• Russian fitness coach dies after extreme eating challenge
• The challenge was meant to promote his program

Dmitry Nuyanzin, a 30-year-old Russian fitness coach and social media influencer, died of cardiac arrest after participating in an eating challenge aimed at rapidly gaining weight and then losing it to promote his fitness program.

According to social media posts, Nuyanzin consumed around 10,000 calories a day in an attempt to gain over 23 kilograms in a single month.

The report stated that he began feeling unwell and canceled his training sessions, telling friends he planned to see a doctor, but he passed away in his sleep from a heart attack.

Nuyanzin had promised a $100 reward to anyone who lost 10% of their body weight using his program before the New Year.

He relied on cholesterol-heavy foods to gain weight, saying, “For breakfast, I have a plate of pastries and half a cake. For lunch, I usually eat 800 grams of pastries with mayonnaise. During the day, I snack on chips, and for dinner, I have a burger and two small pizzas.”

Followers on social media expressed shock and sadness over his death. One wrote, “I’m in total shock,” while others described him as “an amazing person” and “remarkable.”