Axbom Innovation AB (org. nr. 556817-0855) is the data controller for personal data processed in connection with this website and the sale of digital products. Questions about privacy can be directed to privacy@axbom.se.
I strive to collect as little data about visitors as possible, and to keep others from collecting data about visitors to this site.
- This site avoids embedding YouTube videos (YouTube tracks users even when cookies are not set).
- When videos from Vimeo are embedded on this site, the dnt (do not track) parameter is set to true.
- Similarly, I will avoid embedding Spotify, Soundcloud, Twitter and other third-party content on the site – as most do not offer ways to do this without collecting visitor information. Instead, I will link to these services—allowing visitors to make an autonomous choice.
When you make a purchase
Digital products on this site (e-books, posters, video courses and similar downloads) are sold through Creem (Armitage Labs OÜ, Tallinn, Estonia), who acts as the Merchant of Record. This means Creem is the legal seller on the transaction, and their name will appear on your payment receipt and bank statement — not Axbom Innovation AB.
When you make a purchase through Creem, the following data is processed:
- Your name and email address
- Your billing country (for VAT calculation purposes)
- Payment details (handled entirely by Creem and their payment processors — I never see your card details)
- Your purchase history in relation to products on this site
Purpose: To fulfil your order, deliver the digital product, and comply with tax and accounting obligations.
Legal basis: Performance of contract (Article 6(1)(b) GDPR) and legal obligation (Article 6(1)(c) GDPR).
Retention: Creem retains transaction data in accordance with their own privacy policy and applicable law. I retain records of purchases for accounting purposes for a minimum of seven years, as required by Swedish accounting law (Bokföringslagen).
Creem's privacy policy is available at creem.io. I encourage you to read it before purchasing.
Your email address may be used to send you a confirmation of purchase and, if you consent separately, to send you newsletters via the My Next Heartbeat mailing list. You can unsubscribe from the newsletter at any time.
Newsletter
If you subscribe to My Next Heartbeat, your email address is stored and processed for the purpose of sending you the newsletter. You can unsubscribe at any time using the link in any newsletter email.
Subprocessors
- This site is hosted on a Virtual Private Server in Sweden.
- For some contact forms (e.g. Leave a tip) the service Tally.so is being used. Tally does not employ any ads or tracking. If you use a contact form, the information you enter will be stored in Belgium. Tally.so is a service I pay for.
- Creem (Armitage Labs OÜ, Estonia) — payment processing and digital product delivery for purchases made on this site.
Cookies
Two third-party cookies are set on this website by Cloudflare, a content delivery network used by Ghost for performance management.
| Cookie name | Description |
|---|---|
| __cfduid | Used by Cloudflare to identify individual clients behind a shared IP address and apply security settings. Does not store personally identifiable information. |
| __cflb | Used by Cloudflare for load balancing. Identifies which server cluster is serving the visitor. Does not store personally identifiable information. |
When you initiate a purchase, Creem may set cookies in the checkout flow for fraud prevention and session management purposes.
Your rights under GDPR
As a resident of the EU/EEA, you have the right to:
- Access — request a copy of personal data I hold about you
- Rectification — request correction of inaccurate data
- Erasure — request deletion of your data, where no legal obligation requires me to keep it
- Portability — receive your data in a structured, machine-readable format
- Object — object to processing based on legitimate interests
- Lodge a complaint — with the Swedish Authority for Privacy Protection (IMY) at imy.se
For requests related to purchase data processed by Creem, you should contact Creem directly at the address in their privacy policy.
For all other requests, contact: privacy@axbom.se
Postal address: Axbom Innovation AB Laggaruddsvägen 14 197 91 Bro
Last updated: June 2026
