Musky AtlasEverything Musky

Legal

Privacy Policy

Dated: October 20, 2026
Site: muskyatlas.com
Operator: Musky Atlas, a Brand Forge property
Legal entity: [LEGAL ENTITY - CONFIRM]
Privacy contact: privacy@muskyatlas.com

This is a draft prepared for attorney review. It is not legal advice and is not to be published as final until reviewed and the legal entity, mailing address, and processor list are confirmed.

1. Who we are

Musky Atlas is a consumer musky fishing destination website (lakes, gear, tactics, solunar and weather forecasts, resorts, guides, manufacturers, memberships, and digital products) operated as Musky Atlas, a Brand Forge property, by [LEGAL ENTITY - CONFIRM] ("Musky Atlas," "we," "us").

2. Information we collect

Information you provide

  • Account information: name, email address, password (stored hashed by our authentication provider), display name, home region or lake preferences.
  • Email capture: email address and the form context (for example newsletter, free lake guide, forecast signup, event registration, resort or guide inquiry, partner application) when you submit any form on the site.
  • Catch logs: lake, date and time, fish length and girth, bait or lure used, casting or trolling, depth, structure, water temperature, notes, and release information, if you choose to log a catch.
  • Photos: images you upload with a catch log or profile.
  • Purchases and memberships: product, price, and transaction identifiers. Payment card data is collected and processed by Stripe; we do not receive or store full card numbers.
  • Inquiries and messages: information you send to a resort, guide, tackle shop, or to us, including through partner application forms.
  • Event registrations: name, email, and any ticket or attendance details.

Information collected automatically

  • Device, browser, operating system, IP address, referring page, pages viewed, time on site, and clicks, including clicks on outbound retailer, resort, and partner links.
  • Cookies and similar technologies: see Section 5.
  • Approximate location inferred from IP address, and precise location only if you grant your browser or device permission for a location-based feature (for example, finding your home lake or a launch near you). You can decline or revoke that permission at any time.

Information from catch log photos (important)
Photos taken on phones and cameras can contain embedded metadata (EXIF), including GPS coordinates of where the photo was taken.

  • Private catch logs are private by default. See our Catch Log and Photo Policy.
  • EXIF location data in a photo you keep private is accessible only to you and to our systems that store and display your log back to you.
  • Before any photo is displayed publicly, we strip location EXIF metadata from the displayed copy. The original file handling for public photos is described in the Catch Log and Photo Policy; when in doubt, do not upload a photo publicly if you do not want its location associated with that catch at lake level.

3. How we use information

  • Operate the site, accounts, catch logs, trip groups, directories, and Depth Lab and forecast tools.
  • Send email you signed up for (newsletter, forecast, lake guide, event and offer emails) and transactional email (receipts, membership, account and security notices).
  • Process orders, memberships, and event registrations through our payment and CRM processors.
  • Route resort, guide, and partner inquiries to the business you selected.
  • Improve forecast and pattern content in aggregated, de-identified form (for example, catch counts by lake, season, bait category, and condition band). We do not publish your private spots.
  • Measure affiliate and partner performance (which outbound links and listings generate clicks, inquiries, and sales).
  • Prevent fraud and abuse, enforce our Terms of Use, and comply with law.

4. How we share information

We do not sell your personal information. We do not share personal information for third-party cross-context behavioral advertising as those terms are defined under California law (see Section 8).

We share information only as follows:

  • Service providers (processors): hosting and database (Supabase, via our site platform), payments (Stripe), customer relationship management and email delivery (HighLevel), analytics, weather data providers, email delivery, and support tools. Providers may process personal information only to perform services for us.
  • Businesses you choose: if you submit a resort, guide, shop, or partner inquiry, we send the information in that inquiry to that business so it can respond. That business's own privacy policy then governs its use.
  • Affiliate and retail partners: clicks on affiliate links may carry an anonymous or pseudonymous click or referral identifier so a commission can be credited. We do not send your name, email, or catch log to a retailer because you clicked a link, unless you separately provide it to that retailer at checkout.
  • Aggregated reporting: sponsors, manufacturers, and partners may receive aggregated, de-identified statistics (for example, number of views of a lake page, or catches logged by bait category across a region). They do not receive your private catch logs or exact locations.
  • Legal and safety: if required by law, subpoena, or court order, or to protect the rights, safety, and property of Musky Atlas, our users, or the public.
  • Business transfer: if the property or entity is sold or merged, information may transfer to the successor, subject to this Policy as then in effect. We will post notice of a material change.

5. Cookies and analytics

We use cookies and similar technologies in these categories:

  • Strictly necessary: sign-in, security, load balancing, remembering form and cart state.
  • Preferences: home lake, region, unit and display settings.
  • Analytics: understanding page and tool usage (for example, which lake pages and Depth Lab features are used). Analytics identifiers are pseudonymous.
  • Affiliate attribution: identifiers set by us or by a retailer or affiliate network after you click an outbound link, used to credit commissions.

You can control cookies in your browser settings. Blocking necessary cookies can break sign-in and checkout. Where a cookie or analytics consent banner is presented, your choice there controls non-essential cookies for that browser. We honor Global Privacy Control (GPC) signals as an opt-out request where required by applicable law.

6. Email and marketing

  • We send marketing email only to people who opted in through a site form, purchase, membership, or event registration, or who otherwise requested it.
  • Every marketing email includes an unsubscribe link and our physical mailing address. Transactional messages (receipts, account security, membership status) may still be sent after an unsubscribe from marketing.
  • If you register for an event, webinar, or live presentation, we may send reminders and a replay link for that event.

7. Data retention and security

  • Account and catch log data: kept while your account is active, and deleted or de-identified after you delete your account, subject to legal, tax, fraud-prevention, and backup retention requirements.
  • Inquiry and lead records in our CRM: kept as long as needed for the inquiry, partnership, and business record purposes described above.
  • We use reasonable administrative, technical, and organizational safeguards appropriate to the nature of the data (access controls, encryption in transit, hashed passwords via our auth provider). No system is completely secure; please use a unique password.

8. Your privacy rights (United States)

Depending on your state of residence (including California under the CCPA/CPRA, and states with similar comprehensive privacy laws such as Virginia, Colorado, Connecticut, Utah, Texas, and others as they take effect), you may have rights to:

  • Know and access the personal information we hold about you, and the categories, sources, purposes, and recipients described in this Policy.
  • Correct inaccurate personal information.
  • Delete personal information, subject to legal exceptions.
  • Receive a portable copy of information you provided.
  • Opt out of the "sale" or "sharing" of personal information and of targeted advertising. As stated above, we do not sell personal information and do not share it for cross-context behavioral advertising.
  • Not be discriminated against for exercising a privacy right.
  • Appeal a denial of a request in certain states.

To exercise a right, email privacy@muskyatlas.com. We will verify your identity (typically by confirming control of the email address on the account) and respond within the period required by applicable law (generally 45 days under CCPA/CPRA, with a permitted extension where allowed). You may use an authorized agent where your state law permits; we may require proof of authorization and identity verification.

If you are a Pro member or account holder, you can also access, correct, export (catch log export), and delete much of your data directly in your account.

9. Canada (PIPEDA) note

For users in Canada: we handle personal information in accordance with the principles of the Personal Information Protection and Electronic Documents Act (PIPEDA) and applicable provincial privacy laws. Personal information may be processed and stored in the United States by our service providers and will be subject to US law; by using the site from Canada you acknowledge that transfer. You may request access to, and correction of, your personal information, and challenge our compliance, by contacting privacy@muskyatlas.com. We will respond in a timely manner and, if a complaint is not resolved, you may contact the Office of the Privacy Commissioner of Canada. Marketing email to Canadian addresses is sent in compliance with Canada's Anti-Spam Legislation (CASL): with consent, with identification of the sender, and with a working unsubscribe mechanism.

10. Children

Musky Atlas is not directed to, and we do not knowingly collect personal information from, children under 16. If you believe a child under 16 has provided us personal information, contact privacy@muskyatlas.com and we will delete it. Accounts, purchases, and event registrations are for users 18 or older, or with a parent or guardian's consent and supervision where permitted by the Terms of Use.

11. Third-party sites

The site links to retailers, resorts, guides, manufacturers, DNR and government sources, mapping providers, and other third parties. Their privacy practices are their own. Review their policies before providing information to them.

12. Changes to this Policy

We will post changes on this page and update the date above. Material changes will be announced on the site or by email to account holders before they take effect where required by law. Continued use after a change takes effect means you accept the updated Policy.

13. Contact

Privacy requests and questions: privacy@muskyatlas.com
Operator: Musky Atlas, a Brand Forge property
Legal entity: [LEGAL ENTITY - CONFIRM]
Mailing address: [MAILING ADDRESS - CONFIRM]

See also the Catch Log and Photo Policy.