Privacy policy

Last updated 28 October 2026

1. Who we are

Flex is a WhatsApp inbox with an AI assistant for gyms and fitness studios. It is operated by Markathon Artificial Intelligence Consultancies, Office G01-648, Building 4, Dubai Investment Park First, Dubai (trade licence 993909), United Arab Emirates ("Markathon", "we", "us").

For anything in this policy, contact us at hello@hiflex.me.

2. Our role

• Studios' customers. When you message a studio that uses Flex, the studio decides how your data is used. The studio is responsible for it (the controller), and we process it on the studio's behalf and on its instructions.
• Studio staff. For the accounts that studio staff use to sign in to Flex, and for this website, we are responsible for the data.

3. What we collect

If you message a studio that uses Flex

• Your WhatsApp phone number and WhatsApp profile name.
• The messages, photos and files you exchange with the studio, and their delivery and read status.
• Your marketing choices. When you message a studio, Flex records that you agree to receive its marketing messages on WhatsApp. Sending STOP withdraws that agreement at once; messaging the studio again later counts as agreeing again.
• What Flex works out from the conversation for the studio: a short summary, tags such as what you asked about and how ready you are to book, and the ad or link that brought you to the chat.
• Notes the studio's staff add to your conversation.

If the studio connects its studio software

Some studios connect their booking software (for example Mindbody). Flex then reads the studio's client list, including names, contact details and membership details, so the studio can find clients and choose who receives a campaign, and so the assistant can answer and book for you. These copies are kept for no more than 48 hours. Flex keeps longer only:

• the link between your WhatsApp number and your client record, and the program or partner membership you belong to;
• your phone number and name, if the studio sends you a campaign, as a contact like anyone who messaged the studio.

Studio staff

Name, email address, sign-in details and a log of actions taken in Flex, such as replies sent and settings changed.

4. How we use it

• To answer your messages for the studio, book and change classes when you ask, and pass a conversation to studio staff when it needs a person.
• To send the studio's marketing messages, and to stop them as soon as someone sends STOP.
• To give the studio summaries and reports about its conversations and campaigns.
• To keep Flex secure, fix problems and meet legal obligations.

We do not sell personal data, and we do not use it for our own advertising.

5. The AI assistant

Flex uses an AI model from OpenAI to write replies and to summarise and tag conversations. To do this, the text of the conversation and the studio's own information are sent to OpenAI. We do not use your messages to train AI models.

Studio staff can save a corrected answer from a conversation to the studio's knowledge, so the assistant answers the same question better next time. Deleting your data removes those saved answers too.

The assistant can make mistakes. It works within rules the studio sets. For example, it books only after you reply to confirm, and it is set up to quote only prices the studio has given it.

6. Who we share it with

We use these service providers to run Flex. They process data only to provide their service to us.

Messages travel through Meta's WhatsApp Business Platform. Meta handles them under its own terms and privacy policy. If a studio connects its studio software, Flex exchanges data with that software on the studio's behalf.

7. Where it is stored

Flex stores data in India (Mumbai). Conversation text is also processed in the United States by OpenAI. These transfers outside the United Arab Emirates are needed to provide the service.

8. How long we keep it

• Raw message events from WhatsApp: no more than 30 days.
• Copies of studio-software data: no more than 48 hours.
• Contacts, conversations, messages, files and marketing choices: for as long as the studio uses Flex, unless you or the studio ask us to delete them sooner.
• When a studio stops using Flex, we delete its data within 30 days of its request.
• When you ask us to delete your data, we do it within 30 days. We keep only a record that a deletion happened, with no name, number or messages.

See Data deletion for how to ask.

9. Security

• Each studio's data is kept apart at the database level, so a studio sees only its own conversations.
• Data is encrypted in transit, and our database provider encrypts it at rest.
• WhatsApp access tokens are kept in a secrets vault, never in code or logs.
• Only the people who run Flex can reach the servers and database, with their own credentials.

10. Your rights

Under the UAE's Personal Data Protection Law and other laws that may apply to you, you can ask to see your data, correct it, delete it, or limit how it is used. You can object to marketing at any time.

• To stop marketing messages from a studio, send STOP in the chat.
• For anything else, ask the studio, or email us at hello@hiflex.me with your WhatsApp number and the studio's name. We may confirm the request with you on WhatsApp before acting on it. We reply within 30 days.

You can also complain to the UAE Data Office.

11. Requests from authorities

We disclose personal data to a public authority only when the law requires it. We check that each request is lawful and disclose only what is required.

12. This website

This website uses no cookies, analytics or tracking. Our hosting provider keeps standard server logs, such as IP address, page requested and time, to run and protect the site.

The demo booking calendar on our home page is our own booking service at cal.hiflex.me. When you book, it keeps your name, email, the time you chose and anything you write, and uses them only to arrange and hold the demo.

Flex is a service for businesses and is not meant for children.

13. Changes and contact

If we change this policy, we will update the date at the top. For important changes, we will also tell the studios that use Flex.

Questions: hello@hiflex.me, Markathon Artificial Intelligence Consultancies, Office G01-648, Building 4, Dubai Investment Park First, Dubai (trade licence 993909), United Arab Emirates.