Ridesum AB (hereafter ”Ridesum” or ”us”) cares about your personal integrity and about protecting the personal data that we process due to us providing the Service (as defined in our terms and conditions and on All processing of personal data is carried out in accordance with applicable data protection law.

The below policy describes how Ridesum collects and processes your personal data in your role as User of our services or your role as Trainer/Expert (both as defined in our terms and conditions),  as well as the processing of personal data concerning persons present in the background of a video uploaded by a User. We also explain which rights you have as a data subject.

Personal data that Ridesum collects and processes

We collect and process the following personal data about Users and Trainer/Experts: name, e-mail address, age, profile picture and images from captured videos. The personal data is collected and processed at the following occasions:

  • When you submit personal data in connection with creating an account or update a user account connected to the Service.
  • When you contact us (via for example e-mail).
  • Content that you publish, upload and/or contribute with connected to the Service, which without limitation includes:
    • Video captured via streaming in real time;
    • Videos which are uploaded via external media ;
    • Recordings of training sessions carried out via streaming in real time.
  • Technical data, which can include URL through which you gain access to the Service, your IP-address, unique device ID, information about network and computer performance, type of web browser, language and information about identification and operating system;
  • When you manage payments within the Service

If you are a Trainer/Expert, we will also collect and process information about your competence, the geographical area you live/work at (country, region, city, address), your phone number, your teaching language, zip code, account details, names of any potential company that you represent, including the company’s reg. nr,  and other personal data that you upload to the Service, such as a presentation about you, your business, price and profile picture.

If you as a User utilize the Service’s payment function, Ridesum will process the personal data required to enable that function, e.g. customer-ID, order-ID, bank account details, debit card details, payment history (for example transaction amounts and receipts), payment reminders, credit card details (expiration date, CVC-number), as well as the time and date of the transaction.

Ridesum uses third party providers to manage transactions. The terms and conditions for the respective third party payment provider is available at their respective websites.

Furthermore, there may be personal data in the feedback that Trainer/Experts provides during riding sessions that Users of the Service has linked to (see the terms and conditions).

Users may have access to a recording function which enables Users to record a video streamed training session or digital analysis directly in the Service which can then be saved. IIn case of digital training and if the Trainer’s camera function is activated, the Trainer’s picture (in addition to the Trainer’s voice) will be present in this recording. You as a User may also download the recording onto your cell phone. This enables the User to upload the recording onto its social media etc. in these situations you as a is solely responsible for the publishing and distribution of the material.

When a video streaming and recording takes place both Users and Trainers shall use their best efforts to ensure that no other persons are captured on the video in such a way that these persons can be identified. Users and Trainers also have an obligation to inform all other persons in their surrounding that they risk being captured on such recording and that video streaming and recording is taking place. If any person present when streaming/recording takes place have questions about the streaming/recording and/or wants more information in relation to this, the User and/or Trainer shall direct them to Ridesum’s website.

In case there are persons in the background on the recordings in accordance with the above who can be identified Ridesum is also the controller for such personal data. If you know or suspect that you are present in such a recording and have any questions about the data processing, please contact us at

If you have signed up for our newsletter, personal data in the form of your e-mail address and information about if you are a User or Trainer/Expert is processed.


Ridesum uses cookies in the form of Google Analytics provided by Google, which is a tool for web analysis both on the website and in the app. Google Analytics enables us to collect and analyze and follow the traffic via third-party suppliers. We use Google Analytics to receive information about how Users find Ridesum’s website and how they use it. Google Analytics helps Ridesum to enhance Ridesum’s website and ensures that the website meets the Users’ needs.

Google Analytics gives Ridesum access to anonymous information regarding the number of visitors on Ridesum’s website and which pages they visit. We do not disclose any personally identifiable information regarding the use of cookies to any third party. The only information that is disclosed is the information that cannot be connected to individual Users, but can for example concern the number of visitors connected to a certain campaign or other measure. The time that the cookie is stored depends on how often the User visits Ridesum’s website. The Swedish Post and Telecom Authority is the supervisory authority regarding this, please read more about cookies on their website (

Purposes for the processing and legal grounds

We process personal data in order to

  • give you access to the Service,
  • contact you when needed, and to inform you about important updates to the Service
  • administer and support the service,
  • send out newsletters
  • communicate regarding your activities in the Service, such as reminder about bookings
  • ensure the technical functionality for the Service and to prevent usage of the Service in violation of the terms and conditions,
  • fulfil legal obligations,
  • manage transactions in relation to the Service,
  • continuously develop the Service.

Furthermore, we will collect some depersonalized demographic statistics about the Users, that we communicate to ad buyers.

The legal grounds for the processing of personal data, are that we shall be able to fulfil our agreed obligations regarding the Service, legitimate interest and consent.

Video of “background persons” is processed for the purpose of providing the Services to Users based on a balancing of interest where Ridesum’s legitimate interest is to provide the Services to its Users.

The information that is collected in connection with signing up for a newsletter is processed in order to send the newsletter to you and customize the content depending on your usage of the Service. The legal basis is to fulfil the agreement that has been entered into in connection to signing up.

Ridesum continuously develops the Service to provide the best possible experience. In order to develop the Service, Ridesum can use recordings and analysis results from digital analyzes to improve the algorithms that form the basis of the analyses. By using the Service, you grant Ridesum the right to use video material and other material and information that you specify that contains personal data to develop the service.

With whom will we share your information?

Ridesum may transfer your personal data to suppliers that provide services for Ridesum in order to carry out the services connected to the processing above. These recipients only have the right to process your personal data on Ridesum’s behalf in connection with carrying out a service for Ridesum. Ridesum takes all reasonable legal, technical and organizational measures to ensure that your data is handled securely and with an adequate level of protection with transfer to or sharing with such selected third parties.

Ridesum may also disclose your personal data to authorities if we are obliged to do so under law. In case whole or parts of Ridesum’s business is sold Ridesum may transfer your personal data to a potential buyer of the business.

Where do we process your information?

Your personal data will be processed within EU/EEA but will also be transferred to countries outside EU/EEA to suppliers which on behalf of Ridesum carries out services in accordance with the above. If Ridesum decides to use suppliers that processes data outside EU/EEA Ridesum has taken appropriate security measures in order to protect your personal data by ensuring that the recipient of the personal data has signed an agreement ensuring that the data is processed in accordance with the GDPR.

Links to other websites

You should be aware that Ridesum’s website may contain links or references to other websites which are controlled by a third party and where your personal data may be collected outside our control. Ridesum consequently disclaims any liability due to such processing on external websites. Please read the privacy policy on the website in question.

Personal data that you share with Trainer/Experts

Ridesum is not the controller of personal data processed by Trainers/Experts, due to you sharing of personal data with a Trainer/Expert. Ridesum disclaims all liability due to such processing.

Deletion of personal data

Ridesum does not save the personal data longer than necessary considering the purposes of the processing, unless the data must or can be stores longer under applicable law.

Video captures via streaming in real time that is not recorded, is not stored by Ridesum.


The content of this privacy policy may change when Ridesum deems it to be necessary or appropriate. Such changes will be shown at If significant changes are made the policy will also be communicated to you via e-mail.

Who is the controller?

Ridesum AB, reg. no. 559146-4192 with address Mårdvägen 30, 141 40, Stockholm, Sweden is the controller for the processing of personal data contained in this policy unless otherwise stated. This means that we are responsible to ensure that the personal data is processed correctly and in accordance with applicable data protection law.

If you have any questions regarding Ridesum’s processing of your personal data, please contact us at

Your rights as a data subject

Data subjects have the right to know what personal data regarding data subjects that we process. A data subject also has the right to request that wrongful or incomplete personal data about him or her is rectified or that we erase this personal data (for example if the personal data are no longer necessary for the purpose or if a consent is withdrawn). Data subjects furthermore have the right to object to certain processing of personal data and request that the processing of personal data is restricted. Finally, the data subjects have the right to receive such personal data that they have provided in a machine-readable format and to transmit those data to another controller.

A restriction or erasure of personal data could however mean that we do not have the possibility to fulfil our obligations.

If you have objections or complaints regarding how we process your personal data you have the right to contact or file a complaint with the Swedish Data Protection Authority which is the supervisory authority for our processing of personal data.

If you have questions or complaints regarding how we process your personal data or a request to exercise your rights in accordance with the above, please contact us via e-mail at or via mail to the address above.