Privacy Policy


This Privacy Policy explains what personal and other information is collected by Fire Business Services Limited, trading as Richard Hughes-Jones, or (a company registered in England with number 08571953 and its registered office at Lumaneri House, Blythe Gate, Blythe Valley Park, Solihull, West Midlands, England, B90 8AH, “we”, “us”, “our”, “Fire Business Services Limited”) as part of our activities, and how we use that information.

This Privacy Policy explains how we may use personal information that we obtain about you, and your rights in relation to that information.

The EU General Data Protection Regulation (GDPR) as well as the UK Data Protection Act 2018 (“Data Protection Laws”) give you various rights regarding the way in which we store and use your personal information. 

These are set out below in the section “What are your legal rights in relation to your personal information?” below. 

You can also get further information about data protection and privacy laws by visiting the Information Commissioner’s web site at:

If you have any questions about this Privacy Policy, our practices, or your dealings with Fire Business Services Limited, please send us an email at me@richardhughesjones.

1. The scope of this Privacy Policy

1.1 This Privacy Policy applies in the following circumstances:

  • when you converse in a coaching Chemistry Call,
  • when you book and pay for a coaching session,
  • when you participate in a coaching conversation,
  • when you request information from us or provide information to us,
  • when you visit our website,
  • when you sign up to our newsletter and agree to be included in our mailing lists to receive information and other marketing material, whether by email or other methods.

1.2 We use cookies on our website.

This Privacy Policy should be read alongside our Cookies Policy.

2. What information do we collect about you, and how?

2.1 Coaching Chemistry Calls

When we talk to discuss your coaching requirements, whether in person or by video conference, we will we collect personal information about you when taking notes. 

The types of personal information we collect will depend on what you tell us, but may include details about your work and private life, professional and personal relationships, your health and your financial circumstances.

2.2 Booking and paying for a coaching session

When you book and pay for a coaching session, we collect various personal information which may include your name and contact details (such as your address, email address and telephone numbers), as well as information about your payment card or other payment method.

2.3 Participating in a coaching session

When you participate in a coaching session, whether in person or by video conference, we collect personal information about you in accordance with Section 2.1.

You may also be given the option to use Heyday, an AI copilot that records conversations and transforms documents, notes, and conversations into quotes, shareable content, and a queryable database. Heyday’s data policy is below:

  • “We encrypt all your data so no one else can read it. User data is encrypted using AES-128 in CBC mode + HMAC-SHA-256 with a random IV. 
  • No one at Heyday can see your data. It is encrypted and will only be seen by others if you choose to share it.
  • Heyday has completed exhaustive security reviews conducted by Zoom and Google. We wouldn’t be approved in the Google Chrome Store or Zoom Marketplace without ensuring your data is secure!
  • You can delete your data at any time. Heyday deletes your data automatically when your free trial ends or 14 days after your subscription ends”.

2.4 When you visit our website

When you visit our website we obtain personal information from your IP address and the operating system and web browser that you use. This enables us to compile statistical data on the use of our website which helps us to improve the user experience. 

2.5 When you sign up for our newsletter, request information from us about our services, or provide us with information

In our dealings with you, whether in person, by telephone, letter or email, you may directly provide us with various types of personal information, including your name and contact details (such as your address, email address and telephone numbers). 

2.6 When you agree to receive marketing information

If you agree to receive marketing information your personal information may be stored in our contact database.

If you no longer wish to receive any marketing emails from us you can unsubscribe at any time by using the “Unsubscribe” button on the email footer or by contacting

3. How do we use your personal information?

3.1 We will only use your personal information in compliance with Data Protection Laws. 

Accordingly, we will therefore only process your personal information if:

  • it is necessary for the performance of a contract with you
  • it is necessary in connection with a legal obligation
  • you have given your consent (where necessary) to such use
  • if we or a third party have a legitimate interest which is not overridden by your interests or your rights and freedoms

3.2 We may use your personal information for the following purposes:

  • if you book and pay for a coaching session and to process your payment,
  • if you subscribe, to provide you with our newsletter,
  • if you have opted in to receive marketing communications from us, to send you information about our services and other marketing material,
  • if you have opted in to receive communications from us, to upload your contact details in a securely encrypted format to Twitter, Facebook, Instagram and LinkedIn. If this platform determines that you have an account with them then we will show you marketing material and other information that we think will be of interest to you. Note that if this social media platform does not recognise your contact details then your details are promptly deleted,
  • to process and respond to your requests for information, or to enquiries or any complaints received from you.

4. For how long do we keep your personal information?

4.1 We will only retain your personal information for as long as is necessary for the purpose for which it was collected, including for the purposes of complying with any legal, accounting or insurance requirements. 

If you wish to know more about our retention periods, please contact

4.2 On expiry of the applicable retention period, we will securely destroy your personal information in accordance with applicable law.

5. How and why do we share your personal information?

5.1 We use third parties who provide services to us or on our behalf, and we will share your information (including personal information) with them. 

Third parties which may have access to your personal information, and the purposes for which we may share your information, include:

Third party service providerWebsitePurpose for which we share your information
WordPress N/A
Zoom Video Communications, Inc. Providing listening services by video conference
Calendly  Scheduling coaching sessions
PandaDoc Generating and managing engagement letters for coaching services
Xero Managing and processing payments for coaching services
Google Docs Managing coaching sessions notes and client documentation
Mailchimpwww.mailchimp.comNewsletter sign ups and distribution
Poptinwww.poptin.comNewsletter sign ups and other promotions
Heyday copilot that transforms documents, notes, and conversations into quotes, shareable content, and a queryable database.

5.2 Some of your personal information may be stored in a private cloud and managed by a third party service provider.

5.3 In addition we may share your personal information with third parties where:

  • you have consented to us doing so (where necessary),
  • it is necessary for the purpose of, or in connection with, legal proceedings or in order to exercise or defend legal rights,
  • it is appropriate to disclose the information to parties with whom we have promotional arrangements (such as jointly hosted events).

5.4 Some of our suppliers and service providers may store or otherwise process personal information outside the UK or the European Economic Area. 

Where this is the case, we will ensure that your personal information will only be transferred either to countries that have been identified as providing adequate protection, or to a third party where there is a legal transfer mechanism in place to protect your personal information, for example where the supplier or service provider has entered into the European Commission’s Standard Contractual Clauses.

6. How do we keep your personal information secure?

6.1 We use up to date data storage and security to hold your personal information securely in electronic and physical form to protect your personal information from unauthorised access, improper use or disclosure, unauthorised modification or unlawful destruction or accidental loss. 

Our electronic databases require logins and password authentication. Password managers are also used.

6.2 All our directors, employees and third party service providers who have access to confidential information (including personal information) are subject to confidentiality obligations.

6.3 However, the transmission of information via the internet is not completely secure. 

Although we take appropriate and proportionate steps to manage the risks posed, we cannot guarantee the security of your information transmitted to our online services.

7. Third party sites

7.1 Our website may contain links to other sites which are controlled by third parties. You should review these other sites’ privacy policies. We do not accept any responsibility for their use of your personal information.

8. What are your legal rights in relation to your personal information?

8.1 You have the following data protection rights:

  • You have the right at any time to withdraw your consent to our processing of your personal information.
  • You have the right to be told what personal information we hold about you on our database and how we process that data.
  • You have the right to request that we provide you with a copy (in a commonly used electronic format) of all the personal information that we hold about you. Unless you make repeated requests, we will not charge a fee for providing you with a copy of this data.
  • You have the right to request that we correct any inaccurate or incomplete personal information that we hold about you.
  • You have the right to request that we irretrievably delete all personal information that we hold about you (the so-called “right to be forgotten”). Note that there are limited circumstances in which we are legally entitled to refuse to comply with this request.
  • You have the right to request that we transmit all the personal information that we hold about you (in a structured, commonly used and machine-readable form) to another organisation’s IT environment. Note that we are only legally obliged to comply with this request if it is technically feasible for us to do so.
  • You have the right to complain to a data protection authority about our collection and use of your personal information. 

For more information, please contact the UK Information Commissioner’s Office at:

8.2 If you wish to exercise any of the rights set out in Section 8.1 you can do so by sending us an email at

9. Changes to this Privacy Policy

9.1 We may update this Privacy Policy from time to time in response to changing legal, technical or business developments, so please review it frequently. 

If we update our Privacy Policy and the amendments involve a material change to the way we collect, use, share, store or otherwise process your personal information then we will take appropriate measures to inform you, consistent with the significance of the changes we make.

10. Further specifications: Cookies, Newsletter & Website

10.1 Cookies

This website uses cookies and similar technologies, which are small files or pieces of text that download to a device when a visitor accesses a website or app. For information about viewing the cookies dropped on your device, visit the cookies WordPress uses.

10.2 Newsletter

Email addresses and any other personally identifiable information collected in the provision of the newsletter are only used to provide and improve the newsletter, and to prevent abuse. No personal information is exchanged with any third party, except as needed with the software platforms that are used to provide it, as follows: 

  • We use Poptin for smart popups and embedded forms (principally to gather your email address). You can view its privacy policy here.
  • When you subscribe to the newsletter your email address is passed to Mailchimp directly or via Poptin, which sends email, processes bounces and unsubscribes, and provides analytics in accordance with its privacy policy
  • Subscribing to the newsletter is double-opt-in, and email addresses that do not pass the opt-in are discarded. See Mailchimp on double-opt-in.
  • The newsletter has an unsubscribe link at the bottom of every issue. You can ask to be deleted entirely on Mailchimp’s data request page.
  • From time to time, the newsletter may be sponsored by third parties. Sponsors do not receive any individual user information. 

10.3 Website

This website may use web font files from Adobe. To properly display this site to you, servers where the font files are stored may receive personal information about you, including:

  • Information about your browser, network, or device
  • Your IP address

You can see Adobe’s privacy policy here.

Some pages on this website contain embedded content from third parties (for example, YouTube videos). This website does not share any user data with those parties. You should refer to those sites for their privacy policies. 

This site may use Google Recaptcha to prevent spam and abuse in the contact form and in signing up to the free edition of the newsletter. Google does not get any personal information from this site beyond that needed to provide this service, and this site gets no personal information from Google. You can read Google’s privacy policy here.

10.4 Activity

This website is hosted by WordPress. WordPress collects personal data when you visit this website, including:

  • Information about your browser, network and device
  • Links you clicked on to come to this website
  • Your IP address

WordPress needs the data to run this website, and to protect and improve its platform and services. WordPress analyses the data in a de-personalised form. You can read WordPress’ privacy policy.