My local council leisure facilities - pool etc - are run by a private company. They actually do a really good job and I'm aware I'm lucky, as they're easily the best public facilities I've seen in England.
But...the people who run it say you have to sign up for a pass before you can use it. This is not a membership as you can simply pay to use the facilities on a one off or as and when basis. Getting the pass involves giving them personal info like mob no, street address, date of birth, no of children in your household - etc etc - which is basically marketing info. You then have to present the pass every time you go in addition to paying. They can be very pushy about it too; I forgot my pass this weekend and the guy made me give him my surname and postcode!
I mean, really? To go for a swim in the council pool? 
Only you don't, really, need one. Because if you press them, they admit you don't absolutely need one. And people from out of area can pay to use the facilities, no problem. I strongly suspect that this company is analysing usage patterns and selling the data on.
I'm really not sure how I feel about this - half of me can't be arsed, but then I don't think people should have to fork over data just to do lengths, when we are paying! Aibu or should I shrug and hand them my pass and ignore the spam?