Death by Peloton on 'And Just Like That' Causes Exercise Giant's Stock to Plunge

Saturday December 11, 2021
Originally published on December 10, 2021

"Peloton shares have nosedived 11% after 'Sex and the City' returned with a reboot that kicked off with the shocking death of a key character," the Daily Mail reported.

Still, the episode had a withering effect on Peloton's stock, which, the Daily Mail said, saw shares tanking 11.35% since the show aired at 12.01am PT in the US.

"And Just Like That," the sequel to the long-running HBO series, dropped two episodes of the series on Thursday, which stars three of the original show's stars — Sarah Jessica Parker, Kristen Davis, and Cynthia Nixon, with Kim Cattrall declining to participate in what has turned out to be a nasty feud between her and Parker.

"The first episode of the revival series, which launched Thursday on HBO Max, ends with a shocking twist. After a vigorous workout on his Peloton bike, Mr. Big (Chris Noth) — who had dealt with heart health problems on the original series — steps off the machine, turns on the shower, and suffers a heart attack. (Bit of trivia: Big's Peloton instructor, Allegra, is played by real-life fitness influencer Jess King.)," Entertainment Weekly said. King is a real-life Peloton instructor.

Throughout the episode, Carrie jokes about being jealous of Allegra. "Tell that whore Allegra I said bye," Carrie jokes as she leaves the apartment.

BuzzFeed News reported that the company did not know their exercise bike would figure so prominently in the episode. "Peloton spokesperson Denise Kelly said the company approved King's appearance but indicated that it didn't know about the plotline."

"HBO procured the Peloton Bike on their own," Kelly said. "Peloton was aware that a Bike would be used in the episode and that Jess King would be portraying a fictional Peloton instructor."

"Due to confidentiality reasons, HBO did not disclose the larger context surrounding the scene to Peloton in advance," Kelly said.

Reached for comment by EW on Thursday, the company provided a statement from Dr. Suzanne Steinbaum, a preventative cardiologist and member of Peloton's Health & Wellness Advisory Council.

"I'm sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack," the statement said. "Mr. Big lived what many would call an extravagant lifestyle — including cocktails, cigars, and big steaks — and was at serious risk as he had a previous cardiac event in season 6. These lifestyle choices and perhaps even his family history, which often is a significant factor, were the likely cause of his death. Riding his Peloton Bike may have even helped delay his cardiac event."