Peloton will have to cycle through its options on how its shares can rebound after the stock fell 11% Friday morning due to an unflattering television plotline.

The exercise company's decline in shares comes hours after one of its products, an exercise bike, was featured in an episode of HBO Max's And Just Like That, a sequel to the TV series Sex and the City. The episode shows Mr. Big, a husband to one of the main characters, collapsing and dying after using the bike.

"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," Dr. Suzanne Steinbaum, Peloton's cardiologist, said in a statement. "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."


Over 80% of all cardiac-related deaths are preventable, and 25% of heart attacks every year are in patients who already had one, including Mr. Big, and are still "very, very treatable," Steinbaum said. The cardiologist urged people to have a healthy prevention strategy, noting, "Peloton helps you track heart rate while you ride."

Peloton was aware its product and one of its instructors, Jess King, would be featured in the episode prior to its airing, with King playing a fictional Peloton instructor. However, the company was not aware of the context in which the bike would be featured "due to confidentiality reasons," Peloton spokeswoman Denise Kelly said.

Peloton's drop in shares is not the first time the company has faced trouble this year. In November, the company blocked users from using hashtags reading "Let's Go Brandon" after several users started putting the phrase in their personal profiles, and in June, the company announced owners of its $4,000 treadmills would have to sign up for a $39 monthly subscription to use them.


Peloton did not respond to the Washington Examiner's request for comment.