Effective Date: April 27, 2026
Last Updated: April 27, 2026
Introduction
Welcome to Thesugoi.com (“we,” “us,” “our,” or “Sugoi”). We are committed to protecting your privacy and ensuring the security of your personal information. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website at https://thesugoi.com/ and purchase our premium cycling apparel, including bike shorts, cycling pants, jackets, and other performance athletic wear.
Since our founding in 1987, Sugoi has built a reputation for technical excellence and athlete-focused design. We extend this same commitment to excellence in how we handle your personal data. We recognize that privacy is fundamental to maintaining the trust our customers place in us, and we take this responsibility seriously.
By accessing or using our website, you acknowledge that you have read, understood, and agree to be bound by the terms of this Privacy Policy. If you do not agree with our policies and practices, please do not use our website. This policy applies to information we collect through our website, email communications, text messages, and other electronic communications between you and Sugoi.
We encourage you to read this Privacy Policy carefully to understand our practices regarding your personal information and how we will treat it. This policy may change from time to time, and your continued use of our website after we make changes indicates your acceptance of those changes.
What Information We Collect
We collect several types of information from and about users of our website, including information by which you may be personally identified and information that is about you but does not individually identify you.
Personal Information: When you create an account, place an order, or contact us, we collect personal information that you voluntarily provide, including your name, email address, postal address, phone number, payment card information, and billing address. If you contact us through our contact form or email at support@Thesugoi.com, we collect your name, email address, phone number, and the content of your message.
Order Information: When you purchase Sugoi cycling clothing, bike shorts, cycling pants, or other products, we collect details about your transaction, including the products purchased, order value, shipping preferences, and payment information. We also maintain records of your order history to facilitate returns, exchanges, and customer service inquiries.
Account Information: If you create an account on our website, we collect and store your login credentials, purchase history, saved payment methods, shipping addresses, and product preferences. This information helps us provide a personalized shopping experience and streamline future purchases.
Technical Information: We automatically collect certain information about your device and how you interact with our website. This includes your IP address, browser type and version, operating system, device identifiers, time zone setting, browser plug-in types and versions, pages you view, time spent on pages, links clicked, referring website addresses, and other diagnostic data. This technical information helps us improve our website functionality and user experience.
Location Information: With your consent, we may collect information about your location through your device’s GPS functionality or IP address. This helps us provide location-specific content, calculate shipping costs accurately, and comply with regional regulations.
Communication Preferences: We collect information about your communication preferences, including whether you wish to receive marketing emails about new Sugoi products, cycling gear promotions, seasonal collections, and special offers.
User-Generated Content: If you submit product reviews, testimonials, or comments about our cycling shorts, bicycle clothing, or other products, we collect and may publish this content along with your name or username if you choose to provide it.
Use of Information
We use the information we collect about you or that you provide to us for various legitimate business purposes, including to fulfill our contractual obligations to you and to pursue our legitimate business interests.
Order Fulfillment and Customer Service: We use your personal information to process and fulfill your orders for Sugoi bike shorts, cycling pants, jackets, and other athletic apparel. This includes processing payments, arranging shipping to your specified address at 7441 Garden Grove Blvd, Garden Grove, CA 92841 or your preferred location, communicating order status, handling returns and exchanges, and responding to your inquiries via phone at 808-841-7984 or email at support@Thesugoi.com.
Account Management: We use your information to create and maintain your account, authenticate your identity, manage your preferences, store your shipping and payment information for convenient future purchases, and provide you with access to your order history and account settings.
Product Improvement and Development: We analyze how customers use our website and which products are most popular, such as our Evolution shorts, RPM Tri Racerback Tank, or RSX NeoShell Jacket, to improve our existing product lines and develop new cycling clothing, running tights, and athletic wear that meets the evolving needs of serious cyclists and multi-sport athletes.
Marketing Communications: With your consent, we use your email address to send you newsletters, promotional offers, information about new Sugoi products, cycling tips, and updates about our brand. We may inform you about seasonal collections, limited-edition items, or special discounts on bike wear and cycling gear. You can opt out of marketing communications at any time.
Website Optimization: We use technical information and analytics to understand how visitors navigate our website, identify technical issues, optimize page loading speeds, improve mobile responsiveness, and enhance the overall user experience when browsing our collections of cycling shorts, pants, jackets, and accessories.
Fraud Prevention and Security: We use your information to detect, prevent, and respond to fraud, unauthorized transactions, security breaches, and other prohibited or illegal activities. This protects both Sugoi and our customers from potential harm.
Legal Compliance: We use and disclose information as necessary to comply with applicable laws, regulations, legal processes, or governmental requests, including tax obligations, consumer protection laws, and other regulatory requirements.
Customer Insights and Research: We may use aggregated, de-identified information for market research, trend analysis, and business intelligence to better understand cycling apparel preferences, shopping behaviors, and industry trends without identifying individual customers.
Third-Party Disclosure
We do not sell, trade, or otherwise transfer your personally identifiable information to outside parties except as described in this Privacy Policy. We may share your information with trusted third parties who assist us in operating our website, conducting our business, and serving our customers, provided those parties agree to keep this information confidential.
Service Providers: We share information with third-party service providers who perform services on our behalf, including payment processors who handle credit card transactions securely, shipping carriers who deliver your Sugoi cycling clothing and bike shorts, email service providers who help us send newsletters and promotional communications, web hosting companies that maintain our servers, analytics providers who help us understand website traffic patterns, and customer service platforms that enable us to respond to your inquiries efficiently.
Business Transfers: If Sugoi is involved in a merger, acquisition, asset sale, bankruptcy, or other business transaction, your personal information may be transferred as part of that transaction. We will notify you via email or prominent notice on our website of any change in ownership or use of your personal information.
Legal Requirements: We may disclose your information if required to do so by law or in response to valid requests by public authorities, such as to comply with a subpoena, court order, or legal process, to enforce our Terms & Conditions, to protect our rights, property, or safety, or the rights, property, or safety of our customers or others, or to investigate potential violations of our policies.
Marketing Partners: With your explicit consent, we may share limited information with carefully selected marketing partners who offer products or services that may interest cycling enthusiasts. You can opt out of such sharing at any time through your account settings.
Aggregated Data: We may share aggregated, non-personally identifiable information about our customers with business partners, advertisers, or other third parties for marketing, research, or analytical purposes. This data cannot be used to identify individual customers.
We require all third parties to respect the security of your personal data and to treat it in accordance with applicable laws. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process it for specified purposes according to our instructions.
Cookie Usage
Our website uses cookies and similar tracking technologies to enhance your browsing experience, analyze website traffic, and deliver personalized content. Cookies are small text files placed on your device that store information about your preferences and activities.
Essential Cookies: These cookies are necessary for our website to function properly and cannot be disabled in our systems. They enable core functionality such as security, network management, shopping cart operations, and order processing when you purchase Sugoi bike shorts, cycling pants, or other products.
Performance Cookies: These cookies collect information about how visitors use our website, such as which pages are visited most frequently and whether visitors encounter error messages. This information is aggregated and anonymous, helping us improve how our website works and optimize the user experience when browsing our collections of cycling clothing and athletic apparel.
Functionality Cookies: These cookies allow our website to remember choices you make, such as your preferred language, currency, shipping location, or product filters. They provide enhanced, personalized features and help us remember your preferences for future visits.
Targeting Cookies: These cookies may be set through our website by our advertising partners to build a profile of your interests and show you relevant advertisements on other websites. They work by uniquely identifying your browser and device. If you decline these cookies, you will experience less targeted advertising.
Analytics Cookies: We use analytics tools to understand how customers interact with our website, which products generate the most interest, how long visitors spend browsing our cycling gear collections, and which marketing campaigns are most effective. This helps us make data-driven decisions to improve our offerings.
You can control and manage cookies through your browser settings. Most web browsers allow you to refuse or accept cookies, delete existing cookies, and set preferences for certain websites. Please note that disabling cookies may affect the functionality of our website and limit your ability to access certain features or complete purchases.
External Links
Our website may contain links to external websites, including social media platforms, cycling forums, athletic apparel retailers, and other resources that may interest cyclists and endurance athletes. These external sites are not operated by Sugoi and are not under our control.
We are not responsible for the content, privacy policies, or practices of any third-party websites or services. When you click on external links and leave Thesugoi.com, we encourage you to read the privacy statements of every website you visit that collects personal information.
Links to external websites do not constitute an endorsement by Sugoi of those sites, their content, products, services, or privacy practices. We provide these links solely for your convenience and information. You access and use external websites entirely at your own risk.
If you have concerns about a third-party website linked from our site, please contact us at support@Thesugoi.com so we can review the link and take appropriate action if necessary.
Security Measures
We take the security of your personal information seriously and implement appropriate technical and organizational measures to protect your data against unauthorized access, alteration, disclosure, or destruction. However, no method of transmission over the internet or electronic storage is completely secure, and we cannot guarantee absolute security.
Encryption: We use Secure Socket Layer (SSL) encryption technology to protect sensitive information, such as payment card details, during transmission. When you enter payment information on our website, it is encrypted before being sent to our payment processors.
Access Controls: We restrict access to personal information to employees, contractors, and service providers who need to know that information to process orders, provide customer service, or perform their job functions. All personnel with access to personal data are bound by confidentiality obligations.
Regular Security Assessments: We conduct regular security audits and vulnerability assessments to identify and address potential security risks. We maintain up-to-date security software and firewalls to protect our systems from cyber threats.
Payment Security: We do not store complete payment card information on our servers. Payment processing is handled by PCI-DSS compliant third-party payment processors who maintain the highest security standards for handling financial information.
Data Backup and Recovery: We maintain regular backups of customer data to prevent loss in the event of system failures or security incidents. Our backup systems are secured with the same level of protection as our primary systems.
Employee Training: Our staff receives regular training on data protection principles, security best practices, and how to handle personal information responsibly in accordance with this Privacy Policy and applicable laws.
Despite our security measures, you should be aware that no security system is impenetrable. If you have reason to believe that your interaction with us is no longer secure, please contact us immediately at support@Thesugoi.com or call us at 808-841-7984.
User Rights and Choices
We respect your rights regarding your personal information and provide you with choices about how we collect, use, and share your data.
Access and Portability: You have the right to request access to the personal information we hold about you, including your account details, order history, and communication preferences. You can also request a copy of your data in a portable format.
Correction and Update: You have the right to correct inaccurate or incomplete personal information. You can update your account information, shipping addresses, and payment methods at any time through your account settings or by contacting our customer service team.
Deletion: You have the right to request deletion of your personal information, subject to certain legal exceptions. If you wish to delete your account and associated data, please contact us at support@Thesugoi.com. Please note that we may need to retain certain information for legal, tax, or business purposes.
Marketing Opt-Out: You can opt out of receiving marketing communications from Sugoi at any time by clicking the “unsubscribe” link in our emails, adjusting your account preferences, or contacting us directly. Please note that even if you opt out of marketing communications, we will still send you transactional messages related to your orders and account.
Cookie Management: You can manage your cookie preferences through your browser settings or through our cookie consent tool available on our website. You can choose to accept or decline different types of cookies based on your preferences.
Objection to Processing: In certain circumstances, you have the right to object to our processing of your personal information, particularly for direct marketing purposes or processing based on legitimate interests.
Restriction of Processing: You have the right to request that we restrict the processing of your personal information under certain conditions, such as while we verify the accuracy of your data or assess whether we have legitimate grounds to process it.
To exercise any of these rights, please contact us at support@Thesugoi.com or write to us at 7441 Garden Grove Blvd, Garden Grove, CA 92841. We will respond to your request within the timeframes required by applicable law.
Protection of Minors
Our website and products are not intended for children under the age of sixteen. We do not knowingly collect personal information from children under sixteen without parental consent. If you are under sixteen, please do not provide any information on this website or through any of its features, make any purchases, or provide any information about yourself, including your name, address, telephone number, or email address.
If we learn that we have collected personal information from a child under age sixteen without verification of parental consent, we will delete that information as quickly as possible. If you believe we might have information from or about a child under sixteen, please contact us immediately at support@Thesugoi.com so we can take appropriate action.
Parents and guardians should monitor their children’s internet usage and help enforce this Privacy Policy by instructing children never to provide personal information on our website without permission.
CCPA Compliance
If you are a California resident, the California Consumer Privacy Act (CCPA) provides you with specific rights regarding your personal information. This section describes your CCPA rights and explains how to exercise those rights.
Right to Know: You have the right to request that we disclose the categories and specific pieces of personal information we have collected about you, the categories of sources from which we collected it, the business purposes for collecting it, and the categories of third parties with whom we share it.
Right to Delete: You have the right to request that we delete personal information we have collected from you, subject to certain exceptions allowed by law, such as completing transactions, detecting security incidents, complying with legal obligations, or exercising free speech rights.
Right to Opt-Out of Sale: We do not sell personal information to third parties for monetary consideration. However, if our practices change in the future, we will provide notice and an opportunity to opt out.
Right to Non-Discrimination: You have the right to not receive discriminatory treatment for exercising your CCPA rights. We will not deny goods or services, charge different prices, provide different levels of quality, or suggest that you will receive different prices or quality of goods or services for exercising your rights.
Authorized Agent: You may designate an authorized agent to make requests on your behalf. We may require verification that you provided the authorized agent permission to make such requests.
To exercise your CCPA rights, please submit a verifiable consumer request by emailing us at support@Thesugoi.com or calling us at 808-841-7984. We will verify your identity before processing your request. We will respond to verifiable consumer requests within forty-five days of receipt, with the possibility of extending by an additional forty-five days when reasonably necessary.
GDPR Compliance
If you are located in the European Economic Area (EEA), the General Data Protection Regulation (GDPR) provides you with certain rights regarding your personal data. Sugoi processes personal data in accordance with GDPR requirements when serving customers in the EEA.
Legal Basis for Processing: We process your personal data based on one or more of the following legal grounds: performance of a contract when we process your order for Sugoi cycling clothing or bike shorts, your consent when you sign up for marketing communications, compliance with legal obligations such as tax requirements, and legitimate interests such as fraud prevention and website optimization, provided these interests are not overridden by your rights.
Data Controller: Sugoi is the data controller responsible for your personal information processed through our website. You can contact our data protection representative at support@Thesugoi.com.
International Data Transfers: If we transfer your personal data outside the EEA, we ensure appropriate safeguards are in place, such as standard contractual clauses approved by the European Commission or other legal mechanisms that provide adequate protection.
Your GDPR Rights: Under GDPR, you have the right to access your personal data, correct inaccurate data, erase your data under certain conditions, restrict processing, object to processing based on legitimate interests or for direct marketing, data portability to receive your data in a structured format, and withdraw consent at any time where processing is based on consent.
Complaints: If you believe we have not handled your personal data in accordance with GDPR, you have the right to lodge a complaint with your local supervisory authority. However, we encourage you to contact us first so we can address your concerns directly.
To exercise your GDPR rights, please contact us at support@Thesugoi.com. We will respond to your request within one month, which may be extended by two additional months in complex cases.
How Long We Keep Your Information
We retain your personal information for as long as necessary to fulfill the purposes outlined in this Privacy Policy, unless a longer retention period is required or permitted by law.
Account Information: We retain your account information for as long as your account remains active. If you request account deletion, we will delete or anonymize your information within ninety days, except where we need to retain certain data for legal, tax, or business purposes.
Order Information: We retain order and transaction information for at least seven years to comply with tax and accounting requirements. This includes purchase history, payment records, and shipping information related to your Sugoi bike shorts, cycling pants, and other product purchases.
Marketing Communications: We retain information about your marketing preferences and communication history until you unsubscribe or request deletion. We maintain suppression lists to ensure we do not contact individuals who have opted out.
Technical Data: We typically retain website usage data and analytics information for up to two years to analyze trends and improve our website functionality. This data is often aggregated and anonymized after a shorter period.
Customer Service Records: We retain records of customer service interactions, including emails and phone calls, for up to three years to improve our service quality and resolve any disputes that may arise.
When determining retention periods, we consider the nature and sensitivity of the information, the potential risk of harm from unauthorized use or disclosure, the purposes for which we process the data, whether we can achieve those purposes through other means, and applicable legal requirements.
Policy Updates
We may update this Privacy Policy from time to time to reflect changes in our practices, technologies, legal requirements, or other factors. When we make changes, we will revise the “Last Updated” date at the top of this policy and post the new Privacy Policy on our website.
Notification of Changes: If we make material changes to how we treat your personal information, we will notify you by email to the address specified in your account and/or through a prominent notice on our website homepage. Material changes may include significant expansions in the types of information we collect, new purposes for using information, or changes in how we share information with third parties.
Your Continued Use: Your continued use of our website after we post changes to this Privacy Policy constitutes your acceptance of those changes. If you do not agree with the updated Privacy Policy, you should discontinue use of our website and contact us to close your account or request deletion of your information.
We encourage you to periodically review this Privacy Policy to stay informed about how we are protecting your personal information and to understand your rights. We maintain an archive of previous versions of our Privacy Policy, which you can request by contacting support@Thesugoi.com.
Privacy Questions
If you have any questions, concerns, or comments about this Privacy Policy or our privacy practices, we encourage you to contact us. We are committed to addressing your privacy concerns and working with you to resolve any issues.
Contact Information:
Email: support@Thesugoi.com
Phone: 808-841-7984
Mail: Sugoi, 7441 Garden Grove Blvd, Garden Grove, CA 92841