Pedalfest UK Ltd., hereinafter also simply referred to as Pedalfest, processes the personal data of consumers. Pedalfest is committed to ensuring that your privacy is protected and considers it important to be transparent about how we process personal data. Therefore the following privacy statement provides general information about the use of consumer data, its storage, gathering, processing and security.

Where necessary, Pedalfest will provide more specific information of when and how consumer data is obtained. This may include when making a product purchase, the use of apps and on other (brand) websites. Pedalfest may make changes to this policy from time to time by updating this page. We would advise that you check this page from time to time to ensure that you are happy with any changes.


Pedalfest is part of Accell Group N.V. this privacy statement applies only to consumer data that is processed by Pedalfest. This covers personal data concerning private individuals acquired by Pedalfest in connection with the offer and sale of the products and services of Pedalfest.

Within Accell Group N.V., Accell IT B.V. is charged with supporting all services in the area of IT. This means that Accell IT B.V. may be responsible for handling consumer data acquired by Pedalfest; this may be in addition to Pedalfest or sometimes instead of Pedalfest. Consumers may send an e-mail to or send a letter to Pedalfest at the below address if they have questions in connection with the processing of their personal data.

Postal enquiries should be sent to the bellow address marked for the attention of Stuart Atkins. FAO – Stuart Atkins Pedalfest UK Ltd. 136 Church Street, Eastwood, Nottingham, NG16 3HT

How does Pedalfest obtain consumer data?

When purchasing a bicycle or another product, consumer data may be registered with Pedalfest by the dealer or by the consumer himself or herself. Some products, such as electric bikes, and the use of certain apps, also entail the processing of personal data. Data is also recorded when visiting a (brand) website of Pedalfest, such as the IP address, the data of the device used, and the items viewed. Contacting Pedalfest Directly by telephone, email or other methods will also often lead to the processing of personal data. This includes matters such as a request for sending a brochure or submitting a guarantee claim.


What personal data is processed by Pedalfest?

Pedalfest processes data about the consumer himself or herself, such as the name, address, place of residence, contact details, demographic information such as preferences and interests and details concerning the products that were purchased. Pedalfest does not store credit card details for our customers after purchase. Other information may also be collected relevant to customer surveys and/or offers and competitions. In these cases, this is only information expressly provided by the consumer.

Pedalfest may also process Information where there is an interest, such as the type of product and guarantee, the dealer where the product has been purchased from or is being maintained by and the maintenance details.

Additionally, Pedalfest processes further data when consumers visit our website in the form of cookies. For the more information on cookies please see our cookies section below.

What are cookies and how does Pedalfest use them?

A cookie is a small file which asks permission to be placed on your computer's hard drive. Once you agree, the file is added and the cookie helps analyse web traffic or lets you know when you visit a particular site. Cookies allow web applications to respond to you as an individual. The web application can tailor its operations to your needs, likes and dislikes by gathering and remembering information about your preferences.

We use traffic log cookies to identify which pages are being used. This helps us analyse data about web page traffic and improve our website in order to tailor it to customer needs. We only use this information for statistical analysis purposes and then the data is removed from the system.

Overall, cookies help us provide you with a better website, by enabling us to monitor which pages you find useful and which you do not. A cookie in no way gives us access to your computer or any information about you, other than the data you choose to share with us. You can choose to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. This may prevent you from taking full advantage of the website.

What does Pedalfest use the personal data for?

Pedalfest uses personal data for:

Support and service to consumers and dealers, as well as the performance of the various agreements, being both those between the consumer and the dealer and those between Pedalfest and the dealer and to the extent applicable to the agreement between Pedalfest and the consumer.

Direct Marketing, such as newsletters and the targeted display of advertisements and products on our own websites and on third-party websites. Pedalfest complies with the rules applicable to requesting consent and offering an opt-out possibility thereafter.

Performance analysis and general market research for the purpose of improving products and services.

How long does Pedalfest retain personal data?

Pedalfest processes data for as long as necessary for the purpose for which the data is used. This may depend on deregistration by the consumer, such as for an account, newsletter or app. In principle, data is retained for no longer than two years, unless longer retention is necessary to be able to assess any complaints or claims or for the purpose of compliance with statutory or administrative obligations.

How does Pedalfest secure consumer data?

Consumer data security is an important part of our business operations. Various security measures are implemented in order to guarantee this. This includes matters such as a strong password policy, screening internet data, encryption and authorisation procedures for the employees. Consumer data is stored in secure technical rooms. These are cooled computer rooms with emergency power facilities and secure locking doors. Additionally, data stored by Accell is protected by alarm systems and surveillance. The abovementioned measures are part of the many measures being implemented by Accell IT in order to protect the data of Pedalfest consumers. If you have any questions in this regard or you suspect abuse of data, you can send an e-mail to

Links to other websites

Our website may contain links to other websites of interest. However, once you have used these links to leave our site, you should note that we do not have any control over that other website. Therefore, we cannot be responsible for the protection and privacy of any information which you provide whilst visiting such sites and such sites are not governed by this privacy statement. You should exercise caution and look at the privacy statement applicable to the website in question.

Third party analysis tools

Pedalfest uses various third party analysis tools such as Google Analytics and Hotjar which may collect information about your computer including your IP address, operating system and browser type, for system administration and in order to create reports.

These programmes may also collect anonymous statistical data about our users’ browsing actions and patterns to report website trends without identifying individual visitors. You can opt out of Google Analytics without affecting how you visit our site.

Like many services, these tools use first-party cookies to track visitor interactions as in our case, where they are used to collect information about how visitors use our site. Pedalfest then uses this information to compile reports and to help us improve our website, products and services.

Information sharing - Third parties

We will never sell or lease your personal information to third parties unless we are required by law to do so. However there are a number of instances in which your data may be shared with select, trusted partners, for the purpose of facilitating our service delivery. In such cases Pedalfest will always be acting as the data owner and the third party will act only as a data processor, meaning that they retain no rights to market to you, our customer. Examples of instances in which a third party may handle your data are; when joining our mailing list your data will be held by ConvertKit, a CRM System which enables us to store your data and communicate with you via email; when placing an order on our website our partner YotPo, a reviews platform, will send up to two non-intrusive emails asking you to review your purchase; and should you choose to undertake any service provided by our local Pedalfest partner stores then your details may be passed to that specific store to facilitate the service delivery.

Please note that by placing an order for Click & Collect or by requesting a Test Ride at your local dealership we view this as you providing us with permission to pass your details onto that particular store to facilitate the completion of the purchase or booking request.

We may also use your personal information to send you occasional promotional information about third parties which we think you may find interesting. If you do not want this to happen please tell us by updating your contact preferences.

Do you have questions about consumer data?

Consumers have the right to inspect their data and the right to request correction and deletion of their data. If you would like to exercise this right or if you have another question, please contact