Last updated 29 July 2026
This single document sets out the Terms and Conditions and Privacy Policy for both this website (tryluups.com) and the Luups app, for iOS and Android. Wherever we say "Luups," "we," "us" or "our," we mean the Luups product and the team behind it. Wherever we say "the Service," we mean the website and the app together.
By joining the Luups waitlist, creating a Luups account, or using the Luups app, you agree to these Terms & Conditions. If you don't agree, please don't use the Service.
Luups is operated by Strellus Labs Limited, a company registered in England and Wales (company number 16053484), registered office at 24 Poundfield Way, Twyford, Reading, RG10 0XR. You can contact us at hello@tryluups.com.
You must be at least 18 years old and a resident of the United Kingdom to create a Luups account. The Luups app is currently in private beta on iOS, with Android and wider availability planned.
Luups is a dog walking app that builds a personalised behavioural profile for each dog from GPS walk data and short post-walk check-ins, and uses it to recommend walk length, pace and terrain. It is a lifestyle and wellbeing tool — see the health & safety disclaimer below for what it is not.
Luups offers a free tier and an optional paid Premium subscription that unlocks personalised recommendations, health insights and unlimited saved routes. Where subscriptions are purchased through the Apple App Store or Google Play:
You're responsible for keeping your login details secure and for all activity under your account. Tell us straight away if you think someone else has access to it, at hello@tryluups.com.
Luups is not a veterinary or diagnostic service. Walk recommendations, symptom flags and trend detection are wellness tools based on patterns in the data you and your dog generate — they are not medical advice, a diagnosis, or a substitute for professional veterinary care. Always consult a vet about your dog's health, especially if Luups flags a persistent symptom, discomfort, or a change in your dog's condition.
You're responsible for deciding, using your own judgement, whether a suggested walk is appropriate for your dog on any given day.
Walking outdoors carries inherent risks — terrain, weather, traffic, livestock, other people and other dogs. You're responsible for your own safety and your dog's safety, for keeping your dog under control, and for following local laws and guidance (including the Countryside Code and any local leash or livestock restrictions). Route, terrain, and points-of-interest data shown in the app is provided for guidance only, may be inaccurate, incomplete or out of date, and should not be relied on as your sole source of information about a route's safety or suitability.
You agree not to: use the Service for any unlawful purpose; attempt to reverse-engineer, scrape, or interfere with the app or its algorithms; impersonate another person; or upload content that is abusive, infringing, or misleading.
You keep ownership of any content you add (dog photos, notes, vet notes). By adding it, you give Luups a licence to store, process and display it back to you as part of providing the Service, and — where you've opted in to anonymised data sharing — to include it, in de-identified and aggregated form only, in the research dataset described in the Privacy Policy below.
The Luups app, website, branding, and the behavioural learning algorithm are owned by us or our licensors. Nothing in these terms gives you any rights in them beyond what's needed to use the Service normally.
Parts of the Service rely on third parties — the Apple App Store and Google Play for app distribution and billing, Apple Sign-In for authentication, and mapping/weather data providers for route information. Your use of those services is also subject to their own terms.
You can stop using Luups and delete your account at any time from Settings in the app (or by emailing us). We may suspend or end your access if you seriously or repeatedly breach these terms, or if we're required to by law.
The Service is provided "as is." To the extent permitted by law, we exclude all warranties beyond what's guaranteed by consumer protection law, and our liability to you is limited to losses that are a foreseeable result of us breaking these terms. We don't limit or exclude liability for death or personal injury caused by our negligence, or for anything else the law doesn't allow us to limit.
We may update these terms as the Service evolves — for example as we move from private beta to general availability. We'll update the "last updated" date above and, for material changes, let you know in the app.
These terms are governed by the laws of England and Wales, and any disputes will be handled by the courts of England and Wales.
This Privacy Policy explains what personal data Luups collects — through this website and through the app — why, and what rights you have over it, under UK GDPR and the Data Protection Act 2018.
If you just join the waitlist on this website: your postcode and email address.
If you create a Luups app account, additionally:
We don't receive or store your full card details — subscription payments are handled entirely by Apple or Google.
App analytics. Within the app, we use PostHog to understand how people use Luups — for example, which features are used, how often, and where people encounter errors. This includes device/app data (see above), the screens and features you interact with, and a unique installation or account identifier, but not your dog's health flags or check-in notes. Find out more about how PostHog handles this data at posthog.com/privacy.
This website (outside of the app) uses Google Analytics to understand how visitors use the site — for example, which pages are viewed and how people found us. Google Analytics uses cookies to do this. Find out more about how Google handles this data at policies.google.com/technologies/partner-sites, or opt out using your browser's cookie settings.
We rely on your consent for the waitlist, marketing emails, and anonymised data sharing. We rely on contractual necessity to run your account and provide the app's core features. We rely on legitimate interests for basic security, fraud prevention, and understanding how the app is used so we can improve it.
The health flags and symptoms you log are about your dog, not about you, so they aren't "special category" data about you under UK GDPR. We still treat this information with the same level of care and security as more sensitive personal data.
During onboarding, you can opt in to anonymised data sharing to support research (for example, with veterinary researchers, insurers, or pharmaceutical partners studying canine health trends). This is:
We do not sell identifiable personal data to anyone, ever.
Raw GPS walk data is encrypted at rest, stored per-user, and cannot be linked back to you without the relevant decryption keys. We use reputable infrastructure providers and access controls to protect your data.
We keep your data for as long as your account is active. If you delete your account, we delete your personal data within a reasonable period, except where we need to keep limited records for legal, security or accounting reasons.
We share data with the service providers who help us run Luups — for example, cloud hosting, email delivery, crash reporting, push notifications, and PostHog for in-app analytics — bound by confidentiality and data protection obligations. Apple and Google process sign-in and subscription payments under their own privacy terms. We share anonymised, aggregated data with research/B2B partners as described in section 5. We don't share your identifiable data with anyone else.
You have the right to ask what data we hold about you, correct it, delete it, restrict or object to certain processing, receive a copy in a portable format, and withdraw consent at any time. If you have an app account, you can do most of this yourself:
For anything else, or if you don't have an app account, email privacy@tryluups.com. If you're not happy with how we've handled your data, you can complain to the Information Commissioner's Office (ICO).
Luups is not intended for anyone under 18. We don't knowingly collect data from children.
If this policy changes — for example as Luups moves from private beta to general availability — we'll update this page and the "last updated" date above, and where the change is material, tell you in the app.
Questions about either half of this document? Email privacy@tryluups.com.