Privacy Policy

Effective Date: August 4, 2026

Last Updated: August 4, 2026

This Privacy Policy explains how Fidelity Arms collects, uses, discloses, retains, and protects personal information when you access or use the Fidelity Arms website, online courses, digital materials, memberships, community features, in person training, and related products and services.

In this Privacy Policy, “Fidelity Arms,” “we,” “us,” and “our” refer to Echelon Right, LLC, doing business as Fidelity Arms. “You” and “your” refer to the person accessing the website, creating an account, making a purchase, registering for training, or otherwise interacting with us.

By using the website or our services, you acknowledge the information practices described in this Privacy Policy.

1. Personal Information We Collect

1.1 Information You Provide

We may collect information that you provide directly to us, including:

1. Contact information, such as your name, email address, telephone number, billing address, and mailing address
2. Account information, such as your username, password, account preferences, and profile information
3. Transaction information, such as products or services purchased, payment status, purchase date, purchase amount, refunds, and billing information
4. Course and membership information, such as enrollment, lesson progress, completion history, quiz results, downloaded materials, and membership status
5. Training registration information, such as the course selected, scheduled date, experience level, prerequisites, and information reasonably necessary to administer an in person class
6. Communications, including messages, questions, customer support requests, survey responses, testimonials, and other information you send to us
7. Community content, such as posts, comments, photographs, or other information you submit through a member community or discussion area
8. Marketing preferences, including whether you have agreed to receive promotional communications

Please do not submit sensitive personal information unless we specifically request it and it is reasonably necessary to provide the requested service.

1.2 Payment Information

We use Stripe to process payments, issue refunds, prevent fraudulent transactions, and provide related payment services.

When you make a purchase, Stripe may collect and process your name, email address, billing address, payment method information, transaction amount, purchase date, device information, and other information necessary to complete or secure the transaction.

Payment information is submitted directly to Stripe. Fidelity Arms generally does not receive or store your complete payment card number or card security code. We may receive limited transaction information, such as payment status, card type, the last four digits of the payment card, billing information, and a transaction identifier.

Stripe processes personal information according to its own privacy policy and the services it provides to Fidelity Arms. Stripe may also use cookies and similar technologies for payment processing, authentication, fraud prevention, security, analytics, and service improvement.

1.3 Information Collected Automatically

When you access the website or our services, we and our service providers may automatically collect:

1. Internet Protocol address
2. Browser type and version
3. Device type, operating system, and device identifiers
4. Approximate location derived from your Internet Protocol address
5. Referring website and exit page
6. Pages viewed and links selected
7. Date, time, and duration of visits
8. Course and account activity
9. Cookie and similar technology identifiers
10. Website performance, diagnostic, and security information

1.4 Information From Other Sources

We may receive information from service providers, instructors, business partners, social media services, affiliate networks, merchants, or other third parties when permitted by law. For example, we may receive transaction confirmations from Stripe or referral reports from an affiliate network.

2. How We Use Personal Information

We may use personal information to:

1. Operate, maintain, secure, and improve the website and our services
2. Create and manage customer accounts
3. Process purchases, subscriptions, memberships, refunds, and other transactions
4. Provide access to courses, digital content, communities, and membership benefits
5. Register and communicate with participants in in person training
6. Track course participation, progress, and completion
7. Respond to questions, requests, and customer support inquiries
8. Send transactional messages, including receipts, account notices, course information, and service updates
9. Send promotional communications when permitted by law
10. Personalize content and improve the customer experience
11. Analyze website traffic, usage, and performance
12. Measure referrals, affiliate activity, and campaign performance
13. Detect, investigate, and prevent fraud, misuse, security incidents, and unlawful activity
14. Enforce our agreements, policies, and legal rights
15. Comply with legal, tax, accounting, and regulatory obligations
16. Carry out another purpose disclosed when the information is collected or with your consent

3. Legal Bases for Processing

When applicable law requires us to identify a legal basis for processing personal information, we may rely on:

1. Performance of a contract, when processing is necessary to provide a requested product or service, manage your account, or complete a transaction
2. Legitimate interests, when processing is reasonably necessary to operate, secure, and improve our business and services and those interests are not overridden by your rights
3. Consent, when you have given us permission to process information for a particular purpose
4. Legal obligation, when processing is necessary to comply with a legal, regulatory, accounting, or tax requirement
5. Protection of legal rights, when processing is necessary to establish, exercise, or defend legal claims or protect the safety and rights of Fidelity Arms, its customers, or others

You may withdraw consent at any time when processing is based on consent, subject to applicable law.

4. Cookies and Similar Technologies

We may use cookies, pixels, log files, software development kits, and similar technologies for:

1. Essential functions, including website operation, account authentication, security, shopping cart functions, and transaction processing
2. Preferences, including remembering account, display, and other settings
3. Analytics, including understanding website usage and identifying opportunities to improve performance and content
4. Advertising and affiliate functions, including measuring campaigns, attributing referrals, delivering relevant advertising, and determining whether an advertisement or affiliate link resulted in a website visit or purchase

Where required by law, we will obtain consent before using nonessential cookies. You may be able to manage your choices through our cookie banner or privacy settings. You may also configure your browser to block or delete cookies, although doing so may affect website functionality.

4.1 Google Analytics

We plan to use Google Analytics to understand how visitors find and use the website, evaluate website performance, and improve our content and services.

Google Analytics may collect Internet Protocol addresses, device and browser information, approximate geographic location, referring websites and search information, pages viewed, links selected, dates and duration of visits, website interactions, navigation activity, and cookie identifiers.

Google may process this information on our behalf and according to Google’s privacy policies and data protection terms. We will not knowingly send names, email addresses, payment information, or other directly identifying information to Google Analytics.

5. Affiliate Links and Referral Relationships

Fidelity Arms may participate in affiliate, referral, or commission based programs. Certain links on our website, in articles, course materials, emails, social media, or other content may be affiliate links.

When you select an affiliate link, the applicable merchant, affiliate network, or service provider may use cookies, tracking links, pixels, or similar technologies to determine that you were referred by Fidelity Arms. If you make a qualifying purchase or complete another qualifying action, Fidelity Arms may receive a commission, referral fee, credit, or other compensation.

The merchant or affiliate network may collect:

1. The affiliate link selected
2. The referring page or content
3. Cookie or tracking identifiers
4. Device and browser information
5. Approximate location
6. The date and time of the referral
7. Information concerning a resulting purchase or transaction

Fidelity Arms may receive reports identifying completed referrals, purchases, commission amounts, or general campaign performance. Depending on the program, these reports may contain aggregated information or limited transaction information. Fidelity Arms generally does not receive the complete payment information you provide to the third party merchant.

Third party merchants and affiliate networks process information according to their own privacy policies. Fidelity Arms does not control their privacy or security practices.

We will disclose compensated affiliate relationships clearly and conspicuously where required. The presence of an affiliate relationship does not increase the price you pay unless otherwise expressly stated.

6. How We Disclose Personal Information

6.1 Service Providers

We may provide information to companies that perform services on our behalf, including:

1. Website hosting and infrastructure providers
2. Stripe and other payment service providers
3. Course, membership, and community platform providers
4. Email delivery and marketing providers
5. Customer support providers
6. Website analytics providers
7. Security and fraud prevention providers
8. Scheduling and video hosting providers
9. Accounting, tax, and professional advisers
10. Data storage and backup providers

These providers may use personal information only as permitted by their agreements with us and applicable law.

6.2 Instructors and Training Partners

When necessary to administer a course or event, we may provide limited participant information to instructors, hosting facilities, ranges, or training partners.

6.3 Legal and Safety Disclosures

We may disclose information when we reasonably believe disclosure is necessary to:

1. Comply with applicable law, regulation, subpoena, court order, or governmental request
2. Protect the rights, property, or safety of Fidelity Arms, our customers, or others
3. Investigate fraud, security incidents, or violations of our agreements
4. Establish, exercise, or defend legal claims

6.4 Business Transactions

If Fidelity Arms is involved in a merger, acquisition, financing, reorganization, sale of assets, bankruptcy, or similar business transaction, personal information may be disclosed or transferred as part of that transaction, subject to applicable law.

6.5 With Your Direction or Consent

We may disclose information when you direct us to do so, consent to the disclosure, or intentionally make information available to others.

7. Sale, Sharing, and Targeted Advertising

Fidelity Arms does not sell personal information in exchange for money.

Some privacy laws define “sale,” “sharing,” or “targeted advertising” broadly and may include the use of certain analytics, advertising, or affiliate technologies. To the extent our use of such technologies constitutes a sale, sharing, or targeted advertising under applicable law, eligible users may opt out through our cookie settings, a Your Privacy Choices link, or by contacting us as described below.

Where required by applicable law, we will recognize supported browser based opt out preference signals, such as Global Privacy Control.

We do not knowingly sell or share the personal information of individuals under 16 years of age.

8. Other Service Providers and Technologies

As Fidelity Arms develops its website and services, we may use additional providers for website hosting, course delivery, membership management, email communications, customer support, security, advertising, analytics, scheduling, video hosting, community features, and other business functions.

These providers may collect or process personal information as necessary to perform services for Fidelity Arms or as otherwise described in their own privacy policies.

We will periodically review and update this Privacy Policy to reflect material changes in the services and technologies we use. Where required by law, we will also update our cookie consent system and obtain consent before activating new nonessential cookies or tracking technologies.

9. Data Retention

We retain personal information only for as long as reasonably necessary to fulfill the purposes described in this Privacy Policy, including providing services, maintaining business and transaction records, resolving disputes, enforcing agreements, and satisfying legal, accounting, tax, and security requirements.

Retention periods vary depending on:

1. The type and sensitivity of the information
2. The reason the information was collected
3. The duration of the customer relationship
4. Applicable legal and contractual requirements
5. The need to prevent fraud or protect legal rights

When information is no longer reasonably necessary, we may delete it, anonymize it, or securely isolate it until deletion is practical.

10. Data Security

We use reasonable administrative, technical, and physical safeguards designed to protect personal information from unauthorized access, loss, misuse, alteration, or disclosure.

No website, electronic transmission, or storage system is completely secure. We cannot guarantee the absolute security of personal information. You are responsible for maintaining the confidentiality of your account credentials and should notify us promptly if you believe your account has been compromised.

11. Your Privacy Rights

Depending on where you live and subject to applicable exceptions, you may have the right to:

1. Confirm whether we process your personal information
2. Request access to personal information we hold about you
3. Request correction of inaccurate personal information
4. Request deletion of personal information
5. Receive a portable copy of certain personal information
6. Restrict or object to certain processing
7. Opt out of the sale or sharing of personal information
8. Opt out of targeted advertising
9. Limit certain uses of sensitive personal information
10. Withdraw consent when processing is based on consent
11. Appeal our decision regarding a privacy request
12. Lodge a complaint with an applicable privacy or data protection authority

The rights available to you depend on your location and whether the relevant law applies to Fidelity Arms.

11.1 Submitting a Request

To exercise a privacy right, contact us at support@fidelityarms.com or by mail at the address listed in Section 19.

Please describe the right you wish to exercise and provide enough information for us to locate the relevant records. We may need to verify your identity before completing a request. Verification may require matching information you provide with information already maintained in our records.

You may use an authorized agent where permitted by law. We may require evidence that the agent is authorized to act on your behalf and may require you to verify your identity directly with us.

We will respond within the period required by applicable law and will not unlawfully discriminate against you for exercising a privacy right.

12. California Privacy Disclosures

This section applies to California residents when the California Consumer Privacy Act, as amended, applies to Fidelity Arms.

During the preceding 12 months, we may have collected:

1. Identifiers, such as names, email addresses, account names, Internet Protocol addresses, and device identifiers
2. Customer record information, such as contact and billing information
3. Commercial information, such as purchase, membership, referral, and transaction records
4. Internet or electronic activity, such as browsing, account, and course activity
5. Approximate geolocation information derived from an Internet Protocol address
6. Audio, electronic, or visual information voluntarily submitted by a customer
7. Professional information when voluntarily supplied
8. Inferences drawn from account, purchase, referral, or website activity

We collect, use, and disclose these categories for the business and commercial purposes described in this Privacy Policy. We may disclose them to service providers, contractors, payment processors, analytics providers, affiliate networks, merchants, instructors, professional advisers, and other recipients described above.

Fidelity Arms does not use or disclose sensitive personal information for purposes that would require a right to limit under California law unless otherwise disclosed at the point of collection. California residents may exercise applicable rights using the methods described in Section 11.

13. European Economic Area, United Kingdom, and Switzerland

If you are located in the European Economic Area, United Kingdom, or Switzerland, you may have rights concerning access, correction, deletion, restriction, objection, portability, and withdrawal of consent.

You may also have the right to complain to the supervisory authority in the country or region where you live, work, or believe a violation occurred.

Fidelity Arms is based in the United States. When you use our services, your information may be transferred to and processed in the United States and other countries that may not provide the same level of data protection as your home jurisdiction.

Where required, we use appropriate safeguards for international transfers, which may include approved contractual protections, adequacy decisions, or another lawful transfer mechanism.

14. Marketing Communications

You may unsubscribe from promotional email messages by selecting the unsubscribe link in the message or contacting us.

Even after you unsubscribe from promotional communications, we may continue to send nonpromotional messages concerning your account, purchases, course access, safety, security, or changes to our services.

15. Public and Community Areas

Information you post in a public or member community area may be visible to other users. Those users may view, save, copy, or disclose the information outside the platform.

Do not post information that you want to remain confidential. Fidelity Arms is not responsible for another user’s independent use of information you choose to make available to that user.

16. Children’s Privacy

Our website and services are intended for adults and are not directed to children under 13 years of age.

We do not knowingly collect personal information online from children under 13. If you believe a child under 13 has submitted personal information to us, contact us so that we can investigate and take appropriate action.

Individuals under the age required to enter a binding contract in their jurisdiction may use our services only with the involvement and permission of a parent or legal guardian.

Separate age, eligibility, waiver, and parental consent requirements may apply to participation in an in person firearms training course.

17. Third Party Websites and Services

Our website may contain links to websites, platforms, merchants, affiliate partners, or services operated by third parties. We do not control those third parties and are not responsible for their privacy, security, content, availability, products, or conduct.

Review the privacy policies of third party services before providing personal information to them.

18. Changes to This Privacy Policy

We may update this Privacy Policy to reflect changes in our services, business practices, technology, vendors, or legal obligations.

The revised Privacy Policy will be posted with a new “Last Updated” date.

When a change is material, we may provide additional notice through the website, account, or email. If required by law, we will obtain consent before the change takes effect.

Your continued use of the website or services after the effective date of a revised Privacy Policy constitutes acknowledgment of the revised policy to the extent permitted by law.

19. Contact Information

Questions, concerns, and privacy requests may be sent to:

Echelon Right, LLC d/b/a Fidelity Arms
401 Keene-Way Drive
Nicholasville, KY 40356
support@fidelityarms.com