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Back in Action, Privacy, GDPR & Cookies

Customer trust is our biggest asset...
Updated policy after EU GDPR Rules; May 2018

Back in Action is a family firm established over 30 years ago. We are ethically and passionately against the distribution of personal data. We have never passed on personal data to an outside company for marketing purposes.

Recent laws have been introduced in order to force other companies to follow our already high standards, and these new laws are called GDPR.

Customer trust is our biggest asset, and if you'd like to see what our clients think of us please visit Trustpilot. Back in Action have been compliant with the intention of the new rules for many years, and we are delighted to be able to confirm some minor changes so that you can know what we do with your data.

“Couldn't believe the excellent service we received from Back in Action. From the user friendly web site to the next day delivery, everything was faultless (good product as well!!!). Would highly recommend.”
Mrs Diane Woodcock - click here to read more


Back in Action is committed to ensuring that your privacy is protected. This privacy policy sets out how Back in Action uses and protects any information that you give us when you use this website.


We are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure, we have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information we collect.


If you believe that any information we may be holding on you is incorrect or incomplete, please write to or email us as soon as possible, at THIS address:

Back in Action
43 Woodside Road
AMERSHAM on the Hill

We will promptly correct any information found to be incorrect.

“After having a session on a Mobiliser at your Bristol office I had the best nights sleep for months & months. I have rented one for a month, if only after one session it gave results like that, myself and my partner are really looking forward to the forthcoming benefits. After this morning's session I'm already feeling rejuvenated.”

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.

Payment Processing

We understand some people are wary of entering Credit Card details into online orders. Our web site therefore has a unique feature whereby you can fully complete a web order without making payment, and then conclude payment with one of our staff after checking the order is right for you etc.

Telephone payments are processed via HSBC - reputable payment processors. 
If you purchase on-line you can choose to provide your payment information to trusted payment platforms such as Paypal.  We will not get to see your card details. (NB You should rely on the payment bodies privacy policy).

Payments made over the telephone or instore require us to process your payments and store your payment data.  We do not keep this data in electronic format but do hold paper copies which we keep secure for the timescale defined HMRC, currently six years after which they are securely destroyed.

Information you give us

Should we ask you to provide certain information by which you can be identified when using this website, then you can be assured that it will only be used in accordance with this privacy statement.

We may change this policy from time to time by updating this page. You should check this page to ensure that you are happy with any changes. This policy is effective from May 2018.

“Thank you so much for your fantastic service! It was a pleasure speaking with such a professional, knowledgeable and friendly person. Having had terrible experiences trying to purchase the same products elsewhere (tired and emotional at 38 weeks pregnant!) it was a breath of fresh air to deal with someone who made promises they could keep - everything came when you said it would and you called when you said you would. Thanks again.”

What we collect

If you make a purchase:  We will require your personal details including name, address, and a minimum of either telephone or email.  The information about which pages of our web site you visited at the time of your order are filed with your order. If you don’t want us to know which pages you visited simply close that option when ordering.

If you make a general or specific enquiry from us:    If you choose to provide it, then in order to facilitate communications with you we will record personal details such as your name, email address, postal address and telephone number either from information that you have given us whilst using the website or from any personal correspondence with us, including our enquiry system and emails. Information about which pages of our web site you visited at the time of your enquiry are filed with your enquiry. If you don’t want us to know which pages you visited simply close that option when ordering.

We also automatically collect information, but not personal details as per the last paragraph, about your visit to our site using Google Analytics. This information is used to make your visit to our site more efficient, and to help us follow browsing preferences on our site so that we can make regular improvements.

Legitimate Interest:  What we do with the information we collect and why we keep it.

Let’s face it Back in Action is not an ordinary retailer.  Many of our clients are attempting to recover from extreme back pain, and for them we run a consultancy system that allows them to get e-based advice and guidance 24/7.

The prime use of this system is to support users of our exceptional Mobiliser system. This is an example of a genuinely valuable use of email tracking and cookies ... we can see if Mobiliser users received our last piece of advice, and if it is essential advice that might be missed we can resend or call them. By this system we help thousands of people a year to recover after years of pain.

As you can see, not all uses of cookies and personal data storage are troublesome or inappropriate. The new GDPR rules mean that every company must analyse whether the storage of personal data is of legitimate interest to either customers or the company, hopefully both.  Our analysis is that we both have a legitimate need for retaining data that could not be achieved by other means.  That’s why we are stating below what we consider to be legitimate interests for each reason for requesting, using and holding personal data.

In general we use and require your personal information to understand your needs and provide you with a better service, and in particular for the following reasons:

  • We will not sell, distribute or lease your personal information to third parties for their marketing purposes.

  • We will use your personal details in order to respond to your queries about the services we provide.

  • We will use your personal details for fulfilment of your order and to manage any future service issues.

  • We will provide some data to delivery companies: EG For items requiring delivery we will pass on the minimum details necessary to our carefully selected delivery suppliers. This is done for the sole purpose of completing a smooth delivery and would typically include; details of items ordered, your name, address, email and telephone number. Our standard delivery suppliers include: Clarks of Amersham, DPD, and Interlink.   To provide you the best service we will from time to time make use of other delivery companies. Please be aware that delivery companies themselves sometimes subcontract and if you wish to prevent your personal data being passed to delivery companies please order in store and collect items in person.  By ordering items for delivery you must accept your private data being passed to delivery companies.

  • We will use your personal details for internal record keeping.  Your personal Data can be accessed by people working for Back in Action including our IT system providers, SAV. Their privacy policy can be seen here.

  • We may use the information to improve our products and services.

  • We will occationaly request your feedback via trusted review site Trustpilot, who's privacy policy can be found on their website.

  • If you sign up for our newsletter may periodically send promotional emails about new products, special offers or other information which we think you may find interesting using the email address which you have provided. To sign up please CLICK HERE.

  • We preserve your personal data and its link to the products you have purchased from us, and subsequent correspondence and events, in order that we can assist you with future advice, spare parts and service requests for the conceivable lifetime of the product. Many of the products supplied 30 years ago are still being used today and customers sometimes need replacement components to retain function – which we are pleased to provide whenever possible.  We will also use this information to offer you, from time to time, good advice regarding the longevity of your product. Should the product reach a stage where the spares are not readily available we may contact you to advise on methods of retaining the products benefits to you, including if appropriate identifying similar or alternative items.

  • If you would like to limit the amount of time that we keep your personal data related to purchases then we will on request delete your personal data. You will rely in future on your receipt [of purchase] to find details about your product.   If you choose this option please remember that only your original receipt can be used for future comms.


“All in all, I'm not sure how I would ever have coped without Back in Action. At a time when no one understood my pain they stepped in and supported me through a difficult time. I have recommend them endlessly to people I know with bad backs and always will. Their service, products and advice are second to none and if I didn't have a job I so enjoyed already, I might be making an application to be a salesperson!!”

How we use cookies

We occasionally issue session cookies when strictly necessary for the operation of the website.

We use Google Analytics, which will issue cookies to help track how visitors use our website. This helps us monitor which pages you find useful and which you do not, and helps us make improvements to this website. These do not hold any personal information. Further information on Google Analytics and Privacy can be found here:

We also use Google AdWord remarketing on the Back in Action website. This is a type of advertising that provides you with a selection of Back in Action products when you visit other carefully selected websites. This will take the form of banner advert that will show you products we think you might be interested in based on your browsing history on the Back in Action website. The technology used to make this happen in based on cookies. We would like to continue to display content that is relevant to you, but you can choose to opt out of Google’s use of cookies by visiting the Ads Preferences Manager

Third party services such as YouTube, Google Maps, Twitter, Facebook, Trustpilot, product demonstrators and product configurators may also issue cookies.

You can find out more about what cookies are, how to control them and delete them here: 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.

Information Requests

You may request details of personal information which we hold about you under the GDPR Regulations 2018. If you would like a copy of the information held on you please write using the contact page of this website.

Email tracking

As we said above ... Many of our clients are attempting to recover from extreme back pain, and we run a consultancy system that allows them to get e-based advice and guidance 24/7.

The prime use of this system is to support users of our exceptional Mobiliser system. This is an example of a genuinely valuable use of email tracking and cookies ... we can see if mobiliser users received our last piece of advice, and if it is essential advice that might be missed we can resend or call them. By this system we help thousands of people a year to recover after years of pain.

Our newsletters employ tracking so that we can monitor at an individual level whether a recipient has opened the email and what content they have clicked on. We only send our newsletter to recipients who have signed up to receive it. Recipients are able to easily unsubscribe from the newsletter if they wish.

Written Records

Hard copies of purchase transactions, VAT forms and cc receipts from telephone or instore sales are filed temporarily at the relevant store and regularly transferred to HQ at Amersham where they are stored in a locked room. When records reach seven years they are shredded by a secure authorised company.   After that point we can still access your data to help with product service unless you have requested us to delete your data as above.

Call Recording

Please note that calls to our shops may be recorded for training and quality purposes.

The real value of Back in Action

Hopefully you are reassured that we are a trustworthy place to order from.

If you would like to know about our star products or to read what our clients say about us on an independent review site please see the links below.

Click here for Trust Pilot Reviews

Click here for Star Products

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