Privacy Policy

Last updated: 2025-11-26

Overview

This Privacy Policy explains how All Roads Taken, LLC (“All Roads Taken,” “ART,” “we,” “us,” or “our”) collects, uses, shares, and protects your information when you use our Services. Our “Services” include our website, ecommerce store, native mobile applications (iOS and Android), organization dashboards, and any tools or features provided through them.

This Policy applies to all users of the Services, including customers, mobile app users, organizational partners, and visitors to our website.

By using the Services, you agree to the collection and use of information in accordance with this Privacy Policy. If you do not agree, you must stop using the Services.

For additional rules governing your use of the Services—including user responsibilities, prohibited uses, limitations of liability, and dispute resolution—please review our Terms of Service. The Terms of Service and this Privacy Policy work together and should be read as a unified agreement governing your relationship with All Roads Taken.

1. Definitions

For purposes of this Privacy Policy, the following terms have the meanings below:

“Services” means the All Roads Taken website, ecommerce store, native mobile applications (iOS and Android), organization dashboards, and any related tools, features, or digital offerings.

“User,” “you,” or “your” means any individual or entity who accesses or uses the Services, including customers, app users, organizational partners, and visitors.

“Personal Information” or “Personal Data” means any information that identifies, relates to, describes, or could reasonably be linked to an individual. This may include account information, contact details, device identifiers, location information, and usage data.

“User Content” means photos, videos, GPX files, adventure entries, profile details, notes, comments, event submissions, AI-generated content, or other materials you upload or submit through the Services.

“Device Information” means technical details about the device you use to access the Services, including operating system, hardware model, browser type, IP address, and device identifiers.

“Location Data” means GPS-based or approximate location information when you grant permission within the mobile app.

“Cookies” means small files stored on your device to help the Services function or analyze usage.

“Service Providers” means third-party companies that support operation of the Services, including Shopify, payment processors, map providers, analytics services, hosting, and shipping carriers.

“Organization Accounts” means event hosts, partners, or businesses that manage challenges, events, dashboards, or custom badges through the Services.

“Communications” means emails, notifications, or messages sent to you regarding your account, purchases, support requests, or service updates.

2. Information We Collect

We collect information to operate, improve, and provide the Services. The types of information we collect depend on how you use the Services.

2.1 Account Information

When you create an account, we collect: - name (optional for some features), - email address (required), - password (encrypted; never stored in plain text), - social login identifiers (Apple, Google, or Facebook, if used), - email verification status.

2.2 Profile Information

You may choose to provide additional details for your profile, including: - profile photo, - display name or username, - home state or general region, - bio or personal notes. All profile fields are optional unless otherwise stated.

2.3 Location Data

If you enable location permissions on the mobile app, we may collect: - GPS-based location while the app is in use (not in the background), - approximate location from your device or network, - location snapshots when verifying visits, check-ins, or challenge progress. Location access is optional, but some features will not function without it.

2.4 Device & Usage Data

We automatically collect: - device type, operating system, and version, - device identifiers (e.g., IDFV on iOS, Android ID), - browser type and settings (web), - IP address and general region, - log files, timestamps, crash reports, and performance data, - interactions with screens, buttons, and features. We use this data to maintain security, improve performance, and troubleshoot issues.

2.5 Adventure, Activity, and Passport Data

When you use the Adventure Passport features, we may collect: - adventure entries you create, - check-ins and visit verifications, - photos and videos associated with adventures, - track or route files you upload (e.g., GPX), - challenge and goal progress, - places, activities, events, and trails you log. All of this is considered User Content.

2.6 Photos, Media, and Uploads

If you upload photos, videos, or files, we collect and store: - the uploaded media, - metadata provided by your device (when available), - timestamps associated with uploads. You may remove uploaded content at any time.

2.7 Orders & Payment Information

When you place an order on our ecommerce store, Shopify processes payment information on our behalf. We do not store or receive full payment card numbers. We collect: - order details, - shipping name and address, - phone number (if provided), - partial, non-sensitive payment method details, - order history. Payment processing may use Shopify Payments, PayPal, Apple Pay, Google Pay, or Venmo.

2.8 Communications

We collect information related to communications you send or receive, such as: - support requests, - account notifications, - order confirmations, - feedback or survey responses.

2.9 Analytics & Performance Data

We use analytics and monitoring tools (Google Analytics, Meta Pixel, Microsoft Clarity, New Relic) which may collect: - device and usage information, - browsing patterns, - interaction data, - anonymized or pseudonymous identifiers. These tools help us understand product usage and improve the Services.

2.10 Cookies & Similar Technologies

We use cookies and similar technologies to: - keep you signed in, - store preferences, - analyze usage patterns, - support ecommerce functionality. You may disable cookies in your browser, but some features may not work properly.

2.11 Organization Account Information

If you create or manage an Organization Account, we may collect: - organization name, - administrator contact details, - event or challenge details submitted to the platform, - custom badge design files or artwork. Organization Accounts require manual approval.

3. How We Use Your Information

We use the information we collect to operate, maintain, and improve the Services. Specifically, we use your information for the following purposes:

3.1 To Provide the Services

We use your information to: - create and manage your account, - authenticate logins and manage email verification, - operate core features of the Adventure Passport, - store and display your adventure entries and User Content, - process ecommerce orders, - fulfill and ship purchased products, - manage organization and event tools.

3.2 To Enable Location-Based Features

If you grant permission, we use Location Data to: - verify visits and check-ins, - support challenge and goal progression, - display nearby or region-based adventure information, - personalize relevant content. We do not collect GPS data in the background.

3.3 To Communicate With You

We use your information to send: - account-related notifications, - order confirmations and shipping updates, - important service announcements, - support responses, - optional promotional or marketing messages (you may opt out).

3.4 To Improve and Personalize the Services

We use analytics, device data, and interaction patterns to: - understand how users engage with the Services, - troubleshoot performance issues and crashes, - test improvements and develop new features, - personalize content and recommendations.

3.5 For Security and Fraud Prevention

We use information to: - protect user accounts, - detect and prevent fraudulent activity, - secure payments and transactions, - monitor for misuse of the platform.

3.6 To Support Ecommerce Operations

We use order and payment-related information to: - process and manage purchases, - calculate taxes and shipping, - coordinate with shipping carriers, - maintain purchase history for customer service. Payment processing is handled by third-party providers.

3.7 To Support Organization Accounts

For Organizational partners, we use submitted information to: - set up and verify organization profiles, - manage events, challenges, and custom badges, - display organization-created content when applicable.

3.8 To Comply With Legal Requirements

We may use or retain information as necessary to: - comply with applicable laws and regulations, - respond to lawful requests from authorities, - enforce our Terms of Service, - resolve disputes.

We do not sell your Personal Information. We share information only as necessary to operate the Services, fulfill orders, support organization partners, or comply with legal requirements.

4.1 Service Providers

We share information with trusted third-party Service Providers who help us operate the Services, including: - payment processors (Shopify Payments, PayPal, Apple Pay, Google Pay, Venmo), - ecommerce platform (Shopify), - shipping carriers (USPS, UPS, FedEx), - mapping and location providers (Mapbox, Apple Maps, Google Maps), - analytics and performance tools (Google Analytics, Meta Pixel, Microsoft Clarity, New Relic), - cloud hosting and infrastructure providers.

These providers only receive the information necessary to perform their functions and are contractually obligated to handle data securely.

4.2 Organization Accounts and Event Partners

If you participate in an event, challenge, or activity hosted by an Organization Account, we may share: - your submitted event-related User Content, - your participation status, - check-in or verification data (if applicable), - profile name or display information.

We do not share your Personal Information with organizations unless required to operate event features or unless you choose to share User Content publicly.

If you choose to make User Content public, it may be visible to: - other users, - organization partners, - visitors viewing publicly accessible content.

Public sharing is always optional.

4.4 Legal Requirements and Safety

We may disclose information if required to: - comply with law, regulation, or legal process, - respond to valid requests from law enforcement, - protect the rights, property, or safety of All Roads Taken, our users, or the public, - enforce our Terms of Service.

4.5 Business Transfers

If All Roads Taken is involved in a merger, acquisition, financing, or sale of assets, your information may be transferred as part of that transaction. We will take reasonable steps to ensure your information remains protected.

We may share information for any other purpose with your explicit consent.

We do not: - sell Personal Information to third parties, - share Personal Information with advertisers for third-party marketing, - provide user location data to partners without your consent, - share payment card details (these are handled by processors only).

5. Data Retention

We retain information only for as long as necessary to operate the Services, comply with legal requirements, resolve disputes, and enforce our agreements.

5.1 Account Information

Account data is retained while your account is active.
If you request account deletion, your account and Personal Information will be permanently deleted following verification.
Deleted accounts cannot be restored.
A limited backup copy may persist for up to 90 days in secure system backups.

5.2 User Content

User Content (photos, adventures, check-ins, GPX files, etc.) is retained until you delete it or delete your account.
Content shared publicly or submitted to Organization Accounts may remain visible or accessible to those entities even after your account is deleted, as explained in the Terms of Service.

5.3 Location Data

Location Data is collected only during active app use and is not retained beyond what is necessary for verification or feature functionality.
We do not collect or store background GPS data.

5.4 Ecommerce and Order Data

We retain order and transaction records for tax, compliance, and accounting purposes. This information may be stored for up to 7 years, as required by law.

5.5 Organization Account Data

Organization Account information, events, badges, and related content remain active unless the organization requests deactivation.
Deactivated organizations may have their content retained for audit, historical, or dispute-resolution purposes.

5.6 Legal and Security Retention

We may retain information as required to: - comply with legal obligations, - maintain security logs, - detect or prevent fraud, - resolve disputes.

5.7 Backup Retention

System backups containing limited residual data are maintained for security and disaster recovery. Backup data is automatically overwritten on a rolling basis.

6. Your Rights & Choices

You have rights and choices regarding how your Personal Information is collected, used, and shared. These rights may vary based on where you live, but All Roads Taken provides the following controls to all users.

6.1 Access and Correction

You may request: - a copy of the Personal Information we have collected about you, - correction of inaccurate or incomplete information.

6.2 Account Deletion

You may request permanent deletion of your account and Personal Information. Deletion is irreversible and removes your adventures, media, check-ins, and profile data.

As described in the Terms of Service: - a secure backup copy may persist for up to 90 days, - content previously shared publicly or with Organization Accounts may remain visible or retained by those entities.

6.3 Opting Out of Marketing Communications

You may opt out of marketing emails at any time by: - clicking “unsubscribe” in the email, or - contacting us directly.

Transactional and service-related communications (such as order updates or support responses) cannot be opted out of.

6.4 Location Permissions

You control whether the mobile app can access your device’s location. - You may disable location access at any time in your device settings. - Some features—including check-ins, visit verification, and challenge progress—will not function without location access.

We do not collect location data when the app is closed or in the background.

You may: - block or delete cookies using your browser settings, - use private browsing modes to limit cookie storage.

Disabling cookies may affect the functionality of certain features, including signing in and maintaining your shopping cart.

6.6 Analytics Controls

Some analytics providers allow users to opt out of tracking or restrict how data is collected. You may review the privacy settings for: - Google Analytics, - Meta (Facebook/Instagram), - Microsoft Clarity.

6.7 Push Notifications

You may enable or disable push notifications at any time through your device settings.

If you use Apple, Google, or Facebook to sign in, you may revoke that permission directly from your social account settings.

6.9 Other Rights (Where Applicable)

Depending on your jurisdiction, you may also have rights to: - restrict processing of your Personal Information, - object to certain uses, - request portability of your data. We honor these rights where required by law.

7. Security

We implement reasonable administrative, technical, and physical safeguards to protect your Personal Information. While no system is completely secure, we take appropriate steps to reduce the risk of unauthorized access, misuse, loss, or disclosure.

7.1 How We Protect Your Information

Our security measures include: - encryption of data in transit (HTTPS), - secure authentication and password hashing, - limited access controls for internal systems, - monitoring for unusual activity, - periodic security reviews and updates, - secure cloud infrastructure.

7.2 Payment Information

Payment information is processed exclusively by third-party payment providers (such as Shopify Payments, PayPal, Apple Pay, Google Pay, and Venmo). We do not store full payment card numbers.

7.3 User Responsibilities

You are responsible for: - maintaining the confidentiality of your account credentials, - using a strong and unique password, - keeping your device and software up to date, - notifying us immediately of any suspected unauthorized activity.

7.4 No Guarantee of Absolute Security

While we strive to protect your information, no method of transmission or storage is completely secure. We cannot guarantee absolute security of your data.

8. Children’s Privacy

The Services are intended for users who are 13 years of age or older.

We do not knowingly collect Personal Information from children under the age of 13. If we become aware that a child under 13 has created an account or provided Personal Information, we will: - delete the account, and - remove the associated Personal Information from our systems.

If you believe a child under 13 has provided information to us, please contact us using the information in the Contact Information section.

Parents or guardians may request the deletion of information collected from a minor if such information was submitted in violation of this Policy.

9. International Use

The Services are primarily intended for users located in North America. We do not represent or guarantee that the Services are appropriate, available, or fully functional outside of supported regions.

If you access the Services from outside North America: - you do so at your own risk, - you are responsible for complying with local laws and regulations, - certain features (such as maps, location accuracy, search, or ecommerce) may be limited or unavailable, - shipping may not be offered in your region.

We may restrict or block access to the Services in certain countries to comply with U.S. export controls, sanctions, or other legal requirements.

10. Updates to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to our practices, services, or legal requirements. When we make changes, we will: - post the updated Privacy Policy on our website, and - update the “Effective Date” at the top of the document.

Changes take effect immediately upon posting unless otherwise specified. Your continued use of the Services after an update constitutes your acceptance of the revised Privacy Policy.

If you do not agree to the updated Policy, you must stop using the Services.

11. Contact Information

If you have questions about this Privacy Policy or wish to exercise your rights, you may contact us at:

All Roads Taken, LLC
5601 S Campbell Ave #105
Springfield, MO 65810
United States

Email: support@allroadstaken.com

You may send privacy-related requests and legal notices to the mailing address or to the email address above. Electronic notices are considered valid when sent.