Peloton rectifies and removes all its brokers from the market after several incidents and the death of a child

By Lucy Bayly - NBC News

Peloton is voluntarily recalling its Tread + and Tread treadmills due to safety concerns, the company announced Wednesday.

Its CEO apologized for not taking the products off the market earlier, as recommended last month by the Consumer Product Safety Commission (CPSC).

Customers should stop using the treadmills and contact Peloton for a full refund "or another qualified solution," the New York-based exercise equipment company said in a joint statement with the commission.

The shares plunged more than 8% on the news.

"The agreement between CPSC and Peloton is the result of weeks of intense negotiations and efforts, culminating in a cooperative agreement that, in my opinion, serves the best interests of Peloton and consumers," it said in the statement. Robert Adler, chairman of the commission.

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The CPSC last month issued an "urgent warning" for parents to stop using the Peloton Tread +, after 39 incidents in which children were injured, including a young boy who lost his life.

"CPSC staff believe that the Peloton Tread + poses a serious risk to children of abrasions, fractures and death. In light of multiple reports of children being trapped and dragged under the rear roller of the treadmill , CPSC urges consumers with children at home to stop using the product immediately, "according to the April release.

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Although Peloton said at the time that she was "shocked and devastated" to learn of the boy's death, she called that report "inaccurate and misleading."

"There is no reason to stop using the Tread +, as long as all warnings and safety instructions are followed," the company said at the time.

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Its CEO rectified Wednesday: "The decision to recall both products was the right thing to do for Peloton members and their families," he said, "I want to be clear, Peloton made a mistake in our initial response to the request from the Safety Commission. Consumer Products that we removed the Tread +. We should have collaborated more productively with them from the beginning. I apologize for that. "

Peloton also said it will work with the CPSC to establish new safety standards for treadmills.