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Privacy Policy

Trek Retail Corporation (“TRC”) respects and values your privacy. Our privacy policy and data security activities are governed by a number of policies and procedures. With respect to personal information (“Your Information”) about individuals located in Switzerland and the European Union (EU) countries (“You”), TRC complies with the U.S.-EU Safe Harbor Framework and the U.S.-Swiss Safe Harbor Framework as set forth by the U.S. Department of Commerce regarding the collection, use, and retention of personal information from European Union member countries and Switzerland. TRC has certified that it adheres to the Safe Harbor Privacy Principles of notice, choice, onward transfer, security, data integrity, access, and enforcement. To learn more about the Safe Harbor program, and to view TRC’s certification, please visit http://www.export.gov/safeharbor/.

Notice of How We Use Your Information

TRC owns and licenses business management software, known as Ascend® Retail Management Solutions, to independent bicycle retailers in the EU and Switzerland who are authorized to sell bicycles, and bicycle-related clothing and accessories manufactured or distributed by Trek Bicycle Corporation, including but not limited to Trek®, Gary Fisher®, Villiger®, Diamant®, and Bontrager® branded products (“Dealers”). These Dealers may collect Your Information when you visit their store, and may process and store it using the Ascend software. TRC has access to and stores Your Information for purposes of providing Dealers with customer service, technical support, backup storage and other services related to the Ascend software, and maintaining and improving the Ascend software. This Privacy Policy applies to Your Information that TRC accesses and stores through the Ascend software. The types of personal information TRC may be able to access includes, but is not limited to, your name, address, email address, birth date and phone number. TRC will not use Your Information for marketing purposes.

Onward Transfer

Your Information will be stored on a server hosted by a third party, and may be accessed and stored by TRC’s sub-licensors, affiliates and third parties acting on our behalf as our agent (e.g., consultants, accountants, lawyers). If an affiliate or third party agent is located outside the EU or Switzerland, we will allow them to access to Your Information only if they confirm that they provide the same level of protection required by the Safe Harbor principles. We will not provide Your Information to any other third parties without your express consent.


If TRC intends to use or transfer Your Information for reasons that are not consistent with the above, You will be given the opportunity to opt-out of that use or transfer.


To access, amend, correct or delete Your Information, please contact the Dealer who originally collected Your Information. You will be able to correct, amend, or delete Your Information where it is inaccurate, except where the burden or expense of providing access would be disproportionate to the risks to your privacy in the case in question, or where the rights of others would be violated.


TRC takes reasonable precautions to protect Your Information from loss, misuse and unauthorized access, disclosure, alteration and destruction.

Data Integrity

We limit our processing of Your Information to the purposes stated herein. If we have reason to believe that Your Information is outdated or incorrect, we will attempt to notify the appropriate Dealer.

Contact Us

If You have a complaint or question about this Privacy Policy, please contact TRC at or Trek Retail Corporation, Attn: Ascend Privacy Policy, 801 W. Madison St., Waterloo, WI 53594 USA. If you have a question about how Your Information may be used, please contact the Dealer who collected Your Information. If you are unable to get a satisfactory response from your Dealer or are unsure who that Dealer is, please let us know.