Last modified: August 5, 2025

1. Introduction

Thank you for visiting our website today.  We hope you have a great experience here. At The Fittest Ever, LLC ("Company" or "We"), respects your privacy and are committed to protecting it through our compliance with this policy.

This policy describes the types of information we may collect from you or that you may provide when you visit the website https://www.thefittest.com (our "Website") and our practices for collecting, using, maintaining, protecting, and disclosing that information.

2. Agreement to our Privacy Policy

Please read this policy carefully to understand our policies and practices regarding your information and how we will treat it. If you do not agree with our policies and practices, your choice is not to use our Website. By accessing or using this Website, you agree to this privacy policy. This policy may change from time to time. Your continued use of this Website after we make changes is deemed to be acceptance of those changes, so please check the policy periodically for updates.

3. This policy applies to information we collect:

• On this Website.
• Offline in any manner.
• In email, text, and other electronic messages between you and this Website.
• Through mobile and desktop applications you download from this Website.
• When you interact with our advertising on third-party websites and services, if those applications or advertising include links to this website.
• Through any of our affiliate or related companies including Liver King, LLC, Krowa, LLC; Birthright Supplements, LLC; Strong Jaw, LLC; Ancestral Supplements, LLC; Guts and Glory, LLC; GoatX Health, LLC; LK Goat Management, LLC; The Fittest Ever LLC; and Heart of the Canine, LLC, Medicine Man Plant Co, LLC, and Barbarian Foundation. 

It does not apply to information collected by us offline or through any other means, or by other third parties that may be accessible through the Website.

4. Children Under the Age of 16

Our Website is not intended for children under 16 years of age. No one under the age of 16 may provide any personal information on the Website. We do not knowingly collect personal information from children under 16. If you are under 16, do not use or provide any information on this Website. If we learn we have collected or received personal information from a child under 16 without verification of parental consent, we will delete that information.

5. What types of information do we collect? 

We collect several types of information from and about users of our Website, including information:

• By which you may be personally identified, such as name, address, e-mail address, telephone number, and payment information. 
• That is about you but individually does not identify you, such as traffic data, location data, logs, IP Address, operating system, and other communication data and the resources that you access and use on the Website.
• About your internet connection, the equipment you use to access our Website, and usage details.
• User provided content
  

6. How do we collect this information?

• Directly from you when you provide it to us.
• Automatically as you navigate through the site (e.g., cookies, IP Address, web beacons and other tracking technologies, etc.).
• From third parties, for example, our affiliates, related parties, and business partners.
  

7. Information You Provide to Us  

The information we collect on or through our Website may include:

• Information that you provide by filling in forms on our Website. This includes information provided at the time of registering to use our Website, purchasing products, subscribing to our Services, posting material, or requesting further services or products. We may also ask you for information when you enter a contest or promotion sponsored by us, and when you report a problem with our Website.
• Records and copies of your correspondence (including email addresses) if you contact us.
• Your search queries on the Website
• Details of transactions you carry out through our Website and of the fulfillment of your orders. 
• Through user contributions, where you post comments directly on our Website. Note, user contributions are posted at your own risk. 
  

8. Information We Collect Through Automatic Data Collection Technologies

As you navigate through and interact with our Website, we may use automatic data collection technologies to collect certain information about your equipment, browsing actions, and patterns, including:

• Details of your visits to our Website, including traffic data, location data, logs, and other communication data and the resources that you access and use on the Website.
• Information about your computer and internet connection, including your IP address, operating system, and browser type.

We also may use these technologies to collect information about your online activities over time and across third-party websites or other online services (behavioral tracking). To learn more about behavioral tracking on this website—and how we respond to browser signals and other tracking controls—or to opt out, click “Your Privacy Choices” in the footer. There, you can review and adjust your cookie and tracking settings at any time.

The information we collect automatically is only statistical data and does not include personal information, but we may maintain it or associate it with personal information we collect in other ways or receive from third parties. It helps us to improve our Website and to deliver a better and more personalized service, including by enabling us to:

• Estimate our audience size and usage patterns.
• Store information about your preferences, allowing us to customize our Website according to your individual interests.
• Speed up your searches.
• Recognize you when you return to our Website.

The technologies we use for this automatic data collection may include:

• Cookies (or browser cookies). A cookie is a small file placed on the hard drive of your computer. You may refuse to accept browser cookies by activating the appropriate setting on your browser. However, if you select this setting you may be unable to access certain parts of our Website. Unless you have adjusted your browser setting so that it will refuse cookies, our system will issue cookies when you direct your browser to our Website. For information about managing your privacy and security settings for cookies, see section 11 Choices About How We Use and Disclose Your Information.

• Web Beacons. Pages of our Website and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of certain website content and verifying system and server integrity).

We do not collect personal information automatically, but we may tie non-personal information collected automatically to personal information about you that we collect from other sources or that you provide to us.

How We Use Your Information

We use information that we collect about you or that you provide to us, including any personal information:

• To present our Website and its contents to you.
• To provide you with information, products, or services that you request from us.
• To fulfill any other purpose for which you provide it.
• To provide you with notices about your account/subscription, including expiration and renewal notices.
• To carry out our obligations and enforce our rights arising from any contracts entered into between you and us, including for billing and collection.
• To notify you about changes to our Website or any products or services we offer or provide through it.
• To allow you to participate in interactive features on our Website.
• In any other way we may describe when you provide the information.
• For any other purpose with your consent.

We may also use your information to contact you about our own and third-parties’ goods and services that may be of interest to you. For more information, see Choices About How We Use and Disclose Your Information.

We may use the information we have collected from you to enable us to display advertisements to our advertisers’ target audiences. Even though we do not disclose your personal information for these purposes without your consent, if you click on or otherwise interact with an advertisement, the advertiser may assume that you meet its target criteria.

We may send you direct marketing communications, product information and promotional offers:

If we have an existing business relationship with you and can rely on your implied consent

If you are from a country where the laws permit us to send you such communications without your explicit consent

We do not use your personal data for third-party marketing unless we have your separate, explicit consent, or the laws in your country allow such processing.

You will always have full control of your marketing preferences. If you do not wish to continue receiving marketing information from us at any time:

You can unsubscribe by using the unsubscribe directions or link included in marketing communication from us, including email and sms; or

You may withdraw your consent by contacting us by e-mail at help@thefittest.com.

We aim to process all requests as quickly as possible, but please allow a few days for your preferences to take full effect.

• Email marketing (if applicable): Where we have a legal basis, we may send emails about our store, new products, and other updates (see our “Marketing Preferences” section for more information).
• Text marketing (if applicable): We may send text messages about our store, new products, and other updates. Updates include Checkout Reminders. The website uses webhooks and cookies (with your consent) to help keep track of items you put into your shopping cart including when you have abandoned your cart and this information is used to determine when to send cart reminder messages via SMS (see our “Marketing Preferences” section for more information).

Marketing Preferences

We would like to send you information about products and services of ours that we think you might like. We may send you direct marketing communications, product information and promotional offers:

• If you have consented to receiving such communications from us
• If we have an existing business relationship with you and can rely on your implied consent
• If you are from a country where the laws permit us to send you such communications based on our legitimate interests, if you have bought a product or service from us, and have not opted out of receiving communications from us
• If you are from a country where the laws permit us to send you such communications

The marketing communications we send will be in relation to our own products or services, your personal data will not be used for third-party direct marketing unless separate explicit consent has been collected for that or you are from a country where the laws permit such processing.

You will always have full control of your marketing preferences. If you do not wish to continue receiving marketing information from us at any time:

• You can unsubscribe by using the unsubscribe directions or link included in marketing communication from us; or
• You may withdraw your consent by contacting us by e-mail at help@thefittest.com

Customers located in certain regions, also have the right to object to their personal data being processed for direct marketing purposes at any time. If you would like to object you can contact us by e-mail at help@thefittest.com.

We will process all requests as soon as possible, but please note that due to the nature of our IT systems and servers it may take a few days for any opt-out request to be implemented.

10. Disclosure of Your Information

We may disclose aggregated information about our users without restriction. We may disclose personal information that we collect or you provide as described in this privacy policy:

• To our subsidiaries, related companies, and affiliates.
• To contractors, service providers, and other third parties we use to support our business [ and who are bound by contractual obligations to keep personal information confidential and use it only for the purposes for which we disclose it to them.
• To a buyer or other successor in the event of a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal information held by us about our Website users is among the assets transferred.

• To third parties to market their products or services to you if you have not opted out of these disclosures. We contractually require these third parties to keep personal information confidential and use it only for the purposes for which we disclose it to them. For more information, see section 11 Choices About How We Use and Disclose Your Information.

• For any other purpose disclosed by us when you provide the information.
• With your consent.
• To fulfill the purpose for which you provide it. For example, if you give us an email address to use the “email a friend” feature of our Website, we will transmit the contents of that email and your email address to the recipients.
• To comply with any law, or legal process
• If we believe disclosure is necessary to protect the rights, property, or safety of our Company, our customers, or others. 
• To enforce or apply our terms of use, refund policy,  and other agreements, including for billing and collection purposes.

We may also disclose your personal information:

• To comply with any court order, law, or legal process, including to respond to any government or regulatory request.
• To enforce or apply our terms of use, or terms of sale and other agreements, including for billing and collection purposes.
• If we believe disclosure is necessary or appropriate to protect the rights, property, or safety of our Company, our customers, or others.

11. Choices About How We Use and Disclose Your Information

We strive to provide you with choices regarding the personal information you provide to us. We have created mechanisms to provide you with the following control over your information:

• Tracking Technologies and Advertising. You can set your browser to refuse all or some browser cookies, or to alert you when cookies are being sent. If you disable or refuse cookies, please note that some parts of this site may then be inaccessible or not function properly.

• Disclosure of Your Information for Third-Party Advertising. If you do not want us to share your personal information with unaffiliated or non-agent third parties for promotional purposes, you can unsubscribe by using the unsubscribe directions or link included in marketing communication from us, including email and sms you may withdraw your consent by contacting us by e-mail at help@thefittest.com.  
• Promotional Offers from the Company. If you do not wish to have your [email address/contact information] used by the Company to promote our own or third parties’ products or services, you can opt-out by sending us an email stating your request to help@thefittest.com. If we have sent you a promotional email, you may send us a return email asking to be omitted from future email distributions or click the “Unsubscribe” button at the bottom of the email. This opt out does not apply to information provided to the Company as a result of a product purchase, product service experience or other transactions.
• Targeted Advertising. If you do not want us to use information that we collect or that you provide to us to deliver advertisements according to our advertisers’ target-audience preferences, you can opt-out by clicking “Your Privacy Choices” in our website footer. From there, you can review and adjust your cookie and tracking preferences at any time. For more information on behavioral tracking on this Website and how we respond to web browser signals and other mechanisms that enable consumers to exercise choice about behavioral tracking.

We do not control third parties’ collection or use of your information to serve interest-based advertising. However, these third parties may provide you with ways to choose not to have your information collected or used in this way. You can opt out of receiving targeted ads from members of the Network Advertising Initiative (”NAI”) on the NAI’s website.

12. Health Information and HIPAA Disclaimer

We understand that you may choose to share personal health information when speaking with our team to receive product recommendations. Please be advised that The Fittest Ever, LLC  is not a medical provider and is not a "covered entity" under the Health Insurance Portability and Accountability Act (HIPAA). Therefore, information you provide is not protected under HIPAA.

Any health-related information you choose to share with us is provided voluntarily and is used solely to offer educational insights and supplement suggestions. We do not provide medical advice, diagnosis, or treatment, and our staff are not acting in a clinical or healthcare provider capacity. While we take commercially reasonable measures to protect your privacy, we encourage you not to submit any sensitive health information that you are not comfortable sharing outside of a healthcare provider setting.

13. Accessing and Correcting Your Information

You may send us an email at help@thefittest.com to request access to, correct or delete any personal information that you have provided to us. 

14. Your State Privacy Rights

State consumer privacy laws may provide their residents with additional rights regarding our use of their personal information.

California, Colorado, Connecticut, Delaware, Florida, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah, and Virginia provide (now or in the future) their state residents with rights to:

• Confirm whether we process their personal information.
• Access and delete certain personal information.
• Correct inaccuracies in their personal information, taking into account the information’s nature processing purpose (excluding Iowa and Utah).
• Data portability.
• Opt-out of personal data processing for:

• targeted advertising (excluding Iowa);
• sales; or
• profiling in furtherance of decisions that produce legal or similarly significant effects (excluding Iowa and Utah).

• Either limit (opt-out of) or require consent to process sensitive personal data.

The exact scope of these rights may vary by state. To exercise any of these rights please email us at help@thefittest.com. To appeal a decision regarding a consumer rights request please email your request to help@thefittest.com. We will review your request within 5 business days.

Nevada provides its residents with a limited right to opt-out of certain personal information sales. Residents who wish to exercise this sale opt-out rights may submit a request to this designated address: help@thefittest.com. However, please know we do not currently sell data triggering that statute’s opt-out requirements.

15. California “Shine the Light” Inquiries.

In addition to Section 14 above, Section 1798.83 of the California Civil Code permits California residents who have provided their personal information to us to request data regarding our disclosure of their information to third parties for direct marketing purposes.

In the event you wish to contact us regarding the foregoing, please refer to the instructions provided in Section 13 above. Please specify in your communication that you are making a “California Shine the Light” inquiry.

16. Data Security

We have implemented measures designed to secure your personal information from accidental loss and from unauthorized access, use, alteration, and disclosure. All information you provide to us is stored on our secure servers behind firewalls or stored on cloud-based technologies and software.  Any payment transactions will be encrypted.  

Unfortunately, the transmission of information via the internet is not completely secure. Although we do our best to protect your personal information, we cannot guarantee the security of your personal information transmitted to our Website. Any transmission of personal information is at your own risk. We are not responsible for circumvention of any privacy settings or security measures contained on the Website.

17. SMS Cart Reminders & Data Sharing

The website uses cookies to help keep track of items you put into your shopping cart including when you have abandoned your cart and this information is used to determine when to send cart reminder messages via SMS.

We will not share your opt-in to an SMS campaign with any third party for purposes unrelated to providing you with the services of that campaign. We may share your Personal Data, including your SMS opt-in or consent status, with third parties that help us provide our messaging services, including but not limited to platform providers, phone companies, and any other vendors who assist us in the delivery of text messages.

18. Changes to Our Privacy Policy

It is our policy to post any changes we make to our privacy policy on this page. If we make material changes to how we treat our users' personal information, we will notify you through a notice on the Website home page. The date the privacy policy was last revised is identified at the top of the page. You are responsible for ensuring we have an up-to-date active and deliverable email address for you, and for periodically visiting our Website and this privacy policy to check for any changes.

19. Contact Information

To ask questions or make comments about this privacy policy and our privacy practices, or to register a concern, contact us at: help@thefittest.com.