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United KingdomGOV.UK

CMA fines Gold's Gym £45,000 over hidden mandatory fees

The CMA gave Gold's Gym a Final Infringement Notice on 29 September 2026 with a £45,000 penalty for hiding mandatory fees from the upfront total, plus joining-fee refunds and a year of refund reporting.

By Taxxa AI OyPublished 14 October 2026

Legal & Corporate

Industry: Across industries

The Competition and Markets Authority has closed its consumer protection investigation into Gold's Gym (UK) LimitedGOV, trading as Gold's Gym, with a finding of infringementGOV. On 29 September 2026 the CMA gave the company a Final Infringement NoticeGOV and imposed a financial penalty of £45,000GOV for infringing consumer protection lawGOV. The settlement was announced and a non-confidential version of the notice published on 14 October 2026GOV.

The investigation, opened on 17 November 2025, examined the gym chain's presentation of mandatory fees — specifically whether those fees were included in the total price the consumer saw at the beginning of the purchase processGOV. After an initial evidence-gathering phase from November 2025 to March 2026, the case moved to closure in autumn 2026.

The £45,000 penalty includes a 40% reduction for settlement. The reduction reflects resource savings to the CMA generated by the company's admissions, its agreement to follow a streamlined administrative procedure, and its compliance with the other conditions of settlement, including an agreement not to appeal the decision.

Settlement here went beyond the penalty. Gold's Gym (UK) Limited will refund joining fees paid by affected consumersGOV, and must report back to the CMA over the coming year with updates on the refund processGOV. Consumers who paid a joining fee can check the refunds guidance linked from the case page to see whether they are eligible.

The practical lesson for other consumer-facing businesses is direct: mandatory fees, taxes and charges must be part of the total price shown at the start of the purchase journey, not added as the consumer proceeds. The CMA's price-transparency guidance treats adding prices during the transaction as drip pricing and giving component prices without the overall total as partitioned pricing — both routes to an infringement finding of the kind made here. The case page links the wider enforcement press release, CMA fines firms £6 million for misleading sales tactics (14.10.26), and the full 1.6MB Final Infringement Notice for the detailed reasoning.

Legal basis: action under the consumer protection legislation the CMA enforces, including the Digital Markets, Competition and Consumers Act 2024GOV.

If you display prices to consumers, include all mandatory fees in the total shown at the start of the purchase process, and check any joining or setup fees against the CMA price-transparency guidance.

Sources