Terms of Service

Please read carefully and scroll to the bottom before agreeing

1. About Coach Ava & Co

Coach Ava & Co ("we," "us," or "our") operates an AI-powered mental performance coaching service delivered via WhatsApp ("Coach Ava" or "the Service"). By enrolling your athlete and agreeing to these Terms of Service, you ("Parent" or "Guardian") enter into a binding agreement with Coach Ava & Co.

These Terms apply to all users of the Service in Canada and the United States of America. If you do not agree to these Terms, you may not use the Service.

⚠️ Important — Please Read Carefully

2. Coach Ava is a Mental Performance Coach — Not a Therapist

This is the most important section of these Terms. Please read it carefully before proceeding.

Coach Ava is an AI-powered mental performance coaching service designed to help youth athletes build confidence, manage pre-game nerves, develop positive self-talk, and improve their mental approach to sport.

Coach Ava is NOT any of the following:

  • A licensed therapist, psychologist, or mental health professional
  • A medical or clinical service
  • A crisis intervention service
  • A substitute for professional mental health treatment
  • A diagnostic tool for any mental health condition

The coaching provided by Coach Ava focuses on sports performance and mental skills — not clinical mental health treatment. Conversations are educational and motivational in nature.

If your athlete is experiencing mental health challenges, emotional distress, or a crisis, please seek professional help immediately. Coach Ava is not equipped to provide clinical diagnosis, treatment, or crisis intervention.

Canadian resources: Kids Help Phone 1-800-668-6868 · Talk Suicide Canada 1-833-456-4566

US resources: 988 Suicide & Crisis Lifeline (call or text 988) · Crisis Text Line (text HOME to 741741)

3. Eligibility

The Service is intended for athletes between the ages of 10 and 18. By enrolling your athlete, you confirm that:

  • You are the parent or legal guardian of the athlete
  • The athlete is between 10 and 18 years of age
  • You have the authority to enter into this agreement on behalf of the athlete
  • All information provided during registration is accurate and complete

4. The Service

Coach Ava delivers mental performance coaching through WhatsApp messages. The Service includes:

  • Conversational coaching sessions with AI-powered Coach Ava
  • Proactive pre-game and post-game check-in messages
  • Weekly schedule confirmations
  • Monthly progress reports delivered to the parent or guardian
  • Personalised coaching based on the athlete's sport, goals, and history

The Service is delivered by an artificial intelligence system. While Coach Ava is designed to provide helpful, thoughtful, and age-appropriate coaching, responses are generated by AI and are not provided by a human coach.

5. Privacy & Confidentiality

We take privacy seriously, especially for minors.

Athlete Conversations

Coach Ava tells every athlete that their conversations are private. Parents and guardians receive monthly progress summaries that reflect coaching topics and trends — not transcripts or specific quotes from conversations.

Safety Exception

If Coach Ava detects language suggesting the athlete may be at risk of harm to themselves or others, we will notify the parent or guardian and, where appropriate, provide crisis resources to the athlete. This safety exception overrides the general confidentiality of conversations and is a necessary feature of responsible service delivery.

Data Use

We collect and store athlete profile information, conversation history, and usage data to provide and improve the Service. We do not sell personal data to third parties. Data is stored securely and handled in accordance with applicable Canadian and US privacy laws including PIPEDA and applicable US state privacy regulations.

By enrolling your athlete, you consent to the collection and use of data as described above.

6. Safety Protocols

Coach Ava includes a safety monitoring system that assesses conversations for signs of distress. This system operates on three levels:

  • Mild concern (stress, burnout): Ava responds with additional care. No external notification.
  • Moderate concern (feelings of worthlessness, isolation): Ava provides resources and, with the athlete's consent, may notify the parent. The platform owner is also notified.
  • Severe concern (self-harm, suicide, threats, abuse): Ava provides crisis resources immediately. The parent is notified without requiring athlete consent. The platform owner is also notified.

This safety system is a precautionary measure and does not replace professional mental health services. If you believe your athlete is in immediate danger, call emergency services (911) immediately.

7. Subscriptions & Billing

The Service is provided on a monthly subscription basis. By subscribing, you authorise Coach Ava & Co to charge your payment method on a recurring monthly basis until you cancel.

  • Subscriptions renew automatically each month unless cancelled
  • You may cancel at any time by contacting hello@coachavaandco.com
  • Cancellations take effect at the end of the current billing period
  • We may offer subscription pauses at our discretion
  • Promotional discounts apply only for the stated period, after which standard pricing applies
  • Refunds are issued at our discretion for unused portions of a billing period

8. Limitations of the Service

You acknowledge and agree that:

  • Coach Ava is an AI system and may occasionally produce imperfect, incomplete, or inappropriate responses
  • The Service does not guarantee any specific athletic or mental performance outcomes
  • The Service is not available during periods of technical maintenance or outage
  • AI responses may not always reflect the most current sports psychology research or best practices
  • The Service is not a substitute for in-person coaching, mentoring, or professional mental health support

9. Parent & Guardian Responsibilities

As a parent or guardian, you agree to:

  • Provide accurate and complete information about your athlete during registration
  • Inform us promptly of any changes to your athlete's mental health status or circumstances
  • Seek professional help immediately if you have concerns about your athlete's mental health or safety
  • Not use the Service as a substitute for professional mental health care
  • Ensure your athlete understands the nature of the Service — AI-powered coaching, not therapy
  • Monitor your athlete's wellbeing and not rely solely on Coach Ava for signs of distress

10. Prohibited Use

You agree not to use the Service to:

  • Attempt to manipulate, jailbreak, or misuse the AI system
  • Enrol an athlete without being their parent or legal guardian
  • Provide false information during registration
  • Share your access credentials with others
  • Use the Service for any commercial purpose without our written consent

11. Limitation of Liability

To the maximum extent permitted by applicable law, Coach Ava & Co, its owners, employees, and agents shall not be liable for any indirect, incidental, special, or consequential damages arising from your use of the Service, including but not limited to damages arising from reliance on AI-generated coaching content.

Our total liability to you for any claim arising from the Service shall not exceed the amount you paid for the Service in the three months preceding the claim.

12. Changes to These Terms

We may update these Terms from time to time. We will notify you of material changes by email. Continued use of the Service after changes take effect constitutes acceptance of the updated Terms.

13. Governing Law

These Terms are governed by the laws of the Province of Ontario, Canada, without regard to conflict of law principles. For users in the United States, you agree to submit to the non-exclusive jurisdiction of the courts of Ontario, Canada for any dispute arising from these Terms or the Service.

14. Contact Us

Questions about these Terms? Contact us at:

Coach Ava & Co
hello@coachavaandco.com
coachavaandco.com

Last updated: May 2026

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Before you continue

📖 Please scroll through and read the full terms above before agreeing
✓
I have read and agree to the Coach Ava & Co Terms of Service, including the privacy policy, billing terms, and safety protocols.
✓
I understand and agree that Coach Ava is an AI-powered mental performance coach, NOT a licensed therapist, psychologist, or mental health professional. I will not use this Service as a substitute for professional mental health care, and I will seek professional help immediately if I have concerns about my athlete's mental health or safety.
✓
I understand that if Coach Ava detects signs of serious distress or risk of harm, I will be notified and crisis resources will be provided to my athlete, regardless of the general confidentiality of their conversations.
✓
I confirm that I am the parent or legal guardian of the athlete being enrolled, and that all information I have provided is accurate.

Your agreement will be recorded with a timestamp for our records.