More than 600 East Bay households were fined for exceeding limits on water use during the latest billing period — the second consecutive billing period in which fines have been issued — exhibiting behavior that water officials say is not only a violation of drought policy but bad for everyone in the region.

Among the customers with heavy water consumption were 24 Hour Fitness founder Mark Mastrov, former NFL running back Maurice Jones-Drew and retired Warriors basketball center Adonal Foyle, all of whom were also fined during last decade’s drought for using too much. None of the three could be reached for comment.

The East Bay Municipal Utility District on Tuesday released the names of 668 customers who allegedly violated its “excessive use” ordinance and were penalized on bills sent out in October. The bills reflect consumption over a two-month period that went back as far as July. Customers are billed on a rolling basis, and the new list adds to more than the 300 alleged violators named last month. The jump, district officials said, was likely due to warmer, drier weather and more outdoor watering.

The top water user this go-around, a household in Alamo, averaged 18,052 gallons of water per day, about 90 times what the average residential customer uses. That level of consumption would warrant a fine of about $2,700. The Chronicle is only naming customers who are known public figures, out of concern for privacy and the inability to reach out to all of the alleged violators.