Privacy policy

PITLANELABS LLC

PRIVACY POLICY

Effective Date: September 11, 2026

1. GENERAL

1.1 Introduction and Relationship to the PitLaneLabs Legal Terms

This Privacy Policy explains how PitLaneLabs LLC (“PitLaneLabs,” “PLL,” “we,” “us,” or “our”) collects, uses, discloses, retains and otherwise processes personal information in connection with the PitLaneLabs website and related online services (collectively, the “Website”), Merchandise purchases, Event registration and participation, and applicable in-person transactions, including purchases made through an authorized PitLaneLabs point-of-sale (“POS”) system or other authorized in-person transaction channel.

This Privacy Policy is a standalone component of PitLaneLabs’ overall legal terms. It should be read together with the PitLaneLabs Terms of Service and, where applicable, the PitLaneLabs Returns & Refunds Policy. Capitalized terms not otherwise defined in this Privacy Policy have the meanings given to them in the PitLaneLabs Terms of Service.

This Privacy Policy describes our privacy practices and the choices and rights that may be available to you under applicable law. Depending on how you interact with PitLaneLabs, different categories of personal information may be collected and different portions of this Privacy Policy may apply.

1.2 Relationship to Other PitLaneLabs Terms

This Privacy Policy forms part of PitLaneLabs’ overall legal framework.

The PitLaneLabs Terms of Service are the master and overarching terms governing use of the Website, Merchandise purchases and Event registration and participation, including applicable transactions conducted through authorized in-person sales or registration channels.

The PitLaneLabs Returns & Refunds Policy governs returns, refunds and exchanges for Merchandise and applicable Event registration cancellation and refund matters.

The PitLaneLabs Event Participant Waiver & Release is a separate Event document governing the matters addressed in that document.

The separate presentation of these documents is intended to make each document easier to understand and access. It does not mean that the documents operate independently of the overall legal framework.

Nothing in this Privacy Policy limits any privacy right or other right that cannot lawfully be limited.

1.3 Scope

This Privacy Policy applies to personal information collected through or in connection with:

  • the PitLaneLabs Website;
  • Merchandise purchases and related transactions, whether conducted online or through an authorized in-person POS or other sales channel;
  • Event registration and participation, whether conducted online or in person;
  • communications with PitLaneLabs;
  • forms, surveys, reviews, comments and other information submitted to PitLaneLabs;
  • information collected in connection with customer service or other interactions with PitLaneLabs; and
  • other interactions with PitLaneLabs that expressly refer to this Privacy Policy.

Where applicable, this Privacy Policy applies to information collected in connection with an in-person transaction even when the individual does not use the Website or maintain a PitLaneLabs or Shopify account.

This Privacy Policy does not necessarily apply to information collected by third parties independently of PitLaneLabs, including third-party websites, applications, venues, tracks, organizers or service providers that maintain their own privacy policies.

2. PERSONAL INFORMATION WE COLLECT

The categories of personal information we collect depend on how you interact with PitLaneLabs.

2.1 Information You Provide Directly

We may collect personal information that you provide directly to us, including:

  • name;
  • email address;
  • telephone number;
  • mailing, shipping or billing address;
  • account or login information;
  • Merchandise order and transaction information;
  • information concerning an in-person Merchandise purchase, including transaction details and information necessary to complete or administer the transaction;
  • Event registration and participation information;
  • information concerning your role in an Event, including whether you participate as a Driver, Passenger or other Participant;
  • information contained in required Event waivers or related documentation;
  • information concerning Event eligibility or safety requirements;
  • attendance or participation records;
  • communications with PitLaneLabs;
  • reviews, comments, feedback and other User Content; and
  • other information you voluntarily provide to us.

The information collected during an in-person transaction may differ from information collected through the Website. For example, an in-person Merchandise purchase may require only information reasonably necessary to process the transaction and provide a receipt, while an online purchase may involve additional information necessary for account administration, shipping or Website functionality.

2.2 Payment Information

Payments for Merchandise or Events may be processed through third-party payment processors, including payment functionality associated with an authorized PitLaneLabs POS system.

PitLaneLabs may receive transaction-related information, such as payment status, transaction amount, payment method type, transaction date and limited payment information necessary to administer the transaction.

PitLaneLabs generally does not receive or store complete payment-card numbers when payment processing is handled by a third-party payment processor.

Where payment processing occurs through Shopify or another payment provider, the provider may independently process payment information in accordance with its own privacy policy and applicable terms.

2.3 Information Collected Automatically

When you use the Website, certain information may be collected automatically, including:

  • IP address;
  • browser type and version;
  • device type;
  • operating system;
  • Website activity and interaction information;
  • referring and exit pages;
  • approximate location information derived from technical information;
  • cookies, pixels, tags and similar technologies; and
  • other technical or usage information made available to us by your browser, device or service providers.

We may use this information for Website operation, security, analytics, performance, personalization, marketing and other purposes described in this Privacy Policy.

The automatic collection described in this Section primarily concerns use of the Website and does not mean that the same categories of information are necessarily collected during an in-person POS transaction.

2.4 Event Participation Information

Depending on the Event and its requirements, PitLaneLabs may collect information necessary to administer participation, including:

  • whether you are participating as a Driver, Passenger or other Participant;
  • age or date of birth;
  • information necessary to determine Event eligibility;
  • vehicle-related information;
  • participation or attendance information;
  • confirmation that required waivers have been completed;
  • information necessary to satisfy Event safety requirements;
  • emergency contact information; and
  • other information or documentation reasonably necessary for the applicable Event.

The information requested may differ depending on the Event and your role.

For example, information required from a Driver may differ from information required from a Passenger because Drivers and Passengers may be subject to different eligibility, safety, vehicle or participation requirements.

2.5 Information from Other Sources

We may receive information about you from other sources where permitted by law, including:

  • service providers;
  • Event registration or administration providers;
  • Event organizers, venues or tracks;
  • payment or fulfillment providers;
  • POS, commerce or transaction-processing providers;
  • publicly available sources; and
  • other third parties that provide information to us in connection with your interaction with PitLaneLabs.

3. HOW WE USE PERSONAL INFORMATION

PitLaneLabs may use personal information for purposes including:

  • operating, maintaining and improving the Website;
  • creating and administering accounts;
  • processing Merchandise orders and transactions;
  • processing in-person Merchandise purchases through authorized POS or other sales channels;
  • processing payments;
  • fulfilling and delivering Merchandise orders;
  • providing receipts and maintaining transaction records;
  • responding to customer inquiries and providing support;
  • communicating with customers and Participants;
  • administering Event registration;
  • administering Event participation by Drivers, Passengers and other Participants;
  • verifying eligibility and participation requirements;
  • administering required waivers and related documentation;
  • administering Event safety requirements;
  • managing Event capacity, logistics and attendance;
  • communicating Event information, changes and safety instructions;
  • preventing fraud, misuse and unauthorized activity;
  • maintaining the security and integrity of the Website and our services;
  • understanding Website and customer activity;
  • conducting analytics and measuring performance;
  • providing marketing and promotional communications where permitted by law;
  • complying with legal, regulatory or governmental requirements;
  • maintaining accounting, tax and business records;
  • enforcing our agreements, policies and terms; and
  • other purposes disclosed to you at the time information is collected or otherwise permitted by applicable law.

4. HOW WE DISCLOSE PERSONAL INFORMATION

PitLaneLabs may disclose personal information to third parties in connection with legitimate business and operational purposes, including the following categories.

4.1 Service Providers

We may disclose information to service providers that perform services on our behalf, such as:

  • website hosting and technology providers;
  • payment processors;
  • POS and transaction-processing providers;
  • shipping and fulfillment providers;
  • analytics providers;
  • customer service and communications providers;
  • marketing service providers; and
  • other vendors supporting our business operations.

These providers may access information only as reasonably necessary to perform services for PitLaneLabs, subject to applicable contractual and legal requirements.

4.2 Event Administration and Participation

Where necessary to administer an Event or satisfy Event requirements, we may disclose relevant information to:

  • Event registration or administration providers;
  • Event organizers;
  • venues;
  • tracks;
  • instructors or other Event service providers; and
  • other third parties involved in administering the applicable Event.

The information shared may differ depending on the Event and your role as a Driver, Passenger or other Participant.

For example, a venue or track may require certain eligibility, registration, waiver, safety or vehicle-related information before allowing participation.

PitLaneLabs will seek to limit disclosures to information reasonably necessary for the applicable purpose.

4.3 Legal and Business Purposes

We may disclose personal information where reasonably necessary to:

  • comply with applicable laws, regulations, legal processes or governmental requests;
  • protect the rights, property or safety of PitLaneLabs, our customers, Participants or others;
  • investigate suspected fraud, abuse or unlawful activity;
  • enforce our agreements and policies;
  • establish, exercise or defend legal claims; or
  • facilitate a merger, acquisition, financing, restructuring, sale of assets or other corporate transaction.

4.4 Sale or Sharing of Personal Information

PitLaneLabs does not sell personal information for monetary consideration in the ordinary sense of that term.

However, certain disclosures or uses of personal information may be considered a “sale” or “sharing” under California privacy law depending on the circumstances, including certain advertising, analytics or other activities.

Where applicable California law provides a right to opt out of a sale or sharing of personal information, you may exercise that right as described in Section 9.

5. THIRD-PARTY SERVICES

The Website and certain PitLaneLabs transactions may use third-party services and integrations, including Shopify and other providers supporting Website functionality, payments, POS transactions, analytics, communications, fulfillment or other business operations.

These third parties may independently collect, use or process information under their own privacy policies and terms.

For example, Shopify may process information in connection with Website operation, account functionality, Merchandise transactions, authorized POS transactions and related services.

Your interactions with third-party services may therefore be subject to both this Privacy Policy and the applicable third party's privacy policy.

PitLaneLabs does not control the independent privacy practices of third parties.

6. MARKETING COMMUNICATIONS

Where permitted by law, we may send marketing communications.

You may opt out of marketing emails by using the unsubscribe mechanism included in the communication or by contacting support@pitlanelabs.com.

Opting out of marketing communications does not necessarily stop transactional or service-related communications.

7. COOKIES AND SIMILAR TECHNOLOGIES

PitLaneLabs and its service providers may use cookies, pixels, tags, scripts, analytics tools and similar technologies to:

  • operate and secure the Website;
  • remember preferences;
  • understand Website usage;
  • analyze performance;
  • improve Website functionality;
  • measure marketing and advertising effectiveness; and
  • provide or support other Website functionality.

You may be able to control certain cookies and similar technologies through your browser settings or available Website privacy-management tools.

Disabling certain technologies may affect Website functionality.

The use of cookies and similar technologies described in this Section primarily concerns the Website and does not necessarily apply to an in-person POS transaction.

8. CALIFORNIA NOTICE AT COLLECTION

California law requires businesses subject to applicable California privacy requirements to provide certain information at or before the time personal information is collected.

Depending on your interaction with PitLaneLabs, this notice may be provided through the Website, through an applicable form or other document, or through an appropriate offline notice, including signage or other notice made available at or before an in-person transaction or other offline collection of personal information.

Depending on your interaction with PitLaneLabs, the categories of personal information we may collect include:

Categories of Personal Information

  • Identifiers and contact information, such as name, email address, telephone number and mailing address;
  • Commercial information, such as Merchandise purchases and transaction history;
  • Internet or electronic network activity information, such as Website interactions, browsing activity and device information;
  • Technical or approximate geolocation information, where collected through technical or Website information;
  • Professional or other information voluntarily provided by you, where applicable;
  • Event participation information, including registration and attendance information;
  • Driver or Passenger status, where relevant to Event participation;
  • Eligibility information, such as information needed to determine whether you satisfy applicable Event requirements;
  • Waiver completion information, including whether required Event documentation has been completed; and
  • Safety requirement information, where necessary for Event participation.

Purposes of Collection and Use

We may collect and use these categories of information for purposes including:

  • operating and providing the Website;
  • processing Merchandise transactions, including in-person POS transactions;
  • fulfilling Merchandise orders;
  • administering in-person purchases and providing transaction records or receipts;
  • communicating with customers and Participants;
  • administering Event registration and participation;
  • determining Driver and Passenger eligibility;
  • administering Event waivers and safety requirements;
  • managing Event logistics and capacity;
  • providing customer support;
  • maintaining security;
  • preventing fraud and misuse;
  • analytics and Website improvement;
  • marketing and promotional activities where permitted;
  • complying with legal obligations; and
  • other purposes disclosed at the time of collection or permitted by law.

Sources of Personal Information

We may collect personal information:

  • directly from you, including during an in-person transaction;
  • automatically from your browser or device when you use the Website;
  • from service providers;
  • from Event registration or administration providers;
  • from Event organizers, venues, tracks or other Event-related parties where applicable; and
  • from other sources permitted by law.

Categories of Recipients

We may disclose personal information to the categories of recipients described in Section 4, including:

  • service providers;
  • payment and fulfillment providers;
  • POS and transaction-processing providers;
  • Website and technology providers;
  • Event registration and administration providers;
  • Event organizers, venues and tracks where applicable;
  • professional advisors;
  • governmental or legal authorities where required or permitted; and
  • parties involved in business transactions where permitted by law.

California law may provide additional rights concerning personal information, as described below.

9. CALIFORNIA PRIVACY RIGHTS

California residents may have certain rights concerning their personal information, subject to applicable legal limitations and exceptions.

These rights apply, where applicable, to personal information collected through both online and offline interactions with PitLaneLabs and are not limited solely to information collected through the Website.

Depending on the circumstances, these rights may include:

  • the right to know about personal information collected, used, disclosed or sold or shared;
  • the right to request deletion of personal information;
  • the right to request correction of inaccurate personal information;
  • the right to opt out of the sale or sharing of personal information;
  • the right to limit certain uses and disclosures of sensitive personal information where applicable; and
  • the right not to receive discriminatory treatment for exercising applicable privacy rights.

These rights are subject to verification requirements, legal exceptions and other limitations established by applicable law.

9.1 Right to Know

You may have the right to request information concerning:

  • the categories of personal information we collect;
  • the categories of sources from which personal information is collected;
  • the purposes for collecting or using personal information;
  • the categories of third parties to whom personal information is disclosed; and
  • specific pieces of personal information collected about you, where required by applicable law.

9.2 Right to Delete

You may have the right to request deletion of personal information collected from you, subject to exceptions permitted by law.

For example, certain information may need to be retained to complete a transaction, provide a requested service, maintain business records, comply with legal obligations, protect against fraud or security incidents, establish or defend legal claims, or satisfy other legally permitted purposes.

9.3 Right to Correct

You may have the right to request correction of inaccurate personal information maintained by PitLaneLabs, subject to applicable legal limitations.

9.4 Right to Opt Out of Sale or Sharing

Where PitLaneLabs' activities constitute a “sale” or “sharing” of personal information under applicable California law, California residents may have the right to opt out.

You may submit a request to opt out by contacting support@pitlanelabs.com.

PitLaneLabs will process applicable opt-out requests in accordance with California law.

9.5 Sensitive Personal Information

Certain categories of personal information may constitute “sensitive personal information” under California law.

PitLaneLabs may collect information that could be considered sensitive personal information depending on the circumstances and the nature of the information provided, including certain information collected in connection with Event participation.

The fact that information is contained in an Event waiver or is collected for safety or eligibility purposes does not, by itself, determine whether the information is legally classified as sensitive personal information.

Where applicable law provides rights concerning sensitive personal information, PitLaneLabs will process requests in accordance with those requirements.

9.6 Non-Discrimination

PitLaneLabs will not unlawfully discriminate against California residents for exercising privacy rights provided by applicable law.

10. GLOBAL PRIVACY CONTROL

PitLaneLabs will honor Global Privacy Control (“GPC”) signals to the extent required by applicable law and supported by the Website's privacy-management functionality.

Where a GPC signal applies to a legally recognized opt-out right, PitLaneLabs will process the signal in accordance with applicable California law.

GPC signals generally concern online interactions and do not necessarily apply to an in-person POS transaction where no applicable browser or device signal is present.

11. PRIVACY CHOICES

Depending on the circumstances, you may have choices concerning how your information is used.

These may include:

  • choosing whether to receive certain marketing communications;
  • managing certain cookie or tracking preferences through available browser or Website controls;
  • exercising applicable California privacy rights; and
  • opting out of applicable sales or sharing of personal information.

You may unsubscribe from promotional email communications by using the unsubscribe mechanism included in the applicable communication, where available.

Please note that even if you opt out of marketing communications, PitLaneLabs may still send transactional, administrative, Event-related, safety-related or other communications that are necessary to provide requested services or administer your relationship with PitLaneLabs.

A Passenger does not need to have a Shopify account, have used the Website, or have made a Merchandise purchase in order to exercise applicable privacy rights concerning personal information collected in connection with Event registration or participation.

Similarly, an individual who makes an in-person Merchandise purchase does not need to have a PitLaneLabs or Shopify account or have previously used the Website in order to exercise applicable privacy rights concerning personal information collected in connection with that transaction.

12. VERIFICATION OF PRIVACY REQUESTS

To protect personal information, PitLaneLabs may take reasonable steps to verify your identity before completing certain privacy requests.

The verification process may depend on the nature and sensitivity of the information requested.

Where appropriate, we may ask you to provide information that allows us to reasonably match your request with information already maintained by PitLaneLabs.

We will not require you to provide unnecessary personal information solely for purposes of exercising a privacy right.

13. AUTHORIZED AGENTS

California residents may, where permitted by law, designate an authorized agent to submit certain privacy requests on their behalf.

PitLaneLabs may require documentation demonstrating:

  • your authorization of the agent;
  • the agent's identity; and
  • the identity of the individual whose personal information is the subject of the request.

Additional verification may be required where permitted or required by applicable law.

14. RETENTION OF PERSONAL INFORMATION

PitLaneLabs retains personal information for as long as reasonably necessary for the purposes for which it was collected and for legitimate business, legal and operational purposes.

The length of time information is retained may vary depending on factors such as:

  • the nature of the information;
  • the purpose for which it was collected;
  • the nature and duration of the customer or Participant relationship;
  • Merchandise transactions, including in-person POS transactions;
  • Event registration and participation;
  • legal, accounting or tax requirements;
  • dispute resolution;
  • enforcement of agreements;
  • fraud prevention and security;
  • business recordkeeping requirements; and
  • other legitimate business needs.

When personal information is no longer reasonably necessary for applicable purposes, PitLaneLabs may delete, anonymize or otherwise dispose of it, subject to legal, accounting, tax, security and other legitimate business requirements.

15. SECURITY

PitLaneLabs uses reasonable administrative, technical and organizational measures designed to protect personal information against unauthorized access, disclosure, alteration or destruction.

However, no method of transmission over the Internet or method of electronic storage is completely secure.

Accordingly, PitLaneLabs cannot guarantee the absolute security of personal information.

16. CHILDREN'S PRIVACY

The Website is not directed toward children.

PitLaneLabs does not knowingly collect personal information from children in violation of applicable law.

Certain Events may have minimum-age requirements or may require parental or legal guardian consent for participation by individuals under 18.

Where an Event permits participation by a minor, additional information or documentation may be required to administer eligibility, parental consent, safety requirements or the applicable Participant Waiver & Release.

17. THIRD-PARTY WEBSITES AND SERVICES

The Website and certain PitLaneLabs services may contain links to or integrations with third-party websites, applications or services.

PitLaneLabs does not control the privacy practices of third parties.

Third-party services may also be involved in processing online or in-person transactions, including payment, POS, fulfillment, analytics or other services.

If you follow a third-party link or use a third-party service, that third party's privacy policy and terms may apply to your interaction with that service.

We encourage you to review the applicable third-party privacy policies before providing personal information.

18. CHANGES TO THIS PRIVACY POLICY

PitLaneLabs may update this Privacy Policy from time to time to reflect changes in our practices, services, technology, legal requirements or other circumstances.

When we make changes, we will update the “Last Updated” date at the beginning of this Privacy Policy.

Your continued use of the Website after an updated Privacy Policy becomes effective constitutes acknowledgment of the updated Privacy Policy to the extent permitted by applicable law.

19. CONTACT US

If you have questions about this Privacy Policy or wish to exercise an applicable privacy right, please contact:

PitLaneLabs LLC
Email: support@pitlanelabs.com

We will process applicable privacy requests in accordance with California law and other applicable law.