy

We may update this policy when our services, website providers or legal obligations change. The latest version will always be published on our website with its revision date.

17. Contact and complaints

Questions about this policy or our use of personal information should be sent to:

Stourbridge Dance Academy
Address: 120, High St, Stourbridge, DY8 1DT
Email: hello@stourbridgedanceacademy.co.uk
Telephone: 0797 752 2687

You can also complain to the Information Commissioner’s Office:

Information Commissioner’s Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF

Telephone: 0303 123 1113
Website: www.ico.org.uk