privacy policy

Who are we:

We are Paradigm Shift Training Ltd (trading as DefianceFit). Our address is 2 Owler Ings Road, Bullford Garage, Brighouse, United Kingdom, HD6 1EG. You can contact us by post at the above address, by email at

When you use our website:

When you use our website to browse our products and services and view the information we make available, a number of cookies are used by us and by third parties to allow the website to function, to collect useful information about visitors and to help to make your user experience better.

Some of the cookies we use are strictly necessary for our website to function, and we don’t ask for your consent to place these on your computer. For further information, please visit the cookies section on this page.

When you submit an enquiry via our website:

When you submit an enquiry via our website, we ask you for your name, contact telephone number and email address.

We use this information to respond to your query, including providing you with any requested information about our products and services. We may also email you several times after your enquiry in order to follow up on your interest and ensure that we have answered your it to your satisfaction. We will do this based on our legitimate interest in providing accurate information prior to a sale.

Your enquiry is stored and processed as an email which is hosted by Google within the European Economic Area (EEA). It is also logged on a CRM system on a cloud server based in the European Economic Area (EEA).

We do not use the information you provide to make any automated decisions that might affect you.  We keep enquiry emails for five years, after which they are securely archived and kept for ten years, when we delete them. CRM records are kept for five years after the last contact with you.

When you sign up to email updates:

When you sign up to receive our email updates, we ask for your name and/or your email address.

We will ask for your consent to use your name and/or email address to email you our DefianceFit news and content which contains information about our products and other information which we feel might be of interest to you.

You can withdraw your consent at any time and we will stop sending you the newsletter.
Your name and email address are shared with a third party mailing system used to deliver the mail.

This company has contractually committed to providing appropriate safeguards for your personal data which means it will be protected in line with the legal requirements of the European Union.

We do not use the information you provide to make any automated decisions that might affect you.

We keep your personal data for as long as we produce and distribute our newsletter. If you withdraw your consent, we will mark your details so that they are not used and delete them after two years.

Your rights as a data subject:

By law, you can ask us what information we hold about you, and you can ask us to correct it if it is inaccurate. If we have asked for your consent to process your personal data, you may withdraw that consent at any time.

If we are processing your personal data for reasons of consent or to fulfil a contract, you can ask us to give you a copy of the information in a machine-readable format so that you can transfer it to another provider.

If we are processing your personal data for reasons of consent or legitimate interest, you can request that your data be erased.

You have the right to ask us to stop using your information for a period of time if you believe we are not doing so lawfully.

Finally, in some circumstances you can ask us not to reach decisions affecting you using automated processing or profiling.

To submit a request regarding your personal data by email, post or telephone, please use the contact information provided above in the ‘Who we are’ section of this policy.

The Cookies we use:

The cookies we use on this website are our own and those of third parties.

Own cookies are:

Origin: webflow
Type: cookie own
Duration: session

Origin: webflow
Type: cookie own
Duration: session

Third-party cookies used are:

Origin: Google Analytics

Type: third-party cookie, analytical and persistent, not strictly necessary for the provider of an information society service to provide a service expressly requested by the user (requires consent to be installed).

Duration: 2 years.

Function: These cookies generate an anonymous user ID, which is used to count how many times the same user visits the website, as well as when was the first and last time the user accessed it. At the same time, it calculates when a session has ended, detects the origin of the user and keywords.

Cookie Name


_utmz and _utma

These cookies enable the function of Google Analytics. Software. This software helps us collect and analyse visitor information such as browser usage, new visitor numbers, response to marketing activity and shopping times. That information helps us to improve the website and your shopping experience, and to make our marketing campaigns relevant.

The data stored by these cookies can be seen only by the relevant teams at DefianceFit and Google and never shows any confidential information.

uslk_s, uslk_e

For user identification. Contains a user ID, the name of the end user, email address, and number of visits. Used by Google Analytics.


Used by Google Analytics to identify how the user arrived to the website.


Used by Google Analytics to store user ID and marketing campaign ID.


Stores user ID.


Used by Share This service to monitor click activity. Navigation history, time spent on each page. Only works if a user is signed into their Share This account.

Your right to complain:

If you have a complaint about our use of your information, we would prefer you to contact us directly in the first instance so that we can address your complaint. However, you can also contact the Information Commissioner’s Office via their website at

Updates to this privacy policy

We regularly review and, if appropriate, update this privacy policy from time to time, and as our services and use of personal data evolves. If we want to make use of your personal data in a way that we haven’t previously identified, we will contact you to provide information about this and, if necessary, to ask for your consent.

Revocation and deletion of cookies

You can allow, block or delete the cookies installed on your computer by configuring the options of the browser installed on your computer, in case you do not allow the installation of cookies in your browser, you may not be able to access any of the sections of our websites. For more information on how to block the use of cookies you can visit the following links: · Internet Explorer: Tools -> Internet Options -> Privacy -> Configuration. For more information, you can consult Microsoft support or Help browser. · Firefox: Tools -> Options -> Privacy -> History -> Custom Settings. For more information, you can consult Mozilla support or browser Help. · Chrome: Settings -> Show advanced options -> Privacy -> Content settings. For more information, you can consult Google support or browser Help. · Safari: Preferences -> Security. For more i nformation, you can check Apple support or browser Help.