Vierumäki Sports Oy, The Finnish Sports Institute's Kannatusosakeyhtiö and other companies belonging to the Vierumäki companies (hereinafter collectively referred to as Vierumäki) processes, collects and maintains the personal data of their customers who use the services and products produced by the companies or who own shares in the Vierumäki companies.

Vierumäki companies refer to the following companies belonging to the Vierumäki group structure:
Vierumäki Sports Oy
Suomen Urheiluopiston Kannatusosakeyhtiö
Kiinteistö Oy Vierumäen Kumina
Kiinteistö Oy Jytinä
Kiinteistö Oy Leipuri
Vierumäen Infra Oy

Vierumäki protects your privacy and complies with existing applicable legislation to protect you as a private person. In this privacy notice, we explain how we process and collect personal data and inform you of your rights. Please read this policy and the terms and conditions of our website carefully. For more information, please contact Vierumäki’s Data Protection Officer.

Contact details

Administrator of the Privacy Policy
Vierumäki Sports Oy
Suomen Urheiluopiston Kannatusosakeyhtiö
Vierumäki Companies
Kaskelantie 10, 19120 Vierumäki
tel. +358 300 870 870
Data Protection Officer Anssi Laine

Our Privacy Policy was updated on 14 February 2020. We actively monitor legislation related to data protection and reserve the right to update the privacy notice to meet the legal requirements. Our latest Privacy Policy can always be found on our website.

1. General information on data protection and data collection

Vierumäki Sports Oy, The Finnish Sports Institute's Kannatusosakeyhtiö and other companies belonging to the Vierumäki companies (hereinafter collectively referred to as Vierumäki) processes, collects and maintains the personal data of their customers who use the services and products produced by the companies or who own shares in the Vierumäki companies. Vierumäki protects your privacy and complies with existing applicable legislation to protect you as a private person.

In this context, personal data refers to any kind of information that can be linked, either directly or indirectly, to a specific natural person.
Vierumäki strives to maintain a high level of privacy protection. Vierumäki primarily uses personal data to manage, provide, develop and maintain the products and services it offers, to process your bookings, to optimize your service experience and to personalize its communication with you.

Please carefully read this Policy to understand how and for what purpose we process your personal data. By providing your personal data to us and accepting the applicable terms and conditions, you consent to the processing of your personal data in accordance with the terms and conditions applicable to each service and this Privacy Policy. If more detailed consent is required by law, we will ask you for such consent.

This Policy, together with the terms and conditions of the Vierumäki Friends app, booking terms and conditions, website terms of use, Cookie Policy and other separate terms and conditions concerning the processing of personal data by Vierumäki from time to time, will henceforth be referred to as “Privacy Policy”. The Privacy Policy explains our principles for processing your personal data which you have provided when using the services or personal data that we have collected in relation to you. Therefore, separate terms and conditions related to the processing of personal data to which you agree by using the service in question also exist in connection with certain services.

Vierumäki reserves the right to make changes to the Privacy Policy. Changes to the terms and conditions will be announced by publishing the new terms and conditions on the Vierumäki website. We recommend that you regularly review this Policy.
If you enter other people’s personal data, it is your responsibility to ensure that Vierumäki has the right to process that person’s personal data in accordance with the applicable Privacy Policy.

2. Collection and processing of personal data

Vierumäki collects and processes your personal data only as permitted by law. The collection and processing may take place when you use the services we offer, for example when you reserve an accommodation or holiday, or when you book sports, well-being and restaurant services and accommodation offered by Vierumäki via our website or online store, or when you use the Vierumäki Friends mobile application.

We collect personal data in various ways, for instance by using cookies or web beacons, registration or customer surveys, newsletters and member services. We need various types of registration information, for example, for the accurate, up-to-date and high-quality provision of services. From time to time, Vierumäki collects or obtains personal data from Vierumäki's internal or external databases (Facebook or Google, for example). From time to time, companies and partners belonging to the Vierumäki companies provide us with your personal data and other information, which can be added to your profile (if a profile has been created). Your personal data may also be processed as a part of Vierumäki’s customer data system for purposes of customer relationship management.

Vierumäki considers it important that your personal data is always accurate and up-to-date, which is why we may obtain your personal data from external sources, such as public registers.

Vierumäki may use subcontractors and service providers in the processing of personal data. We enter into a written agreement with our subcontractors and are responsible for ensuring that the subcontractors we use comply with the terms, conditions and guidelines described herein.

Where the data subject’s consent is required by law for the specific processing of personal data, we will ask for such consent from you before starting the processing.

Vierumäki does not sell its customers’ personal data for marketing or sales purposes to companies outside the Vierumäki companies or to other data controllers. Vierumäki also does not disclose or sell the test results of the fitness, exercise or sports tests it has carried out or the related data to external companies or data controllers.

3. What information do we collect?

We only collect personal data that is necessary for the purposes described in the separate terms and conditions of each service we provide and for the purposes described in this Privacy Policy. We collect this information in our customer management system, which also takes care of the accuracy of the data and prevents the data from getting fragmented and duplicated. From the customer management system, customer data is transmitted to other systems that need it. The customer management system is also used to manage the customer’s registration in the online store, where the customer can later also manage their own data.

The collection of personal data is based on the data subject’s own provision of information and the collection of data with the data subject’s consent.

We collect the following information from you, for example: name, date of birth, gender, phone number, email address, street address, customer group, marketing permission and mailing groups. We also collect customer purchase information, online store order history, information about family members and possibly IP address and information that facilitates the use of the services (such as login information), default language, usage history, membership information, travel company information, booking preferences, payments, employment relationship, emergency contact information, food requirements, reduced mobility and other information that you provide when using the services. Vierumäki may collect the following information, for example, from companies external to Vierumäki: updated address information and demographic information.

4. For what purpose do we collect data?

Vierumäki collects personal data for the storage and management of customer data, the provision and production of services, internal reporting, provision of information, invoicing and marketing of Vierumäki's services. Personal data is processed on the basis of consent in connection with orders, registrations, contacts, transactions, reporting and other measures related to the management of personal customer relationships, and to enable such measures.

Individuals’ participation data and location data can also be used for profiling and to target marketing and customer communications in order to make them more interesting to the customer. Personal data is also processed in connection with sending a newsletter, events and other forms of marketing. When it comes to direct marketing, processing is carried out on the basis of consent.

What personal data is collected about you and how it is collected depends on the services you use. Data is collected from Vierumäki Friends application users and customers to create individual profiles which enable Vierumäki to fulfil its contractual obligations and to offer more flexible and personalized service experiences. Information about unidentified individuals is collected to create pseudo-profiles based on cookies, among other things. However, this information can later be connected to a new profile that is created because the person wants to identify themselves, for example by making a reservation.

Vierumäki uses personal data for the following purposes:

  • to manage, provide, develop and maintain services

  • to process your service-related reservations and orders

  • to communicate with you, for example, by e-mail, text message or other mobile applications, or to inform you of the status of your booking or of some booking-related detail before, during and after the stay

  • to troubleshoot bugs, optimize technology and allow getting in contact in case of problems with your booking or the provision of services

  • to analyze and improve the quality of services and the service experience, to collect customer feedback and to ensure that your username is not used by anyone else but you

  • to personalize your service-related communications and marketing, for example by creating a profile for you and sending you offers that match your profile as a user of the services

  • to analyze our service statistics and user behavior

  • to improve your benefits and service experience in other ways that we believe you will appreciate; or to advertise services and products, directly or indirectly, including behavioral marketing

  • to develop reporting and statistics

  • to enable billing based on the use and booking of services

The Vierumäki Friends mobile app

Data is collected from Vierumäki Friends application users to create individual profiles which enable Vierumäki to fulfil its contractual obligations and to offer more flexible and personalized service experiences, benefits, offers and interest-based service experiences. The collection of personal data is based on the customer’s own provision of information and the collection of data with the customer’s consent. When a user downloads the Vierumäki Friends mobile application, we shall process the unique identifier of the application user’s mobile device. When a user downloads the application, some of the user’s data is further sent and processed in Vierumäki's customer management system. This information includes the customer's name and contact information, marketing consent, purchase history, selected interests, and benefits or offers used.

You can change the time of an appointment made through the mobile application or cancel it no later than 24 hours before the appointment by contacting our customer service: send a message to We will refund the money to the same card with which the payment was made.

The Vierumäki Friends mobile application utilizes the user’s location and location data with the user’s consent. By agreeing to the sharing of your location and location data, the user receives increasingly better targeted benefits and offers in their mobile application, guidance in the area, and information about the area, products and services as well as opening hours related to their location data. The user’s location data is not automatically exported outside the mobile application management system. When storing location data, the following data is also stored:
So-called beacon-based data via the Bluetooth connection of the user’s device is collected only when the user allows it and when the user activates the Bluetooth feature on their device. When the user uses the mobile application, information is stored in the register about which beacon transmitter the user’s device has visited at any given time and what content the transmitter has activated in the user’s application. The register also monitors the use of digital vouchers received by the user on their device. Such processed data include:

  • Device UUID

  • Device model and information on the operating system

  • Application language selection

  • Reception of Bluetooth Low-energy and Bluetooth Smart beacon-based notifications and push notifications

  • Identification information of the visited BLE Beacon device

  • Information on the duration/time of the visit to the Beacon transmitter area

  • Display information for Beacon messages

  • Usage data, date and time of Beacon coupons and sweepstakes
    and other Beacon-based content and functions

Online store

We store and process the name and contact information of our customers who have used our online store, combined with the online store order. The collection of personal data is based on the data subject’s own provision of information and the collection of data with the data subject’s consent.
Some of the data is forwarded to Vierumäki’s customer management system. The personal data processed in the online store and customer management system include the customer’s name and contact information, e-mail, order details, purchased services, marketing consent, order date and payment method.

Point-of-sale system

Vierumäki saves the customer’s purchases through the point-of-sale (POS) system only if the data subject so wishes. Authentication is done with the help of a unique identifier and by accepting the data protection terms.

If the customer allows it, the POS system produces a purchase history and attaches the purchase history data to the customer’s information.

Our customer has the right, at any time and free of charge, to prohibit Vierumäki from processing personal data concerning the customer for marketing purposes or to withdraw their consent to it. You can exercise this right by contacting the Vierumäki’s Data Protection Officer.

5. Marketing communications

We wish to ensure that our service-related marketing communications and electronic advertising are of interest and useful to you. When you use our website, Vierumäki may use your personal data to analyze your previous purchases as well as your browsing behavior and search preferences. We use profiling to better understand which products, services or information might be of interest to you. We may connect personal data that we collect when you make an online purchase to personal data that we collect through our websites, mobile app, and other sources.
Read our Cookie Policy for more information about how we collect information about your browsing behavior. We will be happy to send you interesting offers and news about our products and services. We can carry out these marketing communications by e-mail, SMS, push notifications, direct advertisements and telephone.
If you do not wish to receive marketing communications, you may opt out at any time by sending a written request to or by using the unsubscribe link in the marketing emails.
Even if you opt out of marketing communications, we will continue to send you messages and information related to your holiday or booking. These messages may include, for example, a booking confirmation or requests for additional information and check-ups regarding your booking.

6. Updating, storing, deleting, transferring and protecting personal data

Vierumäki stores your personal data only for as long as it is necessary for the purposes for which the personal data is used.
It is possible for you to view, update and maintain some of your customer data with the help of both the online store and the Vierumäki Friends mobile application maintained by us. Some of the data is stored automatically when the user performs various actions during their visit in the aforementioned applications. These include, for example, using the Vierumäki Friends app. The user’s phone number is stored during the mobile application registration phase, and at the time of the first purchase also the name is stored. These data are connected to the device usage data when the user completes the registration in the application. In addition, we automatically collect information about the device’s unique identifier, signal reception times for the device’s beacon transmitters, device operating system information, and display and usage data for BLE beacons. In Vierumäki’s online services, you can view and manage your address and contact information, give consent to marketing, or subscribe to or unsubscribe from a newsletter.
Your personal data will only be used for the purposes mentioned in this privacy notice and/or in accordance with legal and administrative requirements. After that, we will securely delete your personal data.
However, your personal data may have been stored in several different systems for different purposes. In this case, we may delete your personal data from one system when it is no longer needed, but the data may at the same time be stored in another Vierumäki information system, where its purpose of use has not expired.
Personal data may be transferred between Vierumäki Companies for the purpose of processing personal data as outlined in the Privacy Policy. Vierumäki uses subcontractors in connection with the operation of information systems, for example, which is why personal data may be transferred to these subcontractors. Our subcontractors process your personal data only on behalf of Vierumäki and in accordance with our instructions and only after they have entered into a data processing agreement in accordance with applicable law, so that we can ensure an adequate level of protection for your personal data.
Personal data collected by Vierumäki will only be disclosed on the orders of an authority if the matter concerns the investigation of a crime or if Vierumäki is otherwise obliged to disclose such information by law or by the decision of an authority. Customer data will not be disclosed outside the European Economic Area.
If you have previously been a customer of Vierumäki, we will retain the personal data we need to contact you for marketing purposes for as long as you have an active customer relationship with us. You may at any time opt out of receiving marketing communications from us. If you have registered as a Vierumäki newsletter subscriber, we will process the necessary data until you unsubscribe from the newsletter or inform us that you no longer wish to receive the newsletter. You can unsubscribe from the newsletter at any time.
In order to respond to legal claims against us, for example in the event of a dispute, certain data may be retained in accordance with applicable statutes concerning the limitation period. When we have a legal obligation to retain data, we observe the data retention periods required by applicable law.
Vierumäki protects data with appropriate technical and organizational measures in case of loss, alteration or unauthorized access, for example. We adapt our security measures to the continuous development of technology.

7. Your rights

At Vierumäki, we strive to ensure that your rights under the new Data Protection Act are fulfilled. As our customer, you have the right to

  • receive transparent information about the processing of your personal data

  • gain access to your data

  • have your data rectified

  • be forgotten (i.e. the erasure of your data)

  • the right to data portability

  • restrict the processing of your data

  • object to processing and to automated individual decisions, including profiling

Right to information on the processing of personal data

You have the right to be informed about the processing of your personal data and the purposes of the processing. Information about the collection of your personal data and the purposes of processing can be found in this Privacy Policy. For more detailed questions and more information on the processing of personal data, please contact Vierumäki’s Data Protection Officer. We will update our privacy policy to meet the needs and obligations of legislation, and you can find the latest privacy notice on our website.

Right to withdraw consent

You have the right to withdraw the consent on which the processing of your personal data has been based. You can withdraw your consent at any time by contacting Vierumäki’s Data Protection Officer.

Right of access

You have the right to access your personal data. You can view your personal data and your holiday and service bookings in the online services for which you have registered offered by Vierumäki. These include the My Holiday and Vierumäki Friends mobile application on the website as well as the owner-customer service. In addition, you can view your own data in the Happy Healthy People employee well-being mobile service or in the coaching-focused Centre online services maintained by the Finnish Sports Institute, if you have a valid registration for these services.
You also have the right to request a copy of the personal data collected about you free of charge. In this case, you must request a copy in writing from Vierumäki’s Data Protection Officer, by approaching the Data Protection Officer with a signed request, for example. Please include in your request all the information that allows us to identify and find your personal data, including your name, date of birth, address, telephone number and email address (used in communications with Vierumäki). Requesting a copy is free of charge, but if you request multiple copies at once or more than once a year, we may charge a reasonable fee based on administrative costs. A copy of the personal data will be sent to your registered address within one month of Vierumäki receiving your request. Please note that your place of residence may affect how often you are entitled to receive such a copy.

Right to rectification, erasure, restriction and objection to processing

If your personal data changes, please notify us of the changes without delay. It is important to us that your customer and personal data are up to date to enable smooth communication and service provision. Vierumäki is not responsible for problems caused by the information being outdated or inaccurate if you have neglected to notify us about the changes. You can request the rectification of your data at any time when dealing with us.
You can also request the erasure of your personal data if it is no longer needed for the purpose for which it is used or if the processing is based on your consent and you withdraw it. In this case, we will stop processing your personal data. The withdrawal of consent does not affect the processing to which Vierumäki is entitled without your consent (for example, to fulfill reservations you have made or invoicing), but it may nevertheless lower the quality of the services or prevent Vierumäki from providing services.
You also have the right, under certain conditions, to restrict the processing of your personal data and, at any time, to object to the processing of your personal data if the processing is based on the performance of a task carried out in the public interest or on the protection of the legitimate interests of the controller or a third party or for direct marketing purposes.
We will update or delete your personal data if we do not have the right to retain it for a reasonable legitimate purpose.

Right to data portability

In certain cases, you have the right to request the transfer of your personal data to another party, provided that the processing is based on your consent or that the processing is necessary, for example, for the performance of a contract and the transfer of data is technically possible without unreasonable costs.

8. Other applications or websites

The services offered by Vierumäki may contain links to other applications and/or websites that are not maintained by Vierumäki. This Privacy Policy applies only to the use of Vierumäki Companies’ services. Vierumäki is not responsible for the content of linked applications/sites or for any processing of personal data by the owners or operators of these sites.

9\. Website cookies

Vierumäki uses cookies in its digital services, and from time to time, cookies may be transferred to the computer of a visitor using the digital services. Read more about cookies in our website terms and conditions.

10. Disclosure of personal data in the context of restructuring

If Vierumäki Companies sells, reorganizes or otherwise disposes of its business, either in full or in part, your personal data may be disclosed at the same time.

11. Contact information and complaints

If you have any questions, comments or observations regarding Vierumäki’s processing of personal data and its compliance with the data protection terms and applicable legislation, please contact us. We will strive to resolve all complaints. If you are dissatisfied with our response, you can file a complaint about our response with your local data protection authority at Please note that we will ask you to verify your identity before we can act on your request or complaint.

Vierumäki Sports Oy
Suomen Urheiluopiston Kannatusosakeyhtiö
Vierumäki Companies

Kaskelantie 10, 19120 Vierumäki