Privacy

What you give us

An email address or a phone number, so you can sign in. You give one to create the account and we ask for the second afterwards, purely so a lost phone or a changed address does not lock you out of your own footage.

No password. Sign-in is a one-time code each time.

Your video

Clips you record or upload are stored so you can watch them back and so the analysis can be re-run later. They are private to your account. We do not publish them, sell them, or use them to train models for anyone else.

You can delete a clip at any time. Deleting it also deletes everything derived from it, described next.

What we work out from it

The analysis produces a pose time-series — where your joints were, frame by frame — plus biomechanical measurements and the scores built on them. This derived data is the part Apex actually keeps for the long term: it is what lets a clip be re-scored against better reference models later without asking you to re-upload anything.

Coaching text is generated from those measurements, never from the raw video.

Face recognition — optional, and off unless you turn it on

If several people appear across a session, Apex can group the clips by person so each player sees their own strokes. Doing that requires recognising faces, so it is opt-in and asks first.

What it stores when you agree:

• A face embedding — a 128-number vector computed from a face in the frame. It is not a photograph and cannot be turned back into one, but treat it as what it is: a biometric identifier that distinguishes you from other people.
• A small gallery of these vectors scoped to your account, used only to answer “is this the same person as before?” against the people already in that account.
• A per-clip record of the comparison result, so the grouping can be corrected and audited.

What it does not do:

• Compare you against any gallery outside your own account.
• Compare you against any external or public face database.
• Attach a name to a face on its own — you confirm who is who.

The consent box is not ticked for you. If you decline, no embedding is computed or stored for you, and the grouping simply does not run — the rest of Apex works unchanged. You can withdraw consent later; the gallery for your player is removed and the matching stops.

Embeddings are derived data. Delete the source video and the embedding computed from it goes with it; delete the player and the whole gallery goes.

If someone invited you

A player can share a clip with the person they were hitting with. That link carries a token, shows that clip and its analysis, and expires. We record that it was opened and whether it was claimed, so the sender knows it arrived and so an expired link can be reissued.

Analysis of your strokes is free when you arrive this way. Claiming the account moves ownership of those clips to you.

Invite email and SMS are transactional — sent because a person asked for them, not marketing. Every email carries an unsubscribe link; every text tells you how to stop (see the next section).

Text messages

Apex sends text messages for two reasons only: a one-time sign-in code when you ask for one, and account or coaching notifications you opted into in the app, such as a coach delivering a review you requested. There is no marketing by text, and Apex does not text a number entered by anyone other than its owner. Invitations to people who appear in your videos go by email, or as a text or link you send yourself from your own phone to someone in your address book.

You opt in by entering your own phone number on the app's sign-in screen, where this consent is shown, and verifying it with a code. Message frequency varies with how you use Apex, and is typically a few messages a month. Message and data rates may apply.

Reply STOP to any message to opt out of texts from Apex; you will get one confirmation and nothing further. Reply HELP for help, or write to privacy@myapex.coach. Opting out of texts does not close your account; sign-in codes can still reach you by email.

We do not share, sell, or provide your mobile phone number or messaging consent data to third parties or affiliates for marketing or promotional purposes. No mobile information will be shared with third parties or affiliates for marketing or promotional purposes. Text messaging originator opt-in data and consent are not shared with any third parties. Your number is used by our messaging provider solely to deliver the messages above on our instructions.

The terms that govern this service, including the text-message program, are at myapex.coach/terms. The exact consent you give in the app, and where you give it, is shown at myapex.coach/sms.

Sensors and location

If you pair a racket sensor, its motion data is stored alongside the clip it belongs to. If you name a court, that name is stored as a label so you can filter by it. Apex does not track your location in the background.

Who else touches it

Apex runs on infrastructure operated by other companies, and uses a small number of services to function: hosting and database, video storage, delivery of sign-in codes and invites by email and SMS, the language model that writes coaching text from your measurements, and product analytics on the website. They process this data on our instructions to run the service. We do not sell it, and we do not share it for advertising.

Website analytics is limited to how pages are used. Invite tokens are stripped before any event leaves the page, so a shared link cannot leak through analytics.

Deleting things, and getting a copy

You can delete an individual clip from the app, and everything derived from it goes with it. You can withdraw face-recognition consent without deleting anything else. You can ask us to delete the entire account, or to send you a copy of what it holds.

Write to privacy@myapex.coach and we will action it.

Depending on where you live you may have additional rights over biometric data specifically — including the right to know how long it is kept and to have it destroyed. The address above is the way to exercise them.

Children

Apex is built for players of any age, but an account belongs to an adult. If a junior is being coached through Apex, the account is the parent's or the coach's, and the consent decisions above are theirs to make.

Changes

If this page changes in a way that affects what is collected or how long it is kept, we will say so in the app rather than quietly editing the date at the top.