Privacy Policy

This Policy are operated by Swedish Fitness Group. Throughout the site, the terms “we”, “us” and “our”, “SFG” refer to Swedish Fitness Group. When mentioning the word “brand” or Brands refer to our registered trademarks Better Bodies and GASP.

Protecting Your Privacy

We are 100% committed to protecting the privacy and security of our customers and site visitors. The team members of Swedish Fitness Group are customers themselves, of both our own brands and other internet sites – so we totally appreciate and respect how important privacy is. If you have any questions about how we Protect Your Privacy, just send us an e-mail.

For all our services, the data controller — the company that’s responsible for your privacy— is Swedish Fitness Group.

How we use your information

We use your information in a few different ways — what we do depends on the information. The tables below set this out in detail, showing what we do, why we do it and how we will use it.

Your name and contact details

How do we use your name and contact details such as e-mail and phone number.

How we use your name & contact details and why?

Deliver your purchases to you.

Why? We’ve got to do this to perform our contract with you (it’s a bit hard to send you order if we don’t use your name and contact details!)

Send you service messages by e-mail or phone calls, such as order updates.

Why? We’ve got to do this to perform our contract with you (so you know when your order is coming or if there’s some issues with the order)

Sending you information by email, SMS, or post, about our new products and services.

Why? To keep you up to date. We only send this with your permission (you choose if you want to receive such e-mails, you can also unsubscribe)

Fraud prevention and detection.

Why? To prevent and detect fraud against either you or SFG – unfortunate, but essential.

Showing you our adverts as your browse the web.

Why? So, you can see our latest products and deals.

Finding out what you, and other customers like and enjoy with our brands.

Why? To ensure we are giving you what you want, and are able to deliver a high service to you through our websites.

Your date of birth & Gender information

How do we use your date of birth information and why do we need it?

We don´t!! We don’t and never will have your date of birth available for any use.

How we use your gender information and Why?

To direct you to the right part of our website.

Why? To get you to the products that you want faster

To e-mail you about news and other services connected to a chosen gender.

Why? To get you to the products that you want faster and to point out products you may like.


Your payment information

This means your card’s security/CVV code, don’t worry, we don’t keep them in our systems and SFG staff will never know your codes.

How we use your payment information and Why?

Take payment, and give refunds

Why? We’ve got to do this to perform our contract with you — we’re not giving all our stuff away!

Fraud prevention and detection

Why? To prevent and detect fraud against either you or SFG – unfortunate, but essential


Your contact history with us

What you’ve said to us — for example, e-mail, over the phone, on instant chat.

How we use your contact history and Why?

Provide customer service and support

Why? We’ve got to do this to perform our contract with you, after all, you expect and want the best service from us

Train our staff

Why? So that, when you contact us, you get the best possible customer service

Store conversations through e-mail with you.

Why? So that you and SFG can go back to a conversation if any issues are brought up.

Store conversations through recorded phone calls with you.

Why? So that you and SFG can go back to a conversation if any issues are brought up.


Purchase history and saved items

What you’ve bought and what you’ve stored in your basket for another time.

How we use your purchase history and saved items and Why?

To sell you things.

Why? We’ve got to do this to perform our contract with you — if you can’t put stuff into a basket, you can’t buy it!

Provide customer service and support, and handle returns.

Why? We’ve got to do this to perform our contract with you

Finding out what you, and other customers like.

Why? To ensure we are giving you the right information and are able to deliver a high service to you through our websites.


Information about your phone or laptop, and how you use our website.

Information you give us when you browse our site or use our app, including your IP address and device type and, if you choose to share it with us, your location data, as well as how you use our website and app.

How we use information about your phone or laptop, and how you use our website and app and Why?

Improve our website and set default options for you (such as language and currency)

Why? To give you the best possible shopping experience

Protect our website

Why? To prevent and detect fraud against either you or SFG´s Websites – unfortunate, but essential — and to meet our legal obligations about looking after your data.

Information from Your Other personal accounts that you share with us.

What we do if you link or share your Insta feed or Facebook accounts to us.

How we use information from accounts you link to us and Why?

Upload your Instagram pictures or Facebook pictures to our brand sites. Or use them in an e-mail.

Why? To create a close and real picture of our products, also to catch content from real life.

To provide product recommendations

Why? So, you quickly can spot our products on user content on social media.

Your responses to surveys, competitions and promotions

How we use your responses to surveys, competitions and promotions and Why?

Run the survey, competition or promotion

Why? We’ve got to do this to perform our contract with you — if we can’t use your entry, you can’t possibly win!

You don’t have to give us any of this personal information but if you don’t, you may not be able to buy from the site, and you are unlikely to receive our optimal overall customer experience.  But that is your choice – and we respect that, we truly do.

We also anonymize and aggregate personal information (so that it does not identify you) and use it for purposes including testing our IT systems, research, data analysis, improving our site and app, and developing new products and services.

Sharing your information

We do not, and will never, sell any of your personal data to any third party – including your name, address, email address or credit card information. We want to earn and maintain your trust, and we believe this is essential in order do that.

However, we share your data with the following categories of companies as an essential part of being able to provide our services to you, as set out in this statement:

  • Companies in the SFG, as sometimes different bits of our group are responsible for different activities (especially licensed ones)

  • Companies that do things to get your purchases to you, such as payment service providers, warehouses, order packers, and delivery companies

  • Professional service providers, such as marketing agencies, advertising partners and website hosts who, who help us run our business

  • Credit reference agencies, law enforcement and fraud prevention agencies, so we can help tackle fraud if necessary.

Companies approved by you, such as social media sites (if you choose to link your accounts to us), Marketplace sellers where you place an order, and Klarna or Stripe where you choose to use their payment service, the same for logistics partners.

We may provide third parties with aggregated but anonymized information and analytics about our customers and, before we do so, we will make sure that it does not identify you.

Marketing messages

If you have said we can, we’ll send you marketing messages by email, SMS, to keep you aware of what we’re up to and to help you see and find our products.

How to stop marketing messages from Our Websites ( &

You can stop receiving marketing messages from us at any time.

You can do this:

  • By clicking on the ‘unsubscribe’ link in any email

  • By contacting our Customer Service team

Once you do this, we will update your profile to ensure that you don’t receive further marketing messages. (In cases you have chosen to receive different kind of marketing e-mail you need to unsubscribe all of them or contact customer service team)

“Please note that, as SFG have a complex web of many inter-connecting services, it might take a few days for all our systems to be updated, so you might get messages from us while we process your request.”

By stopping marketing messages will not stop service communications (such as order updates, payment confirmations, shipping confirmations etc.) E-mails that are connected to the binding contract activity.

Seeing adverts for SGF´s websites online

We also engage in online advertising, also to keep you aware of what we’re up to and to help you see and find our products.

Like many companies, we target our brands banners and ads to you when you are on other websites and apps. We do this using a variety of digital marketing networks and ad exchanges, and we use a range of advertising technologies like web beacons, pixels, ad tags, cookies, and mobile identifiers, as well as specific services offered by some sites and social networks, such as Facebook’s Custom Audience service.

The banners and ads you see will be based on information we hold about you, or your previous use of our sites (for example, your Better Bodies or GASP search history, and the content you read on our websites) or on banners or ads you have previously clicked on.

Your information and countries outside Europe

We have a fulfilment in the USA, which we may use for processing orders from customers in the EU. The USA is not a country in respect of which there is a European Commission decision of adequacy, and we protect your privacy and your rights using the European Commission’s standard data protection clauses. More information about these is available here

Keeping your information

We’ll hold on to your information for as long as you have your account, or if it is needed to be able to provide the services to you, or (in the case of any contact you may have with our Customer Support team) for as long as is necessary to provide support-related reporting and trend analysis only.

If reasonably necessary or required to meet legal or regulatory requirements, resolve disputes, prevent fraud and abuse, or enforce our terms and conditions, we may also keep hold of some of your information as required, even after you have closed your account, or it is no longer needed to provide the services to you.

Your rights

You have a lot of rights relating to your personal information:

  • The right to be informed about how your personal information is being used (like this notice!).

  • The right to access the personal information we hold about you.

  • The right to request the correction of inaccurate personal information we hold about you (although you can probably do most of this through.

  • The right to request that we delete your data, or stop processing it or collecting it, in some circumstances.

  • The right to stop direct marketing messages, which you can do through 

    Customer Support, and to withdraw consent for other consent-based processing at any time.

  • The right to request that we transfer or port elements of your data either to you or another service provider.

  • The right to complain to your data protection regulator — In Sweden it is Dataskyddsinspektionen.


      Or contact your local data protection regulator.

If you want to exercise your rights, have a complaint, or just have questions, please contact us.

Changes to how we Protect Your Privacy

We may change this page from time to time, to reflect how we are processing your data and to add updates from the Law GDPR.

If we make significant changes, we will make that clear on the SFG´s websites or other SFG services, or by some other means of contact such as email, so that you are able to review the changes before you continue to use Our brand sites.


We are using cookies according to the Electronic Communications Act, 25 July 2003.  A cookie is a text file that will be stored in your computer and contains information to help the webservice to identify and follow a specific user. There are two different types of cookies, Session cookies that will be placed permanent on your computer. When visiting our websites for the first time a session cookie will be placed on your browser, this session cookie is unique and is placed on your computer, so the system can keep track of a user, so the user doesn’t get mixed on our sites. The other type of cookie is just called cookies. They are used just to give the customer a better experience on the sites. We on our sites use the cookies for e.g.  shopping cart, setting, account and to see what pages or products you have visit, just to give you a better experience on our sites. You can choose not to allow cookies in your browser.

You can erase a cookie in your browser after visiting our sites if you want.

Feel free to provide any description you would like related to current problem. It will help us with further investigation of this problem.