Privacy Policy

Issue date: 26 Apr, 2024

Our riders privacy is important to us 

At Love to Ride, our goal is to become the world's most impactful cycling encouragement platform. We strive to put our riders at the center of our mission, consistently valuing their feedback and working tirelessly to protect and advance their interests. 

Our view is that riders own their personal data, with Love to Ride playing the role of an accountable custodian. We are entrusted to manage and process our riders’ data to help them achieve their goals and in order to support our collective mission of making the world a more bike-friendly place. 

Love to Ride uses the data collected from our riders to deepen our understanding of how people use bikes around the world and to help businesses and governmental authorities to invest in the right infrastructure and activities to support bike riders for years to come.

Riders can choose to withdraw their consent and have their personal data deleted at any time. 

Our privacy commitments at a glance

User Data and Account Management

Do we sell your personal information?


Do we sell aggregated information to cities to improve planning for biking?


Do we utilize third-party services to process your data to deliver the Love to Ride service?


Do we delete your personal data and records on request?


Is your profile page (including your name) publicly available?




Do we send transactional emails to you?


Do we send you marketing emails?

Yes, if you consent



Do we use cookies?

Yes, although some are optional


Love to Ride App

Do we track your device location when you’re traveling from A to B?

Yes, if you consent

Do we access your physical and fitness data?

Yes, if you consent

What is your timeframe for generalizing personally identifiable location data on activities that are not bike rides?

30 days

Do you have to share personal information to use the LtR phone app?


Do we send you phone notifications

Yes, if you consent

Key terms explained


A registered user of the Love to Ride platform

We, our and us

Love to Ride LTD

Sync (to your Love to Ride account)

The synchronization of the Love to Ride app and Love to Ride web profile

Synced services

Third-party technical services to which riders can voluntarily link their Love to Ride profile, for example, Agile Mile or Strava

Transactional email

An email we will send you that does not require marketing consent, for example, an account activation email or an alert about a new challenge 

Marketing email

An email we will only send with your consent, for example, a newsletter email

Aggregated / anonymized data

Data aggregation is a process where raw data is gathered and expressed in a summary form for statistical analysis - correctly constituted it is anonymous 


Data generalization involves summarizing or simplifying data while preserving its core attributes. At Love to Ride we generalize by removing trip location (GPS) details and approximating trip distance and time. For instance, a car trip covering 7.8 miles between 09:41 and 10:02 would be generalized to an 8-mile trip occurring mid-morning without any specific location (GPS) data

Trip data

Basic non-personally identifiable information on the mode, purpose, date and times of a given app user’s travel trips 

Geolocation data

Reasonably precise geographic location data - riders are the only parties that will ever see their individual geolocation data, Love to Ride will aggregate this type of data to understand how people bike in cities

Physical and fitness data

Data on when your device thinks you are riding a bike, walking or driving. This is used to make the automatic logging feature in our app more accurate since it helps us identify when you switch from one transport mode to another (e.g from walking to cycling)


These are engaging rider activation programs that Love to Ride runs, often with lots of collaboration with Customers


Generally Cities, Councils and Government bodies, but we also work with some bike advocacy groups and pro-bike businesses


A trusted individual, service, partner or entity that has a role within our provision of service or commercial activities


Caching means storing copies of information to make it faster to access

What information do we collect?

We collect information from you when you register on, record rides (including via synced services) and interact with the website or our mobile app.

When registering or updating details on our site, you may be asked to enter your full name, e-mail address, postal address, work post/zip code, phone number, gender or other personal details - most of which are optional, but useful in providing you with local, relevant information and recommendations (e.g. to promote local biking events relevant to your age).

In some American states, we optionally ask riders for ethnicity data. We do this to help our customers understand who is taking part in their area. This allows them to measure their performance towards their goals of offering services to all people in their area and to help them provide services and allocated resources equitably.

When using our mobile app and with your explicit consent, we collect and process various information relating to your trips including your geolocation data, trip start and stop dates and times and distances. The Android app also asks for access to your physical and fitness activities to increase the accuracy of the automatic logging feature in detecting if the rider is currently walking, cycling or driving. The mobile app also monitors and retains data (including location information) for non-bike trips. For example, walking and car trip data may be retained for up to 30 days to allow for corrections to be made by the rider. After this, the data is either generalized or aggregated (based on user preference). When aggregated all personally attributable information gets destroyed (see Aggregated data).

You may visit our site anonymously although you won't be able to use any 'signed-in' functionality. You may also download and use our mobile app without creating a user account. In this case, your rides can be logged using the functionality of the mobile app, but they will not sync with a Love to Ride account. If you wish to sync your rides you will need to use the ‚ÄėRegister or sign in‚Äô option - at which point your rides will be synced.¬†

What do we use your information for?

The information we collect from you may be used in one of the following ways:

  • To personalize your experience - your information helps us to better respond to your individual needs
  • To improve our website - based on the information and feedback we receive from you
  • To improve customer service - your information helps us to more effectively respond to your customer service requests and support needs
  • To send you transactional emails
  • To help you understand how you travel and enable you to keep track of your rides
  • To enable you to participate in our challenges
  • To support our customers in improving how effective our collaborative behavior change programs are. Our riders‚Äô aggregated data also helps our customers understand how riders travel in cities and improve planning decisions for investments like bike lanes


Email communications are a core element of the Love to Ride platform and experience. They are a fundamental part of how we deliver our programs and services. New user accounts are therefore always set up with transactional emails. This covers challenge emails (which may include mention and description of prizes), platform activities (like high-fives) and messages from your workplace Champion. We offer controls that allow you to tailor these email preferences if this is not suitable for you.

Simply click here to view and edit your email preferences :-)

Should you opt-in to our marketing emails, we may also send you emails pertaining to events, offers and competitions that on occasion will include information and links relating to trusted third parties. You can unsubscribe from Love to Ride emails at any time by clicking on the unsubscribe link at the bottom of the email or changing your email preferences on your profile settings.

Should you opt-in to push notifications in our mobile app, we may send you a range of push notifications including bike trip confirmations, alerts for new platform features, a variety of motivational nudges and challenge-related information. 

Aggregated data

We work with Government and regional travel authorities as well as certain businesses to get more people biking more often. To evidence our impact around the world we may use, sell, license, and share certain aggregated information. Examples of this include our profile stats totalizers, our customer impact reports and our community heatmap reports.  

We may aggregate certain non-bike trip data generated by our mobile app prior to destroying the rider-specific records, e.g. an unidentifiable user drove 5 days a week to work, and then 1 year later, they are now biking 4 days a week and driving 1 day a week. This kind of data helps to track our collective community impact while also protecting our users' privacy. 

We may also aggregate location data before deleting personally identifiable trip location data, e.g. our data could tell us that on a given date there were 47 people biking, 9 people walking and 77 people driving south to north on Smith Street.

This aggregated travel data may be retained in order to understand whether our mode shift programs are working and to help our customers make their areas safer for biking.

Data access, retention, account deactivation and deletion

Where our app captures route and location data for non-biking trips, it is automatically generalized 30 days after it was generated. This gives the rider an opportunity to update any trip with an incorrectly predicted transport mode (e.g. a bike trip that was incorrectly predicted as a car trip) before it loses its specificness. 

We store data until it is no longer necessary to provide our services, or until your account is deleted ‚Äď whichever comes first.¬†

You can delete your account at any time by logging in to your web account and navigating to ‚ÄėEdit profile‚Äô and clicking on ‚ÄėDelete profile‚Äô. You can also request for your account to be deleted at any time by contacting us.

Contact us or go to your profile settings :-)

Deleting your profile means all your personal information will be destroyed within 30 days of the request, including from old backups of our database. We may retain non-identifiable metadata relating to your trips and challenge participation (see Aggregated Data above). 

You have the right to access, correct, or delete your personal data. You may also have the right to ask for a copy of your personal information in a structured format. Where this is the case, we will work to provide you with the requested information. 

If you opt to use the mobile app anonymously, we can't guarantee that you're able to delete your data from our services. For example, anonymous users who lose their phones won't be able to authenticate themselves for the purpose of account deletion (or any other purpose). 

Do we disclose any information to outside parties?

We do not sell or trade your personally identifiable information. 

We do utilise trusted third-party services to access and process your information in order to assist us in delivering our service, so long as those parties are bound by legally enforceable privacy and confidentiality agreements. For example, we may use a third-party email service to send you emails. 

Love to Ride may share personal information with contracted project partners. These partners are usually Government authorities supporting with project delivery. Where this is the case all transfers are made securely and the partners are bound by legally enforceable privacy and confidentiality agreements.

In order to ensure the best user experience, we may collect certain visitor and browsing information from visitors and riders. This may include IP address, browser and device type and language, referring and exit pages and URLs, date and time, amount of time spent on pages, and what sections of the site were visited. 

We may use this data to manage and improve our site. In some areas of the world, certain user analytics data may be personal information. Where this is the case, we comply with applicable laws regarding our use and processing of this information.

We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect our or others’ rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.

Your full name may be displayed on your personal profile, in the site’s activity feed and elsewhere on the site. We recommend users have their full name to help provide a transparent and accountable community and to help run fair competitions and challenges. However, you can always just put the first initial of your last name instead of your full last name if that would make you more comfortable.

If you participate in our challenges, the name you provided may be cached and displayed even after your account is deleted. Challenge leaderboards are essentially public information, akin to competitive listings.

Transferring data overseas

Love to Ride is a global service and by using the site, you consent for your personal data to be securely transferred and temporarily stored overseas. This is because our staff are based in multiple countries. This would only occur if it were strictly necessary - for example when one of our technical or support teams needed to access certain data to solve a problem. 

To ensure full compliance with data protection laws, both for our activities within the EU and for international transfers and processing, we operate the International Data Transfer Agreement (‚ÄúIDTA‚ÄĚ) framework with non-EU workers and partners to ensure we can process data overseas in full compliance with the UK and EU GDPR.

We have updated our data processing policies and our IDTA will be incorporated in all future policies and agreements.

Third-party links

Occasionally, at our discretion, we may include or offer third-party products or services on our website. These third-party sites have separate and independent privacy policies. We, therefore, have no responsibility or liability for the content and activities of these linked sites. Nonetheless, we seek to protect the integrity of our site and welcome any feedback about these sites.

Security and technology practices

Love to Ride services and data are hosted in Amazon Web Services (AWS) facilities located in the Ireland region. All of our servers and AWS services are within our own virtual private cloud (VPC) with network access control lists (ACLs) that prevent unauthorized requests from getting to our internal network. All network traffic to Love to Ride is served over HTTPS. All data is encrypted in transit and at rest.

The security of your information is important to us and we will use reasonable security measures to prevent the loss, misuse or unauthorized alteration of your information under our control. However, given the inherent risks, we cannot guarantee absolute security and consequently, we cannot ensure or warrant the security of any information you transmit to us and you do so at your own risk. 

We use 2-factor authentication (2FA) and strong password policies on 3rd party services such as GitHub, Google, and AWS to ensure access to cloud services are protected.

Contact from other riders

Other Love to Ride riders who are registered in the same workplace as you, who have been on a virtual ride with you, or who have shared a goal with you, may be able to contact you through the Love to Ride platform. In addition, the team captain of your social team, the Champion of your workplace and your employer may also be able to contact you.

Do we use cookies?

Yes. Cookies are small files that a site or its service provider transfers to your device/computer’s hard drive through your web browser if you allow that site or service provider's systems to recognize your browser and capture and remember certain information.

We use cookies to remember information about you, understand and save your preferences for future visits and compile aggregate data about site traffic and site interaction to offer better site experiences and tools in the future. Analytics cookies from third party service providers are used where permission is granted, but not otherwise. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business.

Childrens online privacy protection act compliance

We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act). We do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.

Beta test program

Users within our mobile app beta development program are subject to slightly different data retention terms. To enable us to improve the app’s ability to predict when a rider is riding their bike, we may retain all the data generated by the beta community users until they request to leave the beta test program, migrate to the public version of the app (available in the App Store), change their data sharing settings or request their profile is deleted. 

All beta test program data is stored on encrypted servers requiring two-factor authentication and is only accessible by select Love to Ride engineers for the purposes of understanding and improving how the app detects bike rides.  


This Privacy Statement may be updated periodically and without prior notice to you to reflect changes in our information practices or relevant laws. We will post a notice on to notify you of any substantive changes to the way we collect and use information. We will always indicate at the top of the Privacy Statement when it was last updated.

Terms of service

Please also visit our Terms of Service section establishing the use, disclaimers, and limitations of liability governing the use of our website at

Your Consent

By using, you consent to this website’s privacy policy.

Grievances and queries 

If you have any queries or concerns about the processing of your information, you may contact us. We will address your concerns in accordance with applicable law. 

Contacting Us


ūüŹ§ Love to Ride Ltd, Streamline, Paintworks, Bristol, BS4 3AS, UK


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