Privacy policy
Privacy Policy
Last updated: 16.04.2026
This policy explains how Wayward Golf Ltd ("Wayward", "we", "us", "our") collects, uses and protects your personal information when you use our website or make a purchase.
We are the data controller of your personal information. Our registered address is Unit 1, 1 Larden Road, London, UK, W3 7ST. Company registration number: 15171980. ICO registration number: CSN0630220.
If you have questions about this policy or want to exercise your rights, contact us at support@waywardgolf.com.
What information we collect
Depending on how you interact with us, we may collect:
- Contact details — name, email address, phone number, billing and delivery addresses
- Account information — username, password, preferences and settings
- Transaction information — items you browse, add to cart or purchase, order history, returns and exchanges
- Payment information — payment card details processed securely via Shopify Payments or our payment provider. We do not store full card numbers.
- Device and usage information — IP address, browser type, operating system, pages visited and how you interact with the site
- Communications — the content of messages you send us, including customer support enquiries
- Ambassador data — if you join our ambassador programme: bank or payment details for commission, tax identification information and communications relating to your account
We collect this information directly from you, automatically through the website (including via cookies), and from third-party service providers including Shopify.
How we use your information — and our legal basis for doing so
Under UK GDPR, we must have a lawful basis for processing your personal information. Here's how we use it and why:
To process and fulfil your order Lawful basis: Performance of a contract. We use your contact, payment and address information to process payments, fulfil orders, arrange delivery, manage returns and exchanges, and communicate with you about your order.
To manage your account Lawful basis: Performance of a contract. We use your account information to create and maintain your account and to enable you to view orders and start returns.
To send you marketing communications Lawful basis: Consent (new customers) or Legitimate interests (existing customers under PECR soft opt-in). If you have opted in at checkout, or if you are an existing customer who has purchased a similar product and has not opted out, we may send you promotional emails about Wayward products and offers. You can unsubscribe at any time via the link in any marketing email.
To show you targeted advertising Lawful basis: Consent (via your cookie preferences). Where you have consented through our cookie banner, we may use your data to show you relevant advertising on platforms including Meta (Instagram and Facebook) and Google. See the Advertising Platforms section below.
To prevent fraud and maintain security Lawful basis: Legitimate interests. We use device and usage data to detect and investigate suspicious or fraudulent activity and to protect the security of our website and your account.
To comply with legal obligations Lawful basis: Legal obligation. We retain certain records — including order and payment data — to meet our obligations under tax and financial regulations.
To improve the website and our products Lawful basis: Legitimate interests. We use anonymised usage data and transaction information to understand how customers interact with the site and to improve our product offering.
Cookies
We use cookies and similar technologies on our website. Some are essential for the site to function. Others — including analytics and advertising cookies — are only set with your consent.
You can manage your cookie preferences at any time via the cookie settings panel on our site www.waywardgolf.com. For full details of the cookies we use, see our Cookie Policy.
Advertising platforms
Where you have consented to advertising cookies, we use Meta Pixel and Google Ads to show you relevant advertising across Instagram, Facebook and Google. This may involve sharing certain behavioural data with those platforms — for example, pages visited or items added to your cart — to enable retargeting and lookalike audience matching.
Both platforms act as independent data controllers for the data they receive. Their privacy practices are governed by their own policies:
You can opt out of personalised advertising via your cookie preferences or directly through each platform's ad settings.
Sharing your information
We do not sell your personal information. We may share it with:
- Shopify — our ecommerce platform, which hosts the store and processes orders. See the Shopify section below.
- Delivery and fulfilment partners — to ship your order.
- Payment processors — to handle transactions securely.
- Marketing and analytics providers — including Meta and Google, subject to your cookie consent.
- Customer support tools — to manage enquiries.
- Legal and regulatory bodies — where required by law or to protect our rights.
If we're involved in a business sale, merger or restructuring, your data may be transferred to the relevant third parties as part of that process.
Shopify
Our website is hosted by Shopify Inc. As our ecommerce platform provider, Shopify processes personal information on our behalf in order to run the store. In some circumstances — such as where Shopify uses your data across its wider merchant network to improve its services — Shopify acts as an independent data controller. In those cases, Shopify is responsible for how it handles your information.
To learn more, visit the Shopify Consumer Privacy Policy or the Shopify Privacy Portal.
Ambassador programme
If you participate in our ambassador programme, we process your personal information to manage your account, calculate and pay commission, meet our tax and reporting obligations, and communicate with you about the programme. We may share your data with payment processing providers for commission payments, and with HMRC or other relevant authorities as required by law.
Commission records are retained for 6 years in line with our legal obligations. Your ambassador account data is retained for the duration of your participation, plus a reasonable period after it ends.
Automated decision-making
We may use personalisation features — including product recommendations and targeted content — based on your browsing and purchase history. This involves automated processing of your data but does not result in solely automated decisions with significant legal or similar effects on you.
If you have concerns about how automated processing affects you, contact us at support@waywardgolf.com.
Children
Our website is not intended for children under the age of 18. We do not knowingly collect personal information from children. If you believe a child has provided us with their information, contact us and we will delete it.
How long we keep your data
| Type of data | Retention period |
|---|---|
| Order and transaction records | 6 years (HMRC requirement) |
| Account data | Duration of account, plus 12 months after closure |
| Marketing preferences | Until you unsubscribe or withdraw consent |
| Customer support communications | 2 years from last contact |
| Ambassador records | 6 years from final payment |
| Cookie and analytics data | As set out in our Cookie Policy |
International transfers
We may transfer your personal information outside the UK — for example to Shopify's servers or to advertising platforms based in the US. Where we do so, we rely on appropriate safeguards to protect your information, including the UK's International Data Transfer Agreement (IDTA) and adequacy decisions made by the UK Government. Where Shopify processes your data internationally, Shopify is responsible for ensuring those transfers meet UK legal standards.
Security
We take reasonable technical and organisational measures to protect your personal information. However, no online system is entirely secure. Please use a secure connection when accessing your account and don't share your login details with anyone.
Your rights
Under UK GDPR, you have the right to:
- Access the personal information we hold about you
- Correct inaccurate or incomplete information
- Delete your information in certain circumstances
- Restrict how we process your information
- Object to processing based on legitimate interests
- Portability — receive a copy of your data in a portable format
- Withdraw consent at any time, where we rely on consent as our lawful basis
To exercise any of these rights, contact us at [EMAIL]. We'll respond within one month as required by UK GDPR. We may need to verify your identity before processing your request.
Complaints
If you're not happy with how we've handled your personal information, contact us at support@waywardgolf.com and we'll do our best to resolve it.
If you remain unsatisfied, you have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK's data protection regulator:
Website: ico.org.uk Helpline: 0303 123 1113
Changes to this policy
We may update this policy from time to time. The current version will always be available on our website, along with the date it was last updated. We'll notify you of material changes where required by law.
Contact
Wayward Golf Ltd
support@waywardgolf.com