Peloton responds to that SHOCKING death of a Sex and the City character in And Just Like That…

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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.

As DailyMail.com exclusively reported in August, it was revealed at the end of the premiere of ‘And Just Like That’ that Mr. Big (Chris Noth) collapsed and died of a heart attack shortly after a 45-minute session on one of the exercise bikes.  

The scene left fans reeling, with Mr Big a longtime love interest of Carrie Bradshaw (Sarah Jessica Parker). 

But it also appears to have had consequences for Peloton with shares tanking 11.35 per cent since the show aired at 12.01am PT in the US.

The company did know that one of its bikes would be featured in the episode – but did not know that Mr Big would die, reports Buzzfeed News.  

Peloton have since issued a statement through Cardiologist Dr Suzanne Steinbaum, insisting that Mr Big riding a Peloton bike would have helped delay his fatal heart attack. 

Dr Steinbaum, who works for Peloton on its Health & Wellness Advisory Council said Mr Big’s history of cardiac arrest would have put him at higher risk of a heart attack.  

The premiere episode frequently featured Mr. Big referencing his favorite Peloton instructor, Allegra, a fictional character played by real Peloton instructor Jess King. 

Towards the end of the episode, he gets a ride in. While he is cycling, his beloved wife Carrie (Sarah Jessica Parker) attends the piano recital for Charlotte’s (Kristin Davis) daughter.

After his workout, Big is seen heading to the shower, when suddenly he clutches his shoulder and collapses, as Carrie states in voice over, ‘And just like that Big died.’  

Peloton spokesperson Denise Kelly confirmed that the company approved King’s portrayal of a  fictional instructor in the episode, reports NBC News. 

However, ‘due to confidentiality reasons, HBO did not disclose the broader context surrounding the scene to Peloton in advance,’ Kelly said.

It meant that while Peloton knew that their bike would be featured in the episode, they did not know how prominently it would be shown, nor that Mr Big would die.    

Dr Steinbaum, who is a big Sex and the City fan herself, was saddened to learn of Mr. Big’s passing, and elaborated on what likely caused his heart attack in a statement released by Peloton. 

‘I’m sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack,’ Steinbaum began in her statement to US Weekly.

‘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,’ she continued.

‘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,’ she added.

Steinbaum also revealed that, ‘more than 80 percent of all cardiac-related deaths are preventable’ by changing one’s lifestyle, diet and exercise.

‘While 25 percent of heart attacks each year are in patients who already had one (like Mr. Big), even then they are very, very treatable,’ she continued.

‘It’s always important to talk to your doctor, get tested, and have a healthy prevention strategy. The good news is Peloton helps you track heart rate while you ride, so you can do it safely,’ she said.

People report that Peloton were aware of the appearance of the brand in the show and that real instructor Jess King would be playing a fictional trainer named Allegra.  

Despite her words, a stark drop appeared on the stock market when shares fell by 11% on Friday morning – just hours after the episodes aired. 

Mr. Big’s death was met with mixed reactions on social media, with some, like @cathrynsetz,’ hinting they may have, ‘just tanked Peloton, in the very first episode!’

Others were more distraught, with @helcnsharpe adding, ‘I will never recover I’m being so serious.’ 

Another fan, @zourkandy, stated that the writers ‘disrespected’ fans by having Carrie ‘chasing that love, and once she has that, she loses it again?!’  

Last month, Peloton shares plunged 24% after the company reported a net loss of $376 million in its third quarter, as the company struggled to recover from a voluntary treadmill recall sparked by an infant’s death and 29 other injuries. 

For the three-month period ended Sept. 30, Peloton reported a net loss of $376 million, or $1.25 per share, compared with net income of $69.3 million, or earnings of 20 cents a share, a year earlier. Analysts expected Peloton would see a loss of $1.07 per share, CNBC reported. 

In August, Peloton lowered the price of its original Bike to $1,495 – a nearly 20 per cent price cut from the $2,245 it costed this time last year.

This came after Peloton temporarily stopped making their treadmills due to the death of a child and the injuries of 29 others. 

In a video released by the Consumer Product Safety Commission, a young boy is seen walking behind the Peloton Tread+ with a large pink ball while a young girl is on it, which gets pulled under the treadmill. 

Peloton was also hit with controversy in December 2019 after its holiday advertisement sparked fierce social media backlash. The company lost $942million as a result.   

The exercise equipment company was vilified over the commercial titled ‘The Gift That Gives Back’, which shows a woman receiving a stationary bike from her husband on Christmas morning. She then documents her year-long fitness journey in a series of selfie clips that she compiles into a thank you video for her husband.  

Viewers trashed the ad on Twitter, calling it sexist, misogynistic, humiliating and cringeworthy.    

Peloton Interactive Inc’s stock fell 9.12 percent, and analysts attributed the drop to negative publicity over the ad.   

The decline erased nearly $942million from the company’s market value, bringing its market cap to about $9.4billion, according to Markets Insider.