Effective date: October 19, 2026
Who we are
Through The Fire is operated by SDI Investments Ltd., based in Ontario, Canada. We handle personal information in line with Canada's privacy law (PIPEDA) and Canada's Anti-Spam Legislation (CASL).
Questions, requests, or concerns about your information go to Sean: sean@throughthefire.ca.
What we collect
When you sign up for the free preview
Your email address, plus your first name and the service you're connected to (police, fire, EMS and so on) if you choose to give them. Both of those are optional. We also keep a record of when and how you gave consent.
When you use the contact form
Your name, email address, and whatever you write in your message. The form is delivered to Sean through a service called Formspree.
When you buy something
Books and apparel are sold through our Fourthwall shop. Payment, shipping, and order details are collected by them on their own checkout pages, under their own privacy policies. Card numbers never pass through this site, and we don't see or store them.
When you visit the site
We use Google Analytics 4 and the Meta Pixel, which use cookies and similar technology to record things like which pages are visited, roughly where visitors are coming from, the device and browser used, and whether someone signed up or bought something. This tells us what's working. Meta may also use it to show Through The Fire ads to people who have visited the site.
Why we use it
- To send you the free preview you asked for.
- To send occasional emails about Through The Fire: the books, apparel, and updates. Only if you've agreed to them.
- To answer you when you reach out.
- To understand how the site is used so we can make it better, and to measure whether our ads are worth running.
That's it. We never sell your information, and we don't rent or trade it to anyone.
Email: your consent, your call
We only email people who said yes. After you sign up, you'll get a confirmation email, and nothing else is sent until you click the link in it (this is called double opt-in). Every email we send has a one-click unsubscribe link, along with our contact details. You can unsubscribe at any time, or just email Sean and he'll take you off the list.
Who handles it for us
We use a small number of trusted providers to run the site. Each one only gets what it needs to do its job:
- MailerLite: email list and newsletters
- Netlify: website hosting
- Formspree: contact form delivery
- Fourthwall: shop, checkout, digital downloads, and apparel shipping
- Google: Google Analytics, and Google Workspace for email
- Meta: Meta Pixel, Facebook, and Instagram
Some of these companies store and process information outside Canada, for example in the United States or the European Union. When that happens, your information is subject to the laws of those countries, and authorities there may be able to access it. We pick providers that protect personal information properly.
How long we keep it
- Email list: for as long as you stay subscribed. If you unsubscribe, we keep only your email address flagged as unsubscribed, plus the record of your original consent, so we never email you again by mistake and can show we followed the anti-spam rules.
- Contact messages: as long as needed to answer you and follow up, then deleted.
- Analytics: kept according to Google's and Meta's retention settings. It's used in summary form, not to track you personally.
Your rights
You can ask to see the personal information we hold about you, correct it, have it deleted, or withdraw your consent at any time. Email sean@throughthefire.ca and we'll respond within 30 days. If you're not satisfied with how we've handled it, you can contact the Office of the Privacy Commissioner of Canada.
To limit cookies and tracking, you can block or clear cookies in your browser settings, install Google's Analytics opt-out add-on, and change your ad settings in your Facebook or Instagram account.
Changes
If this policy changes, we'll update it here and change the effective date at the top. If a change is significant, we'll tell subscribers by email.