JFP EQUINE PRIVACY POLICY

Effective Date: September 4, 2026

JFP Equine, Inc. (“JFP Equine,” “JFP,” “we,” “us,” or “our”) respects your privacy and is committed to protecting the personal information you provide to us.

This Privacy Policy explains what information we may collect through our website, www.jfpequine.com, how we use and protect that information, when we may share it with others, and the choices you have regarding your information.

By using our website, purchasing our products or services, submitting information through our website, or otherwise interacting with JFP Equine online, you acknowledge the practices described in this Privacy Policy.

1. INFORMATION WE COLLECT

Depending on how you interact with JFP Equine, we may collect information such as:

  • Your name

  • Email address

  • Telephone number

  • Mailing or billing address

  • Information provided through contact or inquiry forms

  • Requested dates, group size, number of participants, or other information related to an experience or event

  • Information associated with purchases, reservations, gift cards, merchandise orders, or other transactions

  • Information you voluntarily provide in messages, correspondence, reviews, or other communications with us

  • Information relating to your preferences regarding receipt of marketing communications

  • Photographs or video of guests when collected in connection with JFP Equine activities and events, subject to applicable consent or release requirements

  • Certain information collected automatically when you visit or use our website, as described below

Payment Information

Payments made through our website are processed by third-party payment providers, including Stripe. Depending on the payment method selected, Stripe may process credit or debit card information, Google Pay, Link, or other available payment methods.

JFP Equine does not need to receive or store your full payment-card number to process your transaction. Payment information is handled according to the applicable third-party payment provider's policies.

2. HOW WE USE INFORMATION

JFP Equine may use information we collect to:

  • Process purchases, reservations, gift cards, and merchandise orders

  • Communicate with you about your purchase, reservation, inquiry, or event

  • Respond to questions and requests

  • Provide and improve our experiences, products, services, and website

  • Coordinate and administer events and activities

  • Maintain business, accounting, and transaction records

  • Communicate important information regarding reservations, purchases, policies, or changes to our services

  • Send marketing communications when you have affirmatively opted in to receive them

  • Understand website traffic and how visitors use our website

  • Improve our marketing, advertising, and website performance

  • Protect the security and integrity of our website, business, customers, guests, and property

  • Comply with applicable laws, regulations, legal processes, or governmental requests

  • Establish, exercise, or defend legal claims or rights

3. MARKETING COMMUNICATIONS

JFP Equine may offer you the opportunity to receive updates, news, announcements, promotions, and other marketing communications from us.

We generally send marketing communications to individuals who have affirmatively indicated that they would like to receive them, including through applicable website forms or JFP Equine waiver forms.

Marketing communications may be distributed using third-party email service providers, including Beehiiv.

You may unsubscribe from marketing emails at any time by using the unsubscribe or opt-out mechanism included in the communication or by contacting us directly.

Unsubscribing from marketing communications does not prevent us from sending transactional or service-related communications that are necessary to fulfill a purchase, reservation, inquiry, or other transaction.

4. PHOTOGRAPHS AND VIDEO

JFP Equine may photograph or record guests during experiences, events, appearances, or other activities.

Where applicable, JFP Equine obtains permission through its waiver or other applicable release for photographs or video containing guests to be used for marketing, promotional, editorial, social media, website, advertising, or other legitimate business purposes.

The use of photographs or video is subject to the terms of the applicable waiver or release provided to the guest.

5. INFORMATION COLLECTED AUTOMATICALLY

When you visit our website, certain information may be collected automatically through cookies, analytics tools, pixels, tags, or similar technologies.

This information may include things such as:

  • IP address

  • Browser and device information

  • General geographic information

  • Pages visited

  • Referring websites or sources

  • Approximate time spent on the website

  • Interactions with website content

  • General website usage and traffic information

JFP Equine may use this information to understand website traffic, improve website functionality and content, measure marketing effectiveness, and better understand how visitors interact with our website.

Our website may use technologies provided by Squarespace and other third-party service providers. JFP Equine may also use analytics, advertising, or tracking technologies provided by third parties such as Google, Meta, or other providers.

The specific technologies used on our website may change from time to time as we improve our website, analytics, advertising, and marketing efforts.

6. COOKIES AND SIMILAR TECHNOLOGIES

Our website and third-party services used in connection with our website may use cookies and similar technologies.

Cookies may be used for purposes such as:

  • Website functionality

  • Security

  • Understanding website traffic

  • Remembering preferences

  • Measuring advertising or marketing performance

  • Improving the user experience

  • Supporting advertising or audience measurement

You may be able to control or disable certain cookies through your browser settings. Disabling cookies may affect the functionality of portions of the website.

7. HOW WE SHARE INFORMATION

JFP Equine does not sell or rent your personal information to third parties for their own marketing purposes.

We may share information with third parties when reasonably necessary to operate our business, provide our products or services, process transactions, communicate with customers, or comply with legal obligations.

These parties may include:

  • Website and technology providers, including Squarespace

  • Payment processors, including Stripe

  • Email and marketing service providers, including Beehiiv

  • Marketing, website, analytics, advertising, and SEO service providers

  • Professional advisors, including accountants, attorneys, and other business advisors

  • Contractors, consultants, virtual assistants, and other service providers who assist us in operating the business

  • Government authorities, courts, law enforcement, or other parties when required or permitted by law

  • Other parties when reasonably necessary to protect the rights, safety, property, or operations of JFP Equine, our guests, customers, or others

We seek to limit information shared with service providers to information reasonably necessary for them to perform the services for which they have been engaged.

8. THIRD-PARTY SERVICES AND LINKS

Our website may contain links to or integrations with websites and services operated by third parties.

Examples may include payment providers, social media platforms, booking or commerce services, analytics providers, and other third-party websites or tools.

JFP Equine is not responsible for the privacy practices, security, content, or policies of third-party websites or services. We encourage you to review the privacy policies of those third parties before providing them with personal information.

9. INFORMATION SECURITY

JFP Equine takes reasonable administrative, technical, and physical measures designed to protect personal information against unauthorized access, use, alteration, disclosure, or destruction.

However, no method of transmitting information over the internet or storing information electronically can be guaranteed to be completely secure.

10. DATA RETENTION

JFP Equine retains personal information for as long as reasonably necessary for the purposes described in this Privacy Policy, including to provide services, maintain business and transaction records, comply with legal and accounting obligations, resolve disputes, enforce agreements, and protect our legitimate business interests.

When personal information is no longer reasonably necessary for these purposes, we may delete, destroy, or anonymize it in accordance with our business practices and applicable law.

11. CHILDREN'S INFORMATION

Our website and online services are not directed toward children under 13, and JFP Equine does not knowingly collect personal information directly from children under 13 through its website.

Minors may participate in JFP Equine experiences and activities when permitted under our applicable policies and with the involvement and consent of a parent or legal guardian where required.

If you believe a child under 13 has provided personal information to us through our website without appropriate parental involvement, please contact us so that we can take reasonable steps to address the situation.

12. YOUR PRIVACY CHOICES

Depending on the circumstances and applicable law, you may have certain rights regarding your personal information.

You may:

  • Opt out of marketing emails at any time

  • Contact us with questions regarding personal information we may hold about you

  • Request that we correct inaccurate information

  • Request deletion of information where applicable and legally permitted

  • Ask questions about how your information is collected or used

Certain information may need to be retained for legitimate business, legal, accounting, security, or regulatory purposes.

To make a privacy-related request, please contact JFP Equine using the contact information below.

13. CHANGES TO THIS PRIVACY POLICY

JFP Equine may update this Privacy Policy from time to time to reflect changes in our business, website, technology, legal requirements, or privacy practices.

When we make changes, we will update the Effective Date shown at the beginning of this Privacy Policy.

We encourage you to review this Privacy Policy periodically.

14. CONTACT US

If you have questions about this Privacy Policy or JFP Equine's privacy practices, please contact us:

JFP Equine, Inc.
Waterloo, Illinois
Email: info@jfpequine.com