Maggie Lu makes use of a Peloton Tread treadmill throughout CES 2018 on the Las Vegas Conference Middle on January 11, 2018 in Las Vegas, Nevada.Ethan Miller | Getty ImagesPeloton shares closed Wednesday down almost 15%, wiping $4.1 billion off its market worth in at some point, after the health tools maker apologized for not voluntarily recalling each its treadmill machines over security issues sooner.Since March 18, Peloton’s market cap has shed $7.4 billion. That Thursday was when Peloton’s CEO John Foley revealed for the primary time that an accident involving a Peloton treadmill had resulted in a baby’s loss of life. The corporate has since been in back-and-forth discussions with the U.S. Shopper Product Security Fee relating to dozens of reported accidents tied to its machines.Peloton’s inventory was an enormous winner in 2020, with shares surging greater than 400% for the yr. Peloton’s market valued peaked in mid-January at $49 billion. Buyers rallied behind Peloton because it noticed large progress through the early days of the Covid pandemic. Shoppers have been in search of methods to excercise at house, whereas gyms have been shut down, and Peloton shortly grew to become the choice of alternative for many who might afford its high-end cycles and treadmills. Peloton’s 2020 income surged to $1.8 billion, from $915 million a yr earlier. However 2021 has been a distinct story. The inventory is down 45% up to now this yr. A number of the decline has come as traders not favor firms that benefited from stay-at-home tendencies. Different shares like Zoom and Netflix have began to fade as effectively. Nevertheless, Peloton’s decline is deeper as a result of treadmill debacle. On Wednesday, Peloton shares hit an intraday low not seen since September. The inventory closed the day at $82.62.”We view this as one other signal that Peloton’s voice and platform grew quicker than its enterprise, and it’s nonetheless working to develop into its fame,” BMO Capital Markets analyst Simeon Siegel mentioned in a notice to purchasers. “With a nonetheless ~$30 billion market cap … Peloton’s market worth looms a lot bigger than its anticipated outcomes.””We consider one can argue extra of Peloton’s market worth has been created by its advertising division than by its engineers or instructors,” Siegel mentioned.Siegel has an underperform ranking on Peloton shares, with a worth goal of $45.On the entire, although, Wall Road analysts are having a troublesome time reaching a consensus over which manner shares will go subsequent. Some, actually, see the dip as an opportunity to purchase.”Within the years forward, we’ll recall this second in Peloton historical past because the proverbial shopping for alternative,” mentioned Stifel’s Scott Devitt.Peloton mentioned Wednesday it ought to have acted extra shortly to resolve the difficulty with the treadmill. It mentioned it is engaged on a restore that will likely be supplied to treadmill house owners within the coming weeks. It had been working towards debuting its inexpensive treadmill mannequin in the USA later this yr, however it’s unclear if the corporate will transfer ahead with these plans.”I wish to be clear, Peloton made a mistake in our preliminary response to the Shopper Product Security Fee’s request that we recall the Tread+,” Foley mentioned. “We should always have engaged extra productively with them from the outset. For that, I apologize.”Peloton is about to report quarterly earnings after the market shut on Thursday.Learn the complete assertion from the CPSC right here.—CNBC’s Christopher Hayes contributed to this reporting.