A Russian fitness coach has died after taking part in an extreme eating challenge designed to promote his weight-loss program — a stunt that saw him consuming up to 10,000 calories a day and eating meals loaded with mayonnaise.
Dmitry Nuyanzin, a 30-year-old coach and influencer from the city of Orenburg, suffered cardiac arrest after weeks of binge-eating fast food and high-calorie meals as part of a “marathon” challenge he hoped would inspire others to lose weight with him, PEOPLE reports.
According to reports from Russian outlet Ostorozhno Novosti, Nuyanzin’s heart failed as he slept. He had cancelled training sessions the day before, telling friends he felt unwell and planned to see a doctor.
Three days later, he was laid to rest in his hometown, reports the Daily Mail.
Nuyanzin, who had worked as a personal trainer for more than a decade and graduated from the Orenburg Olympic Reserve School and the National Fitness University in St. Petersburg, documented his rapid weight gain on social media. He told his followers that he was intentionally putting on mass to demonstrate how effectively his program could shed it again.
“I am currently gaining weight for my weight-loss course, and this is my 10,000-calorie diet,” he wrote to his followers. “For breakfast, I have a plate of pastries and half a cake. For lunch, I usually eat 800 grams of dumplings with mayonnaise. During the day, I may snack on crisps, and for dinner, I have a burger and two small pizzas, either at a café or delivered.”
He had reportedly gained nearly 30 pounds (around 13kg) in a single month, revealing on November 18 that he now weighed 105kg (about 230 lbs). His goal was to reach at least 25kg of weight gain before beginning a dramatic transformation.
His challenge promised participants cash prizes. “My WEIGHT LOSS COURSE is starting soon, where you can win cool prizes and, most importantly, build a beautiful body, learn how to eat and have fun! I’m going to be losing weight with my minions, so this will be twice as exciting!” he told his followers. Those weighing more than 100kg were invited to lose 10% of their body weight by New Year’s Day to win 10,000 rubles (£100), paid personally by Nuyanzin.
The fitness influencer’s high-calorie plan was reportedly fuelled by foods rich in fat and cholesterol. He regularly shared videos and updates showing his meals — including pastries, cake, dumplings, burgers, and pizza — as his followers watched his physique change over the weeks.
Friends and fans paid tribute to him online following his death, with messages pouring in across Russian social media. “Dima, it’s so sad that you left so early… such an incredible person,” wrote one. Another added: “I’m in total shock. Why does God take the best people?”
Nuyanzin, who was married and had no children, had previously served an eight-month sentence in a Russian penal colony for drug possession in 2022 before returning to coaching.
His passing came just months after the death of another Eastern European fitness figure — Belarusian bodybuilder Ilya “Golem” Yefimchuk — who also died of cardiac arrest in September. Yefimchuk reportedly consumed 16,500 kilocalories daily to maintain his 158kg frame.
Medical experts warn that rapid and extreme weight gain can put immense strain on the heart.
As Brown University notes: “The larger the body, the harder the heart must work to pump and circulate the blood. Extra weight also gives the body volume, which creates more resistance for the heart to overcome as it pumps.”
Tributes continue to circulate online for Nuyanzin, who followers described as “bright,” “positive,” and “an amazing person.” His story has since sparked debate in fitness communities over the dangers of online challenge culture — and how far influencers are willing to push their bodies for views and validation.
Our thoughts go out to Nuyanzin’s family and loved ones at this time.
Featured image credit: Instagram/@dmitryfit (screenshots)
