The start of the Milan-Cortina 2026 Winter Olympics on Feb 6 is expected to drive a renewed interest in personal fitness, but cybersecurity experts are warning that the increased use of fitness trackers could expose users to serious data privacy risks.

Major global sporting events have historically led to spikes in gym attendance and wearable device usage, as consumers seek to track exercise, sleep and other health indicators. Devices such as smartwatches, fitness bands and smart rings commonly collect biometric data including heart rate, blood oxygen levels and sleep patterns, as well as GPS data from outdoor activities.

Experts caution that publicly sharing workout routes or activity records can allow cybercriminals to infer users’ daily routines and locations. This information can be exploited for doxing, stalking or targeted phishing attacks, particularly when combined with data shared on social media platforms.

Beyond user-controlled sharing, concerns have also been raised about how some fitness tracker manufacturers handle personal data. Industry analysts note that certain lower-cost or lesser-known brands may monetise user information by sharing aggregated or anonymised data with third parties such as advertisers or data brokers.

In markets with privatised healthcare systems, such data could potentially be used to assess risk profiles, influencing insurance pricing, although the extent of this practice varies by jurisdiction.

Data breaches also remain a concern. Poor security practices — including weak encryption, outdated software and unsecured cloud storage — have previously led to large-scale leaks of wearable data, exposing sensitive health and location information.

“With events of this scale motivating a surge in fitness enthusiasm, fans need to prioritise data security over savings,” said Anna Larkina, Web Content and Privacy Analysis Expert at Kaspersky.

“Cheap trackers may become gateways for exploitation. Users should stick to established brands with proven privacy records and limit the visibility of their training data,” she added.

Cybersecurity specialists advise consumers to review privacy settings carefully, restrict access to workout histories and download fitness apps only from official app stores. They also recommend limiting the number of apps connected to wearable devices to reduce potential exposure points.

As the Winter Olympics capture global attention, experts say the challenge for consumers will be balancing fitness motivation with responsible management of personal data.