Terms of Use

1. Welcome to 10X-U

These Terms of Use ("Terms") form a binding agreement between you ("you," "your," "User") and 10X-You LLC, a limited liability company registered in Sharjah Media City, United Arab Emirates ("10X-U," "we," "us," "our"). They govern your access to and use of the 10X-U mobile application, the 10X-U coach dashboard, our websites, and any coaching services, content, or features we provide (together, the "Service").

By creating an account, downloading the app, or paying for any 10X-U product or coaching package, you confirm that you have read, understood, and agreed to these Terms and to our Privacy Policy. If you do not agree, do not use the Service.

We've tried to write these Terms in plain English. Where legal language is necessary to protect both you and us, we've used it — but we've explained what it means wherever we can.

2. What 10X-U Is — and What It Is Not

10X-U is a coaching and education service focused on midlife hormonal change (perimenopause, menopause, andropause) and the lifestyle changes that support people going through it. We deliver this service through:

• The 10X-U iOS app (logs, challenges, content, messaging)
• One-to-one and group coaching from human coaches (currently Lee Simpson and Claire Dreyer)
• AI-assisted features powered by Anthropic's Claude models — see Section 11
• Paid programs including the 10X-U Challenge ($37), the Take It Back 6-month coaching package ($3,000), and other programs we may offer

2.1 Medical Disclaimer — Read This

The content, coaching, AI insights, and suggestions you receive through the Service are for educational and coaching purposes only. They are not a substitute for professional medical advice, diagnosis, or treatment from a qualified physician, endocrinologist, gynecologist, psychiatrist, dietitian, physiotherapist, or other licensed medical or mental-health professional.

Always consult a licensed medical professional before:

• Starting, stopping, or changing any medication, including hormone replacement therapy (HRT), testosterone replacement therapy (TRT), or any prescription drug
• Making significant changes to your diet, exercise routine, sleep regimen, or supplement intake — particularly if you have any pre-existing condition
• Acting on any information, suggestion, or insight delivered by 10X-U, by a 10X-U coach, or by our AI features (AXIOM or AXCO)

We do not diagnose, treat, cure, or prevent any disease or medical condition. If you are experiencing a medical emergency, stop using the Service and contact your local emergency number immediately.

2.2 What Our Coaches Do — and Don't Do

10X-U coaches are coaches, not clinicians. They:

• Do offer guidance, accountability, lifestyle structure, habit design, mindset work, and education
• Do share general information about hormonal change and the research around it
• Do point you toward licensed professionals when something is outside coaching scope

They do not:

• Diagnose any condition
• Prescribe, recommend dosages for, or adjust any medication or hormone protocol
• Provide therapy or treat mental-health disorders
• Interpret your blood work, scans, or labs as a clinician would
• Replace your GP, endocrinologist, therapist, or any other licensed practitioner

If anything a coach says feels like medical advice, treat it as a general educational suggestion only and check it with your doctor before acting.

3. Eligibility and Accounts

3.1 Minimum Age

The Service is intended for adults navigating midlife hormonal change. You must be at least 16 years old to create an account. If you are under 18, you confirm that a parent or legal guardian has read these Terms, consents to your use of the Service, and accepts these Terms on your behalf. We reserve the right to require proof of age or guardian consent at any time and to suspend accounts where we cannot reasonably verify either.

The Service is not intended for children under 16, and we do not knowingly collect data from anyone under 16. If you believe a child under 16 has an account, contact us at lee@10x-u.com and we will close it.

3.2 Your Account

When you create an account:

• The account is for one person. You may not share login credentials, transfer your account, or let anyone else use your account.
• You are responsible for keeping your password secure and for all activity under your account.
• You agree to provide accurate information at signup and to keep it current.
• You will tell us promptly at lee@10x-u.com if you suspect unauthorized access.

3.3 Your Information Must Be Accurate

The Service depends on the data you give us — your goals, symptoms, weight, training notes, photos, food logs, and so on. You are responsible for the accuracy of the information you provide. If you give us inaccurate information, the coaching and AI suggestions you receive will be less useful, and we cannot be held responsible for that.

3.4 Suspension and Termination by Us

We may suspend or close your account at any time if we reasonably believe you have:

• Violated these Terms
• Engaged in abusive, threatening, harassing, or unlawful behavior toward a coach, another user, or our staff
• Misrepresented your identity or eligibility
• Attempted to reverse-engineer, scrape, or otherwise misuse the Service
• Failed to pay for a service you signed up for

Where it is reasonable to do so, we will give you notice and a chance to put things right. Where the breach is serious, we may suspend or terminate immediately.

4. Your Responsibilities

By using the Service, you confirm that:

• You will use it at your own risk and take responsibility for your own physical safety, training intensity, food choices, supplement use, and any other lifestyle decision you make.
• You will not push past your physical limits, ignore pain or warning signs from your body, or substitute the Service for medical care you need.
• You will be honest with your coach about your medical history, medications, injuries, and any condition that could affect your safety in training or nutrition changes.
• You will treat coaches, staff, and other users with basic respect. Harassment, abuse, threats, or discrimination of any kind ends your access to the Service immediately and without refund.
• You will not use the Service to break any law, infringe anyone's rights, or do anything that could harm 10X-U, its users, or third parties.

5. Payments, Subscriptions, and Refunds

5.1 What You're Paying For

10X-U offers several paid products, which may change over time:

• 10X-U Challenge — currently $37, a time-limited entry program
• Take It Back — currently $3,000, a 6-month coaching package
• Hybrid coaching tiers — may be offered in future at higher price points
• App subscriptions — may be introduced in future via the iOS App Store
• Other programs, workshops, or upgrades we may introduce

Prices, currencies, and tax treatment are shown at the point of purchase. Where required by law, applicable taxes (such as VAT) will be added.

5.2 How You Pay

Depending on where you are and what you're buying, payment may be processed through:

• Apple App Store — for in-app purchases and any iOS subscriptions
• Stripe — for international card payments
• Tabby or Tamara — for MENA buy-now-pay-later instalments

When you pay through any of these processors, their terms also apply to that transaction alongside ours. We don't store your full card details on our servers.

5.3 Auto-Renewal of App Store Subscriptions

If you buy a subscription through the iOS App Store, it will auto-renew at the end of each billing period at the then-current price unless you cancel at least 24 hours before the period ends. You manage and cancel App Store subscriptions through your Apple ID settings — not through us. Apple's standard refund policy applies to App Store transactions, not ours.

5.4 Refunds for Direct Purchases (Tabby, Tamara, Stripe)

For purchases made directly through 10X-U (not the App Store):

• 10X-U Challenge ($37): refundable in full within 7 days of purchase if you have not consumed substantial content. After 7 days, no refund.
• Take It Back ($3,000) and other coaching packages: refundable on a pro-rata basis within the first 14 days, less a 15% administrative fee, provided you have attended fewer than 3 coaching sessions. After 14 days or 3 sessions (whichever is first), the package is non-refundable, but you may pause it once for up to 30 days within the program window.
• All other products: refund terms shown at point of purchase.

Refund requests go to lee@10x-u.com. Where local consumer law gives you stronger rights (for example, the UK 14-day cooling-off period for distance sales), those rights apply and override anything stricter in this section.

5.5 Failed Payments and Outstanding Balances

If a Tabby, Tamara, or Stripe payment fails, we may pause your access until it is resolved. Outstanding amounts remain owed and may be referred to the relevant processor for collection under its terms.

6. Coaching Service Terms

When you buy a paid coaching package (Take It Back or any future package), the following apply alongside the rest of these Terms.

6.1 What's Included

The exact scope of work — number of sessions, communication frequency, between-session messaging, content access — is set out in the package description at the time of purchase. That description forms part of the agreement between you and us.

6.2 Communication

Coaches communicate through the 10X-U app, scheduled video calls, and (where agreed) voice messaging. Coaches are not available 24/7. Response times are typically within 24 hours on working days and may be longer at weekends, on UAE public holidays, or during pre-announced coach time off. Coaches will tell you in advance of any extended absence and arrange cover where reasonable.

6.3 Missed Sessions and No-Shows

If you cannot attend a scheduled session, give us at least 24 hours' notice to reschedule without losing the session. Sessions cancelled with less than 24 hours' notice, or missed without notice, may be counted as delivered.

6.4 Cancelling a Coaching Package

You may cancel a coaching package at any time, subject to the refund terms in Section 5.4. We may also end a coaching relationship — refunding the unused portion — if the coach-client fit is not working, if you breach these Terms, or if continuing would be inappropriate (for example, because the issue requires medical rather than coaching support).

7. Intellectual Property

7.1 Our Content

The 10X-U app, the coach dashboard, our brand, our written and video content, our program structures, our AI prompts, our methodology, and all related materials are owned by 10X-You LLC or our licensors and are protected by copyright, trademark, and other intellectual-property laws.

We grant you a limited, personal, non-exclusive, non-transferable, revocable licence to access and use this content for your own non-commercial use of the Service. You may not copy, redistribute, resell, publicly display, or build a competing product on top of our content. You may not use our content to train AI models without our written permission.

7.2 Your Content

You retain ownership of the content you upload — your photos, body images, messages to coaches, voice notes, food logs, training logs, journal entries, and so on ("Your Content").

By uploading Your Content, you grant 10X-U a worldwide, royalty-free, non-exclusive licence to store, process, display back to you and your coach, and otherwise use Your Content solely to deliver the Service to you. This includes letting our AI features (AXIOM and AXCO — see Section 11) analyse Your Content to generate the coaching insights you've signed up for.

We will not use Your Content for marketing, public promotion, or any case study without your separate, express, written consent at the time. We will not sell Your Content. We will not use Your Content to train third-party AI models.

You confirm that you have the right to upload everything you upload, and that Your Content does not infringe anyone else's rights.

8. Photos, Body Images, and Other Sensitive Data

Many users upload progress photos, body images, symptom logs, and other personally sensitive material. We treat this seriously.

• We store sensitive data using commercial best-practice security — encryption in transit and at rest, access controls, and audit logging.
• Only you, the coaches assigned to you, and a tightly scoped set of operational staff have access to your sensitive data.
• We do not display your photos or sensitive logs to other users.
• You upload at your own risk. No online system is perfectly secure, and you accept the residual risk inherent in any internet-connected service. Where we fall short of the security standard above and you suffer loss as a result, our liability is subject to Section 12.

Our full data-handling commitments are in the Privacy Policy, which sits alongside these Terms.

9. Acceptable Use

You agree not to:

• Use the Service to break any law, regulation, or anyone else's rights
• Harass, threaten, or abuse any coach, staff member, or other user
• Upload content that is illegal, defamatory, sexually explicit (beyond a normal progress photo), hateful, or designed to harm others
• Impersonate another person, including any 10X-U coach or staff member
• Attempt to reverse-engineer, decompile, scrape, or extract source code, prompts, or proprietary methodology from the Service
• Use bots, automation, or unauthorised scripts against the Service
• Resell, sublicense, or commercially exploit the Service without our written permission
• Interfere with the Service's operation, security, or other users' experience

Breach of this section may result in immediate suspension or termination without refund.

10. Third-Party Services and Links

The Service may link to or interoperate with third-party services — Apple's App Store, Stripe, Tabby, Tamara, Anthropic (for AI), analytics providers, video-call platforms, and others. Those services have their own terms and privacy policies. We are not responsible for third-party services and do not endorse their content, except where they are processing payments or data for us under contract.

11. AI-Generated Content: AXIOM and AXCO

10X-U uses AI features built on Anthropic's Claude models:

• AXIOM — an in-app feature that analyses your logs, messages, and uploads to offer coaching-style observations, prompts, and pattern detection.
• AXCO — a coach-facing assistant in the dashboard that helps your coach prepare for sessions and spot patterns across your data.

You acknowledge and agree that:

• AXIOM and AXCO output is AI-generated and may contain mistakes, omissions, outdated information, or "hallucinated" content that sounds confident but is wrong.
• AI output is not medical, clinical, psychological, legal, or financial advice, and must not be relied on as such. The full medical disclaimer in Section 2.1 applies to every AI output as much as it does to anything else in the Service.
• AI output is a starting point for thinking and conversation, not a final answer. A human coach reviews and contextualises AI output where it informs your coaching.
• You will not make significant health, training, nutrition, or medication decisions based on AI output alone. You will check with a licensed professional first.
• Your interactions with our AI features may be logged and reviewed by 10X-U for safety, debugging, and quality improvement, subject to the Privacy Policy.

If you ever see AI output that worries you or seems unsafe, tell your coach or email lee@10x-u.com.

12. Limitation of Liability

This section is the legal core of how we limit risk on both sides. Read it carefully.

To the maximum extent permitted by law:

12.1 No Implied Guarantees of Outcome

The Service is provided "as is" and "as available." We do not warrant or guarantee:

• That you will lose weight, gain muscle, sleep better, feel better, regulate hormones, or achieve any specific health, fitness, or aesthetic outcome
• That the Service will always be uninterrupted, error-free, or completely secure
• That AI features will always be accurate

Health, fitness, and hormonal outcomes depend on too many factors outside our control — your genetics, your medical history, your adherence, your environment — for us to promise results.

12.2 What We Are Not Liable For

To the maximum extent permitted by law, 10X-U, our directors, employees, contractors, and coaches will not be liable for:

• Any indirect, consequential, special, incidental, exemplary, or punitive damages
• Loss of profits, revenue, business, opportunity, goodwill, or data
• Personal injury, illness, or worsening of a medical condition arising from your use of the Service, except where caused by our gross negligence or wilful misconduct
• Acts or decisions of any third party — including any medical professional you consult based on Service content
• Outcomes from your own choices about training, nutrition, supplementation, medication, or therapy

12.3 Liability Cap

Where we are liable to you for any reason connected to the Service, our total aggregate liability to you in any 12-month period is capped at the greater of:

• (a) the amount you actually paid 10X-U in the 12 months immediately before the event giving rise to the claim, or
• (b) USD $100.

12.4 What This Section Does Not Limit

Nothing in these Terms limits liability for: death or personal injury caused by our negligence; fraud or fraudulent misrepresentation; or any other liability that cannot be limited or excluded under the law that applies to you.

13. Indemnification

You agree to defend, indemnify, and hold harmless 10X-You LLC, its officers, employees, contractors, and coaches from any claim, demand, loss, or expense (including reasonable legal fees) arising from:

• Your breach of these Terms
• Your misuse of the Service
• Content you upload that infringes someone else's rights or breaks the law
• Your reliance on the Service in a way these Terms tell you not to (for example, treating coaching or AI output as medical advice)

We will tell you promptly about any claim covered by this section and cooperate reasonably in the defence.

14. Termination

14.1 By You

You may close your account and stop using the Service at any time through the in-app settings or by emailing lee@10x-u.com. Closing your account does not by itself refund any prepaid amounts — refunds are governed by Section 5.4.

14.2 By Us

We may suspend or terminate your access for the reasons set out in Section 3.4 or for any other material breach of these Terms. Where termination is for cause, we are not obliged to refund prepaid amounts beyond what Section 5.4 requires.

14.3 What Survives Termination

Sections that by their nature should survive — including Sections 7 (IP), 11 (AI), 12 (Liability), 13 (Indemnification), 15 (Governing Law), and this Section 14.3 — survive termination.

15. Governing Law and Dispute Resolution

15.1 Governing Law

These Terms are governed by the laws of the United Arab Emirates, as applied in the Sharjah Media City free zone, without regard to conflict-of-law rules. Where mandatory consumer-protection law in your country of residence applies (for example, in the UK or EU), those mandatory rights are preserved.

15.2 Talk to Us First

Before formal proceedings, please email lee@10x-u.com with a clear description of the issue and what you'd like resolved. We will respond in good faith within 30 days. Most disputes can be settled this way.

15.3 Arbitration

If we can't resolve a dispute informally, you and 10X-U agree that the dispute will be settled by binding arbitration seated in Sharjah, UAE, conducted in English under the rules of a recognised arbitration body (such as the DIAC — Dubai International Arbitration Centre) by a single arbitrator. The arbitrator's decision is final and enforceable. Each side bears its own costs unless the arbitrator decides otherwise.

15.4 Carve-Out for Injunctive Relief

Either side may seek injunctive or equitable relief in any court of competent jurisdiction to protect intellectual-property rights, confidential information, or to stop unauthorised use of the Service — without first going through arbitration.

15.5 No Class Actions

To the extent permitted by law, disputes will be resolved on an individual basis only. You agree not to bring or participate in any class, collective, or representative action against 10X-U.

16. Changes to These Terms

We may update these Terms from time to time — for example, when we launch new features, payment options, or jurisdictions, or when law changes.

When we make material changes, we will:

• Notify you in-app and/or by email at least 30 days before the changes take effect, and
• Update the "Last Updated" date at the top.

Continued use of the Service after the effective date means you accept the updated Terms. If you don't accept them, stop using the Service and contact us about refunds under Section 5.4.

Minor, non-material changes (typos, clarifications, formatting) take effect on posting.

17. Miscellaneous

• Entire agreement. These Terms, together with the Privacy Policy and any program-specific terms shown at point of purchase, are the full agreement between you and us about the Service.
• Severability. If a court or arbitrator finds any part of these Terms unenforceable, the rest stays in force.
• No waiver. If we don't enforce a right immediately, that doesn't mean we've given it up.
• Assignment. You may not assign your rights under these Terms. We may assign ours — for example in a corporate restructuring or sale — provided your rights are not materially reduced.
• Force majeure. Neither side is liable for failure to perform due to events outside reasonable control (natural disasters, war, pandemics, infrastructure outages, regulatory action).
• Notices. We send notices to the email on your account. You send notices to lee@10x-u.com.

18. Contact Us

10X-You LLC
Sharjah Media City (SHAMS) Free Zone
Sharjah, United Arab Emirates
Email: lee@10x-u.com

For privacy and data questions, see also the Privacy Policy.