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Peloton stock dropped by almost 5% Tuesday after regulators released a statement demanding a recall of the brand’s popular Peloton Tread+ Treadmill.

The recall comes after a now-viral video that has been shared over a million times, showing a small child being pulled underneath the treadmill while holding onto his ball. The force of the machine was so strong that the child and the ball were sucked under the treadmill.

Luckily, the child survived. Video captured the incident. Warning: This may be disturbing to some viewers.

There have been over 39 incidents and 10 reported child-related injuries due to the treadmill and one child in died from his injuries.

After the death of the child in March of 2021, Peloton’s CEO, John Foley shared a statement on his company page urging parents to practice safety.

“I’m reaching out to you today because I recently learned about a tragic accident involving a child and the Tread+, resulting in, unthinkably, a death. While we are aware of only a small handful of incidents involving the Tread+ where children have been hurt, each one is devastating to all of us at Peloton, and our hearts go out to the families involved. We design and build all of our products with safety in mind. But in order to help ensure that you and your family members stay safe with Peloton products in your home, we need your help. This is especially true during what I hope is the final stretch of the pandemic where everyone is still at home. To prevent accidents, please take care to review and follow all the safety warnings and instructions that we provide.”

Following the death, a formal investigation was conducted by the Consumer Product Safety Commission which concluded that the $4,295 treadmill was not safe.

“CPSC staff believes the Peloton Tread+ poses serious risks to children for abrasions, fractures, and death,” the agency wrote in a statement. “In light of multiple reports of children becoming entrapped, pinned, and pulled under the rear roller of the product, CPSC urges consumers with children at home to stop using the product immediately.”

Peloton has hit back against the regulators with their own statement saying that the treadmill is safe but should not be used by anyone under 16 years of age.

“There is no reason to stop using the Tread+, as long as all warnings and safety instructions are followed,” the company said in a statement. “Children under 16 should never use the Tread+, and Members should keep children, pets, and objects away from the Tread+ at all times.”

The CPSC has not shared if they will be forcing Peloton to stop production after its recent statement to not recall the treadmill.

It seems like Peloton needs to make a decision soon before more fatalities occur.