Peloton once again forced to respond after another TV character has an exercise bike-related heart attack


Peloton just can't catch a break.
For the second time within two months, the company is responding to a television scene in which a fictional character suffers a heart attack after riding one of its bikes. In this case, the latest episode of Showtime's Billions depicts a character exercising on a Peloton bike and having a heart attack, although it's not fatal. The company on social media said "we did *not* agree for our brand or IP to be used" on Billions, nor did it provide equipment to the show.
"As the show itself points out, cardio-vascular exercise helps people lead long, happy lives," Peloton added.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
This came after Peloton's stock was rattled last month after the first episode of the Sex and the City reboot And Just Like That infamously included a scene in which a major character, Mr. Big, dies of a heart attack after exercising on a Peloton bike. The company told BuzzFeed News that it didn't know how HBO planned to use its equipment in the show, and it released a statement from a cardiologist declaring that Mr. Big's death was a result of his "extravagant lifestyle." Peloton then quickly put together an ad based on the episode in which Mr. Big returns, only for the ad to be pulled after the actor who plays him, Chris Noth, was accused of sexual assault.
Billions co-creator Brian Koppelman told USA Today the scene was shot in April 2021 and wasn't meant to intentionally echo the And Just Like That moment, although a line was later added to the episode referencing the Mr. Big drama. In the Billions premiere, after David Costabile's character Mike Wagner survives the heart attack, he declares, "I'm not going out like Mr. Big."
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Brendan worked as a culture writer at The Week from 2018 to 2023, covering the entertainment industry, including film reviews, television recaps, awards season, the box office, major movie franchises and Hollywood gossip. He has written about film and television for outlets including Bloody Disgusting, Showbiz Cheat Sheet, Heavy and The Celebrity Cafe.
-
The genetic secrets of South Korea's female free-divers
Under The Radar Unique physiology of 'real-life mermaid' haenyeo women could help treat chronic diseases
-
Democrats: How to rebuild a damaged brand
Feature Trump's approval rating is sinking, but so is the Democratic brand
-
Unraveling autism
Feature RFK Jr. has vowed to find the root cause of the 'autism epidemic' in months. Scientists have doubts.
-
Warren Buffet announces surprise retirement
speed read At the annual meeting of Berkshire Hathaway, the billionaire investor named Vice Chairman Greg Abel his replacement
-
Trump calls Amazon's Bezos over tariff display
Speed Read The president was not happy with reports that Amazon would list the added cost from tariffs alongside product prices
-
Markets notch worst quarter in years as new tariffs loom
Speed Read The S&P 500 is on track for its worst month since 2022 as investors brace for Trump's tariffs
-
Tesla Cybertrucks recalled over dislodging panels
Speed Read Almost every Cybertruck in the US has been recalled over a stainless steel panel that could fall off
-
Crafting emporium Joann is going out of business
Speed Read The 82-year-old fabric and crafts store will be closing all 800 of its stores
-
Trump's China tariffs start after Canada, Mexico pauses
Speed Read The president paused his tariffs on America's closest neighbors after speaking to their leaders, but his import tax on Chinese goods has taken effect
-
Chinese AI chatbot's rise slams US tech stocks
Speed Read The sudden popularity of a new AI chatbot from Chinese startup DeepSeek has sent U.S. tech stocks tumbling
-
US port strike averted with tentative labor deal
Speed Read The strike could have shut down major ports from Texas to Maine