Privacy policy

New Limits Coaching LLC · Last updated: October 25, 2026

This policy covers the New Limits Coaching website — the pages, the audits, and the newsletter — and the emails we send to businesses we think could use our workshops (Section 10). It is operated by New Limits Coaching LLC, a West Virginia limited liability company.

If you become a coaching client, Section 9 below and the Client Service Agreement cover the data your coaching involves, including the wearable data the service requires.

1. The Short Friction Audit stores nothing about you

The open audit runs entirely in your browser. Your answers are scored on your device and shown to you immediately. Your answers, your score, your name, your email, and your IP address are never sent to us and are never stored. The only thing recorded is an anonymous count that the audit was started and finished — see Section 4.

The one exception is if you choose to have your summary emailed to you. In that case we use your answers once, on our server, to build the PDF (we do not keep them), and we add your email address to the newsletter list so we can send it. Everything on the results screen is visible whether or not you do this.

2. The In-Depth Audit

The gated audit collects your name and email, and your answers to 47 questions. Some of those answers are health-adjacent — injury history, sleep, alcohol intake, digestion. We use this data to:

• generate your personalized report;
• send that report to the email you provided;
• allow Joe to follow up about coaching or a workshop.

Your report is stored as a PDF in a private location and is only reachable through a time-limited link. Your answers are never shown on any public page and are never included in an error message or a log.

If you accepted cookies (Section 5), we also save how you first found the site with your details — for example, a LinkedIn post or a search — so we know which of our posts and emails are working. The same applies if you apply for coaching. See Section 4.

3. Newsletter

If you sign up, we store your email address and confirm it with a double opt-in — you are only added once you click the link in the confirmation email. Every email we send has a one-click unsubscribe link. We do not tell anyone whether a given address is on the list. If you accepted cookies, we also save how you first found the site with your signup.

Our newsletter and follow-up emails tell us whether they were opened and which links were clicked. Each email contains a small invisible image that loads when you open it, and its links pass through a tracking address (links.newlimitscoaching.com) on the way to the page. Our email provider also tells us whether each email was delivered or bounced. We use this to see which emails are useful and to stop emailing addresses that bounce. Some email apps open messages automatically or block images, so these numbers are approximate. You can stop the open tracking by turning off images in your email app.

4. Website analytics

We keep a small, first-party count of how many people visit the site and reach each step of the audit and application flow — for example, how many start the Short Friction Audit, how many finish it, and how many go on to the In-Depth Audit — and where those visits came from (for example, a LinkedIn post, a newsletter, a search engine, or typing the address in), and which page they landed on. We use this to understand whether the site is working and which of our posts and emails bring people here, nothing more.

This runs on our own server. It does not use a cookie, does not record your IP address, browser, or device, and is never shared with anyone. Each step carries only a random identifier that lasts for your browser session and exists solely so we do not count the same visit twice; it is not stored on your device beyond that session, it cannot be linked back to you, and no answers, scores, names, or email addresses are attached to it. This counter runs regardless of the choice you make below.

To tell which post or email a visit came from, the links we share in our social posts and emails carry short tags in the address (for example, ?utm_source=linkedin). They describe our post or email, not you.

If you accept cookies in the banner, we also set our own first-party cookie that remembers how you first found the site (described in Section 5). If you later sign up for the newsletter, unlock the In-Depth Audit, or apply for coaching, that information is saved with your details. If you decline, the cookie is never set, and if you change your mind later it is deleted. The Short Friction Audit never reads it.

We also use Google Analytics and Microsoft Clarity — but only if you say yes. When you first visit, a banner asks you to accept or decline; one choice covers both tools. If you decline, or don’t answer, neither loads: no script, no cookie, nothing sent to Google or Microsoft. If you accept, Google Analytics runs and sets its own cookies to measure traffic to the site (pages viewed, how you arrived, general device and location information) under Google’s own privacy policy, and Microsoft Clarity runs to show us heatmaps and session replays of how visitors use the site (mouse movement, clicks, scrolling) under Microsoft’s own privacy policy. Clarity masks the contents of text fields in its recordings by default, so what you type is not shown. You can change your answer at any time — “Cookie preferences” in the footer of every page.

5. Cookies

The site can set these cookies:

• In-Depth Audit session (functional, always on): a short-lived, secure token that lets you move through the In-Depth Audit after you have entered your details. It is not used for tracking.
• First touch (ours, only if you accept): a cookie named nlc_ft that remembers how you first found the site — the source (such as LinkedIn, a newsletter, or a search engine), which of our posts or emails it was, the page you landed on, and the date. It does not contain your IP address, device, browser, or anything you typed. It lasts 180 days and is deleted if you decline or withdraw consent.
• Google Analytics and Microsoft Clarity (third-party, only if you accept): set by Google and Microsoft as described in Section 4.

One choice in the banner covers all the optional cookies. There are no advertising cookies, and none of the optional cookies are set before you make that choice.

6. How long we keep it

If you accept Google Analytics or Microsoft Clarity, Google or Microsoft retains that data under its own policy, not ours.

7. We do not sell your data

New Limits Coaching LLC does not sell, rent, or share your personal data with third-party marketers. Ever. We do not use your data for automated decision-making, and we do not use it to train third-party artificial intelligence models.

8. Service providers

We use a small number of processors to run the site and the service. Each processes data only to provide its service to us.

9. When you become a coaching client

Coaching requires biometric tracking. Connecting a wearable device is a condition of the coaching service, not an optional extra. If you are not willing to share that data, the coaching service is not suitable for you.

If you sign up for coaching, you authorize data from a personal wearable (such as Garmin, Polar, Suunto, Oura, or Whoop) to flow, through Intervals.icu, into the New Limits Coaching Client Dashboard — a web application accessed through our website and installable on your device.

That data is visible only to you and your coach. It is never sold or shared with marketers. Collection stops when your coaching agreement ends, and the data is deleted 12 months after that unless you ask us to delete it sooner.

Because the Client Dashboard can be installed on your device, some of your data may be cached locally on that device so the application works offline. Clearing the application’s data or uninstalling it removes that local copy. Your use of any wearable manufacturer’s own app or account is governed by that manufacturer’s terms, not ours.

The full client data terms are set out in the Client Service Agreement provided with your coaching agreement.

10. Businesses and podcasts we contact directly

We email businesses — mainly office-based firms and insurance brokers in West Virginia and nearby states — to offer our team workshops. We also email podcast hosts to offer Joe as a guest on their show. If you received one of these emails, this is what we hold about you and why.

• What we hold: your name, job title, and the email address we wrote to; your company’s or show’s name, industry, location, and website; a short note about the company or a recent episode that we use to personalize the email; and the emails we have sent you and any replies.
• Where it comes from: public pages only — usually your company’s or show’s own website, a public business directory, or a podcast listing. We record the page each address was found on, and we do not buy lists. We only email businesses at business addresses, never personal ones such as Gmail or Yahoo. Podcast hosts often take guest bookings at a personal address; we use one only where the host has published it publicly, such as on the show’s website.
• How it is sent: from Joe’s own Gmail mailbox, a small number a day, as a short series of plain-text emails. A reply from you stops the series straight away (an automatic out-of-office reply only pauses it for a week). Outreach emails contain no tracking images.
• Stopping it: every email has our postal address and a way to opt out — reply “no thanks” or use the link at the bottom. Either way, we stop immediately and add your address to a do-not-contact list so we never email you again. If an email bounces, we stop too.
• How long we keep it: see Section 6. You can ask us to delete it sooner at any time (Section 12).

11. Security

We take reasonable technical and organizational measures to protect your data, including encryption in transit and at rest and access controls limiting who can see it. No system is perfectly secure, and we cannot guarantee absolute security.

If we become aware of a breach affecting your personal data, we will notify you without undue delay and in any event as required by applicable law, and will tell you what happened and what we are doing about it.

12. Your rights

You can ask for a copy of the personal data we hold about you, ask us to correct it, or ask us to delete it. Email jbooty@newlimitscoaching.com and we will respond within a reasonable time and in any event within any period required by applicable law.

Depending on where you live, you may have additional rights under state privacy law — including the right to know what we collect, the right to delete, the right to correct, the right to opt out of sale or sharing (we do neither), and the right not to be discriminated against for exercising those rights. We apply these rights to everyone who asks, regardless of location.

13. Children

This site and the coaching service are intended for adults aged 18 and over. We do not knowingly collect personal data from anyone under 18. If you believe a minor has provided us with personal data, contact us and we will delete it.

14. Changes

If this policy changes, the “last updated” date above changes with it. Material changes affecting data already collected will be communicated directly where we can.

15. Contact

New Limits Coaching LLC, Kanawha County, WV — TODO(joe): full mailing address · jbooty@newlimitscoaching.com

See also our Website Terms and Conditions, our Client Service Agreement, and our Corporate Services Agreement.