Another TV character has suffered a heart attack from a Peloton bike – although the training company has not given permission to use it.
There are spoilers for Showtime/Sky Show Billions in this story!
The popular online exercise bike was used by Mike Wagner (played by David Costatable) during the premiere of the latest season of Sky and Showtime’s Billions.
This time, however, the character survives – unlike Mr. Big from Sex And The City (played by Chris Noth), who died after using it in the show’s reboot.
In a nod to the Sex and the City character’s fate, Mike Wagner says “I don’t go out like Mr. Big” when he returns to the office — a line reportedly added during post-production.
After the show aired in the US, Peloton was quick to reiterate that it was not given permission to use their trademark.
A spokesperson told Sky News: “We understand why these fictional TV shows would want to include a brand that people love to talk about, but Showtime’s use of Peloton’s Bike+ and reference to a Peloton instructor was not a brand, product or instructor placement . and we have not consented to our trademark and intellectual property being used in this show or any equipment being made available.
“As mentioned in the show itself, there are powerful benefits of cardiovascular exercise to help people live long, happy lives.”
Not all publicity is good for the brand, however, as shares plunged 11% after Mr Big died while riding the bike last month.
It attempted to revive its financial fortune by bringing Chris Noth on board in a hastily produced ad for his bikes — a move that backfired after he was accused of sexual assault.
The company’s share price fell further last week after a A report was leaked that suggested this would be the case halting production due to a slowdown in demand — something Peloton’s CEO denies.
Billions Season 6 is available now on Sky Q, Sky Glass and NOW.