Who are we?

Beat the Street is delivered by Intelligent Health. We are a company in the UK, registered with the ICO under Payment Tier 1, Z1676868. At Intelligent Health, we are committed to maintaining the trust and confidence of our players. Intelligent Health will never sell, rent or trade email lists or personal data with other companies and businesses.

In order to be clear and transparent, this privacy policy provides detailed information on when and why we collect your personal information and how we use it.

What data does Beat the Street collect and why?

As part of running Beat the Street we have a number of different activities which may involve the collection and handling of your information. Please see a list below describing our different activities and what information we need as part of this.

1. Data that we collect when you use our website where cookies are enabled

Information on how we collect and use data obtained from cookies, is available on our cookies page.

We use this information to:

  • Ensure content is presented in the most effective manner;
  • Develop new services based on the information being collected;
  • Analyse site traffic and understand customer needs and trends;
  • Identify issues with the website and user’s experience of it;
  • Monitor the way our website is used.
  • We only do this if you accept these cookies. You can find out how to change your cookies preferences and information on how to control cookies through your browser settings on our cookies page.

2. Data that we collect when you use the Beat the Street App:

  • Registration information, as listed below;
  • Location tracking data using geolocation functionality;
  • Motion tracking data;
  • Step count from your health application (Google Fit, Apple Health);
  • Device information;
  • Usage and diagnostics data.

We use this information in order to operate the game, without this it would not be possible to play Beat the Street using the App.

Registration information is used as described in this wider policy to create and manage your account; in the app this is used to reattribute your points with your account.

Your precise location is processed through geolocation functionality in order to measure your movements and earn points as part of the game. You can amend your tracking status by going to the settings section of the app. If you do not wish to share geolocation data, you can play Beat the Street without sharing your location by playing using a Beat the Street card instead of the App. You can pick up a card, free of charge, from a Distribution Point. The 'Where can I pick up a card?' on the FAQs page of the Beat the Street website lists where these Distribution Points can be found.

We use motion tracking information to assess when you are walking, running, cycling or at rest. Not only does this help us accurately calculate and attribute points it also allows us to turn off geolocation features when you are at rest so that we track you as little as possible whilst playing the game.

Where you agree to share your health data app with us we use your step count to further improve the calibration of our points calculation and also use this to measure the impact of the game but do so in a way which does not identify you.

We use device, diagnostics and usage information to continually improve our application.

We only collect and use this information where it is necessary for us to deliver the game. Where we use your information outside of what is absolutely necessary to run the game we ask for your consent.

3. Data that we collect when you register to take part in Beat the Street:

  • First name
  • Email address
  • Month and year of birth
  • Postcode
  • Gender

We collect your personal information and contact details so that we can contact you in our legitimate interest to:

  • Enable you to participate in the game
  • Contact you to verify your Beat the Street account and contact details provided
  • Contact you to provide information on how to get ready to play Beat the Street including details of how to play and where to collect cards and maps to play
  • Approve your team (if you register as a team leader) and provide information on setting up your team members
  • Inform you of the game’s start date
  • Share guidance related to player safety
  • Provide links to complete Beat the Street closing survey, 6-month survey and 12-month surveys which are business critical to help us evaluate the effectiveness of the Beat the Street game and which help us identify barriers faced by participants wishing to get active and advise partners including local authorities of the best ways in which they can direct services and support to improve the health and wellbeing of their local community.
  • Alert you to any exceptional circumstances that could force us to stop the game
  • Periodically contact you to ask for your feedback regarding your experience of playing the game.
  • Notify you if you have won a prize for reaching the top of a Leaderboard or a Lucky Tap prize (game update).

If you do not wish to receive this information, you can contact our helpdesk to de-register your account and have your personal information removed from the system. Please note that if you request to remove your account, you will be unable to participate in competitions or appear on the leaderboard.

Some games are run in collaboration with partners such as local authorities, councils and local Active Partnerships. For these games, those partners manage the prize process for competitions and leaderboards, along with managing some player queries where they are in the best position to help you (and providing information about council and partner services and activities). In order to carry out these activities, email addresses may be shared with these partners for these specific purposes - they will not be shared for the purposes of marketing. If you would like to find out whether your game is a smaller game where your email may be shared for this purpose, please contact our helpdesk via the Help? widget on the Beat the Street website.

4. Data we collect when you tap your card or fob against a Beat Box:

  • Which Beat Box is tapped (location)
  • When each Beat Box is tapped

We need this information in order to calculate your points for the game to work.

If you have registered your card or fob the information listed here will be linked to your account.

We use this information in line with our legitimate interest in running the game smoothly and effectively.

5. Data we process when you opt into marketing during registration:

  • First name
  • Email address
  • Month and year of birth
  • Postcode

We collect this information during registration and will process it in order to:

  • Send you weekly information about competitions events during Beat the Street
  • Send you information about similar activities and other opportunities to get active in your area after the game has finished.
  • Send you reminders to complete any surveys for which you can earn additional points for your team.

We only send the above information when you have given your specific consent to receive marketing during registration. If you wish to withdraw your consent, you can do so by contacting our helpdesk via the ‘Help?’ widget that appears on the Beat the Street website.

For some smaller games, players may not receive newsletters or information from Intelligent Health.

6. Data we process when you opt in to marketing when joining a game

  • First name
  • Email address
  • Month and year of birth
  • Postcode

We may process the above information on behalf of the local authority or local council that have funded the game in order for them to:

  • Send you information about events during Beat the Street (in the case of smaller games only)
  • Send you information about similar activities in your area after the game has finished

We will only share this information with your local authority or council where you have given your specific consent for this to go ahead. It will be made clear when we are asking you for this consent, the specific council or local authority that this will be shared with.

For details of how your local authority or council process this data, please refer to their privacy policy which is provided at the point where you choose whether to opt-in to this marketing.

7. Data we may collect when you contact us through social media:

  • Handle or username
  • Name
  • Location
  • Photograph(s)
  • Email address
  • Home address

We may collect some of this information when you contact us through social media platforms in order to:

  • Respond to your enquiry or provide you with support;
  • Share your experience or photos with other players;
  • Help build our community.

If we need further information from you when dealing with your enquiry, such as email address or home address we will seek additional consent from you directly and take this to a private message. If you wish to withdraw your consent, you can do so by contacting our helpdesk via the ‘Help?’ widget that appears on the Beat the Street website. This information will not be shared with any outside company or organisation.

Where we are sharing your experience or photos on our official accounts (sharing, re-tweeting, etc.) we will do so as it is in our legitimate interest to promote the game and foster engagement to get more people playing Beat the Street and thereby improving the health and wellbeing of more people. Where we are responding to an enquiry we may need your consent.

8. Data we may collect when you respond to our surveys:

  • First name
  • Email address
  • Age group
  • Postcode
  • Gender
  • Ethnicity
  • Disability
  • Health information
  • Activity levels
  • Mental wellbeing
  • Bespoke data providing behavioural insight about people and their community including, but not limited to, travel patterns, nature connectedness, social cohesion and littering. This is determined on a case by case basis by local authorities, for more information on this subject please contact
  • Email opening statistics

We collect the information listed here for:

  • Intelligent health to measure the effectiveness of the Beat the Street programme.
  • insight into the health and wellbeing of communities to be shared with local councils and IH partners (e.g. Sport England) so they can identify areas of need and address these with future funding/programmes.
  • use the data to improve the health and wellbeing of people in a place working for the public good with trusted public agency partners with a remit from Sport England to both deliver the game but also to effect system change.
  • insight into health and wellbeing of communities for potential academic research.
  • evidence to be used for academic research into behavioural influences on participation in physical activity and wider health and wellbeing.
  • evaluate whether the Beat the Street programme has led to changes in behaviour.
  • help us monitor and improve our e-newsletter.
  • report back to our funders on the effectiveness of the programme.

Our data are not used for commercial purposes currently, but any such use in the future would have to meet required ethical standards that align with IH's mission of improving health and wellbeing for all. Should the data be used for such purposes, we will inform you where possible by updating the privacy notice. Any data shared for commercial purposes would be sufficiently de-identified so personal data should not be reidentified.

We process this data in accordance with Article 9(2)(j) of the UK GDPR in accordance with Schedule 1, Part 1, 4 Research of the Data Protection Act 2018 (archiving, research and statistics). This is not shared with the other Party.

9. Data we may collect when you take part in events, photoshoots or videos

  • Photographs
  • Video footage
  • Audio footage
  • Childs name
  • Parent/Carer’s name
  • Parent/Carer's email address

We process this data in our legitimate interest to promote the game, foster engagement and to promote the benefits of physical activity. We will notify you if a photoshoot or video will be taking place and share information on the purposes for which the footage may be used.

Childrens' data

We ensure that we consider the best interests of children who play Beat the Street and design our services using clear messaging so children are aware of when they share any personal data.

We use the highest standards to protect children's data, keep up-to-date with recommendations and advice in this area, and work to ensure that we meet the latest standards, codes or advice.

For the purposes of the privacy policy, children are anyone aged under 18 years old. We recommend that anyone aged under 18 years old should read our child-friendly privacy notice.

In respect of the above processing activities we will sometimes seek to collect and process the data of children.


  • Children under the age of 13 cannot register without the consent of an adult who has the role of parental authority; and,
  • In all instances where we may collect data for children under the age of 13, we seek to obtain the consent of the holder of parental authority. This consent can be withdrawn at any time.
  • A parental authority is a registered adult (aged 18+ years) player that has registered one or more child players as part of their family group. We advise in our Terms and Conditions that the parental authority should be a person who has the role of parent or guardian of the children that they register.
  • We have designed our website and provide a child-friendly privacy notice with the aim to ensure that any children between the age of 13-18 years of age, understand their rights. This consent can be withdrawn at any time.

Who will my data be shared with?

Beat the Street is delivered by Intelligent Health who will access data for the reasons stated above. Additionally, to help deliver the programme, your data may be shared with the following third-party processers, on which we carry out due diligence tests:

  • Sendinblue – your name and email address will be shared with Sendinblue to issue email newsletters weekly during the game and monthly after the game has finished.
  • SurveyMonkey – the health survey during the game as well as the surveys completed after the game are hosted with SurveyMonkey. View SurveyMonkey's Privacy Policy.
  • Amazon Web Services (AWS) - provides us with cloud infrastructure to host and manage the Beat the Street website.
  • Google Data Studio, Google Cloud Platform and Google Big query - provides us with analytics and business intelligence. We have risk-assessed the above data processors and subsequent transfer to them in order to de-risk the transfer of data to these platforms. As part of this, we have ensured that there are Standard Contractual Clauses in place between us to cover this transfer.
  • Funders – where your local authority requests this we will ask you for permission to share your email with them so that they can contact you about relevant events and activities. For data in the form of photographs or audio/video footage relating the game, we may share this data with funders in the post-game reports.
  • Freshdesk - your name and email address will shared with Freshdesk if you opt to contact us via our helpdesk or website.
  • Appzi - your name and location (county-level) will be shared with Appzi if you opt to provide feedback on the game via our Appzi 'share your feedback' widget.
  • Sprout - we use a third-party provider, Sprout, to manage our social-media interactions. If you send us a private or direct message via social media, it will be stored by Sprout. It will not be shared with any other organisation. View Sprout’s Privacy Policy.
  • Prospective Beat the Street Clients (including general marketing) – photographs and audio/video footage may be shared with prospective clients in the form of sales or marketing brochures, social media platforms and presentations.

Where you consent to receiving our Newsletter or agree to participate in our Surveys some of your data will be shared with SurveyMonkey who are based in the USA. As part of this Intelligent Health has employed the services of the Data Protection People who have carried out a Transfer Risk Assessment to ensure that this sharing is carried out securely and compliantly.

In respect of the above suppliers Intelligent Health will ensure that they are risk assessed and subject to appropriate contractual terms.

Summary of how long your data will be kept for different purposes

Unless you have provided explicit authority for data to be kept for longer:

  1. Personal data collected through registration will be de-identified 26 months after you have registered to participate. Personal data for the purposes of this statement, includes: your email address, name, date of birth and postcode. It will be de-identified by removing name, email address, month of birth and substituting post code with Lower Super Output Area, which are small areas designed to be of a similar population size, with an average of approximately 1,500 residents or 650 households. There are 32,844 Lower-layer Super Output Areas (LSOAs) in England.
  2. Personal data will be removed from tap data after 14 months - the data will be de-identified using Globally Unique Identifiers (GUIDs). These GUIDs will link tap data to the personal data collected in our surveys, which itself will be de-identified after 26 months.
  3. Data used to contact you for marketing or service updates, held by our third-party provider (Sendinblue), will be deleted 14 months after registration for the game.
  4. Data collected in surveys using our third-party provider (Surveymonkey) will be removed from Survey Monkey 26 months after completion of the survey. This data will then be de-identified and moved to AWS to be stored for an undefined period for the purpose of conducting statistical research to help improve physical activity and mental wellbeing for communities. We de-identify this data by removing personal identifiable information (such as name, email addresses). At this time, you will be informed of this by email and provided with details on how to request erasure of your data if you so wish.
  5. Photo, audio or video footage data collected at events will be retained for a period of 36 months, or for for a longer period if the content remains relevant in its current form when incorporated in marketing or promotional brochures, presentations, podcasts or videos. This will be removed at your specific request.

We will retain the below-listed information for the purpose of statistical research in a manner to ensure that persons cannot be re-identified.

  1. Year of birth (inputted when registering for game)
    1. Purpose: Identify trends in inactivity/motivations to get active that relate to certain age groups to inform behaviour change methods under development for specific groups that will serve encourage more people to become more physically active.
  2. LSOA (from postcode entered at registration)
    1. Purpose: Identify any common causes of inactivity/specific needs in LOSA areas to inform advice for LAs to successfully create PA policies and programmes in their areas. Use of LSOA data to identify common trends across areas and help inform approaches to tackle this.
  3. Health conditions (health survey)
    1. Purpose: Identify needs of people with specific health conditions at a wider scale to deduce common physical activity and mental health needs of these groups and ensure this is captured in forthcoming games, data consultancy and policy recommendations.
  4. Activity levels (health survey)
    1. Purpose: Understand the differing motivations for people who identify as being active, or less active to tailor advice and behaviour change methods.
  5. Game play (Tap Data, Points, Mileage)
    1. Purpose: Understand level of game interaction, support game experience, and tailor advice and behaviour change methods to increase physical activity levels. To identify spatial patterns related to active travel mobility.
  6. Stories (Player and partner experiences)
    1. Purpose: To gain feedback of the game experience, identify trends in behaviour change to make improvements to the game, identify physical activity and mental health needs and demonstrate impact.
      Photo, audio or video footage data collected at events will be retained for a period of 36 months, or for for a longer period if the content remains relevant in its current form when incorporated in marketing or promotional brochures, presentations, podcasts or videos. This will be removed at your specific request.

Your rights

You may have certain rights in relation to your information. The availability of these rights and the ways in which you can use them are set out below in more detail.

  • Access: you are entitled to ask us if we are processing your information and, if we are, you can request access to your personal information. This enables you to receive a copy of the personal information we hold about you and certain other information about it.
  • Correction: you are entitled to request that any incomplete or inaccurate personal information we hold about you is corrected.
  • Erasure: you are entitled to ask us to delete or remove personal information in certain circumstances. There are also certain exceptions where we may refuse a request for erasure, for example, where the data is required for compliance with law or in connection with claims.
  • Restriction: you are entitled to ask us to suspend the processing of certain of your personal information about you, for example if you want us to establish its accuracy or the reason for processing it.
  • Transfer: you may request the transfer of some of your personal information to another party.
  • Objection: where we are processing your personal information based on a legitimate interest you may challenge this. However, we may be entitled to continue processing your information based on our legitimate interests or where this is relevant to legal claims.
  • Automated decision making and profiling: we do not perform any automated decision-making based on personal data that produces legal effects or similarly significantly affects you.
  • Withdrawal of consent: where you have provided us with your consent for a particular processing activity you can withdraw this at any time. Please note that this will not affect any processing we have undertaken up until your withdrawal.
  • Lodge a complaint with the Regulator: while we hope that we can resolve any queries or address any concerns you may have you will always have the right to lodge a complaint with the relevant Regulator, the Information Commissioner’s Office (ICO).

Some of these rights will only apply in certain circumstances. If you would like to exercise, or discuss, your rights below please contact us at, or alternatively you can write to:

Intelligent Health
Reading Enterprise Centre
University of Reading
Earley Gate
Whiteknights Road
RG6 6BU.

Changes to this privacy notice

We keep our privacy policy under regular review and we will place any updates on this webpage. This privacy policy was last updated in February 2023.