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Privacy Policy

Last Updated: February 25, 2026

UpUp LLC (“UpUp,” “we,” “us,” or “our”) operates the UpUp platform, including the UpUp website (upup.app), the UpUp mobile application, and the Sensei AI assistant (collectively, the “Service”). This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you use our Service.

By accessing or using the Service, you agree to the collection and use of information in accordance with this Privacy Policy. If you do not agree with the terms of this Privacy Policy, please do not access the Service.

1. Information We Collect

1.1 Personal Information

When you register for an account or use our Service, we may collect personally identifiable information, including but not limited to:

  • Name
  • Email address
  • Telephone number
  • Mailing address
  • Payment and billing information (processed by third-party payment providers)
  • Profile photo

1.2 Health and Wellness Data

If you choose to use our health and wellness features, we may collect:

  • Body measurements (weight, body fat percentage, BMI, and related metrics)
  • Fitness goals and progress data
  • Health preferences (food allergies, eating style, dietary restrictions, activity level, physical limitations)
  • Session notes recorded by your service providers (e.g., personal trainers, yoga instructors, massage therapists)

1.3 Wearable Device Data

If you connect a wearable device (such as an Ultrahuman ring or other compatible device) to your UpUp account, we may collect biometric and health data transmitted from that device, including but not limited to:

  • Sleep data (duration, stages, quality scores)
  • Recovery and readiness scores
  • Heart rate variability (HRV) and resting heart rate
  • Movement and activity data (steps, active calories)
  • Metabolic data (glucose levels, metabolic scores)

This data is collected only with your explicit consent when you choose to link your wearable device. You may disconnect your device at any time through the UpUp app settings.

1.4 AI Assistant (Sensei) Interaction Data

When you interact with Sensei, our AI-powered wellness assistant, we collect:

  • Conversation content and queries
  • Preferences and notes you ask Sensei to remember
  • Reminders you create through Sensei

Sensei uses your health data, wearable data, provider session notes, goals, and profile information to provide personalized wellness recommendations. Sensei operates in a read-only capacity — it can access and display your information but cannot modify your account, appointments, or personal data.

1.5 Log Data and Usage Information

We automatically collect information your browser or device sends when you access the Service (“Log Data”), which may include your IP address, browser type and version, device type, operating system, pages visited, time and date of visits, time spent on pages, and other diagnostic data.

1.6 Cookies and Tracking Technologies

We use cookies and similar tracking technologies to monitor activity on our Service and store certain information. Cookies are small data files placed on your device. You can instruct your browser to refuse all cookies or to indicate when a cookie is being sent. However, if you do not accept cookies, you may not be able to use some portions of our Service.

2. How We Use Your Information

We use the information we collect for the following purposes:

  • To provide, operate, and maintain the Service
  • To manage your account and provide customer support
  • To process appointments, scheduling, and payments
  • To generate personalized wellness and fitness recommendations through Sensei
  • To enable your service providers to track your progress and create session notes
  • To send you service-related communications, reminders, and notifications (including via SMS/text message if you have opted in)
  • To analyze usage trends and improve the Service
  • To detect, prevent, and address technical issues and security threats
  • To comply with legal obligations

3. How Your Data Is Shared

3.1 Between You and Your Service Providers

UpUp facilitates a provider-client relationship. Your service providers (personal trainers, yoga instructors, massage therapists, etc.) within your vendor’s organization may access certain data necessary to deliver their services, including your appointments, body measurements, goals, and wearable data. Providers can also create session notes about your sessions. Your data is never shared across different vendor organizations — it is strictly isolated to your vendor’s account.

3.2 Service Providers and Third-Party Partners

We may share your information with third-party companies that help us operate and improve the Service, including:

  • Cloud hosting and infrastructure providers
  • AI model providers (for powering Sensei)
  • Payment processing services
  • Email and SMS delivery services
  • Analytics tools
  • Wearable device data providers (e.g., Ultrahuman)

These third parties have access to your information only to perform tasks on our behalf and are contractually obligated to protect your data and not use it for any other purpose.

3.3 No Sale of Personal Data

We do not sell, rent, or trade your personal information to third parties for their marketing purposes.

4. SMS/Text Messaging

If you provide your phone number and opt in to receive text messages from UpUp, the following applies:

  • Phone Numbers: We collect and store your phone number for the purpose of sending SMS notifications related to your account, including appointment reminders, alerts, and service updates.
  • Consent Records: We maintain records of your consent to receive text messages, including the date, time, and method of opt-in.
  • Message Logs: We may retain logs of messages sent for compliance, support, and troubleshooting purposes.
  • No Sharing: Your phone number and SMS opt-in data will not be sold, rented, or shared with third parties for their marketing purposes.
  • Opting Out: You may revoke consent at any time by texting STOP. Once you opt out, we will cease sending SMS messages unless you re-subscribe.

5. Data Retention

We retain your personal information for as long as your account is active or as needed to provide you the Service. We may also retain and use your information as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements. If you delete your account, we will delete or anonymize your personal information within a reasonable timeframe, except where retention is required by law.

6. Data Security

We implement commercially reasonable technical and organizational security measures to protect your personal information, including encryption of data in transit and at rest, access controls, and regular security assessments. However, no method of transmission over the Internet or method of electronic storage is 100% secure. While we strive to protect your personal information, we cannot guarantee its absolute security.

7. Your Rights and Choices

Depending on your location, you may have the following rights regarding your personal information:

  • Access: You may request a copy of the personal information we hold about you.
  • Correction: You may request that we correct inaccurate or incomplete information.
  • Deletion: You may request that we delete your personal information, subject to certain exceptions.
  • Data Portability: You may request a copy of your data in a structured, machine-readable format.
  • Opt-Out: You may opt out of promotional communications at any time. You may disconnect wearable devices and revoke SMS consent at any time.

To exercise any of these rights, please contact us using the information provided below.

8. Children’s Privacy

Our Service is not directed to anyone under the age of 18 (“Children”). We do not knowingly collect personally identifiable information from children under 18. If you are a parent or guardian and you are aware that your child has provided us with personal information, please contact us. If we discover that a child under 18 has provided us with personal information, we will delete such information from our servers promptly.

9. Third-Party Links

Our Service may contain links to other websites or services that are not operated by us. If you click on a third-party link, you will be directed to that third party’s site. We strongly advise you to review the Privacy Policy of every site you visit. We have no control over and assume no responsibility for the content, privacy policies, or practices of any third-party sites or services.

10. Compliance with Laws

We will disclose your personal information where required to do so by law, subpoena, or other legal process, or if we believe in good faith that such disclosure is necessary to protect our rights, your safety, the safety of others, investigate fraud, or respond to a government request.

11. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. We will notify you of any material changes by posting the updated Privacy Policy on this page and updating the “Last Updated” date. You are advised to review this Privacy Policy periodically for any changes. Continued use of the Service after changes are posted constitutes your acceptance of the revised Privacy Policy.

12. Contact Us

If you have any questions about this Privacy Policy or our data practices, please contact us: