"And Just Like That" Peloton Controversy

Note: This entry contains major spoilers for HBO's And Just Like That.

Overview

And Just Like That Peloton Controversy refers to the fallout following the premiere of the first episode of HBO's Sex and the City reboot, And Just Like That. The first episode shows Carrie Bradshaw's husband Mr. Big, one of the romantic leads of Sex and the City, being enthusiastic about Peloton exercise bikes, even developing a crush on a particular instructor. However, at the end of the episode, he has a heart attack and dies after completing his thousandth ride. The scene shocked fans of the series and sent Peloton into damage control, as they were unaware the show would tie their product to such an important character's death.

Background

In the December 9th, 2021 premiere of HBO's Sex and the City reboot And Just Like That, Carrie's husband Mr. Big is shown being enthusiastic about Peloton exercise bikes,^[1] with Carrie joking he has a crush on the instructor Allegra, played by real-life instructor Jess King.^[2] At the end of the episode, after completing his one thousandth Peloton class, Mr. Big has a heart attack and dies (shown below).

Developments

While fans of Sex and the City debated the merits of killing off Mr. Big in the first episode of the reboot, Peloton was forced to go into damage control, as the episode caused its stock to drop 11%. The company told Slate^[3] that while they knew a Peloton bike would be used in the episode, they did not know how it would be used. The company also put out a statement from cardiologist Dr. Suzanne Steinbaum (shown below), who serves on its board, to deflect the blame of Mr Big's death away from Peloton and towards his "extravagant" lifestyle.^[4]

I’m sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack. 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. 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.
More than 80% of all cardiac-related deaths are preventable through lifestyle, diet and exercise modifications. And while 25% of heart attacks each year are in patients who already had one (like Mr. Big), even then they are very, very treatable. The lesson here is, KNOW YOUR NUMBERS! 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.

Online, fans joked about the PR debacle. User @christress^[5] posted a The Thing That Killed meme about the scene, gaining over 430 retweets and 4,000 likes (shown below, left). User @yosoymichael^[6] cracked a joke about how the bike was "Chekov's Peloton," comparing it to the law of "Chekov's Gun" (shown below, right).

On December 12th, Peloton put out an ad showing Mr. Big actor Chris Noth sharing a romantic holiday evening with Jess King. Ryan Reynolds narrates the ad and reminds the viewer of all the health benefits that come with regular exercise, particularly with regards to one's heart.

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