Brendan Morais is losing followers and sponsors.
The Sun reported that the controversial "Bachelor in Paradise" star has been dropped by NordicTrack due to his appearance on the ABC reality show.
The brand, a source told The Sun, is "no longer doing business" with the 31-year-old, and "any further business plans have been terminated." The insider added, "His behavior does not align with the brand's values."
Back in August, the reality TV star posted a video in which he boasted about one of NordicTrack's studio cycles. He included a "paid partnership" tag.
Brendan, however, told Page Six that the end of the sponsorship isn't really news, claiming it was only supposed to be for a limited time.
"While neither myself nor my manager have been in contact with NordicTrack regarding this matter, my partnership was never supposed to be long term," he said. "I wish things had happened differently on the beach and I'm regretful about how I handled things with Natasha. With that being said, I completely understand companies need to consider reality TV edits in order to protect their brand, I just know there is more to me than what the audience gets to see for an hour once a week."
Brendan quickly fell into "villain" territory on "Bachelor in Paradise" when it was revealed that he and Pieper James were in a relationship before both went on the reality TV show. Still, despite dating Pieper, Brendan romanced fan favorite Natasha Parker on the show. When Pieper eventually appeared on the show, Brendan quickly steered his attention to her. Fans then accused him of trying to "gaslight" and lie to Natasha when she figured out he was (and had been) in an under-the-radar relationship with Pieper that began before cameras started rolling.
As if that weren't enough, Brendan and Pieper were also later caught on camera discussing their growing Instagram follower count, screen time and media coverage about themselves. Bachelor Nation soon felt that the duo were competing for sponsorships and Instagram followers, not love, which is the basis of the show. Almost overnight, Brendan lost 100,000 followers.
After the drama, several of Brendan's followers urged NordicTrack to cut ties with him.