Recently, Beachbody, a fitness company famous for its ready-to-mix health shakes and intense workout videos, faced a hefty $3.6 million fine for charging customers without their consent. A judge in Santa Monica ruled that the company had enrolled customers in auto-renewal programs without their knowledge, leading to the expensive penalty.
As a result of this ruling, Beachbody is now required to disclose renewal terms, provide a consent checkbox for customers, simplify cancellation processes, and send reminders about upcoming renewals. These measures are now mandatory, given that the company had not been proactive in implementing them.
When I learned about this legal decision from a friend, I felt a wave of relief wash over me. I, too, had fallen victim to Beachbody’s automatic billing fiasco, and I was far from pleased about it.
Last year, I set out to shed a few stubborn pounds and wanted to try something fresh to boost my fitness routine. Everywhere I turned, people were raving about their “coaches” and the Beachbody workouts, so I decided to give it a shot.
While programs like P90X and PiYo sounded more like video games for my teenager, I was intrigued. The enthusiastic participants in their promotional videos appeared fit and joyful—not at all like they were starving themselves on a diet of lemons and cayenne pepper. Their website claimed that individuals were losing weight faster than waterfalls cascading from Niagara Falls, and their convenient shakes seemed perfect for my busy lifestyle as a working mom.
One shake a day and some fun workouts? I thought I could handle that.
I quickly set out to order the PiYo videos and shake mix. However, I soon discovered that getting started on my health journey wasn’t as simple as a one-click purchase on Amazon. I had to find a “coach” because Beachbody operates as a multilevel marketing company, relying on sales reps to build their network and sell their products. Eye roll.
But the shakes would save the day! I was eager to dive in, so I found a coach and told her I just wanted a month’s supply of Shakeology and the PiYo DVDs. That was it. I wanted to take my time while exploring this new Beachbody lifestyle.
My coach was thrilled I had joined her “beach party.” However, she pushed every Beachbody product on me, excitedly outlining how she would support me through my health journey. She even suggested I become a coach myself and recruit others! Hard pass, Karen. Just give me the shakes and let me work out in peace.
Though I was taken aback by her aggressive sales tactics, I accepted and awaited my Beachbody package. Once it arrived, I jumped headfirst into my fitness routine. I diligently followed the workout schedule and incorporated the shakes into my daily life, convincing myself I’d be fit in no time—even if the shakes tasted like chalky mushrooms.
My enthusiasm lasted about ten days before my body revolted against the shakes. I was dealing with so much diarrhea that it was nearly impossible to do pilates without worrying about an accident. Shakeology became a complete disaster, and my transformation attempt fizzled before it had a chance to start.
Not wanting to disappoint my overly enthusiastic coach, I began ignoring her constant messages about my progress and her suggestions for new products. I just wanted to forget the whole Beachbody ordeal—and, frankly, stop having bathroom emergencies.
Unbeknownst to me, my so-called coach had enrolled me in the “autopay” program for my Beachbody products. The following month, my credit card was charged at double the introductory rate, and I received a new shipment of products—without my knowledge or consent.
Things escalated when my coach, who had promised unwavering support, suddenly became unreachable. After hours of searching, I finally spoke with a Beachbody representative who chastised me for wanting to quit. After I firmly told her where to stick her superfood shakes, she agreed to help me opt-out of the autopay program, but not without demanding I sign an affidavit stating I wouldn’t purchase Beachbody products for six months. Additionally, I had to give up my rights to become a Beachbody coach for a whole year.
I was devastated by this revelation—not. By holding Beachbody accountable for their sneaky tactics, the California ruling sends a strong message to other multilevel marketing companies that rely on questionable business practices to entice customers to continue buying their products.
Moreover, the ruling mandates that Beachbody provide scientific evidence to back their health claims. In an encouraging turn, the company seems willing to implement the necessary changes to ensure transparency for their 23 million customers when buying or endorsing their products. Time will tell, but it feels like a step in the right direction.
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In summary, my experience with Beachbody was a cautionary tale of automatic billing gone wrong. I learned the hard way that while the promise of a healthier lifestyle is appealing, it’s essential to read the fine print and be cautious of companies that rely on aggressive marketing tactics.