Privacy & cookies

Who we are

Shaping Little Minds Ltd is the data controller for the information described in this notice. That means we are the ones who decide why it is held and what happens to it.

Everything on this page is handled by us directly — there is no department to go through. Our contact details are at the bottom of this page.

What we collect

When you fill in a form on this website, we receive:

• Your name, your email address and your phone number. We ask for the phone number so we can give you a ring: emails sometimes end up in spam or go unread.
• The age band you choose for your child — the range from the list, not a date of birth.
• The venue you are asking about, when the form offers one.
• Which page you sent the form from, so we know what you were reading about.
• How you found us: the answer you pick to “How did you hear about us?”, if you choose to answer — it is optional.
• Where your visit started: the website you came from (just its address, such as google.co.uk — never the page you were on or what you searched for), the page you first landed on, and any campaign label in the link you followed. This only reaches us if you send a form, though our website statistics (last item below) also note the website or advert that brought you to each page. You can switch both off — see “Cookies and tracking” below.
• The basic technical information any website receives, such as your IP address and browser, used to keep the site running and to stop automated spam.
• If we speak on the phone and you agree, we record the call. We tell you at the start, and you can say no, ask us to stop at any point, or ask us later to delete the recording.
• Whether or not you send a form: simple statistics of how you use this website, without cookies — see “Cookies and tracking” below.

This website never asks for your home address or any payment details. If you go on to book a place, those are collected at that point by our booking and payment systems, which have their own security in place.

Your child's information

The only thing this website holds about your child is the age band you select. We do not ask for their name, their school or their date of birth here, and we never collect anything from a child directly — everything comes from you.

We do not send marketing to children and we do not build profiles of them. The age band is used for one thing: working out which session would suit them.

Why we use it, and our legal basis

• To reply to you by phone, WhatsApp or email and answer what you asked — our legitimate interest in responding to someone who has just contacted us.
• To listen back to our phone calls so we can improve how we explain what we do. We remove your name and any details we do not need from the transcript before it is summarised, and then delete the recording and the transcript — our legitimate interest in improving how we talk to families.
• To learn which websites, adverts and recommendations bring families to us, using your answer to “How did you hear about us?” and where your visit started, noted with your enquiry so we know what is worth our time and money — our legitimate interest. You can object at any time: use the link under “Cookies and tracking”, or email us and we will delete it.
• To see how this website is used and make it work better for families, with the statistics described under “Cookies and tracking” — our legitimate interest in improving the website, which you can switch off at any time.
• To send you emails about our classes and available places — your consent, which you can withdraw in one click at the bottom of any email we send.
• To arrange and run a place once you book one — performance of our contract with you.
• To keep the website working, free of spam, and our accounts in order — our legitimate interests and our legal obligations.

Who else sees your information

We do not sell your information and we never share it for anyone else's advertising. We use a small number of suppliers to run the business, and they act only on our instructions:

• Cloudflare — hosts this website, stores our website statistics and runs the check that keeps spam out of our forms.
• HighLevel (LeadConnector) — the customer system where your details are stored so that we can reply to you and send the emails you have asked for.
• Mailgun and Google Workspace — deliver the emails we send and receive.
• WhatsApp (Meta) — when we message you there.
• Anthropic (Claude) — summarises call transcripts, with names and unnecessary details removed first. The recording itself is transcribed on our own devices and never sent to them.
• Apple (iCloud) and Google (Drive) — store call recordings and transcripts in our own accounts until we delete them.

Some of these suppliers are based in the United States. Where your information leaves the UK, it is covered by the safeguards that UK data protection law requires for international transfers.

How long we keep it

If you get in touch and do not go on to book, we keep your details for up to three years from the last time we heard from you, so that we can pick the conversation back up if you return. After that we delete them.

If your child joins us, we keep your details for as long as you are with us and for three years afterwards. Financial records are kept for six years, because HMRC requires it.

Call recordings and their transcripts are deleted as soon as we have written them up, and never kept for more than 30 days. What we keep afterwards is a note of common questions and phrases, with no names in it.

Website statistics are deleted after 13 months.

Cookies and tracking

This website does not use advertising or analytics cookies. There is no tracking pixel on it, and there is no consent banner to click through, because there is nothing here to consent to.

The one thing we store in your browser is a short note in your browser’s session storage of where your visit started (see “What we collect”). It is not a cookie, no other website can read it, it disappears when you close the tab, and it only reaches us if you send a form — then we note it with your enquiry so we can see which websites, adverts and recommendations bring families to us. If you would rather we didn’t, use the link below, or switch on “Do Not Track” or Global Privacy Control in your browser.

We also keep simple statistics of our own about how this website is used, so that we can see which pages help families and where they get stuck. Whenever you leave a page or switch away from it, your browser sends us a short summary, with the date and time. It says which page it was, how long it was on screen, how far down you read, which sections were on screen and for how long, what was pressed or tapped, and how much of any video was watched.

On our forms, it says whether you started one, which questions you moved into or filled in and any that showed an error, the venue chosen, the last question reached if the form was not sent, and how long it took to send. It never includes what you typed. The first summary from each page also notes the website or advert that sent you (not your search words), the rough area your connection comes from (country and postcode district, such as NW6), the type of device, operating system and browser, and your screen width and language. We also note how quickly the page loaded and responded, whether it jumped about while loading, and any technical errors or missing pages.

None of this uses cookies or stores anything on your device (if you switch it off, the only thing kept is a note of that choice). To tell visits apart without knowing who you are, our server mixes your IP address and browser details with a random code that is replaced every day, and keeps only the scrambled result. These statistics never store your IP address, and visits on different days are not linked to each other. People who share an internet connection and the same browser on the same day may be counted as one visitor.

The exception is when you send us a form. We then link everything above from that day to your enquiry. We also copy into these statistics the venue, your answer to “How did you hear about us?”, where your visit started, whether the form went through and a reference to your record in our customer system, so that we can see which pages lead families to get in touch. If you send a form on more than one day, those days are linked through that record. These statistics stay with Cloudflare, our host. They are never shared with advertisers or used to target adverts, and they are deleted after 13 months. The link below, Do Not Track or Global Privacy Control switch all of this off from then on, including the link to any enquiry you send afterwards. To remove what we already hold, just email us.

The only third-party service that runs in your browser is Cloudflare Turnstile, the check that confirms a form was filled in by a person rather than a bot. It does not follow you around other websites and it does not build an advertising profile.

If we ever add advertising measurement — for example a Meta pixel, so that we can see which advert brought a family to us — we will ask your permission first with a banner, and this page will be updated before it goes live, not after.

Don’t measure my visits to this website

Your rights

You can ask us for a copy of what we hold about you, ask us to correct it, ask us to delete it, or object to us using it. You can withdraw your consent to our emails whenever you like. Send us an email and we will sort it out — there is no form to fill in and no charge.

If you are not happy with how we have handled your information, you can complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113. We would much rather you told us first, so that we get the chance to put it right.

Changes to this notice

If we change what we do with your information, we will update this page and change the date at the top. If the change is a significant one, we will tell you by email rather than leaving you to find it here.