Altura Performance

Privacy Policy

Effective Date: May 23, 2026

This Privacy Policy describes how Altura Performance (“Altura,” “we,” “us,” or “our”) collects, uses, and shares information about you when you visit our website, purchase our products, or use any services we offer. By using our website or services, you agree to the practices described in this policy.

1. Information We Collect

1.1 Information You Provide Directly

We collect information you give us when you:

• Place an order — name, email address, shipping address, phone number, and payment information (payment card data is processed by our payment processor and is not stored on our systems)
• Create an account or subscriber profile — email address, password, and any profile details you choose to provide
• Complete our product recommendation quiz — your responses to questions about altitude experience, activity type, and goals
• Sign up for email communications — email address and any preferences you indicate
• Contact us — the content of your message and any contact details you include
• Participate in surveys, promotions, or feedback requests

1.2 Information We Collect Automatically

When you visit our website, we automatically collect certain technical and usage data, including:

• Device and browser information (browser type, operating system, device type)
• IP address and approximate location derived from it
• Pages visited, time spent, links clicked, and other browsing behavior on our site
• Referring URL (the site or link that brought you to ours)
• Cookie and tracking technology data (see Section 6 for details)

1.3 Information from Third-Party Services (Optional, Opt-In Only)

Altura offers optional member services — including a personalized daily briefing and performance dashboard — that integrate with third-party fitness and wearable platforms such as Garmin, Strava, Whoop, and Oura. These integrations are entirely separate from your standard Altura account and product purchases.

If you choose to enroll in these optional services, you will be directed to connect your third-party accounts and authorize data sharing directly with those platforms. Each platform operates under its own privacy policy and terms of service, which govern how your data is collected and handled by that platform.

Only if you explicitly authorize a connection does Altura receive any data from these platforms. The data we may receive in that case includes performance and physiological metrics relevant to altitude readiness — such as heart rate variability, sleep scores, and activity data — as provided by the platform and permitted by your authorization. You can revoke this authorization at any time through your account settings or through the third-party platform directly.

Altura does not independently collect, access, or infer health or fitness data outside of what you explicitly authorize through these opt-in integrations.

2. How We Use Your Information

We use the information we collect to:

• Process and fulfill your orders, including shipping and customer service
• Create and manage your account
• Send transactional communications — order confirmations, shipping updates, and receipts
• Send marketing emails and product updates, if you have opted in (you can unsubscribe at any time)
• Provide product recommendations through our quiz and other tools
• Personalize your experience on our website and in our communications
• Deliver optional member services you have enrolled in, including personalized briefings based on data you have authorized us to receive from third-party platforms
• Improve our products, website, and services through analytics
• Comply with legal obligations and enforce our terms
• Protect the security and integrity of our systems and users

3. How We Share Your Information

We do not sell your personal information. We share your information only in the following circumstances:

3.1 Service Providers

We share information with vendors and service providers who perform functions on our behalf, including payment processing, order fulfillment and shipping, email delivery, website hosting, and analytics. These providers are contractually required to use your information only to perform services for us and to protect it appropriately.

3.2 Third-Party Platform Integrations

If you authorize a connection to a third-party fitness or wearable platform, data flows between Altura and that platform only as you have authorized. We do not share your data with these platforms beyond what is necessary to establish and maintain the connection you have requested.

3.3 Legal Requirements

We may disclose your information if required to do so by law, regulation, or legal process, or if we believe disclosure is necessary to protect our rights, protect your safety or the safety of others, or investigate fraud.

3.4 Business Transfers

If Altura is involved in a merger, acquisition, or sale of assets, your information may be transferred as part of that transaction. We will notify you via email or a prominent notice on our website if your information becomes subject to a different privacy policy.

4. Data Retention

We retain your personal information for as long as necessary to fulfill the purposes described in this policy, including maintaining your account, fulfilling legal obligations, resolving disputes, and enforcing our agreements. When data is no longer needed, we delete or anonymize it.

If you request deletion of your account, we will delete or anonymize your personal data within 30 days, except where retention is required by law or legitimate business necessity (such as transaction records for tax purposes).

5. Your Choices and Rights

5.1 Marketing Communications

You may opt out of marketing emails at any time by clicking the unsubscribe link in any email we send. Opting out of marketing does not affect transactional communications related to your orders or account.

5.2 Account and Profile Data

You may access, update, or correct your account information by logging into your account or contacting us at the address below. You may also request deletion of your account and associated data at any time.

5.3 Third-Party Integration Data

If you have authorized a connection to a third-party fitness or wearable platform, you may revoke that connection at any time through your Altura account settings or through the third-party platform. Revoking authorization stops future data sharing; it does not automatically delete data already received. To request deletion of previously received integration data, contact us directly.

5.4 Cookies

Most browsers allow you to control cookies through browser settings. Disabling cookies may affect some functionality on our website. See Section 6 for more detail.

5.5 California Residents — Full CCPA Disclosure

This section applies to residents of California and supplements the rest of this Privacy Policy. It is provided pursuant to the California Consumer Privacy Act of 2018 and its amendments, including the California Privacy Rights Act of 2020 (collectively, “CCPA”).

Categories of Personal Information We Collect

In the preceding 12 months, we have collected the following categories of personal information:

• Identifiers — name, email address, shipping address, IP address, account username
• Customer records — billing address, phone number, purchase history
• Commercial information — products purchased, order history, quiz responses
• Internet or other electronic network activity — browsing behavior on our site, pages visited, links clicked, cookie data
• Geolocation data — approximate location derived from IP address
• Inferences — product preferences and recommendations drawn from quiz responses and purchase history
• Health or fitness data (only if you have explicitly opted into a third-party integration and authorized data sharing) — physiological and performance metrics received from platforms such as Garmin, Strava, Whoop, or Oura, solely as authorized by you

Sources of Personal Information

We collect personal information directly from you (when you place an order, create an account, complete our quiz, or contact us), automatically through your use of our website (via cookies and analytics tools), and, where you have explicitly authorized it, from third-party fitness and wearable platforms through opt-in integrations.

Business or Commercial Purposes for Collection

We collect personal information for the purposes described in Section 2 of this policy, including order fulfillment, account management, marketing communications (where opted in), service personalization, analytics, legal compliance, and security.

Categories of Third Parties with Whom We Share Personal Information

We share personal information with the following categories of third parties, as described in Section 3:

• Service providers — payment processors, shipping carriers, email marketing platforms, website hosting and analytics providers
• Third-party fitness and wearable platforms — only to the extent necessary to establish and maintain integrations you have authorized
• Legal and regulatory authorities — when required by law
• Successors in the event of a business transfer

Sale or Sharing of Personal Information

Altura does not sell your personal information and has not done so in the preceding 12 months. Altura does not share your personal information with third parties for cross-context behavioral advertising purposes.

Your Rights Under the CCPA

As a California resident, you have the following rights:

• Right to Know — You may request that we disclose the categories and specific pieces of personal information we have collected about you, the categories of sources from which it was collected, the business or commercial purposes for collection, and the categories of third parties with whom it has been shared.
• Right to Delete — You may request that we delete personal information we have collected from you, subject to certain exceptions (for example, information needed to complete a transaction, comply with a legal obligation, or detect security incidents).
• Right to Correct — You may request that we correct inaccurate personal information we hold about you.
• Right to Opt Out of Sale or Sharing — You may direct us not to sell or share your personal information. As noted above, we do not sell or share personal information for cross-context behavioral advertising, so no opt-out action is required.
• Right to Limit Use of Sensitive Personal Information — If we use sensitive personal information (such as health or fitness data received through opt-in integrations) for purposes beyond those permitted under the CCPA, you have the right to limit such use. We use sensitive personal information only to deliver the services you have requested.
• Right to Non-Discrimination — We will not discriminate against you for exercising any of your CCPA rights. We will not deny you goods or services, charge you a different price, or provide a different level of quality because you exercised a right under the CCPA.

How to Submit a CCPA Request

To exercise your rights under the CCPA, contact us at:

• Email: hello@alturaperformance.com
• Mail: 2127 Elderberry Road, Golden, CO 80401

We will acknowledge receipt of your request within 10 business days and respond substantively within 45 days. If we require additional time (up to 90 days total), we will notify you of the extension and the reason. We will verify your identity before processing your request. We will not require you to create an account to submit a request, but we may need sufficient information to verify your identity and locate your records.

Authorized Agents

You may designate an authorized agent to submit a CCPA request on your behalf. To do so, provide written authorization signed by you, or a power of attorney. We may still contact you directly to verify your identity before processing the request.

Financial Incentives

We do not offer any financial incentives, price differences, or service differences in exchange for the collection, retention, or sale of personal information.

Shine the Light

California Civil Code Section 1798.83 permits California residents to request certain information about our disclosure of personal information to third parties for their direct marketing purposes. As noted above, we do not sell or share personal information for third-party direct marketing purposes, and therefore no such disclosure has occurred.

6. Cookies and Tracking Technologies

We use cookies and similar technologies to operate our website, remember your preferences, and understand how visitors use our site. Types of cookies we use include:

• Essential cookies — required for the website to function, including shopping cart and account session management
• Analytics cookies — help us understand traffic patterns and how visitors interact with our site (for example, Google Analytics)
• Marketing cookies — used to serve relevant advertising and track campaign performance, if applicable

You can manage cookie preferences through your browser settings. Some regions may also be presented with a cookie consent banner when visiting our site.

7. Data Security

We implement reasonable administrative, technical, and physical safeguards to protect your personal information from unauthorized access, disclosure, alteration, or destruction. Payment card information is processed by a PCI-compliant payment processor and is not stored on our servers.

No security measure is perfect. We cannot guarantee the absolute security of your information, and we encourage you to use a strong, unique password for your account and to contact us immediately if you suspect unauthorized access.

8. Children’s Privacy

Our website and products are intended for adults 18 years of age and older. We do not knowingly collect personal information from children under 13. If we learn that we have inadvertently collected information from a child under 13, we will delete it promptly. If you believe we have collected information from a child, please contact us.

9. Contact Us

If you have questions about this Privacy Policy, want to exercise your privacy rights, or need to report a privacy concern, contact us at:

We will respond to privacy requests within 30 days.

10. Changes to This Policy

We may update this Privacy Policy from time to time. When we do, we will revise the effective date at the top of this page and, for material changes, notify you by email or by a prominent notice on our website. Your continued use of our website or services after a change takes effect constitutes your acceptance of the updated policy.