Peloton Shares Tank After Shocking 'Sex And The City' Revival 'And Just Like That…' Premiere Death: Report

Life imitating art! Peloton shares took a nosedive after the shocking death in the Sex and the City revival And Just Like That…

The infamous exercise companies stock plunged 11% after during the first episode Mr. Big — played by TV legend Chris Noth — collapsed and died of a heart attack after a 45-minute ride on a Peloton bike," reported Daily Mail.

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Thursday's premiere found Carrie Bradshaw (Sarah Jessica Parker) in wedded bliss with Mr. Big, only for their happiness to be cut short after Big suffers a fatal heart attack at home. After the ride he was seen heading for a shower and suddenly clutched his arm and fell. Carrie's voice can be heard saying "And just like that Big died."

"I'm sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack," Steinbaum began her statement. "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."

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"More than 80% of all cardiac-related deaths are preventable through lifestyle, diet and exercise modifications," Peloton's statement continued. "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."

On Thursday, Buzzfeed News reported that just like viewers, the exercise company didn't know that Big would die — nor did it know how prominently its bike would be featured in the scene. "HBO procured the Peloton Bike on their own," Peloton spokesperson Denise Kelly spilled to the outlet. "Peloton was aware that a Bike would be used in the episode and that Jess King would be portraying a fictional Peloton instructor. Due to confidentiality reasons, HBO did not disclose the larger context surrounding the scene to Peloton in advance."