Sailendra Nath Roy, a 48-year-old daredevil and Guinness World Record holder, died while attempting to zip-line over the Teesta River in West Bengal, India, while hanging from his ponytail.
The BBC reports that a large crowd had gathered to watch Roy zip-line 600 feet, which would have broken his own record. But Roy made it about halfway before he stopped.
Photographer Balai Sutradhar, who was covering the stunt, told the BBC, "He was desperately trying to move forward. He was trying to scream out some instruction. But no one could follow what he was saying. After struggling for 30 minutes he became still."
Doctors later said he had suffered a massive heart attack.
It took authorities almost 45 minutes to get Roy down from the line. There were no emergency crews on site, according to the BBC.
A friend of Roy's said that Roy's wife "used to urge him to quit doing dangerous stunts. Mr. Roy convinced her that crossing the Teesta River would be his last. Unfortunately, that became his last stunt."
Roy's younger brother, Benoy, told Sky News: "We were proud of his bravery. He was sure to win but destiny has taken his life, and the most beloved member of our family as well."
In 2011, Roy captured the world record for traveling the longest distance on a zip wire hanging only from his hair. He was also known for lifting heavy objects attached to his mustache, and for pulling the Darjeeling Himalayan train (nicknamed the "Toy Train" because it's so narrow) with his ponytail.