Fitness Fraud Alert: Gym Goers Targeted by Fake Membership Deals

January marks a prime period for individuals seeking to improve their fitness, but it also presents a golden opportunity for criminals to exploit these good intentions. A surge in fitness-based frauds has been reported, with scammers creating deceptive websites and mobile applications to target unsuspecting consumers.

The Mechanics of the Scam

In a typical scenario, people looking to join a local gym encounter enticing membership deals advertised on social media platforms such as Facebook. These promotions often feature significant discounts, available only for a limited time or to a restricted number of sign-ups, creating a false sense of urgency. Victims act quickly, only to discover after payment that the advertisement was fraudulent. The gym has no record of the transaction, and no membership details are provided.

Marijus Briedis, Chief Technology Officer at the cybersecurity firm NordVPN, explains that criminals frequently clone legitimate advertisements or websites from reputable businesses. The fraudulent sites may appear nearly identical, with only minor alterations in the web address, such as substituting a zero for the letter O. Additionally, scammers can use sponsored search results to ensure their fake sites appear prominently in online searches.

Variations of Fitness Fraud

Beyond fake gym memberships, other prevalent scams include:

Nonexistent Personal Trainers: Fraudsters offer "bespoke" training plans that are actually copied from free online resources.
Fake Fitness Apps: Applications that claim to provide workout routines but are designed solely to harvest users' personal data.
Altered Imagery: The use of freely available AI technologies to enhance images, making muscles appear more defined to lure individuals with false success stories.

Briedis warns, "The new year fitness rush creates the perfect environment for scams, because people are often signing up quickly without taking the time to check who they’re dealing with." He advises treating offers that rely on urgency, extreme discounts, or pressure to sign up immediately with caution, especially if contact details are limited or independent reviews are absent.

How to Identify a Fitness Scam

Recognising the signs of a fitness fraud can help consumers avoid falling victim. Key indicators include:

Social Media Ads: Initial contact often comes through ads on platforms like Facebook, promising cheap gym memberships or tailored training regimes.
Urgency Tactics: Claims of limited spaces or short-term offers designed to prompt impulsive decisions.
Payment Methods: Requests for bank transfers, which lack the protections offered by credit cards under section 75 regulations.
Website Discrepancies: Slight variations in web addresses from legitimate sites, which may be difficult to spot at first glance.

Briedis emphasises, "The first goal is the money. If they cannot achieve that, the secondary objective is to collect as much personal data as possible." This mirrors tactics used in other scams, such as fake holiday discounts.

Protective Measures and Actions

To safeguard against fitness fraud, consumers should adopt the following practices:

Avoid Clicking Links: Refrain from clicking on links in unsolicited emails or social media messages purporting to be from gyms or fitness brands. Instead, navigate directly to the official website or application.
Verify Websites: Pay close attention to the URL of any site visited, checking for subtle differences from known legitimate addresses.
Use Secure Payment Methods: Prefer credit cards over bank transfers to benefit from consumer protection laws.
Report Suspected Fraud: If you believe you have been defrauded, contact your bank immediately and then report the incident to Action Fraud, the central hub for fraud and online crime in the UK.

By remaining vigilant and conducting due diligence, individuals can pursue their fitness goals without falling prey to these deceptive schemes. As Briedis notes, taking a moment to verify offers can prevent significant financial and personal data loss.