Last updated: 1 January 2026
Introduction
At Apex Sales Performance Ltd (“Apex”, “we”, “us” or “our”), we are committed to protecting your privacy and handling your personal information in a fair, transparent and secure way. This privacy notice explains how we collect, use and look after your personal data, and outlines your rights under UK data protection law.
We aim to keep this notice clear and straightforward. If anything is unclear, or if you would like more detail, please do not hesitate to contact us.
Contact Details
If you have any questions about this privacy notice or how we use your personal information, you can contact us using the details below:
Telephone: 07515 662 883
Email: david.cheng@apex-sp.com
What Information We Collect, Use and Why
We only collect personal information that is relevant and necessary for our business activities. Depending on how you interact with us, this may include names and contact details, addresses, and website usage information. We use this information to communicate with you, deliver our services effectively, improve our offerings, and respond appropriately to any queries or concerns.
Lawful Bases and Your Data Protection Rights
Under UK data protection law, we must have a valid legal reason (known as a “lawful basis”) for collecting and using your personal information. The lawful basis we rely on depends on the purpose for which the information is used.
Your rights under data protection law may vary depending on the lawful basis we are relying on. In summary, you have the following rights:
- Right of access – to request a copy of the personal information we hold about you
- Right to rectification – to ask us to correct inaccurate or incomplete information
- Right to erasure – to request that we delete your personal information in certain circumstances
- Right to restrict processing – to ask us to limit how we use your information
- Right to object – to object to certain types of processing
- Right to data portability – to request that your information be transferred to you or another organisation
- Right to withdraw consent – where we rely on consent, you can withdraw it at any time
If you make a request, we will respond without undue delay and in any event within one month. To exercise any of your rights, please contact us using the details set out above. Further information about your rights is available on the Information Commissioner’s Office (ICO) website.
Our Lawful Bases for Using Your Information
For providing and improving our products and services we rely on consent (where you have given us clear permission to use your information for a specific purpose) and contract (where processing is necessary to enter into or perform a contract with you). For information updates and marketing we rely on consent, which you can withdraw at any time. For dealing with enquiries, complaints or claims we rely on consent and contract.
Where We Get Your Personal Information From
In most cases, we collect personal information directly from you, for example when you contact us, engage our services, sign up for updates, or use our website. We do not purchase personal data from third parties.
How Long We Keep Your Information
We keep your personal information only for as long as necessary for the purposes for which it was collected, including to meet legal, regulatory, contractual and business requirements. Our standard retention periods are:
- Client contact and contract records: kept for up to 6 years after the end of the client relationship
- Marketing contact details: kept until you withdraw consent or ask to be removed
- Enquiry and correspondence records: kept for up to 24 months after the matter is closed
- Website usage data: retained for up to 26 months
We regularly review the information we hold and securely delete or anonymise data when it is no longer required.
Sharing Your Information
We do not sell your personal information. We may share your information with trusted service providers who support our business operations (such as IT, CRM or website providers), but only where necessary and subject to appropriate confidentiality and security measures. We may also disclose information where required to do so by law.
Cookies and Website Use
Our website uses cookies and similar technologies to help it function properly, understand how visitors use the site, and improve user experience. You can manage or disable cookies through your browser settings, or via the cookie notice on our website.
How to Make a Complaint
If you have any concerns about how we use your personal information, we encourage you to contact us first so we can try to resolve the issue. If you remain dissatisfied, you have the right to make a complaint to the Information Commissioner’s Office (ICO):
Information Commissioner’s Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF
Helpline: 0303 123 1113
Website: www.ico.org.uk/make-a-complaint
