SPOILER Notify: This report discusses a key plot advancement in the first episode of “And Just Like That,” the “Intercourse and the Town” revival sequence now streaming on HBO Max.

Shares of Peloton, the exercise tools business, fell 11.3% Thursday — tumbling to a 19-month reduced — soon after a key character in HBO Max’s “Sex and the City” revival, “And Just Like That,” was demonstrated dying of a coronary heart assault after a 45-moment exercise routine on a single of the company’s exercising bikes.

The inventory continued its slide Friday, down extra than 5% in midmorning buying and selling.

In accordance to Peloton, the organization had approved the show’s use of the bicycle as effectively as the visual appeal of “Allegra,” a fictional instructor played by real-life Peloton cycling instructor Jess King. On the other hand, Peloton did not know that “And Just Like That,” which premiered Dec. 9, would show [SPOILER ALERT] Mr. Large, performed by Chris Noth, collapsing and then dying soon after a Peloton work out. Mr. Major was the on-all over again-off-all over again love fascination of protagonist Carrie Bradshaw (Sarah Jessica Parker). “And just like that — Big died,” Carrie states in the scene.

In reaction, Peloton pointed to Mr. Big’s unhealthy life-style options as the probably cause of his demise — alternatively than the point that his death was precipitated by his use of the company’s training bicycle. Prior to hopping on the Peloton bike, Significant is viewed puffing on a cigar.

“I’m confident ‘SATC’ supporters, like me, are saddened by the information that Mr. Massive dies of a coronary heart attack,” cardiologist Dr. Suzanne Steinbaum, a member of Peloton’s health and fitness and wellness advisory team, claimed in a assertion released by the enterprise. “Mr. Huge lived what a lot of would contact an extravagant lifestyle — like cocktails, cigars, and massive steaks — and was at severe chance as he experienced a prior cardiac occasion in time 6. These way of life decisions and most likely even his loved ones record, which generally is a sizeable variable, had been the likely result in of his demise. Driving his Peloton Bicycle might have even aided delay his cardiac party.”

In a investigation be aware to consumers, BMO Money Markets analysts termed out the “And Just Like That” scene, composing, “Although unlikely to effects profits, it does problem no matter whether [Peloton] is getting rid of degrees of control more than its storytelling, most likely its finest achievement to date.”

Peloton was amid the “stay-at-home” stocks that seasoned a surge during COVID lockdowns, as men and women stopped going to fitness centers. Element of the stress on Peloton’s shares stems from expectations that buyers will be paying out significantly less dollars on home-exercising products and solutions and services as soon as coronavirus instances subside.

On Friday, Credit score Suisse analyst Kaumil Gajrawala downgraded the stock from “outperform” to “neutral” and slash his 12-month rate focus on on the stock from $112 to $50 per share. In a investigation take note, the analyst cited headwinds for Peloton relevant to “Higher mobility, a change in buyer investing, and the return of in-man or woman fitness” after the organization knowledgeable “a breakneck” fiscal 2021.

Peloton past broke into the cultural zeitgeist to this extent two years back, when a holiday getaway ad that numerous perceived as sexist and elitist was commonly satirized on social media.

By Ellish