A2P Amateur to Pro

Privacy Policy

How A2P collects, uses, stores, discloses and protects personal information.

Effective date: 25 July 2026

A2P Amateur to Pro is the current public brand of the football-development business formerly known as Living Football. In this policy, “A2P”, “we”, “us” and “our” mean Coach Joe, operating A2P Amateur to Pro in New South Wales, Australia.

This policy explains how we handle personal information through amateur2pro.com, our forms, communications, digital products and related coaching services. We aim to follow the Privacy Act 1988 (Cth) and the Australian Privacy Principles where they apply, and to use the same practical safeguards even where a small-business exemption may apply.

1. Information we may collect

  • Identity and contact details, such as a player’s or parent/guardian’s name, email address, telephone number and general location.
  • Age or age bracket, playing position, football goals, experience and information provided in assessments, enquiries or forms.
  • Road to Pro Milestones, lead-magnet and other assessment answers, scores, bracket results, recommendations and the information used to deliver follow-up resources.
  • Parent or guardian details and records of consent where a player is under 18.
  • Purchase, subscription, access and transaction records. We do not intentionally store full payment-card details; payment providers process them.
  • Coach Joe AI and app inputs and records, including chat messages, prompts, uploaded material, training logs, check-ins, progress, goals, preferences, course or transformation activity and support requests.
  • Information produced or inferred from those inputs, such as coaching summaries, suggested focuses, plans, classifications, progress signals and safety or escalation flags.
  • Messages, feedback, survey answers, support requests and other information you choose to send.
  • Technical and usage information such as IP address, device/browser information, pages viewed, referral source, cookies and similar identifiers.
  • Football footage, photographs, training information or other material you choose to submit. Only submit material you are authorised to share.

2. How we collect information

We collect information directly from you, from a parent or guardian, through website forms, purchases, subscriptions, email or other communications, and automatically through website, security and analytics technologies. We may also receive information from service providers that help us deliver access, payments, email, hosting or support.

3. Why we use information

  • To respond to enquiries and provide requested information, products, access, assessments, coaching or support.
  • To administer purchases, subscriptions, refunds, account access and service communications.
  • To personalise and improve football-development content and the user experience.
  • To operate Coach Joe AI and app features, generate responses and suggested next steps, maintain coaching continuity, retrieve relevant A2P knowledge, monitor quality and safety, and investigate errors or misuse.
  • To calculate and deliver lead-magnet or assessment results, place a user into the appropriate age or interest journey, and provide requested follow-up resources.
  • To operate, secure, troubleshoot, measure and improve the website and related systems.
  • To send marketing where we have consent or another lawful basis, and to record and honour unsubscribe requests.
  • To comply with law, resolve disputes, enforce terms and protect users, A2P and others.

4. Children and young people

A2P serves youth players. A parent or legal guardian should provide or approve personal information for a player under 18 and should supervise the player’s use of paid products, Coach Joe AI, the app, assessments and any submission of footage or sensitive information. We may ask for age-bracket and parent/guardian information to provide an age-appropriate service. See our Child Safety & Parent/Guardian Consent page.

5. Coach Joe AI and automated processing

Coach Joe AI uses automated systems to analyse the information a user provides and generate football-development responses, summaries, plans, classifications or recommended next steps. Relevant inputs may be sent to contracted AI, hosting, database, search, safety and monitoring providers solely to operate and secure the feature. Outputs may also draw on approved A2P knowledge and prior account activity where the feature is designed to maintain continuity.

This section applies to any artificial-intelligence model, model host, model-routing service, speech-to-text or transcription service, retrieval/search system, content-moderation service, analytics or other AI-enabled provider A2P uses now or later. Providers and models may change as the service develops. Depending on the feature, we may share prompts, messages, files, audio, transcripts, account context, relevant A2P knowledge, generated output, technical identifiers and safety signals with those providers to generate, deliver, secure, monitor and troubleshoot the service.

An AI provider may temporarily retain or log information under its contract, security controls and configured data-retention settings, and may use subprocessors in other countries. A2P does not sell AI conversations. A2P will not intentionally authorise a provider to use identifiable private user content to train a provider’s general-purpose model unless we clearly disclose that use and obtain any consent required by law. De-identified or aggregated information may be used to measure safety, reliability and product performance where lawful.

AI processing can create new information or inferences about a player. It can also be incomplete, inaccurate or inappropriate for the circumstances. A2P does not use Coach Joe AI as the sole decision-maker for selection, employment, education, healthcare, legal rights, credit or another decision that produces legal or similarly significant effects. Users should not enter medical records, government identifiers, payment-card details, passwords, confidential club information or unnecessary sensitive information into Coach Joe AI.

6. Improving and training A2P’s AI service

A2P may analyse how people use its AI features to understand common questions, identify failures, evaluate safety and usefulness, improve prompts and safeguards, improve retrieval and A2P knowledge, create de-identified evaluation examples, and develop or fine-tune A2P-controlled coaching systems. This is product improvement or training of A2P’s service; it is separate from permitting an external provider to train its general-purpose model.

Before conversation content is used for improvement or training, A2P will take reasonable steps to minimise it and remove or mask direct identifiers. Where practical, A2P will use de-identified extracts, categories, statistics or synthetic examples instead of raw conversations. Access to identifiable or raw content for quality or safety review is limited to authorised people who need it and are subject to confidentiality and access controls.

A2P will not intentionally use passwords, payment-card details, government identifiers, private medical records, sexual content, abuse or grooming reports, crisis messages, safeguarding reports, or other highly sensitive content to train or fine-tune the coaching service. Such information may still be reviewed or retained where reasonably necessary to respond to safety, security, support or legal obligations, but not repurposed as ordinary training material.

An adult user or responsible parent/guardian may ask A2P not to use future conversation content for optional product-improvement or training purposes by emailing info@amateur2pro.com. A2P may still use information where necessary to provide the requested service, maintain security, investigate misuse, meet legal obligations, or produce de-identified aggregate statistics. An opt-out or deletion request may not reverse use of information that was already lawfully de-identified and can no longer reasonably be linked to the person.

For a user under 18, A2P requires the responsible parent or guardian to consent to any optional use of the minor’s conversation content for product improvement or training. A general purchase or account login should not be treated as that optional consent where a separate choice is reasonably available.

7. Lead magnets, assessments and follow-up

When you request a lead magnet or complete an assessment, we use the answers and contact details to calculate or select the requested result, deliver it, provide account access where applicable and send closely related service messages. Promotional follow-up is sent only where permitted. Completing a free assessment does not waive privacy rights or authorise A2P to sell the information.

8. Cookies and analytics

We may use essential cookies for security, forms, preferences, checkout and access, and analytics or marketing technologies to understand site use and improve communications. Browser settings can block or delete cookies, but parts of the site may then not work correctly. Where consent is legally required for a non-essential technology, we will seek it before using that technology.

9. Disclosure and service providers

We may disclose information to providers that support website and app hosting, content delivery, security, forms, customer records, email delivery, analytics, payments, checkout, subscriptions, access control, automation, file storage, artificial intelligence, model routing, retrieval/search, transcription, moderation, monitoring and professional advice. They may only use information for the service they provide or as otherwise permitted by law. We do not sell personal information. We may also disclose information where authorised or required by law, to respond to suspected harm or unlawful conduct, or as part of a business transfer subject to appropriate confidentiality and legal safeguards.

10. Overseas processing

Some providers may store or process information outside Australia, including in the United States or other countries where their infrastructure or subprocessors operate. Overseas privacy protections may differ from Australian law. We take reasonable steps appropriate to the service and information involved, but cannot promise that every provider keeps every copy only in Australia.

11. Storage, security and retention

We use reasonable administrative, technical and access safeguards appropriate to the information we hold. No internet or storage system is completely secure. We retain information only for as long as reasonably needed for the purposes described, legal, accounting, dispute or security requirements, then delete or de-identify it where practical.

Retention may differ by record type. For example, transaction and consent records may be kept for legal or audit purposes, while chats, logs, assessment answers and uploaded material may be retained to provide continuity, safety review and support until deletion, de-identification or expiry under the applicable system settings. Deleting an account may not immediately remove encrypted backups or records that must lawfully be retained.

12. Access, correction and deletion requests

You may ask to access or correct personal information we hold, or ask us to delete information where deletion is lawful and practical. Email info@amateur2pro.com. We may need to verify identity or parental authority. We may retain limited records where law, fraud prevention, accounting, security or dispute resolution requires it.

13. Data incidents

If a data incident occurs, we will contain and assess it and take reasonable response steps. Where the Notifiable Data Breaches scheme applies and an eligible data breach occurs, we will notify affected people and the Office of the Australian Information Commissioner as required.

14. Marketing

We send commercial electronic messages only where permitted. Marketing messages will identify A2P, include contact details and provide a functional unsubscribe method. We aim to action unsubscribe requests within five working days. Operational messages about a purchase, access or safety may still be sent where necessary.

15. Complaints

Send privacy questions or complaints to info@amateur2pro.com with enough detail for us to investigate. We will acknowledge and respond within a reasonable period. If the Privacy Act applies and you are not satisfied, you may be able to complain to the Office of the Australian Information Commissioner at oaic.gov.au.

16. Changes

We may update this policy when practices, services or law change. The effective date above shows the latest version. Material changes will be highlighted or otherwise communicated where reasonably appropriate.

© 2026 A2P Amateur to Pro. Formerly known as Living Football.