Ascend Cycling Tours Privacy Policy


Ascend Cycling Tours, the trading name of Ascend Cycling Tours Ltd, is committed to the protection of any data that we have collected as part of our normal business activities. We understand the importance of privacy and have worked towards ensuring we comply with the General Data Protection Regulation (GDPR).

Please read this Privacy Policy to learn about your rights, what personal data we collect and process, how we use that data, how long we hold it for and how we protect it.

This website is operated by Ascend Cycling Tours (“Ascend”, “we” or “us”), a UK limited company.

1. Who are we?
This Privacy Policy applies to Ascend Cycling Tours Limited and any associated divisions.

2. Who can you contact for privacy questions or concerns?
If you have queries or comments regarding this Privacy Policy or how we process personal data, please direct your correspondence to:

The Data Protection Officer
Ascend Cycling Tours,
120-124 Town Gate,
PR25 2LQ

Alternatively, you can email We aim to respond to any privacy related correspondence within 30 working days from the date we receive the request.

You may also contact the UK Information Commissioner’s Office at to report any concerns you may have about our data handling practices.

3. How is personal data collected?
Directly. Data can be collected directly from individuals in a range of methods. These include from contacts who supply a business card or fill out online forms, subscribe to newsletters, book trips or attend meetings and events we host, visit our offices or apply for jobs with the firm.

Indirectly. We collect personal data indirectly about individuals from a wide array of sources, which can include third party suppliers or affiliates and our clients. We may record personal data onto our client data records to better facilitate services for our clients, subscribers and individuals, or to satisfy a legal obligation, or for our legitimate interests.

Publicly available information. Personal data can be acquired from a variety of public registers, news articles, Internet searches and other publicly available resources.

Social Media Networking. If you access our website using social media platforms such as Google, LinkedIn, X, Instagram, Facebook and TikTok to authenticate on the site and connect your social media information to ourselves, we will collect the information or content required for the registration or login process that you have expressly permitted your social media platform is able to share with ourselves. That information may include your name and email address and, depending on your privacy settings within the application or platform, further details about you. We advise, therefore, you review the privacy controls on the relevant social media platform to choose how much information you are happy to share with us.

4. What categories of personal data are collected?
We may collect the following categories of personal data about individuals through direct interactions with ourselves, or from information provided through normal business engagements, from our suppliers, from direct tour bookings and through other methods including those described within this Privacy Policy.

Personal data. Here is a list of commonly collected personal data we process in order to conduct our business activities.

Including but not limited to;

  • Name
  • Title
  • Mobile phone number
  • Email address
  • Postal address
  • Passport details
  • Payment details including credit or debit card

Sensitive personal data. We normally do not collect sensitive or special categories of personal data regarding individuals. If we do have a requirement to process sensitive personal data, it is only carried out with the consent of the individual, unless it is obtained indirectly for legitimate purposes.

Special Categories of Personal Data we may collect include;

  • ID documents that may reveal race or ethnic origin, and possibly biometric data of private individuals, beneficial owners of corporate entities, or applicants.
  • Information normally provided to us by our customers in the course of booking a trip.
  • Dietary preferences or access requirements when booking a trip(s) that reveal religious beliefs or health related information.

5. What is the lawful basis on which we process personal data?
We rely on the following lawful bases when collecting and using personal data to carry out our business operations and provide products and services:

  • Contract (Trip) – We may process personal data in order to perform our contractual obligations.
  • Consent – We may rely on your freely and unambiguously provided consent supplied at the time you provided your personal data to us.
  • Legitimate interests – We may rely on legitimate interests based on our assessment that the processing is fair, reasonable and balanced. These include:
    • Delivering services to our customers – To provide the professional services our clients have engaged us to under the terms of that engagement.
    • Direct marketing – To provide special offers, trip information and any speciality knowledge we consider beneficial to our customers, subscribers and individuals who have interacted with us.
    • Legal obligations and public interests – We may also process personal data as a requirement to comply with regulatory obligations or public interest requirements associated with travelling within and outside the UK.

6. Why are we collecting and processing personal data?
We collect personal data for any number of reasons but each of these reasons should be transparent and evident to the data subject. Reasons we use your personal data include.

  • Provision of cycling tours within and outside the UK and any associated services such as food, accommodation and transport.

7. Do we share personal data with third parties?
We may, on occasion, share personal data with trusted third parties to help us deliver quality services and discounts to related products. These recipients are contractually bound to safeguard the data we entrust to them. We may engage with several or all of the following categories of recipients:

  • Parties that support us as we provide our services (e.g., providers of payment systems, IT system support, archiving services, document production services and cloud-based software services).
  • Our professional advisers, including lawyers and insurers.
  • A potential buyer, transferee, merger partner or seller and their advisers in connection with an actual or potential transfer or merger/acquisition of part or all of our business or assets, or any associated rights or interests.
  • Marketing services providers.
  • Law enforcement or other government and regulatory agencies (e.g., HMRC) or to other third parties as required by, and in accordance with, applicable law or regulation.

8. Do we transfer your personal data outside the European Economic Area?
Some of our data is stored on servers located outside the European Economic Area (EEA). We may transfer personal data to reputable third party organisations situated inside or outside the EEA when we have a business reason to engage these organisations. Each organisation is required to safeguard personal data in accordance with our contractual obligations and data protection legislation.

9. Do we use cookies?
Our websites may use cookies. Where cookies are used, a statement will be sent to your browser explaining the use of cookies. To learn more, please refer to our cookie policy.

10. What are your data protection rights?
Your data protection rights are highlighted here.

  • Access – You can ask us to verify whether we are processing personal data about you, and if so, to provide more specific information.
  • Accuracy – You can ask us to correct our records if you believe they contain incorrect or incomplete information about you.
  • Erasure – You can ask us to erase (delete) your personal data after you withdraw your consent to processing or when we no longer need it for the purpose it was originally collected.
  • Processing restrictions – You can ask us to temporarily restrict our processing of your personal data if you contest the accuracy of your personal data, prefer to restrict its use rather than having us erase it, or need us to preserve it for you to establish, exercise, or defend a legal claim. A temporary restriction may apply while verifying whether we have overriding legitimate grounds to process it. You can ask us to inform you before we lift that temporary processing restriction.
  • Data portability – In some circumstances, where you have provided personal data to us, you can ask us to transmit that personal data (in a structured, commonly used, and machine-readable format) directly to another company if is technically feasible.
  • Automated Individual Decision-making – You can ask us to review any decisions made about you which we made solely based on automated processing, including profiling, that produced legal effects concerning you or similarly significantly affected you.
  • Right to Object to Direct Marketing including Profiling – You can object to our use of your personal data for direct marketing purposes, including profiling. We may need to keep some minimal information to comply with your request to cease marketing to you.
  • Right to Withdraw Consent – You can withdraw your consent that you have previously given to one or more specified purposes to process your personal data. This will not affect the lawfulness of any processing carried out before you withdraw your consent. It may mean we are not able to provide certain products or services to you and we will advise you if this is the case.

We may need to request specific information from you to help us confirm your identity and ensure your right to access the information or to exercise any of your other rights. This helps us to ensure that personal data is not disclosed to any person who has no right to receive it. No fee is required to make a request. Depending on the circumstances, we may be unable to comply with your request based on other lawful grounds.

11. How is personal data secured?
We have put appropriate technical and organisational security policies and procedures in place to protect personal data (including sensitive personal data) from loss, misuse, alteration or destruction. We aim to ensure that access to your personal data is limited only to those who need to access it. Those individuals who have access to the data are required to maintain the confidentiality of such information. We may apply a process called pseudonymisation, de-identification and anonymisation techniques in efforts to further protect your personal data.

If you have access to parts of our websites or use our services, you remain responsible for keeping your user ID and password confidential. Please be aware that the transmission of data via the Internet is not completely secure. Whilst we do our best to try to protect the security of your personal data, we cannot ensure or guarantee the security of your data transmitted to our site; any transmission is at your own risk.

12. How long do we retain personal data?
We retain personal data to provide our services, stay in contact with you and to comply with applicable laws, regulations and professional obligations that we are subject to. Unless a different time frame applies as a result of business need or specific legal, regulatory or contractual requirements, where we retain personal data in accordance with these uses, we retain only the necessary personal data for those requirements for seven years. We will dispose of personal data in a secure manner when we no longer need it.

13. Do we link to other websites?
Our websites may contain links to other sites, including sites maintained by other companies that are not governed by this Privacy Policy. Please review the destination websites’ privacy policies before submitting personal data on those sites. Whilst we try to link only to sites that share our high standards and respect for privacy, we are not responsible for the content, security, or privacy practices employed by other sites.

14. Do we change this privacy policy?
We regularly review this Privacy Policy and will post any updates to it on this webpage. This Privacy Policy was last updated 24th September 2023.