Peloton Suffers Another Major PR Nightmare as Another TV Show Features a Heart Attack on the Company's Bike Season 6 of Showtime's 'Billions' featured a scary scene with one of its characters riding a bike.

By Emily Rella Edited by Amanda Breen

Opinions expressed by Entrepreneur contributors are their own.

Joe Raedle | Getty Images

The entertainment world was shook last month during the premier of HBO Max's Sex and the City reboot And Just Like That when longstanding character Mr. Big (played by Chris Noth) was killed off during the first episode after having a heart attack on a Peloton bike.

The exercise company attempted to capitalize on the controversial scene by hiring Noth for a commercial in which his character didn't die, featuring Peloton instructor Jess King.

"'SATC' fans, like me, are saddened by the news that Mr. Big dies of a heart attack," Dr. Suzanne Steinbaum, a representative for Peloton's health and wellness advisory council said to the LA Times in a statement at the time. "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."

Related: Peloton Claps Back at Horrifying 'Sex and the City' Reboot Scene: 'He's Alive'

But now it's looking like the exercise company has another fire to put out.

Season 6 of Billions, which premiered on Showtime this weekend, took a page out of HBO's book by giving one of its characters Mike Wagner (played by David Costabile) a heart attack while riding a Peloton bike.

Wagner even references the And Just Like That scene by jokingly saying "I'm not going out like Mr. Big" following the incident.

Peloton, however, released a statement on social media claiming that the company did not explicitly give permission to Billions to feature the brand, as it did for And Just Like That.

"We get TV shows want to include @onepeloton to get people talking, but to be clear, we did *not* agree for our brand or IP to be used on @SHO_Billions or provide any equipment," Peloton said on Twitter. "As the show itself points out, cardio-vascular exercise helps people lead long, happy lives."

The latest is just another blow in a long string of PR nightmares for the company.

Last week, shares of Peloton plummeted after the company announced that it would be pulling back and halting on production of its bikes and treadmill due to a vast decrease in demand following the pandemic.

Peloton was down a steep 82% year over year as of Monday morning.

Emily Rella

Senior News Writer

Emily Rella is a Senior News Writer at Entrepreneur.com. Previously, she was an editor at Verizon Media. Her coverage spans features, business, lifestyle, tech, entertainment, and lifestyle. She is a 2015 graduate of Boston College and a Ridgefield, CT native. Find her on Twitter at @EmilyKRella.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

Elon Musk's DOGE Is Hiring People Eager to 'Work Long Hours' to Eliminate 'Waste, Fraud and Abuse' in the Government. Here's How to Apply.

The Department of Government Efficiency is hiring U.S. citizens to help cut spending and headcounts in the federal government.

Business News

Uber's CEO Says Drivers Have About 10 Years Left Before They Will Be Replaced

Uber CEO Dara Khosrowshahi says the jobs of human drivers are safe for the next decade, but after that, another type of driver will take over.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Franchise

Franchise Models Explained — How to Choose the Right One for Your Goals

Navigating the franchise world starts with understanding key business models. Here's how project-based and subscription franchises differ in investment, scalability, and recession resistance.

Business News

'Everyone Can Profit From It': What Is DeepSeek? China's 'Cheap' to Make AI Chatbot Climbs to the Top of Apple, Google U.S. App Stores

DeepSeek researchers claim it was developed for less than $6 million, a contrast to the $100 million it takes U.S. tech startups to create AI.

Branding

How to Build a Strong Brand Identity for Your Early-Stage Startup

Branding might not be your first priority, but neglecting it can hurt your startup. A strong brand identity early on sets the stage for marketing success.