Privacy Notice

This Privacy Notice describes how Mental Toughness LLC, doing business as Love Performance (“Love Performance,” “we,” “us,” or “our”), collects, uses, and shares personal information when you interact with our website, register for our training programs, or communicate with us. By using our website or services you agree to the practices described here.

1. Who we are

Mental Toughness LLC is a California limited liability company. We operate a hockey development program that runs camps, clinics, stick times, and private coaching for youth and adult players.

For privacy-related questions, contact us at privacy@loveperformance.com.

2. Information we collect

2.1 Information you provide

• Account information: name, email, password, and optionally a phone number when you create an account.
• Registration information: parent or guardian name, email, phone, participant name(s), participant age, skill level, and notes you provide when you sign a player up for a session or join a waitlist.
• Payment information: card details you enter through our payment processor. We do not see or store full card numbers. We receive the card brand, last four digits, amount paid, and a transaction identifier.
• Communications: the content of messages you send us by email, contact form, or SMS reply.
• Consent records: if you opt in to SMS or email marketing, we record the date and source of your consent.

2.2 Information we collect automatically (cookies & tracking)

When you visit our website, we and providers acting on our behalf collect certain information automatically:

• Device and log data— IP address, browser type, operating system, pages visited, referring URLs, and timestamps.
• Essential cookies used for authentication, session management, and basic site functionality. You cannot opt out of these while using the site.
• Analytics cookies that help us understand how the site is used and improve it.
• Advertising cookies that allow us and our advertising partners to show you more relevant ads elsewhere on the internet based on your interactions with our site. You can opt out of advertising cookies via your browser controls or the opt-out mechanisms offered by major advertising networks.

Your browser settings control whether cookies are accepted. Blocking cookies may break parts of the site. If you are a California resident, see Section 8.1 for your right to opt out of cookies used for cross-context behavioral advertising.

2.3 Information from others

We may receive information about you from:

• Another adult (for example, a parent or guardian) who registers you for a session.
• Service providers we use to run the program (payment processors, email and SMS delivery, hosting, and analytics vendors).

3. How we use information

We use the information we collect to:

• Provide and operate the Love Performance services, including registering players, running sessions, processing payments, issuing refunds, and managing credits and waitlists.
• Communicate with you about your registrations (confirmations, reminders, schedule changes, weather cancellations).
• Respond to your questions and provide support.
• Send occasional updates about upcoming programs, only where you have opted in to marketing email or SMS. You can opt out at any time.
• Maintain the safety, security, and integrity of our website and services.
• Comply with our legal obligations, enforce our terms, and prevent or investigate fraud.

4. SMS (text messages)

If you opt in to our SMS program, we send recurring automated text messages to the number you provide. Message frequency varies; you should expect up to 10 messages per month. Message and data rates may apply. You can cancel the SMS service at any time by replying STOP to any message. For help, reply HELP or contact privacy@loveperformance.com.

We do not sell, rent, share, or license your mobile number to third parties for their marketing purposes. Mobile information is not shared with third parties or affiliates for marketing or promotional purposes.

Full program terms are at SMS Terms.

5. How we share information

We share personal information only as described below.

5.1 Service providers

We share information with vendors who help us run the service, under written contracts that limit their use of the information to our instructions. These include payment processors, email and SMS delivery providers, hosting and database providers, and analytics providers.

5.2 Legal reasons and safety

We may disclose information when we believe disclosure is necessary to comply with a subpoena, court order, or other legal process; to enforce our Terms of Use; to protect the rights, safety, or property of any person; or to investigate fraud or other wrongdoing.

5.3 Business transfers

If Love Performance or Mental Toughness LLC is involved in a merger, acquisition, financing, or sale of assets, your information may be transferred as part of that transaction. We will notify you of any material change in ownership or uses of your personal information.

5.4 With your consent

We will share information with other third parties only with your express consent or at your direction.

6. What we do not do

• We do not sell your personal information in exchange for money.
• We do not share your mobile phone number with any third party for marketing purposes.

7. Your choices

7.1 Account and preferences

If you have an account, you can review and update your profile at /dashboard/profile and your communication preferences at /dashboard/settings.

7.2 Email

Marketing emails include an unsubscribe link. Transactional emails related to services you have requested (such as registration confirmations, receipts, refund notices, and account-security messages) cannot be unsubscribed.

7.3 SMS

Reply STOP to any text message we send you to unsubscribe.

7.4 Cookies and tracking

Use your browser settings to accept or reject cookies. For cookies used for cross-context behavioral advertising, California residents may use the opt-out mechanism described in Section 8.1.

8. Your privacy rights

Depending on where you live, you may have rights to access, correct, delete, or obtain a copy of your personal information, and to opt out of certain processing. To exercise any of these rights, email privacy@loveperformance.com from the email address on file. We will verify your identity before fulfilling a request and may decline in limited circumstances permitted by law.

8.1 California residents

California’s CCPA and CPRA provide California residents with the rights listed above, as well as the right to opt out of the “sale” or “sharing” of personal information and the right to limit the use of sensitive personal information. If you are a California resident and would like to opt out of cookies used for cross-context behavioral advertising, please send an email to privacy@loveperformance.comwith the subject line “California Opt-Out.” We do not use sensitive personal information for purposes that require a separate “right to limit.”

The categories of personal information we have collected about California residents in the past 12 months are: identifiers (name, email, phone number); commercial information (services purchased); internet or network activity; approximate geolocation; and inferences drawn from any of the above. We collected this information for the purposes listed in Section 3.

8.2 European residents

If you are in the UK, EU, or European Economic Area, your rights under the GDPR or UK GDPR include the rights of access, rectification, erasure, restriction, portability, and objection. Our lawful bases for processing are: performance of a contract (to deliver the services you register for), your consent (for marketing email or SMS), our legitimate interests (to run, secure, and improve our business), and compliance with legal obligations. You have the right to lodge a complaint with your local supervisory authority.

9. Children

Our program serves both youth and adult players. All registrations for players under 18 must be completed by a parent or legal guardian, who provides the required information on the minor’s behalf. We do not knowingly collect personal information directly from children under 13 outside of a parent-led registration. If you believe we have collected information from a child under 13 outside of such a registration, contact privacy@loveperformance.com and we will delete it.

10. Data retention

We keep personal information for as long as needed to provide the service, resolve disputes, and comply with legal obligations. In general: registration records for 7 years after the session date; account records while your account is active and for 3 years after your last interaction; SMS opt-in and opt-out records for as long as the number is active and for 3 years after opt-out. Transactional logs are kept per our processors’ standard retention.

11. Security

We use commercially reasonable administrative, technical, and physical safeguards to protect personal information. No internet transmission or storage is completely secure, and we cannot guarantee absolute security.

12. International transfers

We are based in the United States, and our service providers may process data in the United States and other countries. Where required, we use appropriate legal mechanisms for international transfers.

13. Third-party links

Our website may link to third-party sites. We are not responsible for the privacy practices of those sites. Please review their notices before providing information.

14. Changes to this notice

We may update this Privacy Notice from time to time. Material changes will be announced by email, a prominent notice on the website, or both. The effective date above will reflect the most recent revision.

15. Contact

Questions? Email privacy@loveperformance.com.