At BZEN, we are committed to protecting and respecting your privacy.

This Privacy and Cookie Policy explains what personal data we collect, how and why we process it, with whom it may be shared, how long it is retained and what rights you have in relation to your personal data. This policy applies to personal data relating to natural persons, including customers, prospective customers, test riders, website visitors, newsletter subscribers and contact persons at companies, business partners and service providers.

It does not apply to information that has been irreversibly anonymised or to information relating exclusively to a legal entity and from which no natural person can be identified. The controller responsible for the processing of personal data is:

BZEN SRL
Croix Henrard 22
B-4140 Sprimont
Belgium

Company number: 0683 796 748
VAT number: BE 0683 796 748
Email: support@bzenbikes.com
Telephone: +32 (0) 471 364 831

BZEN processes personal data in accordance with the General Data Protection Regulation (EU) 2016/679 (“GDPR”) and other applicable data protection laws.

Data security

BZEN implements appropriate technical and organisational measures to protect personal data against accidental or unlawful destruction, loss, alteration, unauthorised disclosure and unauthorised access. When determining the appropriate level of security, BZEN takes into account the state of the art, implementation costs, the nature, scope, context and purposes of the processing, and the likelihood and severity of the risks to the rights and freedoms of individuals.

Access to personal data is limited to employees, contractors and service providers who require the data for their authorised tasks and who are subject to appropriate confidentiality and security obligations.

BZEN processes and shares personal data only where an applicable legal basis exists. Depending on the purpose, processing may be necessary:

to perform a contract with you or to take steps at your request before entering into a contract;
to comply with a legal obligation;
for the purposes of a legitimate interest pursued by BZEN or a third party, provided that this interest is not overridden by your rights and freedoms; or
where you have given your consent.

Personal data may be shared with service providers and business partners where this is necessary for the purposes described in this policy. These recipients may include payment providers, shipping and logistics companies, IT and hosting providers, providers of business, accounting and customer-support systems, repair and service providers, marketing service providers and professional advisers.

BZEN limits each disclosure to the personal data necessary for the relevant purpose. Service providers acting on BZEN’s behalf are required to process personal data only in accordance with BZEN’s instructions and applicable data protection requirements.

International data transfers

Some of BZEN’s service providers or their subprocessors may process personal data outside the European Economic Area. Where personal data is transferred to a country for which the European Commission has not adopted an adequacy decision, BZEN uses an applicable transfer mechanism, such as the European Commission’s Standard Contractual Clauses, together with any additional measures required by applicable law. Where a provider participates in an applicable data privacy framework covered by an adequacy decision, BZEN may rely on that framework for the relevant transfer.

Cookies and similar technologies

BZEN’s website uses cookies and similar technologies. Cookies are small data files or pieces of information stored on or accessed from your device. Strictly necessary cookies are used to provide essential website and online-shop functions, maintain security, remember privacy choices and enable features requested by you. Where personal data is processed through these technologies, the processing is based on the performance of a contract, steps taken at your request or BZEN’s legitimate interest in providing a secure and functional website, as applicable. Analytics, advertising and other non-essential technologies are used only after you have given your consent through our consent-management tool.

You can accept, reject or configure non-essential technologies through the cookie banner. You may change or withdraw your choice at any time through the “Cookie Settings” link available on our website. Withdrawing consent does not affect the lawfulness of processing carried out before the withdrawal. Details of the technologies currently used, including their providers, purposes and storage periods, are available in the cookie settings.

Analytics, advertising and performance measurement

Subject to your consent, BZEN uses analytics and advertising technologies to understand how visitors use the website, measure website and campaign performance, identify technical or usability problems and improve our products, services and communications.

Depending on the technology used, the processed data may include your IP address, device and browser information, approximate location, referring website, pages visited, interactions with the website, session information and information about completed actions or purchases. The specific providers, purposes, data categories, storage periods and available consent options are listed in the cookie settings. Where providers process data outside the European Economic Area, the applicable transfer safeguards are also described there or in the provider’s privacy information.

Orders, customer accounts and contract performance

When you place an order, create a customer account or contact BZEN in relation to a purchase, BZEN may process the following categories of personal data:

name and contact details;
billing and delivery addresses;
order, product and bicycle information;
payment and transaction information;
customer-account information;
delivery, return and cancellation information;
correspondence with BZEN; and
information relating to warranty, guarantee, repair and service cases.

The data is processed to take steps at your request before entering into a contract, process and deliver your order, manage payments, provide customer support, administer returns and cancellations, and handle warranty, guarantee, repair and service requests. The legal basis is Article 6(1)(b) GDPR.

Where BZEN is required to retain invoices, accounting records or other transaction information, the processing is based on Article 6(1)(c) GDPR. For these purposes, the necessary personal data may be shared with payment providers, shipping and logistics companies, IT and hosting providers, providers of shop, accounting and business-management systems, customer-support providers and repair or service partners.

BZEN retains contractual and transaction data for the duration of the customer relationship and thereafter for as long as required by applicable statutory limitation and retention periods.

Optional Laka bicycle insurance offer

If you actively select the optional Laka bicycle insurance offer during the ordering process, BZEN will share your email address with:

Laka NL B.V.
Raamplein 1
1016 XK Amsterdam
The Netherlands

The email address is transferred so that Laka can contact you and provide the information and instructions required to activate the selected promotional insurance offer. The legal basis for the transfer is your consent pursuant to Article 6(1)(a) GDPR. Selecting the offer is voluntary, the option is not preselected, and your decision does not affect your ability to purchase a BZEN bicycle. You may withdraw your consent at any time with effect for future transfers by contacting support@bzenbikes.com. Withdrawal does not affect the lawfulness of a transfer completed before the withdrawal.

After receiving your email address, Laka processes it as an independent data controller in accordance with its own privacy policy. Any subsequent application for or activation of insurance is handled separately by Laka and is subject to Laka’s applicable terms and privacy information. BZEN retains a record of your selection and the resulting transfer for as long as necessary to demonstrate your consent, respond to enquiries and comply with applicable legal obligations.

Technical transmission through Zapier

BZEN uses Zapier, Inc. as a service provider to automate the technical transmission of the selected Laka offer. Zapier processes the data transmitted through the automation on BZEN’s behalf and in accordance with BZEN’s instructions.

Zapier and some of its subprocessors may process personal data in the United States or other countries outside the European Economic Area. Where applicable, transfers to Zapier are based on its participation in the EU–US Data Privacy Framework. Where that framework does not apply, Zapier’s Data Processing Addendum provides for the use of the European Commission’s Standard Contractual Clauses. BZEN limits the personal data transmitted through this automation to the data required to perform the selected process.

Repairs and service cases handled with WUNDERFiX

In certain repair, warranty, guarantee or service cases, BZEN works with:

Wunderfix GmbH
Heinrich-von-Stephan-Str. 13
79100 Freiburg
Germany

Where necessary for the handling of the relevant case, BZEN may share the customer’s name, email address, telephone number and address, as applicable, together with the internal ticket number, bicycle details, a description of the reported issue and any photographs or videos provided in connection with the case. The data is transferred so that WUNDERFiX can contact the customer, provide access to its service platform, assess the reported issue, support diagnosis and repair, coordinate further service steps and, where necessary, arrange assistance from a local bicycle workshop.

Where WUNDERFiX is involved in order to process a contractual, warranty, guarantee or service request, the legal basis for the transfer is Article 6(1)(b) GDPR. Where this legal basis does not apply, BZEN will rely on another applicable legal basis and provide any additional information or obtain any consent required by law. WUNDERFiX processes the personal data received for the provision of its platform and repair-coordination services in accordance with its own privacy information.

You may subscribe to the BZEN newsletter by providing your email address and giving your consent to receive commercial and marketing communications.

BZEN may process your email address, preferred language, product interests, subscription date, consent record and communication preferences for this purpose. Where you have also consented to newsletter performance measurement, BZEN may process information about newsletter delivery, openings, link clicks, the type of device and email application used, and interactions with newsletter content. This information is used to evaluate and improve BZEN’s communications. The legal basis for sending the newsletter and, where applicable, measuring its performance is your consent pursuant to Article 6(1)(a) GDPR.

BZEN uses an email marketing service provider acting on its behalf to distribute and manage newsletters. The provider may process the personal data necessary to deliver the communications, record consent and opt-out choices, and produce authorised performance reports. You may withdraw your consent at any time by using the unsubscribe link included in each newsletter or by contacting support@bzenbikes.com. Withdrawal does not affect the lawfulness of processing carried out before the withdrawal. After you unsubscribe, your personal data will no longer be used to send newsletters. BZEN may retain your email address in a suppression list where necessary to ensure that your opt-out choice continues to be respected. Newsletter statistics may be retained in anonymised or aggregated form.

Test ride bookings

When you request or book a test ride, BZEN may process your name, email address, telephone number, preferred location and date, the bicycle model you are interested in and any additional information you provide in connection with the request. The data is processed to respond to your enquiry, arrange and conduct the test ride, communicate any changes and follow up on the requested service. The legal basis is Article 6(1)(b) GDPR, as the processing is necessary to take steps at your request before a possible purchase. Where a test ride is organised or conducted by a BZEN ambassador, brand shop or certified partner, BZEN may share the contact and booking information necessary to arrange and conduct the test ride with the selected partner.

Where the partner independently determines the purposes and means of any subsequent processing, it acts as an independent data controller for that processing. The relevant partner may provide additional privacy information where applicable. Test ride information is not used to send newsletters or other electronic marketing unless you have separately consented to receive such communications. BZEN retains test ride information only for as long as it is required to organise and follow up on the test ride or to establish, exercise or defend legal claims, unless a longer retention period is required by law.

Retention of personal data

BZEN retains personal data only for as long as necessary for the purposes for which it was collected. The applicable retention period depends on the nature of the data, the purpose of the processing, the duration of the contractual or business relationship, applicable statutory retention requirements and relevant limitation periods. When personal data is no longer required, it is deleted, anonymised or restricted from further processing, unless continued retention is required or permitted by law.

Automated decision-making and profiling

BZEN does not make decisions concerning customers, test riders or website users that are based solely on automated processing and that produce legal effects or similarly significantly affect the individual. BZEN does not carry out profiling for such decision-making purposes.

Your data protection rights

Subject to the conditions and limitations set out in applicable law, you may have the right to:

request access to your personal data;
request the rectification of inaccurate or incomplete data;
request the erasure of your personal data;
request restriction of processing;
receive personal data you have provided in a structured, commonly used and machine-readable format and, where applicable, have it transmitted to another controller;
object to processing based on legitimate interests;
withdraw consent at any time with effect for the future; and
lodge a complaint with a competent data protection supervisory authority.

You have the right to object at any time to the processing of your personal data for direct-marketing purposes. After such an objection, your personal data will no longer be processed for direct marketing.

To exercise your rights, please contact:

BZEN SRL
Croix Henrard 22
B-4140 Sprimont
Belgium
Email: support@bzenbikes.com

You may lodge a complaint with the supervisory authority responsible for your habitual residence, place of work or the place of the alleged infringement.

As BZEN is established in Belgium, you may also contact:

Belgian Data Protection Authority
Rue de la Presse 35
1000 Brussels
Belgium

BZEN’s website may contain links to social-media platforms and may display content provided by external services, such as videos, maps or social-media posts. A simple link does not normally transmit personal data to the external provider until you select the link. When you open the external website, that provider processes your data in accordance with its own privacy policy. Embedded external content may allow the provider to receive information such as your IP address, browser and device information, the page visited and your interaction with the content.

Where embedded content or social-media technology is not strictly necessary, it is activated only after you have given consent through the cookie settings. The legal basis for the associated processing is Article 6(1)(a) GDPR. The providers, purposes, storage periods and available consent choices for the technologies currently used are listed in the cookie settings. External providers may process data outside the European Economic Area in accordance with the transfer mechanisms described in their privacy information.

External links

The BZEN website contains links to websites and services operated by third parties. When you follow an external link, you leave the BZEN website. BZEN does not determine how the third party processes personal data on its own website or service. Please review the privacy information provided by the relevant third party before submitting personal data or using its services.

Last updated: 3 August 2026

If you have any question that is not answered here, or if you would like additional information regarding how we collect, use and store your personal data, you may contact us at support@bzenbikes.com

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