Two-time world surfing champion John John Florence sings praises of Peloton bikes as company reels from revelation a kid was killed and forty injured by its treadmill as US regulators warn people to stop using the $4000 device!

John John Florence puts muscle behind Peloton as company hit by very bad press.

Endorsements. One minute you’re in a mutually beneficial commercial relationship with a seemingly innocuous but respected lifestyle brand, the next you’re throwing together a desperate press release distancing yourself from god knows what scandal.

Two days ago, the two-time world champion John (John) Florence made an Instagram post singing the praises of his Peloton Interactive Inc. fitness bike, along with a promotional video in which he appears alongside various other athletes, most notable of all fastest man on earth Usain Bolt.

“When I had an ACL surgery in 2019, I got a Peloton bike to help with the rehab process, “ posts John (John). “Throughout my recovery I found myself using the bike all the time, and I’ve continued using it ever since for workouts and warmups. It feels like an honor to be mentioned alongside these athletes… I’m excited about this partnership!”

Peloton get the rights. John (John) gets the bikes. Surfline Man gets a nice big hit of dopamine unpacking another shiny new bit of kit.

A match made in consumer lifestyle capitalist heaven.

Everybody wins.

The system works.

But wait.

A few hours before J(J)F’s post a story appeared on various news outlets. A headline on The Guardian read,“US regulators warn Peloton users to stop using treadmills after child death.”

“The US Consumer Product Safety Commission said it received reports of children and a pet being pulled, pinned and entrapped under the rear roller of the Tread+ treadmill, leading to fractures, scrapes and the death of one child.”

A decidedly un-feel-good, largely contra-wellness combination of words.

Peloton Interactive Inc. responded saying the warning was “inaccurate and misleading”.

“There’s no reason to stop using the treadmill as long as children and pets are kept away from it at all times, it is turned off when not in use, and a safety key is removed.”

It should be emphasised that J(J)F only mentioned the Peloton exercise bike and not the child-mangling treadmills mentioned in the report, so there’ll probably be no back-peddling(!) from the two-time world champion anytime soon.

Still, the timing between the story breaking and J(J)F’s post – mere coincidence, or has surfing reached such a lofty status in the minds of Joe public it’s now deployable as corporate damage-limitation fodder?

Heady days.