NEW YORK, NY - MAY 05: (L-R) Asia Kate Dillon, Brian Koppelman, Maggie Siff, Paul Giamatti, David ... [+] Levien, Toby Leonard Moore and David Costabile attend Showtime's "Billions" For Your Consideration Red Carpet Event at NYIT Auditorium on May 5, 2017 in New York City. (Photo by Roy Rochlin/FilmMagic)

1-24-22— The story was updated with information about calls for the CEO to be fired and the company to be sold.

Just when it seemed that things could not get worse for Peloton....they got worse.

CNN reported Sunday that, “... another TV show character experienced a heart attack on [Peloton’s] interactive bike—this time (spoiler alert) it's Mike Wagner (David Costabile) on the season six premiere of Showtime's Billions.

Then on Monday, according to the news network, “Blackwells Capital, an activist investor that owns less than 5% of Peloton, says it has ‘grave concerns’ about its performance and is calling on its board of directors to fire CEO John Foley immediately and explore a sale.”

If there was any good news for Peloton in their latest crisis, it is that on Sunday the TV character did not die. Last month, a character on And Just Like That… suffered a fatal heart attack after riding a Peloton bike.

According to the New York Times, “In a statement, the show’s executive producers said the scene was written and shot last spring, months before Mr. Big’s onscreen demise. The line of dialogue about Mr. Big was overdubbed only recently in postproduction.

“We added the line because it was what [Mike Wagner] would say,” they said in the statement. Showtime did not immediately respond to a question about whether Peloton was aware of the cameo before the episode debuted.”

Peloton released this statement to USA TODAY about the Billions episode:

"We get 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 did not agree for our brand and IP to be used on this show or provide any equipment. As referenced by the show itself, there are strong benefits of cardio-vascular exercise to help people lead long, happy lives."

CNBC reported that Peloton would halt production of their bikes and treadmills because of decreased demand.

The New York Times reported that Peloton removed its online ad featuring actor Chris Noth after The Hollywood Reporter published an article in which two women accused the actor of sexual assault.

The company immediately went into damage control when a major character on HBO’s Sex and the City reboot And Just Like That..., suffered and died of heart attack riding a Peloton exercise bike.

Peloton announced a delayed recall of its treadmills.

In the wake of the exercise equipment maker’s crisis last week, reputation management expert Baruch Labunski said, “I don’t see a bright future for Peloton. Companies can weather a little bad publicity.  After all, that’s why reputation management exists!  But when bad publicity reaches a critical mass, it may be impossible to save a floundering business. 

“While I wouldn’t say Peloton’s demise is a sure thing, barring an imaginative new approach and some significant new branding, my call is that Peloton will continue to contract, rather than grow, and that’s only sustainable for so long,” he concluded.