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Peloton’s model will get slammed once more after an unfavorable portrayal in ‘Billions’

Peloton Interactive Inc. stationary bicycles sit on show on the firm’s showroom on Madison Avenue in New York, U.S., on Wednesday, Dec. 18, 2019.

Jeenah Moon | Bloomberg | Getty Photos

Warning: This text contains some spoilers for the Season 6 premiere of “Billions.”

The hits simply maintain coming for Peloton.

Capping off a turbulent week for the related health firm, which entailed shares plummeting as Peloton stated it’s contemplating layoffs and planning to “right-size” production levels as demand for its gear wanes, one other tv character appeared in a well-liked TV present having a coronary heart assault after driving a Peloton Bike.

This comes a few month after a main character on HBO’s “Intercourse and the Metropolis” sequel sequence died from a heart attack after taking a Peloton biking class.

Within the Season 6 premiere of the Showtime drama “Billions,” foremost character Mike Wagner suffers a coronary heart assault whereas driving a Peloton Bike. He recovers shortly thereafter, nevertheless, and says later within the episode, “I am not going out like Mr. Massive,” referring to the “Intercourse and the Metropolis” Peloton look. (This episode had an early launch on Friday, forward of its scheduled on-air premiere Sunday night.)

In response to The New York Times, the scene in “Billions” was written and shot months earlier than Mr. Massive’s “And Simply Like That…” scene. The road referencing Mr. Massive was added not too long ago in post-production, the report stated.

A spokesperson for the present didn’t instantly reply to CNBC’s request for remark.

Peloton stated in an announcement on its Twitter account that it didn’t give “Billions” permission to make use of its model on the present.

Peloton’s head of world advertising and marketing and communications, Dara Treseder, additionally stated on Twitter: “We didn’t present Billions with any gear. As referenced by the present itself, there are robust advantages of cardio-vascular train. Train helps tens of millions of actual individuals lead lengthy, joyful lives.”

After Peloton’s cameo in “Intercourse and the Metropolis” began going viral on-line, shares of the corporate tumbled. Peloton rapidly fired back with its own parody ad, starring Mr. Massive actor Chris Noth, wherein he ended up residing and touted the advantages of cardio train.

However the rebuttal backfired when sexual assault allegations towards Noth surfaced, and Peloton pulled its video from all social media accounts. (Noth denied that he assaulted the 2 girls, saying the “encounters had been consensual.”)

This story is growing. Please test again for updates.

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