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Privacy policy

Primeau Vélo privacy policy

In this policy, "we" or "us" means Primeau Velo. 

By deciding to use or visit our website, you accept the terms and conditions of the present Privacy Policy (the "Policy"). You agree, among other things, that we may collect and use your personal information in accordance with the provisions herein, being understood we comply with the legislation in effect regarding personal information.

Person in charge : Pierre Ladouceur

Title : IT Director

Email :

Last updated: September 2023

At Primeau Vélo, we process personal data you provide to conduct our business. This privacy policy explains what data we collect, use and share with our partners, how we protect it and what your rights are with respect to your personal data. 

Your data is processed to provide you our services and to communicate with you.

To collect data, we use Google Analytics. Please visit for more information.

What personal data do we collect and how?

  • When you interact with us
  • When you visit our website
  • When you apply for employment

In order to facilitate the delivery of our products and services and the functionality of our website, we collect personal data you provide to us when you visit our website or interact with us. Personal data is any information that may identify you as an individual. Depending on the nature of your interaction with us, we may collect the following types of data: 

When you interact with us

When you make a purchase or initiate a return online, we may collect personal data from you so we can complete the transaction, create your account or process any returns or refunds. Such information may include your name, shipping and billing address, email, phone number, as well as payment information.  

When you create an account or become a member on our website, we may request and collect your name, email, phone number, address, preferred language, username and password so we can maintain and efficiently use your account and our internal membership database. We will never share this data with anyone. The data is collected and maintained in the database includes: your name, email address, password, phone number, mailing address, your purchase history and products. 

When you purchase a gift card, we collect the recipient’s name and email address, as well as information on the personalized message, so that we can deliver the gift card to the recipient directly on your behalf.

When you choose to leave a comment or feedback on our website related to a particular products, with your express consent, we may post such testimonials and reviews on the website.  

When you subscribe to our newsletter, to our SMS, sign up for an event, contact us for customer service or returns, we may collect your email address, phone number and content of your message. We use this information to communicate with you, to deliver our newsletter and/or SMS to you or to provide you information via external platforms. You may also adjust your personal preferences, such as the type of products you shop for, as well as language preference and your month of birth. These preferences allow us to include in our newsletters content that is tailored and most relevant to you. All newsletter and SMS opt-ins provided through Meta instant forms are automatically imported into Dotdigital, our email and SMS marketing platform.

When you choose among the different payment options, you may also be asked to provide personal data to our partners. For example, if you choose to pay by using your PayPal account or by making interest-free payments with Fairstone, depending on your choice, you will be redirected to the secure website or PayPal or Fairstone to complete your purchase securely. Please consult the privacy policy of PayPal, available here, or Fairstone, available here, for information on how these websites treat your personal data. 

When you visit our website

We use the services of Google Analytics to analyze our website. The information collected through these services is anonymized so that it does not identify users. This information is used primarily to evaluate your use of our website, including the number of visits, the pages viewed and the time spent on these pages, the source, and other statistics useful for continuous improvement of our website, mobile applications and digital terminals.

We may use Google Analytics cookies to automatically collect certain technical information about your visit. For example, we may collect your IP address, your device ID as well as information about your operating system, browser type, the address of a referring site and your usage information. We generally use the following types of cookies on our website: 

  • strictly required cookies, which are required for the website to run and cannot be switched off and are set in response to actions made by you on the browser, such as setting your language, currency, login session and privacy preferences. We use this information to provide you with relevant information. You can set your browser to block these cookies, but this may affect the functionality of our website.
  • analytics and statistics cookies , which collect information in data sets, allowing  us to measure various traffic data points on our website and see traffic sources . We use this data to adapt content, understand traffic patterns, measure advertising campaign efficiency and enhance overall user experience.
  • marketing and retargeting cookies, which are set by our marketing and advertising partners and which are used by them to understand your interests and later show you relevant ads. 
    functional cookies, which enable our website to offer additional functions and personal settings.

Cookies are not required to shop on our site however, cookies may improve your experience on our website and assist us with site traffic analysis. You may disable cookies in your browser settings.

Click here to learn more

Users can opt-out of the Google Analytics Advertising Features, through Ads Settings, Ad Settings for mobile apps, or any other available means such as 

When you apply for employment

We may collect personal data from you, such as your name, email, phone number, as well as information you include in your CV and cover letter. We use this information to process your application and contact you with respect to your employment candidacy. 

We only retain this data for the duration of the recruitment process. If we wish to retain your data for a longer period, to assess your candidacy for other positions  as they become available, we will do so only with your express consent. When you are hired, that data becomes part of your personnel file.

How is your personal data used?

Only as necessary, Primeau Vélo may use your personal data for a number of different business purposes. For example, personal data we collect may be used to:

  • fulfill your order, requests for products, services or information;
  • keep track of and maintain your account and membership;
  • to create, update and maintain your preferences based on your choices when you purchase from our website;
  • process returns and refunds;
    provide customer support to assist you when you contact us with a comment, question or complaint;
  • conduct surveys in order to improve our services;
  • with consent, post comments and reviews online to provide support for and improve our product offerings; 
  • process your applications for employment;
  • measure, administer and improve the effectiveness of our website or our marketing endeavours;deliver our online content tailored to your preferences;
  • detect and protect against fraud and error;
  • market and advertise products and services;
  • communicate to you our special events, promotions and surveys;
  • with consent, where required, to offer and promote additional products and services we offer. You have the option to unsubscribe to our promotional emails by clicking on the “unsubscribe” link at the bottom of your email;
  • to fulfill our legal obligations.

How do we share your personal data?

In the normal course of business we may share some of your personal data within our corporate family, with third parties acting on our behalf and under our instruction, or as permitted or required by law. Primeau Vélo does not sell or rent our customers' and members’ personal data to any third party.  

We may use third parties, service providers,  to manage one or more aspects of our business operations, which may include the processing or handing of personal data. When we engage a service provider, we use contractual or other appropriate means to ensure that your personal data is only used in a manner that is consistent with providing you our services, applicable legislation and this privacy policy. For example, we may share personal data with third parties we engage to: fulfill online orders, process non-cash payments, send marketing communications, service products, process returns, conduct research surveys, verify and validate information that you have provided to us when placing an order, deliver products, and provide customer support services.

When you place an order online, we only request the information needed to complete the processing of your orders and billing. We also share our customers’ personal data with outside shipping and credit card processing companies in order to ship your order and process your payment. We only provide the information necessary for these purposes. 

When you use a wish list with your member account. We will generate a user ID to enable us to recognize your account and preferences over all your devices.  We use Google Analytics as a service provider that enables us to obtain better analytics to understand how users interact with our website. We may share your user ID or client ID with Google for this purpose.  

We may collaborate with local, national, or international law enforcement or other authorities in the investigation of unlawful activities. If such an investigation requires disclosure of personal data kept in our records, we may be required by law to cooperate. We also reserve the right to report improper or unlawful user activities on our site, which may require the disclosure of personal data relating to those individuals conducting such improper or unlawful activities.

We may further share your personal data with competent authorities or other organisations when we believe, in good faith, that such actions are necessary to comply with a legal obligation, to protect or defend our rights and property such as to prevent fraud. Your data would also be transferred where, in the context of a transaction, restructuring or proceeding, the assets or business to which the data pertains was transferred to a third party.

How do we secure your personal data?

We use all necessary security safeguards appropriate to the level of sensitivity and risk to protect your personal data against loss, theft, and unauthorized access. Any personal data you provide to Primeau Vélo is exchanged on a secure server. We use one of the most  up to date advanced security systems, the Secure Sockets Layer (SSL) protocol, to encrypt, or encode, data you send to us in the order process. This encryption process protects information, such as your credit card number, and billing and shipping information by scrambling it before it is sent from your computer. Only once we receive your information is it decoded, and we make all reasonable efforts to ensure its security on our own systems.

We take all reasonable precautions to prevent the fraudulent use of your personal data on our websites. To that end, we adopted industry standard authentication procedures to ensure the protection of your information while shopping with us online. This includes, but is not limited to, contacting financial institutions or credit reporting agencies to ensure the authenticity of your credit card and to validate your credit card billing information.

How long do we keep your personal data?

We only retain your personal data as long as it is needed for the purpose for which it was collected. We delete data pertaining to your account and membership within six months of you closing your account or stop being a member, just to give you time to come back easily if you wish, except where the law requires us to retain it for a set period of time such as tax law purposes.


We use Hotjar in order to better understand our users’ needs and to optimize this service and experience. Hotjar is a technology service that helps us better understand our users’ experience (e.g. how much time they spend on which pages, which links they choose to click, what users do and don’t like, etc.) and this enables us to build and maintain our service with user feedback. Hotjar uses cookies and other technologies to collect data on our users’ behavior and their devices. This includes a device's IP address (processed during your session and stored in a de-identified form), device screen size, device type (unique device identifiers), browser information, geographic location (country only), and the preferred language used to display our website. Hotjar stores this information on our behalf in a pseudonymized user profile. Hotjar is contractually forbidden to sell any of the data collected on our behalf.For further details, please see the ‘about Hotjar’ section of Hotjar’s support site.

Microsoft Ads

We use behavioral targeting which helps us focus a marketing campaign or ad group on potential customers who meet specific criteria. We also use Universal Event Tracking (UET) to track a variety of conversion goals such as a purchase, sign up, download and more. You can read here to learn more :

If you wish to opt-out of Microsoft Personalized Ads, you can read more on how to do so here :

What are your rights with respect to your personal data?

We strive to ensure that any personal data we retain and use is as accurate, complete and up-to-date as necessary to provide you our services. These are your rights with respect to the personal data we collect and use about you: 

  • Access. You have the right to access and obtain a copy of any of your personal data that we collect and use about you. You also have the right to know the types of personal data we are collecting about you. If we cannot provide you access to your personal data, for example where it would reveal personal data about another individual, we will provide reasons.
  • Rectification. You may request that we correct any inaccurate, outdated or incomplete data we may have about you. The membership information you previously provided to Primeau Vélo may be updated online at, or by calling our customer service.
  • Opt-out. You may withdraw your consent at any time to the collection, use, disclosure or any other form of processing of your personal data by Primeau Vélo. You may also withdraw your consent to receive our email marketing communication at any time by clicking on “Unsubscribe” at the bottom of the email, and follow the instructions..
  • Deletion. You may request that we delete the personal data we hold about you unless it must be retained to provide you the services you have requested or to protect our rights or to exercise or defend against any legal claims.  
  • Portability. You have the right to receive all your personal data which you have provided to us, in a structured, commonly used and machine-readable format, and also to require us to transmit your data to another entity where this is technically feasible.
  • Objection to direct marketing (including profiling). You have the right to object to our use of your personal data for direct marketing purposes and interest-based purposes. 

To submit a request to exercise any of your rights, please contact us by email at We will reply within 30 days. If for any reasons we are unable to provide you access, correct or delete your personal data, we will explain the reasons why.

Contact us

If you have any questions or concerns regarding the protection of your personal data at Primeau Vélo, you can contact us at or by calling our customer service at 514-666-0695 or 1-844-666-1225

If you still have concerns about the protection of your personal data at Primeau Vélo, you have the right to file a complaint with the privacy or data protection authority of your country.

Changes to this Privacy Policy

We may update this privacy policy in the future, in accordance with applicable data protection legislation and business practice. Any material changes to this privacy policy will be highlighted by placing a prominent notice on our website.

Primeau Vélo commits to preserve the privacy of the personal information they gather when:

  • you visit or register with their website;

  • you participate in their contests, promotions or events;

  • you participate in one oftheir surveys or any other customer study;

  • you agree to receivetheir newsletters, promotional emails, and other communications regardingtheir products, services, promotions or events that are likely to be of interest to you;

  • you buy products or return products to one oftheir stores;

  • you submit a job application;

  • you contacttheir customer service to formulate comments, questions, or complaints;

All previous Sport Olympe customers will have their personal information transferred into the Primeau Vélo data bank. This personal information is subject to the same conditions mentioned in this policy. 


What personal information do we gather?

We limit the gathering of personal information only to that information which we need to  provide the products and services you request. Such information can be gathered including when you use our website or when you visit our stores or transact with us. The information includes your full name, mailing address, telephone number(s), email address, information drawn from registering to our website, and browsing history, from participating to our surveys, activities or events, information regarding the products or services purchased or suggested, the promotional offers, rebates and benefits you received, or information about your preferences or spending habits.

Should we wish to use your personal information for any reason other than those disclosed in this Policy, we will obtain your consent prior to doing so.



Why do we gather your information?

We gather only the personal information required for the purpose for which it was gathered, including to successfully carry out our business activities. For example, by:

  • offering the products and services you want;

  • managing your files and accounts created for our various services and website;

  • registering you with the Primeau Vélo Inspire program and ensuring the proper management of your account and program overall;

  • adequately processing your product and service orders;

  • organizing promotional events or activities to which we can invite you;

  • sending out mailings regarding our products and services or providing you with information that could be of interest to you;

  • conceiving, improving or commercializing products and services;

  • studying, analyzing and preparing marketing activities;

  • holding contests or surveys;

  • recognizing you on our website, mobile applications and digital terminals and knowing your preferences;

  • improving the content of our website, mobile applications and digital terminals;

  • answering to your questions and comments;

  • identifying attempts of fraud and errors, preventing and protecting ourselves from same;

  • ensuring the safety and protection of people and assets in our stores or other buildings under our control;

  • for any other reason required by law and to successfully conduct our business activities.



Who has access to your personal information?

In addition to the situations provided for or required by law, access to personal information is limited to Primeau Vélo employees, mandataries, and approved providers specifically authorized by Primeau Vélo who need it to perform their work or mandate. They are required to comply not only with the law but also with Primeau Vélo's requirements regarding the protection of personal information. They must process this information only for the purposes mentioned above.



How do we use cookies?

Cookies are information saved by an HTTP server on the hard drives of your computers and other electronic devices to identify them (rather than the user). They facilitate navigation, in particular by memorizing your choice of navigation language and the products you have selected during your previous visits and allow us to process your orders. In addition, cookies allow us to adapt our website, mobile applications and digital terminals so that they better suit your interests and preferences.

Most browsers automatically accept cookies. You may, however, deactivate them by modifying the confidentiality settings of your browser.

In addition, we use the services of Google Analytics to analyze our website. The information collected through these services is anonymized so that it does not identify users. This information is used primarily to evaluate your use of our website, including the number of visits, the pages viewed and the time spent on these pages, the source, and other statistics useful for continuous improvement of our website, mobile applications and digital terminals.



How is your personal information protected?

We employ relevant security measures to protect your personal information from loss, theft, unauthorized access, disclosure, reproduction, use, unauthorized modification, and when transferring your information to a third party for processing or for any other purpose.

Moreover, when you make an online purchase from one of our website or mobile applications, your credit card information is transmitted securely while transaction processing takes place with encryption mechanisms (Secure Sockets Layer protocol) used by your browser and our website. No credit card information is kept or saved in any of our data bases.

Although we take steps to prevent any unauthorized access to your personal information, we cannot guarantee the absolute protection and security of your information on the Internet. You therefore acknowledge and agree that we will not be held liable for any damages resulting from the transmission of confidential or personal information over the Internet and that such disclosure is at your own risk.



You are responsible for your accounts

You must do your part to ensure the security of your personal information. We invite you to act responsibly by:

  • creating a unique and complex password that includes letters, numbers or symbols

  • frequently changing your password(s);

  • refraining from disclosing your passwords, user or access codes to third parties;



How long do we keep your personal information?

We keep your personal information only for the time required to fulfill the purpose for which it was gathered, the whole in accordance with our rules under our records retention schedule. The personal information will then be destroyed securely and confidentially.



How can you access, modify and/or delete your personal information?

You can access, modify, update, or delete any of the personal information you enter in your accounts. You can also withdraw from our mailing lists or opt out of our electronic communications (see our undertaking to this end below).

If you have any issues with making these changes, you can reach our customer service:



Our undertaking on sending electronic mailings

We undertake to manage email addresses responsibly and use them in accordance with the law and your consent.

When you enroll on our website, subject to your consent, we may send promotional offers, rebates, or other advantages respecting products, services, contests and events by email, mail, text message or otherwise. These promotional offers may sometimes be personalized according to your interests, your purchases, the services you use, or any other information we have about you. This allows us to send promotional offers most likely to be of interest to you.

All customers previously signed up for Sport Olympe electronic communications will have their email address and consent agreement transferred to the Primeau Vélo data bank.

In each mailing sent to you, you will have the possibility of removing your name and email address from our mailing list.

In certain circumstances and within the exceptions authorized by law, we remain authorized to send you emails and other electronic communications even if you have removed your name from our commercial mailings.



Official version

The French version of this Privacy Policy is the official version and it will take precedence over this translated English version.



Update of the Privacy Policy

We reserve the right to modify this Confidentiality Policy at any time without prior notice. You may verify whether it has been updated by referring to the "Last updated" date indicated below.