Apex Coach privacy policy

Updated 4 October 2026 · michael@theapexai.com.au

• Your training data lives on this phone. Everything you enter — profile, injuries, workouts, weigh-ins, food and water logs — is stored on this device. There is no Apex Coach account and nothing to sign up for, and your training data is not sent to us - we do not run a server that collects it. The sections below set out what does leave the phone, why, and what triggers it. Some of it moves only when you ask; some happens automatically as part of how iOS and the App Store work, and those are called out where they apply.

• Refer a friend (version 1.1 and later). If you open the referral feature or enter a friend's code, the app sends your anonymous purchase identifier — the random ID the payment system already uses, with no name attached — to our referral service, which stores it alongside a share code, any code you claim, and whether a referred subscription went on to a paid month. That is the entire record: no training data, no health data, no name, no email, and nothing is used for advertising. It exists so free months can be granted to both sides of a referral. If you never open the referral sheet and never enter a code, nothing is sent.

• Apex Athletes (version 1.2 and later). A creator the owner has approved by hand gets a named code. Opening the athlete view sends the same anonymous purchase identifier as the referral feature and nothing else; the service answers with counts and dollars only — how many referred members paid, and what that earned. An athlete never receives a member's identity, device, purchase record, health data or food log, from the app or from us. Applying to be an athlete happens on our website, not in the app: the name, handle, ABN and payout details a creator gives us there are held by the business for the programme and its tax records, never on this phone and never alongside any member's data.

• Your age, and what it is used for. Setup asks your age. It is stored on this phone with the rest of your profile. It is not part of the summary sent to your AI provider if you switch the AI coach on, and Apex never sends it anywhere itself - but it is part of your profile, so it is included in an iCloud backup and in any data export you choose to share (see below). Apex uses it for four things — to check you meet the 18 and over minimum; to estimate the energy your body uses at rest, which sets your calorie and macro targets; to estimate your maximum heart rate so your heart-rate zones can be shown (an estimate from age, never a measurement, and individual maximums vary); and, from 55, to open your programme more conservatively with longer warm-ups and no training to failure. You can correct your age in Edit profile; the 18 and over minimum applies there too.

• Progress photos and form-check videos you save, and any meal photo you choose to keep, are stored locally on this device, the same as everything else. Apex Coach never uploads them anywhere and never uses them to train anything. If you have iCloud Backup switched on, iOS includes them in that backup like other app files (see below). One of them leaves the phone only on your own explicit tap: sharing it, or asking your AI provider for a read of that one photo from the photo's own screen — and what your provider does with a submitted photo is governed by their terms, not ours (see below). (The machine scanner is a separate, unsaved capture — see below.)

• Apple Health is read with your permission and used on this device: sleep and its stages, heart rate, resting heart rate, heart rate variability, heart-rate recovery, respiratory rate, wrist temperature, workouts, steps, active energy, cardio fitness (VO2 max), time in daylight, bodyweight, body fat, waist, water, and any food energy, protein, carbohydrate or fat you log in other apps. Apex Coach writes one thing to Apple Health, only from version 1.2.5 and only if you turn on Save my sessions to Apple Health in Settings: the gym sessions you bank, saved as workouts - never a food, weight, blood pressure or glucose entry. Delete a saved workout in the Health app at any time. Apex Coach never uses your health data for advertising.

• Blood pressure and blood glucose, only if you bring them in. Two ways, both off until you choose one. IMPORT (version 1.2.4 and later): in the Health Centre you can import a blood pressure export file from your monitor's app (an OMRON connect CSV). Apex Coach keeps the readings, their times and the device name, and discards the file's own flags and verdict columns on import. READ FROM APPLE HEALTH (version 1.2.5 and later, only if you turn each one on in the Health Centre): Apex Coach reads blood pressure readings, the pulse saved beside them, and blood glucose readings that your monitor's or meter's app has saved to Apple Health. Either way it shows each reading as it was recorded — the numbers, the time, the unit and the app that saved it — draws them over time, and marks where your training blocks began and the days you trained. It does not interpret readings, does not set targets, ranges or alerts, does not send them to the AI check-in or anywhere else, never reads your cuff's own rhythm flags, and never writes a reading back to Apple Health. If you type a number of your own to draw a line across the blood pressure chart, that number is yours alone: it stays on this phone with the readings, Apex Coach never suggests one and never compares a reading to it. They stay on this phone in the app's storage. Apex Coach never puts a Health reading into iCloud itself — its iCloud use is the League's scoreboard, which carries no Health reading; a copy is inside your device's own iCloud backup only if you have iCloud Backup switched on, like everything else the app stores, and inside a data export only when you make one.

• iCLOUD BACKUP, if you have it switched on. Apex Coach stores your data in the app's own storage on the phone, and iOS includes app storage in your device backup unless an app opts out. Apex does not opt out, deliberately: it means that if you lose or replace your phone, restoring it brings your training history back with it. So if iCloud Backup is enabled on your device, a copy of your Apex data - profile, history, logs, the medications you track and the doses you log, saved photos and videos, and your AI provider key if you have entered one - is held in your own iCloud account under Apple's terms, not ours. We cannot see it. You control it in iOS Settings, where you can turn iCloud Backup off entirely or exclude Apex Coach from it.

• YOUR CREW stays on this phone. Tagging a training partner on the finish screen records their name here and counts the sessions you did together. That is all it is: a name you typed and your own logged sessions, read on this device. Nothing about your crew is sent anywhere, and the people you tag are not contacted, invited or looked up. The league, described next, is the one feature that will share anything between phones — its section says exactly what travels before it does, and nothing about your crew tags is part of it.

• THE LEAGUE, only if you create or join one. A league is a private weekly scoreboard between you and people you invite by link — up to a hundred of them, never the public. Joining one writes a single row for your week, and this is the whole of that row: your first name as you typed it, the Monday date of the week, your points that week, sessions logged that week, your training streak in weeks, your calorie-goal streak in days, your total weeks won, your tier name, a format number, a timestamp, and the anonymous identifier iCloud uses for your account — never your email or phone number, which the app does not have. The calorie-goal streak is a count of days you landed near your calorie target from your own in-app food log; the calories themselves never travel. No Apple Health reading is in the row. A weigh-in does not count toward your weekly league points. Your tier comes from your lifetime Apex points, which can include weigh-in and protein-target points calculated using weights read from Apple Health. The row is stored in iCloud, in a space shared only with your league's members, hosted by Apple under your own iCloud account; we run no server for it and cannot read it. Leaving a league removes it from this phone; rows you already posted stay with the league until its owner removes them or deletes it. Leagues switch on per version of the app: where the feature is off there is nothing to create or join, and where it is on nothing travels until you create or join one yourself. The notice ships either way, so it says exactly what travels before anything does — and if you never create or join a league, nothing is ever sent.

• THE AI COACH, only if you switch it on. The AI coach is off until you enter your own API key. Turn it on and a compact summary is sent to whichever provider that key belongs to — Anthropic, OpenAI or Google, whichever you chose — to write your check-in. Nothing is sent to an AI unless you enable it, and your key is stored on this device. Before the app takes you to get a key, it shows you what your provider may do with what you send and records the time you tapped I understand.

• That summary contains: your first name, goal and sport, the injury labels you selected, whether you told Apex your appetite is being treated and its loss-rate reading, your recent sessions and the lifts in them (including any notes you typed on them), the weekly message you type or dictate to the coach, your answer to the check-in's protein question, your bodyweight readings and target, your weight trend, a count of your progress photos (never the photos), your food-log and water averages if you keep them, and — only if Apple Health is connected — weekly summary numbers: average sleep hours, average daily steps, average resting heart rate and HRV, and a count of watch workouts. Averages, counts and weekly totals only. It does not contain your detailed Apple Health records, your photos or your videos. When your key is a Google key, the summary leaves out your first name and whether your appetite is being treated.

• COACH CHAT, only if you open the Coach tab and send it a message — a separate feature from the weekly check-in above, on the same key. Apex checks each message against a fixed set of rules before it goes anywhere. A message that matches — about a medicine, a dose, a red-flag symptom, an eating-disorder signal or a medical condition — is answered on the phone and is not sent to your AI provider. Everything else, including an everyday food or training question, is sent to whichever provider your key belongs to: your typed message and the earlier messages of the same conversation, the day and time on your phone, today's kcal, protein, carbs and fat targets and what is left of them, the names and amounts of the foods you have logged today, the names and usual amounts of the foods you log most, the names of your saved meals, your next session's name and whether you have trained today, your saved diet, allergen and dislike preferences, and, when the newer Coach chat is switched on, whether your goal is to cut, maintain or gain, whether your weight has been trending up, flat or down (a direction, never a weight), the names of the first three lifts in today's session, the foods you ruled out and the names of the ideas you logged in your last three chats, and, only when you ask about your training, recovery or progress, the part of your log that question needs: the lifts, sets, reps and loads of the session you ask about and your recent sessions of that lift, your personal bests, your weekly training volume, your water log, whether your weight is trending up, flat or down, and, if Apple Health is connected, your weekly averages for sleep, steps, resting heart rate and HRV, and last night's sleep with its deep, core, REM and awake time, and last night's HRV and resting heart rate — never your name, age, a weight reading, your dietitian's plan, a blood pressure or glucose reading, or anything the question did not need. The diets, allergies and dislikes you save for it are stored on this device like the rest of your settings and ride the same iCloud backup, whether or not you ever open the tab.

• Vitamins and minerals from foods you log (for example iron, calcium, potassium) may be sent to the AI Coach so it can comment on your intake.

• If Apple Health has body-fat readings, your weekly change in fat mass and lean mass (a trend over about four weeks, never a single reading) may be sent to the AI Coach so it can judge progress by fat lost, not just weight.

• Details you send through our website enquiry forms go to Michael by email and are only used to reply to you. Athlete applications are used as set out in the Apex Athlete terms.

• The machine scanner, the plate reader, the label reader, the scan reader and the program reader are the others. When you point the camera at a piece of gym equipment, at a meal to estimate its nutrition, at a nutrition panel, at a body-composition report (an InBody, Evolt, Renpho or DEXA printout) to read its figures, or (version 1.2.5 and later) at a printed training program to transcribe its sessions, sets, reps and loads, that single photo is sent to the same provider to be read, and is not stored — with one exception you control: on a meal read, KEEP THE PHOTO on the review saves a small copy (256 pixels) on this device with that meal's food-log rows, deleted when they are, and never uploaded by Apex Coach. It is off until you turn it on. Everything else only ever happens on the tap that takes it; a meal read is an estimate and a panel, report or program read is a transcription, and every one of them is yours to edit before anything is logged. A body-composition report may show your name, age, height or sex — the reader is told to ignore those, and the app has nowhere to keep them. A printed program may carry the name of whoever wrote it — the reader is told to leave it out, the app has no field for it, and everything the reader returns is shown to you to edit or delete before it is saved.

• SAY IT OR TYPE IT, only on the tap that reads it. On the add-food sheet you can type what you ate, or say it with your keyboard's mic key. With no key, or under 18, it is read on this phone against your own food log and the bundled food table, and nothing is sent anywhere. With a key and 18 or over, what you type or say is sent to your own AI provider, with nothing else, to be split into foods — unless it mentions a medicine, a dose, a red-flag symptom, an eating-disorder signal or a medical condition, in which case it is read on the phone and not sent. Your keyboard's own dictation is Apple's, under Apple's terms. Nothing is logged until you tick the foods and tap LOG.

• THE SESSION REPLY, only when you have entered a key. After you save a session, the facts the app worked out from it — your personal bests, your biggest gain and any lift that went down, with their sets, reps and loads — and the note you wrote are sent to whichever provider your key belongs to, with nothing else, so your coach can write your session reply. With no key, the app writes the reply on the phone and nothing is sent; if the reply fails, the phone's own version is shown. Session replies can be turned off in Settings.

• The amount card and the session reply above are the two AI paths that run without their own tap. The amount card: when you have entered a key and add a food Apex has no household unit for, the food's name and nothing else is sent to the same provider once, to ask what one of it usually weighs, and the answer is kept on this device and always shown as an estimate.

• Those companies are overseas and handle the request under their own terms and privacy policies, not ours. Worth knowing specifically: on Google's unpaid AI Studio tier, Google's terms say submitted content — including a photo you ask it to read — may be used to improve their models, with possible human review. Paid keys are not used that way. Every other part of the app works without a key, so if you would rather nothing went to an AI provider at all, do not enter one. That switches off the AI paths above; it does not affect the subscription check, the update check, crash reports or an iCloud backup, which are described in their own sections.

• FOOD LOOKUPS. Searching for a food or scanning a barcode queries Open Food Facts, the free public food database. Your search text or the barcode travels to it — nothing else, and no account or identity goes with it.

• SUBSCRIPTIONS. Purchases are processed by Apple. To know whether Apex Pro is active, the app checks with RevenueCat, a subscription service that receives your App Store receipt, an anonymous member ID and basic device information when the app runs — never your name, health data, workouts or logs. The subscription itself is held by Apple and RevenueCat. The app also keeps a small note on this phone of whether Pro was active and when it last checked, so it opens correctly when you have no signal.

• APP UPDATES. When the app starts it asks Expo's update service whether a newer version of the app's own code is available, and downloads it if there is one. That request carries the app's version and platform and an installation identifier generated for updates — no account, no health data, and nothing you have entered. This is one of three things that happen without you asking: the subscription check above, this update check, and crash reports, next.

• CRASH REPORTS. If the app crashes, or hits an error it cannot recover from on its own, it sends a crash report to Sentry, a crash-reporting service run by Functional Software, Inc. in the United States, so we can find and fix the fault. This happens automatically, without a tap. It also tells Sentry when a session starts and ends, so we can see how often the app crashes. A report holds technical details only: what went wrong and where in the app's code, the app version, your phone model and iOS version, a random identifier for this installation, and a short record of the app's own steps just before the fault, with anything that looks like a personal or health value removed before it leaves the phone. It never holds your name, email, health data, weigh-ins, food log, photos or videos, and we have switched off screenshots and screen recording. Like any internet service, Sentry sees the connection's IP address when a report arrives; the app does not add it to the report. Reports are used only to fix faults, never for advertising, and Sentry keeps them for up to 90 days under its own terms and privacy policy.

• Sharing a session summary, photo or video uses the iOS share sheet — where it goes is up to you.

• Deleting the app deletes everything it stored on this phone — profile, history, photos, logs and your crew. One thing is not on this phone and is not removed by deleting it: anything already in an iCloud backup, which lives in your own iCloud account and is managed in iOS Settings. Your Apple subscription record and the anonymous member ID above are held by Apple and RevenueCat and survive deletion; that is what makes Restore Purchases work. Manage or cancel the subscription itself in your Apple Account settings.