These terms govern your use of the LiveCoach app and website (together, the "Service"). By creating an account or using the Service, you agree to these terms. If you do not agree, please do not use the Service.
LiveCoach is operated by LiveCoach Ltd., a company registered in England and Wales (company number 17295654), registered office 66 Paul Street, London, EC2A 4NA, United Kingdom
(hello@livecoach.health). How we handle your personal data — including your health data — is described in our Privacy Policy, which forms part of these terms.
LiveCoach is not medical advice. LiveCoach is a fitness coaching app, not a medical device or a healthcare service. Its training plans and insights are generated by AI from your fitness data and are provided for general fitness purposes only. They are not medical advice, diagnosis, or treatment, and they are not a substitute for the judgment of a qualified healthcare professional. Consult a doctor before starting or changing an exercise programme — especially if you are pregnant or postpartum, have (or suspect) a medical condition or injury, or are new to exercise. See section 3 for the full health and safety terms.
1. The Service
LiveCoach is a running and fitness coaching app. With your permission it reads health and fitness data from Apple HealthKit, and uses AI to generate a personalised training plan that adapts to your training, sleep, and recovery. The Service includes the iOS app, our backend services, and the livecoach.health website.
The Service requires an iPhone, an Apple ID, an internet connection, and permission to read data from Apple HealthKit. Some features work best with a wearable device (such as an Apple Watch) that records workouts and sleep.
2. Who Can Use LiveCoach
You must be at least 16 years old (and meet the minimum age required to consent to data processing in your country, if higher) to use LiveCoach. By using the Service you confirm that you meet this requirement.
You must also have the legal capacity to enter into this agreement, and your use of the Service must comply with the laws that apply to you.
3. Health & Safety — Not Medical Advice
Always consult a doctor before starting or changing an exercise programme. This is especially important if you are pregnant or have recently given birth, have a heart condition, high blood pressure, diabetes, a musculoskeletal injury, or any other medical condition — or if you have been inactive for an extended period.
What LiveCoach is — and is not
LiveCoach provides general fitness and training information, personalised to your data by AI. It does not provide medical advice, diagnosis, or treatment, and nothing in the Service should be understood as any of those.
LiveCoach is not a medical device and is not intended to diagnose, treat, cure, monitor, or prevent any disease or medical condition.
Readiness, recovery, and similar signals shown in the app are estimates derived from consumer wearable data, not clinical measurements. Wearable data can be incomplete or inaccurate, and the app’s outputs are only as good as the data it receives.
No coach — human or AI — can know everything about your body. You are responsible for exercising your own judgment about whether a suggested workout is right for you on a given day.
If you are postpartum
LiveCoach offers training plans adapted for returning to running after childbirth. These plans are a fitness aid, not a substitute for postnatal medical care:
Do not begin a postpartum training plan until you have been cleared to exercise by your doctor or midwife (typically at or after your postnatal check). The app asks about medical clearance during setup; answering it does not replace actually obtaining that clearance.
Recovery from childbirth varies enormously — by delivery type, complications, and individual circumstances. If anything about your recovery feels wrong, prioritise your healthcare provider’s guidance over anything the app suggests.
Stop exercising and seek medical advice immediately if you experience heavy or increased bleeding, pain (including pelvic, abdominal, or perineal pain), a feeling of heaviness or dragging in your pelvis, leaking urine, or any other symptom that concerns you.
During any exercise
Stop exercising immediately and seek medical attention if you experience chest pain or pressure, severe shortness of breath, dizziness or light-headedness, palpitations, sudden pain, or any other symptom of distress. If you think you are experiencing a medical emergency, call your local emergency services — do not rely on the app.
By using LiveCoach you confirm that you understand these limitations and that you take part in physical exercise at your own risk, having taken appropriate medical advice.
4. AI-Generated Content
Your training plans, workout descriptions, and coaching insights are generated by artificial intelligence based on your profile and health data. AI-generated content can occasionally be incorrect, incomplete, or unsuitable despite our safeguards. We design the Service to produce sensible, conservative training guidance, but we cannot guarantee that every output is appropriate for you.
If a suggested workout seems wrong for your current condition — too hard, too soon, or inconsistent with advice you have received from a healthcare or fitness professional — do not follow it, and feel free to tell us at hello@livecoach.health so we can improve.
5. Your Account
You sign in with Sign in with Apple. You are responsible for keeping your Apple ID secure; anyone who can access your Apple ID can access your LiveCoach account.
Provide accurate profile information. Your training plan is built from what you tell us (age, experience, goals, injuries, postpartum status) and from your health data — inaccurate information leads to unsuitable plans.
Your account is personal to you. Plans are generated from your body’s data and must not be treated as suitable for anyone else.
You can delete your account at any time from the app’s profile screen. See the Privacy Policy for what happens to your data.
6. Subscriptions & Payment
LiveCoach requires a paid subscription, purchased as an auto-renewing in-app purchase through Apple’s App Store. The price, billing period, and any free trial are shown in the app before you subscribe.
Billing: Payment is charged to your Apple ID by Apple. We never see or store your payment details.
Renewal: Subscriptions renew automatically unless cancelled at least 24 hours before the end of the current period.
Cancellation: Manage or cancel your subscription in your Apple ID settings (Settings → Apple ID → Subscriptions on your iPhone). Deleting the app does not cancel a subscription.
Refunds and withdrawal: Because purchases are made through Apple, refunds are handled by Apple under its terms. If you are a consumer in the EU/EEA or UK, you may have a statutory 14-day right of withdrawal for digital purchases; Apple provides the mechanism for exercising it (reportaproblem.apple.com).
Price changes: If the subscription price changes, Apple will notify you and, where required, ask you to agree before the new price applies.
7. Acceptable Use
You agree not to:
Use the Service for any unlawful purpose, or in a way that could harm others;
Attempt to gain unauthorised access to our systems, other users’ accounts, or data that is not yours;
Probe, scan, overload, or disrupt the Service, or circumvent its security or rate limits;
Reverse-engineer, decompile, or extract the source code of the app, except where the law expressly permits it;
Use automated means to access the Service, or copy the Service or its content to build a competing product, including using the Service or its outputs to train a machine-learning model;
Submit content into free-text fields (such as injury descriptions) that is unlawful, abusive, or designed to manipulate the AI systems that generate training plans;
Resell, sublicense, or share your account or the Service’s outputs as a commercial coaching product.
We may suspend or terminate accounts that breach these rules (see section 13).
8. Intellectual Property & Licence
We grant you a personal, non-exclusive, non-transferable, revocable licence to use the app on Apple-branded devices that you own or control, as permitted by the App Store terms, for your personal, non-commercial use.
The Service — including the app, website, branding, and design — is owned by LiveCoach Ltd. or its licensors. Your training plans are generated for you and you are welcome to use, export, and share them for your personal purposes; the underlying software, prompts, and systems that generate them remain ours.
Your personal data remains yours. What we do with it is governed by the Privacy Policy, not by any licence in these terms.
9. Apple App Store Terms
The app is distributed through Apple’s App Store, so the following terms apply between you, us, and Apple Inc. ("Apple"):
These terms are an agreement between you and LiveCoach Ltd. only — not with Apple. Apple is not responsible for the app or its content.
Your licence to use the app is limited to a non-transferable licence to use it on Apple-branded products that you own or control, as permitted by the Usage Rules in Apple’s App Store terms (except that the app may be accessed by other accounts associated with yours via Family Sharing or volume purchasing).
Maintenance and support: We, not Apple, are responsible for maintenance and support of the app. Apple has no obligation to provide any maintenance or support for it.
Warranty: We, not Apple, are responsible for any product warranty, whether express or implied by law, to the extent not effectively disclaimed. If the app fails to conform to an applicable warranty, you may notify Apple, and Apple will refund the purchase price of the app to you. To the maximum extent permitted by law, Apple has no other warranty obligation with respect to the app, and any other warranty claims, losses, liabilities, damages, costs, or expenses are our responsibility.
Product claims: We, not Apple, are responsible for addressing any claims by you or a third party relating to the app or your use of it, including (i) product liability claims, (ii) claims that the app fails to conform to a legal or regulatory requirement, and (iii) claims under consumer protection, privacy, or similar legislation.
Intellectual property claims: If a third party claims the app infringes their intellectual property rights, we, not Apple, are responsible for the investigation, defence, settlement, and discharge of the claim.
Legal compliance: You represent that you are not located in a country subject to a U.S. Government embargo or designated a "terrorist supporting" country, and that you are not on any U.S. Government list of prohibited or restricted parties.
Third-party terms: You must comply with any applicable third-party terms when using the app (for example, your mobile data agreement).
Third-party beneficiary: Apple and its subsidiaries are third-party beneficiaries of these terms and may enforce them against you.
Questions, complaints, or claims about the app should be directed to us at hello@livecoach.health.
10. Disclaimers
We work hard to make LiveCoach reliable and useful, but a small team providing an AI-driven service cannot promise perfection:
The Service is provided "as available". We do not guarantee that it will be uninterrupted, error-free, or that any particular feature will always be available.
We do not guarantee any particular fitness outcome — race time, recovery, or otherwise. Training results depend on many factors beyond the app.
The Service depends on third parties we do not control — Apple (HealthKit, sign-in, the App Store), our cloud provider, and our AI provider. We are not responsible for failures of those services, though we will do our best to work around them.
If you are a consumer, nothing in this section affects your statutory rights — including your right under EU and UK consumer law to receive a service that conforms with its description and with what the law requires (see section 12).
11. Limitation of Liability
What we do not exclude. Nothing in these terms excludes or limits our liability for: death or personal injury caused by our negligence; fraud or fraudulent misrepresentation; or any other liability that cannot be excluded or limited under the law that applies to you (including mandatory consumer protection law in your country of residence).
What we are not liable for. Subject to the paragraph above, we are not liable for:
Injury or health consequences resulting from exercise you chose to undertake against medical advice, without the medical clearance described in section 3, or while ignoring symptoms that section tells you to stop for;
Loss or damage that was not a foreseeable result of our breach of these terms or of our failing to use reasonable care and skill;
Loss of profits, business, or business opportunity (the Service is for personal, non-commercial use);
Loss or damage caused by inaccurate data supplied by your devices or by inaccurate information you provide to us.
Cap. Subject to the first paragraph of this section, our total liability to you arising out of or in connection with the Service is limited to the greater of (a) the amount you paid us for the Service in the 12 months before the event giving rise to the claim, and (b) €100.
If you are a consumer, this section does not limit any right or remedy granted to you by mandatory law, and any limitation applies only to the extent that law allows.
12. Your Consumer Rights (EU, EEA & UK)
If you use LiveCoach as a consumer — that is, for purposes outside your trade, business, or profession — you have rights under law that these terms do not, and cannot, take away:
Mandatory local law applies. You benefit from any mandatory provisions of the consumer protection law of the country where you live. Nothing in these terms, including the choice of governing law in section 15, deprives you of that protection.
Conformity of digital services. Under EU law (Directive (EU) 2019/770 on digital content and digital services, as implemented in your country) and UK law (the Consumer Rights Act 2015), we must supply a service that conforms with these terms and with what you can reasonably expect. If it does not, you are entitled to the remedies that law provides — such as having the problem fixed, a price reduction, or ending the contract.
Right of withdrawal. For subscriptions purchased through the App Store, your 14-day statutory right of withdrawal (where it applies) is exercised through Apple, as described in section 6.
Complaints. You can complain to us at any time at hello@livecoach.health — we read everything and respond to complaints within 14 days. You may also have the right to use dispute-resolution bodies or consumer authorities in your country.
13. Ending the Agreement
By you: You can stop using LiveCoach at any time. Delete your account from the app’s profile screen (which also deletes your data — see the Privacy Policy), and cancel your subscription through Apple as described in section 6.
By us: We may suspend or terminate your access if you materially breach these terms (for example, the acceptable-use rules in section 7), if we are required to by law, or if we discontinue the Service. Unless the breach is serious or we are legally prevented, we will give you reasonable notice and, where you have paid for a period you will no longer receive, you will be entitled to a pro-rata refund through Apple.
Sections that by their nature should survive termination (including intellectual property, disclaimers, limitation of liability, and governing law) survive it.
14. Changes to the Service or These Terms
LiveCoach is actively developed, and we may add, change, or remove features. We may also modify the Service where needed to keep it in conformity, secure, or compliant with law. If we make a change that negatively and more than minimally affects your access to or use of the Service, we will inform you in advance and — if you are an EU or UK consumer — you may be entitled to end the contract as described in section 12.
We may update these terms from time to time. For material changes we will notify you in the app before they take effect; continuing to use the Service after that constitutes acceptance of the updated terms. If you do not accept them, stop using the Service and cancel your subscription. The effective date at the top of this page shows when these terms were last revised.
15. Governing Law & Jurisdiction
These terms, and any dispute or claim arising out of them or the Service, are governed by the laws of England and Wales.
If you are a consumer, this choice of law does not deprive you of the protection of mandatory consumer law of the country where you live (see section 12), and:
If you live in the United Kingdom, you may bring proceedings in the courts of England and Wales or, if you live in Scotland or Northern Ireland, in the courts of your home nation.
If you live in the EU or EEA, you may bring proceedings in the courts of the country where you live, and we may only bring proceedings against you there.
Otherwise, the courts of England and Wales have exclusive jurisdiction.
16. General
Entire agreement: These terms and the Privacy Policy are the entire agreement between you and us about the Service.
Severability: If any part of these terms is found unenforceable, the rest remains in effect.
No waiver: If we do not enforce a provision, that is not a waiver of our right to enforce it later.
Assignment: You may not transfer your rights under these terms to anyone else. We may transfer ours to a successor of our business, provided your rights are not reduced as a result.
Language: These terms are concluded in English.
17. Contact Us
Questions about these terms? Contact us at:
LiveCoach Ltd.
66 Paul Street
London EC2A 4NA
United Kingdom
Registered in England and Wales, company number 17295654 hello@livecoach.health