Privacy Policy

Privacy Policy

Last updated: 30 September 2026

BEMAS – Belgian Maintenance Association vzw-asbl (“BEMAS”, “we”, “us”) organises the Asset Performance Conference and operates the Asset Performance website, event services, event app and related digital services.

We are committed to protecting your personal data and processing it transparently, securely and in accordance with the General Data Protection Regulation (“GDPR”) and other applicable Belgian and European data protection rules.

This Privacy Policy explains what personal data we collect, why we use it, with whom it may be shared, how long we keep it and what rights you have.

It is possible that our privacy policy may be subject to adjustments and changes in the future. These will be made clear in our Privacy Policy.

Your personal data will be processed in accordance with the provisions of the General Data Protection Regulation or 'GDPR'.

 

1. Who is responsible for your data?

The data controller is:

BEMAS – Belgian Maintenance Association vzw-asbl
Organiser of the Asset Performance Conference
Avenue des Arts / Kunstlaan 6-9
1210 Brussels
Belgium
Enterprise number: BE 0438.509.878
Tel.: +32 2 706 85 41
Email: info@assetperformance.eu / info@bemas.org

BEMAS determines the purposes and means of the personal-data processing described in this Privacy Policy.

Certain external service providers process personal data on our behalf as data processors. In other situations, for example when you intentionally share your details with a sponsor or exhibitor, that organisation may become an independent data controller for its own subsequent use of those data.

2. When does this Privacy Policy apply?

This Privacy Policy applies when you:

  • visit assetperformance.eu;
  • register for or attend the Asset Performance Conference or related activities;
  • use the Asset Performance event registration environment or event app;
  • create or use an account for an Asset Performance digital service;
  • use the Asset Performance Intelligence Hub;
  • use an AI-powered assistant or chatbot provided by Asset Performance;
  • subscribe to newsletters or other communications;
  • participate in surveys, competitions, gamification or feedback activities;
  • interact with sponsors, exhibitors or partners through Asset Performance;
  • contact us by email, a form or another communication channel.

External websites and services operated independently by third parties have their own privacy policies.

3. What personal data do we collect?

The data we collect depends on how you interact with Asset Performance.

Website visitors

We may process:

  • IP address;
  • browser and device information;
  • language and general location information;
  • pages visited and interactions with the website;
  • referring page or campaign;
  • technical logs and security information;
  • cookie and consent preferences.

Analytics, advertising and other non-essential tracking technologies are used only in accordance with our Cookie Policy and, where required, after your consent.

Conference registration and participation

When you register for Asset Performance, we may collect:

  • first and last name;
  • email address and telephone number;
  • organisation or employer;
  • job title or professional role;
  • country;
  • billing and invoicing information;
  • VAT details where applicable;
  • ticket type and registration selections;
  • discount, membership or partner information;
  • programme selections and event preferences;
  • attendance and check-in information;
  • event-app profile and preferences;
  • sessions added to your personal schedule;
  • session feedback and survey responses;
  • gamification actions, points and interactions;
  • sponsor or exhibitor interactions where applicable;
  • communications relating to your registration.

Payment-card information is processed directly by the relevant payment-service provider and is not stored by BEMAS where the payment environment is provided by an external payment processor.

Dietary, allergy and accessibility information

You may choose to provide information about dietary requirements, food allergies, accessibility needs or other requirements necessary for us to organise your participation safely and appropriately.

Some of this information may reveal health information and can therefore constitute a special category of personal data under the GDPR.

We process such information only for the purpose for which you provide it, such as arranging suitable catering or accessibility support, and on the basis of your explicit consent where required.

Access to this information is restricted to staff and service providers who need it for the organisation of the event. It is not used for marketing.

Speakers, sponsors, exhibitors and partners

If you participate professionally as a speaker, sponsor, exhibitor, partner or supplier, we may process information such as:

  • name and professional contact details;
  • organisation and job title;
  • biography;
  • profile photograph;
  • presentation or session information;
  • contractual and invoicing information;
  • correspondence relating to your participation.

Information intended for publication, such as a speaker biography, photograph, company profile or session description, may be displayed publicly on the Asset Performance website, programme, event app and conference materials.

4. Why do we use your personal data?

We process personal data for the following purposes.

To organise and deliver the conference

This includes:

  • processing registrations and ticket selections;
  • managing payments and invoices;
  • sending practical event communications;
  • managing access, badges and check-in;
  • providing the event programme and personal schedule;
  • providing catering and accessibility arrangements;
  • providing the event app;
  • providing customer support;
  • managing session capacity and event operations;
  • enabling networking and event functionality;
  • providing post-event materials or services included in your ticket.

The legal basis is primarily the performance of our agreement with you and our legitimate interest in organising and operating the conference effectively.

To communicate with you about your registration

We may send service messages required for your participation, including confirmations, practical information, programme changes, access instructions and important event updates.

These communications are operational communications and are not considered marketing newsletters.

To improve Asset Performance

We may use attendee feedback, survey results, aggregated event statistics and participation information to evaluate and improve the programme, services and participant experience.

Where this involves personal data, we rely on our legitimate interests in evaluating and improving the conference, unless consent is required by law.

Newsletters and promotional communications

If you subscribe to an Asset Performance newsletter or otherwise consent to receive marketing communications, we may send information about future Asset Performance editions, relevant BEMAS activities and related professional content.

You can unsubscribe at any time using the unsubscribe link contained in the communication or by contacting us on info@assetperformance.eu.

Service communications relating to an event for which you are registered are separate from marketing communications.

Professional relationship management

Where permitted by applicable law, we may retain limited professional contact and interaction information relating to attendees, speakers, partners, sponsors and other professional contacts in order to manage our professional relationship, respond to previous interactions and organise future relevant activities.

We rely on our legitimate interests where appropriate and balance those interests against your rights and reasonable expectations.

5. PheedLoop and the event platform

Asset Performance uses PheedLoop, provided by PheedLoop Inc., as part of its event and conference infrastructure.

PheedLoop is used to provide functions including conference registration, ticket and attendee management, programme and session information, the event app, personal schedules, badges and check-in, session attendance, gamification, surveys and feedback, sponsor and exhibitor interactions, and other event-related functionality.

PheedLoop is used by Asset Performance as a functional event-service platform and not as an advertising or marketing-tracking platform on the Asset Performance website.

When PheedLoop functionality is loaded, technical information such as your IP address, browser or device information and other information necessary to establish the connection and provide the event service may be processed.

These processing activities are necessary to provide the relevant event functionality and are separate from the optional marketing and advertising technologies described in our Cookie Policy.

6. Event app and participant networking

Registered attendees may have access to the Asset Performance event app or online event environment.

Depending on your profile settings, professional information such as your name, organisation, job title, photograph and other profile information may be visible to other registered participants.

PheedLoop provides privacy settings that allow attendees to hide their profile from the attendee directory. Attendees can manage this visibility through the available profile settings in the event app.

Hiding your attendee profile from the directory is separate from intentionally sharing your details through other event interactions, such as allowing a sponsor or exhibitor to scan your badge.

7. Sponsors, exhibitors and badge scanning

Asset Performance works with sponsors and exhibitors. Registering for or attending Asset Performance does not automatically provide sponsors or exhibitors with your contact details.

Sponsors and exhibitors may receive your professional and contact information when you intentionally interact with them through a functionality designed for this purpose. This includes, for example:

  • allowing a sponsor or exhibitor to scan the QR code on your attendee badge;
  • having your badge scanned as part of check-in to a sponsored session where badge scanning is used;
  • scanning an exhibitor's QR code to request information;
  • explicitly asking a sponsor or exhibitor to contact you;
  • submitting your information through a clearly identified sponsor or exhibitor activity.

When your badge is scanned for Lead Retrieval, the relevant information linked to your attendee badge is made available to that sponsor or exhibitor for follow-up.

Where badge scanning is used to register attendance at a sponsored session and the scan is configured to provide the sponsor with attendee information, this will therefore result in your information being shared with that sponsor.

Once your personal data has been intentionally shared with a sponsor or exhibitor in this way, that organisation may process the information as an independent data controller for its own follow-up activities. Its own privacy policy then applies to that subsequent processing.

BEMAS may also process session attendance and check-in information itself for purposes such as event operations, capacity and safety management, programme evaluation, gamification, certification where applicable and event reporting.

8. Gamification

Asset Performance may offer optional gamification activities through the event app.

If you participate, we may process actions such as:

  • QR-code scans;
  • booth interactions;
  • session feedback;
  • participation in specified activities;
  • points earned;
  • leaderboard position.

These data are used to operate the gamification programme and determine results or prizes.

Where an activity involves sharing personal data with a sponsor or third party, this will be made clear at the point of interaction.

9. Photographs, video and recordings

Photographs and video recordings may be made during Asset Performance for documentation, reporting, communication and promotion of the conference and future editions.

General event and atmosphere images may be processed on the basis of BEMAS's legitimate interest in documenting and communicating its activities.

Where circumstances require consent, or where a participant has a particular reason not to be photographed or filmed, we will provide an appropriate way to communicate this to the event team.

Conference sessions may also be recorded. Speaker recordings, presentations and related materials may be made available through Asset Performance digital services where agreed with the relevant speakers.

10. Asset Performance Intelligence Hub

Registered participants or other authorised users may receive access to the Asset Performance Intelligence Hub.

When you use the Intelligence Hub, we may process:

  • account and login information;
  • access entitlements;
  • searches and queries;
  • presentation or content interactions;
  • usage and technical information;
  • support requests.

The service may use artificial-intelligence technologies to help users search, summarise or discover conference content.

Queries and interactions may therefore be processed by technical and AI service providers acting on our behalf where required to provide the service.

Do not enter confidential company information, trade secrets, special-category personal data or personal information about third parties into an AI query unless this is genuinely necessary and you are authorised to do so.

We do not use Intelligence Hub queries to make decisions producing legal or similarly significant effects about individual users.

11. AI chatbot and automated assistance

Asset Performance may provide an AI-powered chatbot or assistant on its website or digital services.

When you use such a service, we may process:

  • the messages and questions you submit;
  • the chatbot's responses;
  • technical and session information;
  • limited usage logs required for security, troubleshooting and service improvement.

Your message may be processed by external technology, automation and AI service providers acting on our behalf.

Please do not submit confidential information, passwords, sensitive personal data or personal data concerning another person unless this is necessary and appropriate.

The chatbot is intended to provide information and support. It is not used to make decisions producing legal or similarly significant effects concerning you.

12. Cookies, analytics and advertising technologies

Assetperformance.eu uses cookies and similar technologies.

We distinguish between:

Strictly necessary technical and functional technologies
These are required to operate the website or to provide functionality that you have requested. Where legally permitted, these can operate without prior cookie consent.

Statistics and analytics technologies
These help us understand how the website is used and improve its performance. Where consent is required, they are activated only after you have consented.

Marketing and advertising technologies
These may be used to measure campaigns, create advertising audiences or show more relevant messages through platforms such as Google or LinkedIn. These technologies are activated only where the required consent has been obtained.

Your cookie choices can be changed using the cookie-preference tool available on our website.

Further information about the individual technologies, providers, purposes and retention periods is provided in our Cookie Policy.

13. Who may receive your personal data?

Depending on the service, personal data may be processed by or shared with:

  • BEMAS staff and authorised contractors;
  • PheedLoop and event-technology providers;
  • website hosting and IT providers;
  • email and communication providers;
  • payment-service providers;
  • catering and venue providers where necessary;
  • badge-printing and event-operation providers;
  • analytics and advertising platforms where you have provided the required consent;
  • cloud, automation and AI technology providers;
  • professional advisers such as accountants or legal advisers where necessary;
  • public authorities where disclosure is required by law;
  • sponsors or exhibitors where you have intentionally shared your details or provided the relevant consent.

Our service providers may only process personal data in accordance with their role, contractual obligations and applicable data-protection legislation.

14. International transfers

Some of our technology providers may process personal data outside Belgium or the European Economic Area.

Where personal data is transferred to a country outside the EEA, we use an appropriate legal mechanism where required, such as:

  • a European Commission adequacy decision;
  • Standard Contractual Clauses;
  • another legally recognised transfer mechanism.

Additional safeguards may be applied where appropriate.

15. How long do we keep your data?

We do not keep personal data longer than necessary for the purpose for which it was collected, taking into account legal obligations and the need to establish or defend legal claims.

In general:

  • conference registration and professional relationship data may be retained for up to five years after the last relevant interaction where necessary for administration, relationship management or legitimate organisational purposes;
  • invoices and accounting records are retained for the statutory period required under applicable Belgian accounting and tax law;
  • newsletter data is retained until you unsubscribe or we discontinue the relevant mailing list; limited suppression information may be retained afterwards to ensure that your opt-out is respected;
  • dietary, allergy and accessibility information containing health-related data is deleted or anonymised after the event once it is no longer necessary for the purpose for which it was provided, unless a longer period is required in connection with an incident or legal obligation;
  • event-platform and app information is retained only for as long as required for event operations, participant services, security and legitimate post-event administration;
  • Intelligence Hub account and usage data is retained for the duration of the relevant access and thereafter only for as long as required for security, support, administration or legal obligations;
  • AI-chatbot logs are retained only for the period required for operation, security, troubleshooting and service improvement;
  • cookie and tracking data is retained in accordance with the periods specified in our Cookie Policy.

Where possible, information may be anonymised instead of being retained in identifiable form.

16. Security

BEMAS takes appropriate technical and organisational measures to protect personal data against unauthorised access, loss, misuse, alteration or disclosure.

Access to personal information is limited to persons and service providers who need it for the purposes described in this Privacy Policy.

No online system can provide an absolute guarantee of security. If a personal-data breach occurs, BEMAS will follow the applicable GDPR notification and communication requirements.

17. Your rights

Under the GDPR, depending on the circumstances, you may have the right to:

  • obtain information about how your data is processed;
  • request access to your personal data;
  • request correction of inaccurate or incomplete data;
  • request deletion of your data;
  • request restriction of processing;
  • object to processing based on legitimate interests;
  • receive certain data in a portable format;
  • withdraw consent at any time where processing is based on consent;
  • object to direct marketing at any time;
  • lodge a complaint with a data-protection supervisory authority.

Withdrawing consent does not affect the lawfulness of processing carried out before the withdrawal.

Some rights are not absolute. For example, we may need to retain certain data to comply with accounting requirements, establish legal claims or respect a previous opt-out request.

18. How can you exercise your rights?

You can contact us at:

info@assetperformance.eu

Please explain which right you wish to exercise and provide enough information for us to identify the relevant data.

Where necessary, we may ask for additional information to verify your identity before responding to a request.

We will respond within the period required by the GDPR, normally within one month. This period may be extended where legally permitted for particularly complex or numerous requests.

You can unsubscribe from newsletters directly through the unsubscribe link included in each marketing email.

You may also lodge a complaint with the Belgian supervisory authority:

Gegevensbeschermingsautoriteit / Autorité de protection des données
Belgium

19. Children

Asset Performance is a professional B2B conference and its website and digital services are not specifically directed at children.

We do not knowingly use our services to collect personal data from children for marketing purposes.

20. Changes to this Privacy Policy

We may update this Privacy Policy when our services, technology or legal obligations change.

The most recent version will always be published on the Asset Performance website together with the date of the latest update.

For significant changes that materially affect how we use personal data, we may provide additional notice where appropriate.

21. Questions

If you have questions about this Privacy Policy or about the way BEMAS processes personal data in connection with Asset Performance, please contact:

BEMAS – Belgian Maintenance Association vzw-asbl
Avenue des Arts / Kunstlaan 6-9
1210 Brussels, Belgium
Email: info@assetperformance.eu
Tel.: +32 2 706 85 41