Privaacy Policy

Hookafly Ltd Effective Date: 22/07/2026

Hookafly Ltd ("Hookafly", "we", "us", or "our") provides guided fly fishing experiences, fishing tuition, fishing holidays and related services throughout the UK and internationally.

We are committed to protecting your privacy and handling your personal information responsibly in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

We are registered with the Information Commissioner's Office (ICO), registration reference: ZC193417.

Contact us: 

Hookafly Ltd 3 Garden Cottage, Penton Mewsey, Andover, Hants, SP11 0RN 

Email: rollo@hookafly.com 

Phone: +44 7825 589798 

Website: www.hookafly.com

When you enquire or book a trip:

• Name, email address, phone number, and postal address (where required)
• Booking details (trip type, dates, location, number of anglers)
• Fishing licence status
• Payment and invoicing information (we take payment by BACS bank transfer)

For multi-day bookings, we may also ask you to complete a health & safety allergy form, covering the following:

• Allergies, medical conditions, or health considerations relevant to your safety while guiding
• Emergency medication carried (e.g. EpiPen, inhaler)
• Emergency contact name and phone number

This is only requested for trips lasting more than one day and is used solely for safety and emergency purposes on the day. For single-day trips, any medical or dietary information you choose to share is normally given verbally to your guide, and we only keep a written note of dietary requirements where relevant (e.g., for catering).

For international trips, we may also collect passport details, which we pass on to the overseas lodge or partner arranging your trip, in order to fulfil your booking.

When you visit our website, we may also collect technical information such as your IP address, browser type, device information, and website usage through cookies and analytics.

We use your information to:

• Respond to enquiries and arrange bookings
• Provide guiding services and manage trip logistics
• Process payments and issue invoices
• Communicate important booking information
• Meet our legal and accounting obligations
• Send marketing updates where you have chosen to receive them
• Ensure your safety and respond appropriately in an emergency

We process your personal information because:

• It is necessary to fulfil your booking or contract with us
• We have a legal obligation to keep financial records
• We have a legitimate business interest in operating Hookafly
• You have given consent where required, such as for marketing emails or health/medical information

Health and medical information is "special category data" under the UK GDPR. Where you share this with us, we rely on your explicit consent, given so that we can keep you safe during your trip. This information is used only for that purpose and is not shared beyond what's needed to guide you safely.

We never sell your personal information.

We keep client information with us and only share what's necessary, including:

• Fishing estates, where we may pass on a client's name in connection with a booking at that venue
• Overseas lodges, guides, or travel partners, arranged on a case-by-case basis for international trips, where passport or contact details may be shared to fulfil your booking
• Xero, our accountancy and bookkeeping software
• Mailchimp, where you've signed up for marketing updates
• IT and website service providers

These organisations only receive the information necessary to provide their services.

If you book an overseas fishing trip (e.g., Argentina, Iceland, Norway, Finland, Romania), we may need to share relevant personal information — including passport details — with overseas lodges, guides, or travel partners in order to fulfil your booking. We take reasonable steps to only share what's needed, and we ask our overseas partners to handle your information responsibly.

We keep client contact details (such as name, email, and phone number) so we can stay in touch about future trips. We do not keep written medical records — health and safety information is used on the day and not retained in writing beyond dietary notes where relevant.

Financial records are retained to meet legal and tax requirements (currently a minimum of 6 years, in line with HMRC requirements).

If you enquire but don't go on to book, we may keep your details on file so we can follow up with you about future availability. If you'd like us to delete your enquiry details at any time, just get in touch and we will do so.

If you purchase a gift voucher, we keep your details together with the booking they're eventually used for. Voucher purchaser information is not held completely separately, so if the voucher is later redeemed by someone else, some information may be linked between the two.

You can join our marketing list by signing up on our website, verbally when speaking with us, or automatically if you make a booking with us.

We currently send marketing updates via Mailchimp, which includes an unsubscribe link in every email. You can also unsubscribe at any time by contacting us directly.

Marketing updates may include:

• Fishing availability
• New destinations
• Offers and events
• Seasonal updates

Our website uses a cookie consent banner, and we will ask for your consent before placing non-essential cookies on your device. Our site may also use analytics tools (such as Google Analytics) to help us understand how visitors use the site, and we are in the process of setting up a Google Business Profile, which will include additional tracking. We do not currently run advertising/marketing pixels (such as Facebook Pixel).

Further information is available in our Cookie Policy.

We sometimes take photos or footage during guided days for use in our marketing, including on our website and social media. We normally ask for your permission at the time before using any photos or footage featuring you. If you'd prefer not to be photographed or want an existing photo removed, just let us know.

We do accept bookings that include anglers under 18 as part of a family or group booking. In these cases, a parent or guardian provides consent and any necessary information on the child's behalf and remains responsible for that child's booking.

We take appropriate technical and organisational measures to protect your personal information from unauthorised access, loss, or misuse.

Under UK GDPR you have the right to

• Access your personal information
• Correct inaccurate information
• Request deletion of your information where appropriate
• Restrict processing
• Object to certain processing
• Request a copy of your personal data
• Withdraw consent for marketing, or for sharing health/medical information, at any time

To exercise any of these rights, please contact us using the details above.

If you are unhappy with how we handle your information, please contact us first so we can try to resolve the issue.

You also have the right to complain to the Information Commissioner's Office (ICO): Website: https://ico.org.uk

We may update this Privacy Policy from time to time. Any changes will be published on this page together with the revised effective date.